What does it mean to you to be a Vermonter? One thing that has always been a piece of the Vermont brand, and that’s a part of my philosophy, is minimizing our environmental impact. Vermont is overflowing with locally produced items that breathe quality and sustainability. It’s an essential part of who we are as a community.
In the business world, it’s crucial that you can back up your claims. You want your marketing, including promotional products, to accurately reflect your brand and its core beliefs. If your company has an eco-friendly focus and you’re looking to market your brand with promotional products, there are several options available produced with sustainability in mind.
This is especially important in today’s market due to the up and coming generation – Gen Z. Expected to make up 40% of the U.S. consumer market by 2020, members of Gen Z consistently list a company’s values as a top factor in choosing whether to work with that company. Those values include both social and environmental responsibility.
With that in mind, we created our Promo with a Purpose campaign to highlight promotional products that are made with a focus on sustainability and reusability.
Explore our ultimate guide to eco-friendly promotional products below!
Considering using promotional products to market your business? With so many different items available for branding, there’s sure to be a product that’s the perfect fit for your brand’s personality, which you can put to work to promote your company or organization.
But before you buy just any logoed product, consider this.
Your promotional products are going to have the most impact, and lead to the most
success for your business, if they are
regularly used by the recipients.
Take a look around your work space. How many branded items do you see? I’ve got 4 within easy reach—in fact, 74% of consumers have at least 1 promotional product in their work space.
There are a lot of numbers out there citing the effectiveness of promotional products. They are a usable, versatile advertising medium that can generate awareness of and excitement about your brand. But how and when should you go about using them? Try one of these 5 strategies to start incorporating promotional products into your business strategy.
When you hear the word “cork” you may be reminded of pushing pins into a cork board or popping the seal on a bottle of wine. But today, cork is being used in more ways than ever before, as a lightweight, versatile, and environmentally friendly crafting material. Cork is increasingly popular with designers and is being used as a component in several categories of branded promotional products.
Promotional products have been around for a long time. And they’re becoming ever more prevalent and desired. 80% of us have at least one promotional product, and over half will use that item at least once per week. Promo is a sure-fire way to enhance marketing strategy, helping nonprofits to achieve goals and generate more fundraising dollars.
When you think about printing you may be thinking of a printed sheet as a flat, 2D product. But in fact, what makes print such a compelling and effective medium is its physicality. Holding a printed item in your hand, whether it’s a brochure, postcard, or envelope, is shown to increase marketing success. Print boasts a 70% higher recall over digital, is trusted 34% more than digital, and is easier to process—92% of individuals ages 18-23 find it easier to concentrate on and process printed content.
Print has power. And when you’re able to get your printing in front of potential lead, you’ve got to make it count. You can make your printing more powerful by using artistic techniques like embossing and debossing.
What is Emboss?
Embossing produces a raised, 3D effect on the printed item. It is visible on both sides of the piece: as a raised surface on the front, and an indention on the back side. Two dies, or metal plates, are used, one for the front and one for the back. The paper is sandwiched between the plates at high pressure to create the emboss.
You can use what is called a “blind emboss” where the raised surface is the same color as the paper. Or, you can apply ink or foils to make the emboss really pop.
What is Deboss?
Consider debossing as the opposite of embossing. Rather than creating a raised surface, debossing uses a die to imprint your logo or image into the surface material, giving an indented or depressed look. As with embossing, the debossed area can be filled with ink or foil, though a blind deboss is also a common choice.
While both embossing and debossing have been a part of the print industry for many years, you won’t see this method decorating just any product. Adding an emboss or deboss to your printing can give your items something extra, that’s sure to get noticed.
When you hand someone a business card that’s embossed or debossed, it’s guaranteed that they’ll pause and feel the textures, creating an instant “wow” impression. The same is true when receiving a letter on letterhead that’s embossed/debossed. If you want to make an impression, this method will do it!
Subtlety of Debossing with Promo
Another area in which debossing has found popularity is with promotional products. Debossing looks impressive on paper. And it’s especially striking on items made of leather, faux leather, or vinyl. Journals, portfolios, and luggage tags are popular items on today’s promotional products market. Imprinting these products with a deboss rather than a screen print will create a very different look.
When deciding how to brand promo products, a common question is, how much branding? It’s always important when marketing with promo to know who your audience is and how they will be using your items. What you choose to imprint and how you do so are big pieces of that decision.
Often, branding is most effective when it is subtle. A potential customer may not want to use a journal with your logo imprinted in bold colors across the front. If they are just starting to work with your company, they probably aren’t ready for that level of brand engagement.
This is where a deboss can be the perfect solution. Blind debossing can create a more sophisticated look without being flashy. A smaller, debossed logo may be more impressive to a potential client than a large printed one. And, if they are more excited about the item, they’re more likely to start using it.
At Paw Print, we offer embossed, debossed, engraved, and foil stamped products. Stop in today to explore our samples and see how embossing and debossing can be excellent choices for your brand.
