What's in a Name?...Brand Identity

Standing out from the Competition

One of the things I like best about my career is the outstanding people I meet, many of whom hold C-level positions in their companies. When they are directing me to the right person in their company, I'm often asked: "What sets you apart from all other other promotional products people we've already met?"

There are a great many people in the D/FW metroplex who sell promotional products. Likewise, there are 30,000 real estate agents, hundreds of mortgage companies and an array of other industries in which competition is intense. I often hear the complaint that promotional products sales people do little more than drop off catalogs and expect their clients to select something they'd like to buy.

What a perfect opportunity for me to differentiate myself by saying: I don’t build my business by selling promotional products. I’m a Media and Marketing Strategist, and I use promotional products as the instrument to deliver the advertising message that will help my clients generate more business or accomplish a specific objective. I strive to deliver a focused and well-planned advertising message that is targeted to my client’s specific needs.

For me, the promotional product is chosen as the last step in a process that begins with the creation of the marketing message or advertising campaign.

When it’s done right, a marketing campaign that uses promotional products to deliver a theme or message to a target audience can be the most cost-effective way to create brand recognition, stimulate sales, recognize employees, reward performance, promote goodwill and achieve dozens of other important goals for your business or organization.

Of course, people are always intrigued with novelties and cleverly designed new products. Sometimes it’s hard to resist temptation and become distracted by an attractive promotional product that’s unique, handy, or just “cool” … especially when it’s decorated with their logo or special artwork. Moreover, with nearly a million items to choose from, it can be a real challenge to select the best item to complement a particular budget, theme, need, and target audience.

My specialty is my focus on a marketing strategy for YOU, and that’s what distinguishes me from everyone else. My goal-orientation and creativity are directed toward the results you expect to achieve. Even when I carefully choose a promotional product, package it and distribute it as part of a planned campaign … my clients are not buying a shipment of “stuff” with their logo on it. Instead, they are investing in a creative campaign and my recommended use of promotional products to deliver those results.

Parlay Creativity into Building Your Business.

We are into the second full week of 2007 and most of us have recuperated from all of our holiday parties and vacations. Now we are ready to make some changes, concentrate our efforts for Q1 and "parlay" our energies into ways in which we can grow our business.

Par•lay
•1. to use one's money, talent, creativity or other assests to achieve a desired objective, as spectacular wealth or success.
Cre•a•tiv•i•ty
•1. the state or quality of being creative
•2. the ability to transcend traditional ideas, rules, patterns, relationships, or the like, and to create meaningful new ideas, forms, methods, interpretations, etc.,originality, progressiveness, or imagination
•3. the process by which one utilizes creative ability

You may wonder," how does all of this apply to me and my business?" Many people are successful parlaying their money and talent but feel they need to be more creative. I think most people are creative, they just may not know how to use it or apply it to grow their business.

Here are some successful tips I like to use to help people connect with their creativity.

• Find your passion
• Share with enthusiasm
• Dare to be different
• Go the extra mile....can mean a fortune in follow-up
• Ask probing questions and listen to the answers
• If it looks like a duck, quacks like a duck, can you walk away and be satisfied? (This is particularly important for increasing time-management skills).

My passion is to parlay my creativity into helping people make positive changes in order to grow their business. I enjoy creating ways in which people can stand out from their competition, ways in which they gain the respect and business from old and new clients, ways they can show their appreciation and value, and ways they can further develop a great referral base.

After all.....change can make change happen!

Being GREEN and Making a Difference

I am searching for a way to express my enthusiasm and excitement after returning from my business trip last week, where I attended our Industry’s largest trade show for Specialty Advertising, Promotional Products and Corporate Gifts. I feel energized after walking the two enormous show floors visiting nearly 2000 booths filled with new ideas and products for 2007. I feel a surge of creativity flowing, new ideas keep racing through my mind as I am developing different ways in which I can help my clients bring more value to their business relationships.

