doterati March Lunch & Learn: Mix It Up! Promotional Products & Social Media
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Mix It Up! Integrating Promotional Products Into Your Social Media Strategies
Transcript of doterati March Lunch & Learn: Mix It Up! Promotional Products & Social Media
Mix It Up!
Integrating Promotional Products Into Your Social
Media Strategies
Agenda
• Introduction• What is a promotional item?• Leverage promotional items as a channel• Mix it in• Report it out• Q&A
Promotional Products / Advertising Specialties
• Wearables• Bags• Hats/Caps• Shirts• Awards• Writing Instruments
• Glassware/Ceramics• Calendars• Jewelry• Desk/Office/Business
Accessories• Other
End-Users Who Remember the Brands on Items They Received
*2009 ASI The Number That Matters
End-Users Likelihood to do Business with Advertisers on Items Received
*2009 ASI The Number That Matters~25% 1 in 4 More Likely
to do Business
Mix It In
• Product tie-in– Green– Phones & Apps– Product Keys
• Include URLs to Social Tools– Blog, Facebook, Twitter– Custom App, Online Tool
• Contests– Comments, video, blog
entries, etc.• Push it out– Events, tradeshows– Current customers– Niche mailings– Networking events– Promotions/campaigns– Business Communications
Gauge, Trend, Adjust
• Determine your measures of success– KPIs, engagement, sales reports, source/QR codes
• Capture regular snapshots and trend– Weekly, daily, hourly depending on KPIs
• Adjust as needed– Increase/decrease activity– Expand audience size, quality if piece, etc.
Kleenex – Give the Gift of Softness
• Launched “Softness Worth Sharing” campaign (9/26 – 3/31)
• Timed with Flu Season• Increased e-mail list
with 580k+ mailed by mid-November
• Increased relations: TV, in-store promos, bloggers, etc.
*ASI Successful Trends NewsletterDecember 2010
Culturelle – I ♥ Bacteria• Campaign to increase
awareness of “probiotics”• Gave away shirts that said
“I ♥ Bacteria” on front; logo on back
• Giveaway met every goal: 100k+ requests in first week
• Increased brand awareness and consumer connection
*ASI Successful Trends NewsletterNovember 2010
Rita’s Italian Ice & Peeps
• Teamed up with the makers of Peeps
• Two-week campaign• Multi-level promotions• Cross-branded• Doubled Facebook fans
during promo, with one-time spike of 28k/day
*ASI Successful Trends NewsletterSeptember 2010
Final Thoughts
• Keep it simple• Avoid overly gimmicky
promotions• Tie-in to brand/mission• Integrate into all
available activities
• Measure activity before, during, and after the promotion
• Adjust, as needed• Continue the online
engagement afterward
Questions?
Presenter: Damien Wiesenfeld
President / Co-Owner: The Sunshine GroupPromotional ProductsDisplay and Show PiecesEvent Materials