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What will 2018 be for you? At Paw Print, we’re looking ahead to a year of adventure, movement, and being outdoors. It’s no coincidence that Pantone’s Color of the Year for 2018, Ultra Violet, is described as a “thoughtful” and “forward-thinking” hue.
Expect this theme to carry over into promotional products this year. There are many items on the market encouraging exploration, environmental advocacy, and activity. You can ensure these descriptions come to define your business by incorporating related promotional products into your marketing strategy.
A key rule of an effective promotional product: it must be something your audience will use. Here are some items consumers will want to use, again and again.
Stainless Steel Water Bottles:
Let’s face it—we live in a world run by plastic. So many of the items we encounter daily are composed partly or entirely of plastic.
What’s a better alternative? Metal.
Metal water bottles give a sense of quality and class—this is not your average drink ware. Expect to see a preference for metal and glass bottles to continue through 2018. Metal water bottles, specifically those composed of stainless steel, are long lasting, durable, healthier and travel well. They’re at home at your office meeting or on top of a mountain.
Other benefits of stainless steel bottles include:
Don’t retain flavors: ensure a fresh taste with every drink
Toxin free: even BPA-free plastic can leach other toxins into your drinks
Keeps drinks colder and hotter for longer periods
Money saver: over time, using a reusable metal bottle versus disposable plastic will save consumers a significant chunk of change
Environmental benefits: most disposable plastic water bottles are not recycled, and require a lot of energy and fossil fuels to manufacture and distribute
A popular style on the market today, this 17 oz bottle can be ordered in a variety of finishes and colors. Composed entirely of stainless steel, the bottle includes copper vacuum insulation to keep your beverages cool or hot throughout the day. With a sleek design and quality materials, stainless steel bottles are sure to be popular with your customers and employees.
If glass is a better fit for you, this 20 oz option includes a steel cap and full glass body. Though perhaps not the best choice for more strenuous adventures, glass still offers an environmentally friendly solution and is a great branding opportunity. You can imprint all water bottles with the logo of your choice.
Have you ever looked at an unidentifiable item and wondered, what’s this doohickey? The official doohicKey brings many doohickeys into one. You can measure, cut, tighten hardware, and open bottles, all with one tool.
I can think of several occasions where I knew exactly what item I needed, but just didn’t have it. You’ve probably been in similar situations, as have your customers. The doohicKey is a multi-functional tool for on-the-spot action. It’s made of stainless steel, so it’s sure to last. You’ll stay top of mind with your audience when you engrave the doohicKey with your logo. They’ll be prepared for anything!
When you get dressed in the morning, there’s a pretty good chance socks are included in your outfit for the day. If you work in a corporate position, there may be a dress code that makes it hard for you to express your personality. But you can add a bit of character to your outfit with fun socks.
Now you can give your company some extra personality with socks branded with your logo. Create a fun and functional promotional giveaway with both full color print and embroidery options.
When I was a kid, socks were a bit of a disappointing gift; but now, I always look forward to receiving a fun new pair for my collection. Fans of your brand will be eager to wear your socks wherever life takes them.
Want to add energy and excitement to your branding? Incorporating fun promotional items like these into your marketing strategy is sure to turn some heads. At Paw Print & Mail, we can help you find just the right promotional products to promote your company. Stay tuned next week for our top picks for apparel in 2018!
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As I waited in line at an event this weekend, my gaze settled on the back of a man standing a bit ahead of me. His black shirt featured the intriguing name and logo of a brewing company I hadn’t heard of before. I was instantly curious—what’s the story here?
I lost track of this individual in the crowd. But his shirt stuck with me. I did a search for the brand on Google, and decided to bring along some of this beer next time I get together with friends. Without any commercials, traditional advertisements, or over-the-top marketing campaigns, this brewery earned itself a customer.
If you look around your desk right now, it’s likely you’ll find a promotional product or two. Any item printed with the logo of an organization you support or company you do business with falls into this category. These promotional products may be a part of your daily routine. Consider the coffee mug you carry to work, the pen you write notes with, or the shirt you wear to the gym.
The use of promotional products is an increasingly popular method of growing brand awareness. As the brewery shirt shows, putting branded promotional products out into the world can help your fans become brand ambassadors. In doing so, you’re creating more fans (and paying customers) for your business.
Investing in Promotional Products for Your Business
You’re probably using traditional forms of advertising to market your business. These efforts are vital to maintaining your sales strategy. Combining current methods with promotional product advertising can help to take your marketing to the next level. According to the British Promotional Merchandise Association (BPMA), advertising with promotional products directly correlates with improved brand recognition and increased sales. It’s also been shown to have a higher return on investment than other marketing strategies.
A major reason for investing in promotional products is to create increased brand awareness, especially in ways that resonate with your customers.
Want some compelling statistics?
A study by Promotional Products Association International (PPAI) found that 76.2% of people who received a promotional product in the past two years could remember the product, the company it came from, and the message behind the item
80% of consumers own at least one promotional product, and over half of them use a promotional product at least once per week
60% of consumers keep promotional products for up to two years
Including promotional products in advertising increases the effectiveness of other marketing by 44%
Promotional products create a more positive impression of the advertiser 53% of the time
Targeting Your Customers
Consumers like to receive promotional products. As the numbers show, these products can have a big impact on spreading brand awareness and bringing in customers. But how can you ensure that your promotional products will do the same?
