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Fundraising 101

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The last few years have left many looking high and low for funding.  People and businesses have cut costs and that’s leaving many charities short on funds.  Many of my customers have come to me seeking help on new ways to raise needed funds.  Its a fact that when someone receives a small token of appreciation, they’re more likely to donate so I think its important to help my customers find new ways to raise money.

First and foremost,  if you have the resources file all the needed paperwork to become an official, legal charity.  Larger companies just aren’t able to help you if there is no paperwork to document your status as a charitable organization, private or public.

Its essential that before you start your fundraising journey you’re prepared. Know the facts about who, what, why the money is being raised.  Have information about where the money is going whether its a larger organization or the specifics of how the locals will be affected by your efforts. You need to be ready to answer the multitude of questions to be taken seriously and to get those signed checks in your hands.

It’s important that you have people who are not afraid to ask for money speaking for you.  I for example, am not one of those people.  If you’re like me, find someone that doesn’t mind approaching people or walking into a business and simply asking for the financial support you need.  The confidence goes a long way in securing funds from any business.

That being said the simplest way to find much needed resources is to ask.  I know we think that friends and family will simply step up when they hear about your wonderful charitable work but the truth is it doesn’t enter their mind.  You don’t have to make the big push just let them know what you’re doing and that if they’re in the position to help you would appreciate it.  Most will be thrilled to help you reach your goals.

Get involved in the community. Every season there is a flood of fun outdoor activities run throughout local communities across the country.  There are opportunities to rent booths to expose a new audience to your efforts. Usually, charities can get a special discount on rental fees.  If that’s not an option consider partnering up with another charity or not-for-profit that has a similar mission. Be sure you show up prepared.  Make sure you have literature and something to remind visitors about your message such as silicone bracelets.

You don’t have to be trying to get space at a show or event to partner up. Finding a sponsor could be easier then a simple donation. It’s a great idea to visit businesses that have a similar message to your charity; are you raising money for animals, visit veterinary offices or pet stores; fundraising for breast cancer, visit local oncologist or medical stores. You don’t have to visit similar businesses banks, grocery stores, and more are always happy to help local charities.  I mentioned sponsorship though, not just donations. What that means is the business expects a certain amount of advertising for their support.  Your literature, website and give-aways must mention them.  this is a give and take relationship, they expect at some point there will be new customers based on involvement in your charity, and usually there are new customers.

Its very important that your efforts are shared as much as possible.  Today’s world of social networking play one of the largest roles in fundraising.  Create a page (not your personal page) to share with friends and family and in turn their friends and family.  This page should be devoted to news and stories related to your organization.  Include milestones and information that will make visitors connect.

There are also websites dedicated to helping small businesses and charities raise money.  Check out gofundme.com and build a website.

Always, after you receive donations send a thank you.  It’s important that donors are recognized.  Its as important as customer service to a business.  If word spreads that a charity is not appreciative funds will dry up.  You can send a simple note, a small thank you gift such as a book mark or bracelet but regardless you must send something acknowledging the donation.

Finally, just be confident and know that what you’re doing is good, is going to help.  The confidence you exude will make people trust you.  all of the above information can’t help if you don’t feel committed and confident in your efforts.

Donors don’t give to institutions. They invest in ideas and people in whom they believe.
- G.T. Smith

 

Beyond Promotional Products – Branding 101

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Often times I am writing about what kinds of products are effective for certain business.  Each week customers ask me, what is branding? why do I need to brand? How do you brand yourself?

What is branding?  Branding is simply your business’ identity. It is more then well thought out words and images that customers and potential customers will associated with your business. Its all of who you are as a business.

Why is it important?  Your brand is how the community perceives you, your business. When done correctly they won’t even need to see your business name to recognize the brand. Think about Target and their commercials 99% of the time you know its one of their commercials by the style and the logo. That’s effective branding.  Target didn’t get there by just putting that bulls-eye out there; they put a mission out there of quality, cool merchandise at reasonable prices. Every single thing from merchandising to hiring and training new employees to their commercials and even holiday specials were built upon this mission.  Customers know what to expect when they shop Target.

Tomorrow we can discuss the steps to creating a brand that your customers can believe in.

 

 

 

Who can use promotional items in 2013 – Financial Services

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If there is an industry that understands the effectiveness of promotional products it is the financial industry.  Open a new account and get a toaster, remember that?