One major focus at the show was global initiatives ..... being socially responsible, environmentally friendly.... and saving our natural resources. There are companies using natural fibers and recycled fibers in fashionable apparel-- and some of the other items include paper used for stationery, bookmarks, business cards and bags that have seeds implanted in the paper..... so that they can be germinated and grown outside; and then there's the “Magic” bean plants (in branded planters) that had inspirational messages and wishes laser engraved on them so as the planted beans sprout, people can see their wishes growing.

In a world that is constantly changing we have to continue to learn, challenge ourselves, change and grow. I keep a wonderful saying on my desk, "We cannot direct the wind but we can adjust our sails". So as many of you who have clients who might be starting on new paths and new journeys.... such as buying their first home, to clients who are looking into ways in which they can see their investments grow.... to baby boomers who are starting on a new life journey, there are many wonderful ways you can show them your appreciation.....and give back to the environment at the same time.

It's in the Numbers!!

I repeatedly find the reaction from clients, new prospects and other business partners quite fascinating when I share with them successful case studies and statistics behind this $18 Billion Dollar industry known as The Promotional Products Industry*

All I can say is.........They must be doing something right!!!!

What are Promotional Products?

Promotional Products are items used to promote a product, service or company program, including advertising specialties, premiums, incentives, business gifts, awards, prizes, commemoratives and other imprinted or decorated items. Promotional Products are used to Brand YOU and YOUR COMPANY.

Here's just a few Industry Statistics.

Did you know that Promotional Products have a measured impact on a brand or company image ?

• A 2005 experimental study conducted by Georgia Southern University shows that recipients of promotional products have a significantly more positive image of a company than those who do not receive promotional products.
•For the study, the researchers selected as the test company a restaurant located in a college town a few miles from a university campus.
•The group receiving the promotional product was significantly more likely to recommend the business to others than the group that received nothing.
•The group receiving the promotional product had a more positive image as evidenced in their comments about the company than the non-recipient control group.

Effectiveness of Promotional Products at Trade Shows

•71.6% of attendees who received a promotional product remembered the name of the company that gave them the product
•76.3% of attendees had a favorable attitude toward the company that gave them the product.

Promotional Products have greater impact, exposure and influence than other media:

•71% of business travelers randomly surveyed at DFW Airport reported receiving a promotional product in the last 12 months
•33.7% of this group had the item on their person - a coveted location for advertising

Impression of the Advertiser

•52% of participants in the study did business with the advertiser after receiving the promotional product.
•Of those who had not done business with the advertiser that gave them the product, almost half stated that they were more likely to do business with the company that gave them the item
•52.1% of participants reported having a more favorable impression of the advertiser since receiving the item.

Frequency of Exposure / Lower Cost-Per-Impression

•73% of those who used the promotional product that they had received stated that they used it at least once a week
•45.2% used it at least once a day

The greater the frequency of exposure, the lower the cost per Impression
Repeated Exposure

•55% of participants generally kept their promotional products for more than a year.
•22% of participants kept the promotional product that they had received for at least six months.

Why People Keep Promotional Products

•75.4% of those who received a promotional product stated that they thought the item was useful
•20.2% kept the promotional product because they thought it was attractive

The value of Promotional Products is in their ability to carry a message to a well-defined audience. Because the products are useful to and appreciated by the recipients, they are retained and used, repeating the imprinted message many times without added cost to the advertiser.

*( Specialty Advertising, Corportate Gifts, Incentive and Recognition Awards are also included here).

We Reap What We Sow

I had the good fortune to work for a very successful businessman, designer and entrepreneur, Calvin Klein. I was meeting with him one day to discuss one of the new collections and he asked me what my plans were for my future. He then decided to share with me his own thoughts and feelings. "My belief has always been that I could be successful at whatever I decided to do, if I put my mind to it." And boy, was he right!!!!! That seed....that belief was planted in my head and I believe it has always been behind my drive. I truely do believe that ----

And as the years have passed, I came to the realization that I can add to and increase my heart and mind's desire.... that is why Ralph Waldo Emerson's poem on Success, has always touched me deeply and is another important seed in my garden of life-

Success
To laugh often and much;
To win the respect of intelligent people and affection of children;
To earn the appreciation of honest critics and endure the betrayal of false friends;
To appreciate beauty, to find the best in others;
To leave the world a bit better, whether by a healthy child, a garden patch or a redeemed social condition;
To know even one life has breathed easier because you have lived.
This is to have succeeded.....