Think usefulness. You may have a fantastic idea for a promotional product. But if consumers don’t make use of it on a regular basis, its potential impact diminishes. It’s also important to consider the longevity of the product you’ll give away. Can it be used up in a month or two? Then it’s probably not the best choice for making a significant long-term impact.
Make yourself familiar with the term environmental targeting. This simply means giving away items to be used in an environment where your company’s services would be required. For instance, USB drives are a popular promo item. If you’re a tech or software company, it makes sense to give away USBs branded with your logo. When consumers are using your USB at their computers, they’ll be reminded of your company. Since they’re working in an environment in which your services would be called upon, they are more likely to make the decision to invest in your business.
If possible, it’s helpful to give your customers a choice between a few different promotional items. This way, you can ensure that the items will actually be used. A survey by BPMA found the top four categories of promotional items were: the USB stick, electronic items, writing instruments, and mugs. Another way to speak to your customers is to give them an item personalized with their name or business, rather than just your logo.
Extend Your Advertising Reach
Promotional products can reach across time and space in ways that other forms of advertising can’t. Consumers tend to keep promotional products around for long periods of time. This creates the potential to make many more impressions of your brand than would come from a one-time newspaper or digital advertisement. Customers could wear your shirt while traveling outside of your advertising area, giving a new audience exposure to your brand.
And it’s also a good thing if consumers give away promotional items. Here’s a bonus statistic: 63% of consumers will pass along promo items they no longer want rather than throwing them away. Sharing promo generates opportunities for new people to be exposed to your brand and, hopefully, become customers.
Giving away a promotional item can be a great way to break the ice with a potential customer in a way that a cold call could never do. And, a gift often creates an unspoken obligation on the part of the customer to do business with you. Some consumers are even willing to switch to a different brand to receive a promotional gift. The relatively small investment you make in creating the product could lead to a valued relationship and a lot of sales from that customer down the road.
Incorporating Brand Awareness in Your Business Strategy
As a business owner or manager, you have a lot on your plate. Every day, you have multiple people and projects competing for your attention. You have to ensure customer and employee satisfaction, generate new business, fulfill client needs, and consider potential business and marketing ventures. From the small details to the major decisions, you have a hand in each and every part of what makes your company run smoothly.
An essential piece of marketing your business that you’ll want to consider is creating brand awareness. In addition to ensuring customers know your company exists and the kinds of services and products you offer, brand awareness also includes consciousness about who your company is beyond the basics. The image your business portrays includes the quality of your services, the way you handle customer inquiries, and your company’s personality. Are you a start-up technology company focused on youth and innovation? An established construction business proud of time-tested methods and your connection to the community? Or something in between?
Owning or managing a business comes with a plethora of responsibilities and considerations. When you think about incorporating brand awareness on top of all the things your company has to consider on a daily, weekly, and monthly basis, it can seem overwhelming, right?
The impression you develop for your business can go a long way toward helping you to build a customer base and make a lasting connection with clients. And it’s easier than you may think to bring an effective brand awareness strategy to your business.
Branded apparel is a cost-effective and relatively inexpensive way to increase brand awareness. While other forms of marketing are certainly necessary and successful, investing in branded apparel for your employees usually requires less of a financial investment than many of these strategies. And, the long-term impact of branded apparel is big. It will be repeatedly seen by customers and the general public and continuously deliver you a return on investment.
Though it is relatively inexpensive, branded apparel can make a big impact. One of the strengths of branded apparel is its possibility to alter your relationships with customers, both current and potential.
It may seem like a relatively small change putting your logo on a shirt, coat, or hat. But having your employees wear these items becomes part of the personality of your company. In the minds of customers, branded corporate apparel is often associated with businesses that are well-established, large, and successful.
So, even if your company is relatively new to the marketplace, you can use branded apparel to convey to your intended audience that you are a professional in your field and have extensive knowledge of the products and services you offer. Your customers will have more confidence in choosing to purchase from your company. They’ll feel that they are working with capable employees who are experts in their field.
When your employees wear branded apparel, they are acting as brand ambassadors for your company. And when customers see employees wearing clothing with your company logo, not only does it give the employees a sense of authority. It also conveys to the customer that the employees are proud of the company they work for and confident representatives of the product or service their company provides. If your employees consistently provide positive service for your customers, seeing the logo repeatedly on employee clothing is a reminder to customers that your company is reliable and has been good to them, making them more likely to continue to work with your business in the future.
Customers also equate branded products with quality. They view a branded item as superior to an equal, unbranded product. Including your logo on employee clothing works from this idea. It gives customers the impression that your business provides high-quality products, services, and customer care.
Need a compelling reason to incorporate branded apparel into your company culture? Consider these words:
If you want your company to embody words like these, consider investing in branded apparel to increase the success of your brand awareness. Contact Paw Print & Mail today and inquire about our branded apparel services to find the perfect fit for your business.
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