Banks have been in the forefront of branding for years. Customers enjoy, even anticipate receiving calendars at the end of each year.  You will find coffee mugs with the banks logo on every teller window, branded check book covers and more.  Over the last few years many smaller banks have had to reevaluate their marketing budget but with favorable economic news marketing budgets are on the minds of successful financial service business managers everywhere.

Branding doesn’t stop with customers. The different businesses a bank does including mortgages are a perfect fit. Loan officers should consider sending some new exciting promotional products to different brokers reminding them that the bank is there to make both parties money.  Every day loan officers, brokers, insurance agents, realtors are tasked with bringing in new clients so they are bombarded with new contacts. The way to remain at the top of the pile is to be remembered. Make sure your name is the one that they see on a daily basis. Calendars and pens work for bank clients but create some buzz with new items like plants, tumblers and food storage containers.  Practical items that will be used are the most effective way to ensure your brand is remembered.

Whether you’re looking for mortgage brokers or customers the concept of branding works the same. People need to see your name seven to ten times before they’ll even remember it. Increasing impressions by important vendor contacts is just as important as increasing customer impressions. Sending your business card along with a new item each period will keep your name relevant and you will soon reap the benefits.

The economy has changed for everyone.  There are people who have lost their contacts due to the recession so now’s the time to build your brand with cost effective promotional products and get your name recognized by the consumers and vendors who will help catapult your business into the new year!

 

 

Understanding how to make promotional products more effective in your business.

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I have heard people say they don’t understand how to make promotional products work for them. They feel that its too random or confusing.  They  don’t have much experience with promotional items personally.  Advertising specialties reach 90% of American Consumers and 52% of those consumers reported doing business with the advertiser after receiving the promotional product. The numbers are impressive but real world experience them backs up.  If you take a look around not just your home but the train on your morning commute, walking down the sidewalk, or at any event you will see that big business has made the connection between the cost effective impressions promotional items make and improved sales.

Evaluate your target consumer: Sometimes businesses don’t know who they are trying to reach, so they don’t understand what kind of product may help draw the attention of consumers that would most likely use their services. Doing research to buy give-away items may seem like a lot of work but you want to be sure you are getting the most out of each dollar spent on marketing.

Stick to a plan: Creating a plan involves some commitment. You need to set a goal time frame to be able to accurately judge if your marketing is working. You will not always know this in the first days, weeks or even months. Don’t quit because a few weeks in you have not noted dramatically increased business. Consumers today are more cautious and educated than ever. They need to feel a connection and trust a business. Creating a recognizable brand helps build that trust but only if they know you’re going to stick around. Even if you feel that a plan isn’t working out let it run its course. I know it is difficult but it is important to let the plan develop, breathe and spread

Track and monitor Results: It may seem counterproductive to note every bit of information you gather from your promotional plan because again, you may not notice the results immediately. This information is vital to the current and future success of any marketing program. I actually have customers who have a failed plan file. Remember though don’t mark a plan failed until you’ve let it run its course and maintained proper records.

Know when it’s OK to be general: Not every business or consumer needs a specialized giveaway item. There are times when buying large quantities of less expensive items like pens can be very beneficial. These items are out in the market place bumping up how many times potential customers see your brand and increasing the integrity of your business. Don’t be afraid to have a stash of pens, key tags or stick-up calendars. Hand them out at trade shows, neighborhood functions etc. You don’t have to really track these items either, just allow them to spread your good name throughout the community every day.

Don’t take it personal if a campaign isn’t as successful as anticipated: Basically, get back on the horse, examine where things may have gone wrong and rewrite a new plan. Sure it may sting that you lost some money in a plan that didn’t pan out but you know what to avoid in the future. If a promotional campaign doesn’t take off there could be any number of reasons, wrong item, economy factors, timing (did you roll out a themed campaign during a large consumer holiday such as Christmas). You need to keep perspective and learn the lessons and put a new plan of attack into action. Keep moving forward.

Keep personal tastes at bay: Of course it is important to like something you are putting out into the marketplace as a representation of your business but what’s more important is how your potential customers feel. You may be a dedicated golfer but its not always the best strategy to hand out golf balls if your business is targeted toward children or stay at home moms. Keep that in mind; you’re business and your personal preferences will not always coincide.

Don’t make too many changes all at once: I know as we evaluate marketing results it’s tempting to make sweeping changes but we believe it is beneficial to make fewer changes to target what is and is not working. If you make dramatic changes you lose the opportunity to evaluate the smaller parts of the plan that could be beneficial. Those good ideas or strategies could be thrown out with the less effective ones. Make small changes and evaluate allowing observation and growth. An effective long term plan will benefit your business greater then many short term plans.