Ralph Waldo Emerson

What seeds have been planted for you?

Bringing Value to Your Relationships

With the end of the year approaching I always find it a good time to reflect on the current year. Did I follow through on…… my goals, did I adhere to my values, was I kind, was I patient, did I have a sense of humor, was I able to help other people…….

This has been a truly exciting year for me—I have met some great people and have developed wonderful relationships both personally and professionally. I feel blessed because after living and working in New York City for 28 years, my family and I moved to Dallas--- not knowing anyone—It was a bold move but I was extremely ready--- Change can be debilitating at times if you are not ready for it, so without any expectations, life in Dallas has been wonderfully rewarding. When you can have a 16 year old whose heals were “buried 10 feet” in the ground tell you that she wished she had lived here her whole life---it’s a great confirmation that you did the right thing—

I am truly fortunate that I love my work and I am extremely passionate about it. I enjoy spending time meeting with people and learning about their business and helping them find creative ways to show their clients the value they bring to their relationships. This “pay it forward approach” will develop long-lasting relationships that will ultimately build and increase everyone’s business.
I come from the belief that you receive when you give---When I meet someone for the first time, I immediately delve into my mind’s rolodex thinking of who I can recommend to this individual--- Someone in a synergy group, someone who may need their service, someone they should just meet because they would be a great contact, a great referral--- I have a motto to never leave a meeting without giving qualified names and phone numbers. It brings me great satisfaction to know I may have made a great connection for someone. It truly is rewarding and to me that is one of the most important core values to relationship building.

So as you contemplate this past year and make your plans for 2007, believe in the value you can bring to someone else just by giving without any attachment or expectation—It’s a remarkable feeling your won’t ever forget.

The Art of Corprate Gift Giving

Remember that hysterical “Re-gifting” episode of Seinfeld? We’ve all been down that road before … How many times have we been a “victim” of a thoughtless gift? In the professional arena, the importance of choosing the right gift could mean the difference between increasing your business and losing a valuable account.

How do you determine the right gift for each of your clients?

Here are some of my TopTips to master the art of successful corporate gift-giving.

1- Know your client. Is he/she a dare-devil, a perfectionist, an eccentric, a techno-junkie who would adore a USB flash drive or perhaps a connoisseur who would appreciate a beautiful wine opener.
2- Everyone has different tastes. Choose something that your client would like to receive, without letting your personal preferences distract you. However you should take pride in whatever gift you select.
3- Give something that conveys the spirit of your company and reflects upon your image … remember, the gift communicates your name and your brand.
4- Don’t overlook the importance of the presentation. Beautiful wrapping, a ribbon with a corporate logo, a handwritten note … these all add value to the gift.
Regardless of the price, the presentation conveys the message that you care as much about the small details as the bigger picture.
5- Functional items make good choices, especially if the gift is one that someone wouldn’t necessarily buy for him/herself. Example: desk accessories, such as a deluxe leather mouse-pad with matching coasters.
6- Be the “first on the block” - When your gift is lost among many others in the plethora of holiday gifts you lose the opportunity to stand above the crowd. Get a jump-start! Think about Thanksgiving as a perfect holiday to show your appreciation and gratitude.
7- All work and no play ……is no fun! A gift that can be used on the weekends or evenings, such as a BBQ set, golf humidor, MP3 player, or beautiful set of glasses, offers year-round utility.
8- Promote integrity, collaboration, imagination by decorating a picture frame or desk accessory with an inspirational message.

Remember that choosing the right gift is the best occasion to show your gratitude, spread holiday cheer and business goodwill. It should also be a time when your recipient is delighted, with the feeling of a reward or appreciation for the year’s efforts and business relationship.