The 4 Reasons Marketing

The Top 4 Reasons…The Top 4 Reasons…Advertising and Advertising and Marketing Efforts Are Marketing Efforts Are Failing TodayFailing Today

Even the savviest Even the savviest executives need to executives need to understand the complex understand the complex issues causing advertising issues causing advertising and marketing campaigns and marketing campaigns to fail todayto fail today

Reason #1: Not knowing how to reach a target audience• Nearly 60% of all

women will perceive an advertised product negatively, if it clutters their web viewing

• Women are also more likely to leave a website that appears cluttered

• How well are businesses adapting to the needs of their target audience?

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What Women Want From The Web Report, Unicast, June 2010,

© HALO Branded Solutions - 2011

Reason #2: Paying more for less ROI

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• In 1980, businesses collectively spent $53.5 Billion on advertising

• In 2007, that increased to more than $279 Billion

• An increase of 421%

• Even in 2011, with a struggling economy, marketing budgets showed large increases over 2010 budgets

• Businesses are spending more and more for advertisements that are less effective

Internet Advertising Expenditures, Compilation of sources (Cohen, Galbi, etc.), 9/14/08


Why is it costing so much?

Experts have discovered there are two main sources for the majority of wasted advertising

1. Advertising the wrong message accounts for $30 Billion annually

2. And having the wrong timing accounts for $20 Billion more

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Industry Identifies Fifty Billion Dollars In Ad Waste: Wrong Messages, Wrong Timing, Advertising Research Foundation cited by Media News Daily, 9/21/04


Reason #3: Ineffective brand strategy

Industry experts have identified the top three branding mistakes as follows:

1. Inconsistent corporate identity

2. Poor visuals

3. Lack of brand controls

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Top Ten Branding Mistakes, Precision Intermedia


Reason #4: Public relations disasters• The number of incidents

reported to the Consumer Products Safety Commission has been increasing at a rapid rate

• Despite the risk of litigations and bad PR, companies continue to source their promotional product needs to overseas third party vendors they know little about

• Promotional products continue to be a source of an increasing number of safety incidents reported

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Source: US Consumer Product Safety Commission, November 2011


Why do PR disasters happen?

• There are a number of reasons PR disasters occur in promotional advertising, but topping the list are:

– Using multiple disjoined vendors

– Cutting cost in the wrong places

– Not building safety management into contracts

– Not knowing the supplier

– Vendors that don’t know their suppliers

7© HALO Branded Solutions - 2011

How To Achieve Success Where Others Are Failing

Change your brand strategy

• Corporate Branding is changing and companies need to find ways to differentiate their brand from the competition

• Targeted promotional marketing is fast becoming the medium of choice because of it’s strong pulling power

• Today more and more companies are using dimensional direct response advertising to achieve marketing objectives


Targeted marketing builds relationships and motivates

• Which medium has the greatest ability to provide someone an incentive to take action?

• Consumers overwhelmingly favored promotional products

• The goal of all marketing efforts should be to motivate the target audience to action

• Some marketing tools motivate better than others

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Promotional Products Association International, 2010


Speak to them often

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Unaided Ad recall Comparison by media, Marketing Charts, May 2007, Promo Products Relatively Strong on Consumer Recall: PPAI Study, Promo Magazine, 2/24/10

Promotional marketing creates a message frequency that other forms of advertising can’t achieve


Why is promotional marketing so effective?

• Higher rates of recollection are linked to positive emotions

• For example, branded products have a high recollection rate

• This may be due to the fact that 59% of individuals that receive a branded product have a greater positive reaction than they do with other forms of advertising


The importance of brand control

• Brand Managers need to govern the use of your logo and advertising messages and approve all purchases in order to:

– Ensure branding success

– Maintain brand integrity

– Save the company from risk

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Vendor selection and planning… Look closely and take your time

• Look for a vendor that you can Trust

• Look for a vendor that offers marketing program solutions

• Look for a vendor with international purchasing power

• Look for more then just a product vendor, look for a Strategic Promotional Marketing Partner


Ask the important questions

• Do they require indemnification from all suppliers to protect their clients?

• Do they guarantee comprehensive product safety to their clients?

• Can they help with goal setting?

• How do they measure success?


Steps to achieve branding success

• Know your target audience

• Focus your marketing message on your customer

• Initiate branding controls

• Enlist the help of a Brand Marketing Specialist

© Halo Branded Solutions - 2011 15

Making your plan successful

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• Choose wiselyResist the urge to pick trendy items and opt for items that are a true reflection of your company image and theme

• Beware of poor qualityLow quality or poorly made products cheapen the image of the advertiser – quality ensures that the product will get used and protects businesses from costly PR disasters


Things to remember

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• Know your target market Unless a product is a good match for the audience it will not be used – utilize testing and market research

• Enlist the help of the right expertA brand management specialist can help you avoid wasteful mistakes and ensure that your choice in products makes the most sense for your business and your plan


Introducing…

We are the relationship experts


What we offer

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• Personalized attention from an experienced brand marketing specialist

• Expansive global product sourcing with pricing leverage

• Complete fulfillment capabilities

• Online and traditional marketing solutions

• Comprehensive product safety and social compliance


How we do it• We combine cutting edge

technology and caring personal service to create an exceptional dimensional advertising product purchasing experience

• We have spent decades as the global leader in client promotional solutions with one simple philosophy, "Success is created one order, one Client and one promotion at a time"


Value we bring

• We offer more than just products, but guidance and strategy on which products to use as well as how to use them and why

• We provide a team of experienced brand management specialists to help you increase income, reduce expenses, and manage risk

• Through operational efficiency we can meet the tightest deadlines every time on every order

• Our effective supply chain management ensures low-cost, safe and compliant products


Some of our other partners• We specialize in brand

management for clients with national presence and global reach

• Let us bring our experience, expertise and value to you

• Experience the HALO difference – Innovation, Trust, and Strength


Thank You!

Stephen Ropfogel, MAS - Findologist

Experience:•Over 20 years in the promotional products industry•Master Advertising Specialist (MAS) Certification

Recognition:•2005 Humanitarian of the Year, Specialty Advertising Association of California•2003 Man of the Year, Glendale Chamber of Commerce•2002 Man of Achievement, Glendale News-Press

The 4 Reasons Marketing

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