There is no such thing as having every campaign always work to 100% expectation. There are always going to be factors that lead it in a direction we don’t want it to go. We need to maintain a vigilant watch over our marketing dollars and make sure that we are educated, alert and smart about decisions. Smart business people know how to manage their marketing plan. The understand that its not always about spending thousands of dollars on media but making consistent impressions on consumers increasing their awareness of your brand. They learn from the less successful marketing and make individual, very specific, pointed changes, then track the results.

Promotional Products by Industry – Bars/Restaurants

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I started a project last year of highlighting top promotional items and I want to refine it this year!  We always talk about how certain products are generally good and others are good for certain industries. Consumer confidence is at a four-year high so it is very important to make sure your business has a well-planned, well-managed, marketing plan with appropriate advertising specialties.

Food service businesses have some fantastic industry specific promotional items.  Traditionally restaurants have had custom napkins or take out containers including bags.  Using as many opportunities to make impressions is always a good idea when it comes to marketing.  We have mentioned time and again that consumers need to see a business name or brand at least seven times before they’ll even recognize it; more to remember or trust. Today we notice more bar ware, cocktail glasses, shot glasses, etc being stocked. One local bar in a tourist area claims if you say  the catch phrase you get to keep their glass! I have seen customers trying to sneak glasses in their bags as a souvenir. Impressions are the key to a successful marketing campaign.

Many years ago I saw a bar that had custom Koozies that said they were stolen from the business.  It was great advertising   I see people bringing them to all different events, even to other bars.  The per item cost is less than a dollar each which makes it affordable to give them to regular customers. The other benefit to items that have a higher perceived value such as can coolers is you can charge for them. Many people are happy to pay $4-5 for a cooler to keep their beverage cool and be a reminder of their visit.

Many restaurants these days have gift shops, not only the larger chain restaurants like Bubba Gumps but smaller local establishments. Some just have space behind the register with t-shirts, ball caps, key tags, bottle openers and mugs but its all marketing.  Every penny spent on marketing is earned back not only in revenue from the sale of the branded merchandise but in return and new customers.

You can always have general items like pens as well. Remember the more times people see your name the more likely they will be to remember, trust and refer others. You can give them to servers and not worry about the cost because each time someone takes out a pen its a new impression!  The important thing is to make sure that your name is seen and recognized in this new economy so your business can grow in 2013.

 

Planning Ahead for 2013 Promotional Products

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We are rapidly approaching the closing of another year. Its time to start planning your marketing and promotional budget and items to ensure maximum benefits.

There are many things to consider when you start thinking about implementing new promotional products into your marketing arsenal; can I afford this, will my customers keep it, will it really help increase my business, am I reaching my target audience, what is the right product for me and my business?

Lets talk about these important questions one by one.

1) Can I afford this?

The more important question is can you afford not to advertise?  Your competitors are reaching hundreds or even thousands of your customers every day with one form of marketing or another.  They are paying for media such as television, newspaper or radio or using promotional items in the local community.  The may be a part of the local chamber of commerce or take part in community events that you think you can’t afford.  This is a common mistake made by small business owners everywhere.  If potential customers can not find you how can they do business with you?  Talk to a knowledgeable representative to find out how you can best integrate cost effective promotional items that have a very good cost per impression to best utilize every penny to your benefit.

2) Will my customer keep it?

Many studies have been done on this very topic.  People love to receive practical items such as tote bags, travel mugs and pens.  If you keep this in mind you can study your local market and decide what would be appreciated.  Knowing your market will help you determine what your potential consumers might hold on to and use for days, weeks, months or even years to come.  Gyms and health centers might have great luck with sport bottles while car dealers would do well with safety kits or ice scrapers.

3) Will it really increase my business?

Marketing like anything in life takes time and practice.  You will never see immediate results with anything that is worthwhile.  Consumers have a short memory.  If they see your name more they will start to remember it. Studies show that the average consumer must see a business name logo 17-23 times more for that information to become permanent.  If you have one cable commercial on how do you plan on making that quantity of impressions?  Promotional items around town will work well on their own or with your existing marketing strategy to increase your impressions 24 hours a day, 7 days a week for one small price.

4) Am I reaching my target audience?

That is your most important role in finding appropriate promotional items, knowing your audience and how to target them.  It goes beyond industry alone. You must take season, age, sex and income bracket all play an important role in who is your potential customers. It is not unreasonable to believe that common items like calendars, pens and lanyards will reach the consumers you’re targeting.  Additionally, keep in mind that marketing is not an instant fix. Do not change up your strategy without collecting much data. Give your campaign a start and end date and track the usable data. Do not end a promotion just because it doesn’t seem to be working; let it run its course.  Switching your strategy mid stream can confuse you and your consumers!

5) What is the right product for me and my business?

That’s a question that only you can answer. I think its always appropriate to use general giveaways like tote bags or calendars because you’re getting more impressions for your expense and perhaps making a new target audience. Many argue that things like pens are so broad and handing them out or leaving them behind in key locations like banks or restaurants you are reaching quantity but not quality consumers which is a waste of marketing dollars. I don’t agree with that especially when you’re budget is smaller. If you can reach more consumers, including the ones who were not even given the item it helps to increase awareness of your brand. When you’re first building your marketing tools you need to have a strong foundation, like building a sand castle you use a lot of sand as the base. It doesn’t have a lot of decoration or flare. It is there to make your structure strong and stable.

I also believe in a tiered premium program. Your company will grow and many companies have learned that having several different types of promotional products depending on the situation or consumer has worked best for them.

Level one is the high volume low cost items like pens.  You can use these somewhat freely, leaving them behind and giving them away to anyone. This creates the quantity of impressions you need to create a strong foundation.  I also include calendars in the level one tier.  They’re like the foot soldiers of your promotional arsenal.

The second level would be slightly more targeted cost effective products like tote bags or mugs.  You might want to save these for the consumers that come through your door or visit at trade shows. They are usually slightly more expensive but you can typically get a smaller quantity, which means be more thoughtful about who you’re handing them too. Remind employees that these are for people who you know or at least assume have some knowledge or interest in what you have to offer them.

The third level is the thank you level.  Usually these are the items you see given to a consumer that becomes a customer. Buy a boat get a cooler or buy a car get a road side safety kit. These are gifts. They are definitely more expensive and have lower minimum quantity requirements.  You thank your customers with these items so they are tailored to a specific audience.

The top level are executive gifts and awards. These are the items you give to top level employees, customers and vendors. They usually can be purchased in single units and are more expensive. They have a very specific audience but used appropriately they are extremely effective.  They tell potential consumers you’re successful and thoughtful. That you appreciate those that put you at the level you are at and it makes your brand memorable.

There are many questions and answers but the most important lesson is to make sure you’re getting those impressions! Once people recognize and remember you can count on new business.

 

Time to Give – Holiday gifts corporate style

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The busy holiday season is just around the corner. Its time to thank our employees, customers and vendors for another year.  Many businesses throw lavish parties, pass out gift cards or a bottle of wine.  All of these ideas are fine but why not take the opportunity to offer a fine gift tastefully decorated with your name or logo?  Studies have shown that practical branded gifts such as filefolios, attache cases or housewares are appreciated and effective thank yous.

The question is how to brand without it being tacky.  If you follow some simple suggestions you will be able to extend a beautiful practical holiday gift that will keep on giving to YOU.

The economy is tough these days and many people don’t have the budget to give extravagant crystal glasses or expensive golf clubs but that doesn’t mean you should skimp.  There are plenty of classic items that won’t break your budget. Be sure items that are sturdy and practical top your list.  Many recipients report their favorite corporate holiday gifts are travel tumblers, tote bags and photo frames.

Using a subtle decoration method such as laser engraving or debossing will keep the style of your gift while still giving you the benefit of a branded item. When possible we suggest away from the bolder full color imprints.  The exception is if you create a special imprint incorporating your logo.  It can be fun to give bold imprinted tote bags that are appropriate for year round use.

Personal gifts are wonderful for family and friends but when you’re giving to co-workers, employees, customers and vendors we suggest you avoid becoming to personal.  There are always times when this may be appropriate but as a general rule corporate gifts should remain professional and classic.

Corporate holidays gifts can be fun and practical.  It reminds the important people in our business that we appreciate them even when we can’t say it directly to them.  It also speaks for us as advertising throughout the year.  If you have yet to consider holiday gifts for your employees, vendors or customers its never too late!  Thank the people that have made your year a success today and reap the rewards tomorrow.

Promotional Products bring business success!

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Have you ever wondered why some businesses succeed while others just can’t seem to make it?  They both have strongly identifiable brands, the both use promotional products well in their markets but one just seems to rise above.  What makes them different?

Most people will agree that branding, promotional items and marketing make things happen. A strong marketing plan will keep your business in the peoples minds.  They will think of that brand when its time to shop for your product or service.  A steady stream of new customers is always walking through the door.  Handing out pens, calendars or having quarterly promotions to lure new traffic will keep your register ringing.

This is where the benefit of branding stops and the benefit of good customer service and value come in to play.  Your business must support your customers through thick and thin.  Business cannot survive on a daily diet of new customers without the loyalty and word of mouth of repeat customers.  Each new customer is a potential repeat customer.  Did you know it takes less investment to keep a current customer then bring in a new one?  The problem business number two has is customer service. Customer service is as important to your brand as tote bags and commercials.

If a customer has a good experience they will be  back and they might tell someone if questioned.  Outstanding experiences will be shared for a short period of time with everyone.

If a customer has a negative experience they will tell everyone, they will post on social networking sites and perhaps even write to the local newspaper!  The way a business owner handles these negative issues can turn an upset customer into a repeat, loyal customer!

Understanding that customers are looking for full service in all industries these days.  Remember the old full service gas stations?  Well, the new economy is bringing back the idea of full service.  A smart business owner works with their customer before during and after the sale.  They don’t forget how important each and every person is to their business once the door closes behind them.  They also understand that when issues arrive handling them with integrity and speed is important. Customers understand that things happen; how you handle it is just as important.

Customers are the lifeline to your business and smart business owners know this. They know how to ensure customers are well cared for from the moment they make initial contact until long after the sale is over in most cases.

 

 

Where do promotional products fit in to your business?

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I have been told by people that promotional products don’t work for them; that consumers just don’t pay attention to whats written on the side of a pen or bag.  If you have tried promotional products in the past and feel like the benefit did not outweigh the cost listen closely, I’m going to share some secrets.

Today’s consumer is overwhelmed by advertising strategies from store owners screaming at them on TV, to full color newspaper ads and iPod-wearing sign twirlers on every corner.  Your average shopper can only absorb so much marketing material at a time but what works is impressions; seeing your name and logo day after day, week after week.  Studies have proven that a consumer needs to see information no less than 17 times before they even begin to process it.  Promotional products are the most cost effective way to increase your brands impressions increasing the effectiveness of  you other marketing tools such as TV, newspaper and radio.  Guerilla marketing gurus know that you don’t have to have the big media budget to get exposure.

Is it safe to just order a bunch of pens and distribute them all over town?  There is no simple answer but if this is the approach you take you should track the effectiveness.  Pens are one of the most effective, most cost effective promotional items in the business world today.  Barely a business purchases pens from the office supply store these days.  Studies show 91% of people who received promotional pens kept the item because it was useful.  The average cost per impression for a pen is only $0.02.

Promotional products fit into all business marketing plans.  They boost your big media budget by creating more exposure and if you’re a small business they create impressions you couldn’t otherwise afford with television.

Know Your Target Customer

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Many people have asked me how do I know what kind of products work best for their business, industry, budget, style.  There is no simple answer but I can explain the first step to creating a successful promotional products campaign.

You know who your customers are currently, young families, business people, seniors?  What drew that group to you?  Was it your marketing or your product?  Restaurants who have a high senior customer base frequently feature an early bird special but what can they do to attract a new guest?  Auto dealerships that sell lots of minivans obviously have a larger family based consumer while  sports car dealers attract young, adventurous clientele.  How do they attract a new customer?  Advertise! Get involved in the community. Participate in events like block parties, holiday gatherings, etc and pass out targeted, practical promotional items such as tools, cups, toys and bags.

Most business people don’t realize that joining the chamber can bring business their way even when they’re not a business to business venture. Business owners are people who need to eat, shop, repair their cars and their homes.

Once you have targeted your new audience you can determine what types of promotional items you want to represent your business in the marketplace.

All customers appreciate practical promotional items such as tote bags or pens.  Sometimes you have to narrow your audience to make your promotional product campaign successful.  Studies show that pens are one of the most sought after promotional items and that most people will remember the business logo on pens they have on their desk but I have been told by some Chamber members they don’t like using pens because the market is flooded with them.  Tailoring your promotional products to your target audience can help your cost per impression work for you by reaching an interested market.

Tote bags are fast becoming one of the most popular items because not only does the original holder remember the logo but there are additional impressions in the grocery store, on the city bus or subway broadening your audience exponentially!

Water bottles and travel mugs are great for on the go young professionals and they are carried around town like tote bags so they have the added bonus of additional impressions.

The end of summertime brings the rush of calendar orders for businesses.  Targeted consumers see your advertising 365 days a year many times throughout the day!  This is one of the best uses of promotional items money can buy!

Call EBS to start working on your marketing arsenal.