Upload
others
View
1
Download
0
Embed Size (px)
Citation preview
5/13/2020
1
© 2020 Promotional Products Association International
Presented byHow to Create Promotions
That Make a Difference
David Betke, Do Better Marketing(a division of Avatar Brand Management Inc.)
© 2020 Promotional Products Association International
Copyright Notice
• Please note, I have and created the materials for this presentation and they are copyrighted. Distribution or reproduction of content is prohibited.
• PPAI has permission to utilize this PowerPoint presentation for educational purposes.
• Images have been purchased or I have taken them myself.
© 2020 Promotional Products Association International
Our Goal:
• Share a repeatable process you can use to create campaigns that make a difference.
• Show ideas of how to use promotional products creatively at key points in a campaign.
• How to focus your client on purpose instead of price.
1
2
3
5/13/2020
2
© 2020 Promotional Products Association International
Agenda• Dave’s Story
• Case Studies
• Process
• Application
• Q & A
© 2020 Promotional Products Association International
© 2020 Promotional Products Association International
Photo: P.E.T. Project 1990
4
5
6
5/13/2020
3
© 2020 Promotional Products Association International
Photo: P.E.T. Project 1990
© 2020 Promotional Products Association International
Photo: P.E.T. Project 1990
© 2020 Promotional Products Association International
Photo: Sheila Betke
7
8
9
5/13/2020
4
© 2020 Promotional Products Association International
Photo: Pixabay
© 2020 Promotional Products Association International
Who wants to make a difference?
Photo: Pixabay
© 2020 Promotional Products Association International
Our MantraWe must have an honest intent to help our customermake a difference.
If we are motivated solely by self-interest, we are not serving our customers and the promotion will likely fail.
10
11
12
5/13/2020
5
© 2020 Promotional Products Association International
Photo: Avatar Brand Management Inc
Alberta Council of Women’s Shelters
© 2020 Promotional Products Association International
Goal:to help make up for the gap in funding between what the government provided women’s shelters, and what was actually needed on the ground.
© 2020 Promotional Products Association International
Photo: Avatar Brand Management Inc
13
14
15
5/13/2020
6
© 2020 Promotional Products Association International
Photo: Avatar Brand Management Inc
© 2020 Promotional Products Association International
Photo: Avatar Brand Management Inc
© 2020 Promotional Products Association International
Photo: Avatar Brand Management Inc
16
17
18
5/13/2020
7
© 2020 Promotional Products Association International
Photo: Avatar Brand Management Inc
© 2020 Promotional Products Association International
Photo: Avatar Brand Management Inc
© 2020 Promotional Products Association International
Photo: Avatar Brand Management Inc
19
20
21
5/13/2020
8
© 2020 Promotional Products Association International
Photo: Avatar Brand Management Inc
EBA, a Company With Amazing CSR
© 2020 Promotional Products Association International
Photo: Courtesy of Tetra Tech EBA
© 2020 Promotional Products Association International
Goal:to attract two senior engineers to Canada, and to our client's consulting firm, during the height of a labor crisis.
22
23
24
5/13/2020
9
© 2020 Promotional Products Association International
Photo: Avatar Brand Management Inc.
© 2020 Promotional Products Association International
Photo: Avatar Brand Management Inc.
© 2020 Promotional Products Association International
Photo: Avatar Brand Management Inc.
25
26
27
5/13/2020
10
© 2020 Promotional Products Association International
Photo: Avatar Brand Management Inc.
© 2020 Promotional Products Association International
Photo: Avatar Brand Management Inc.
© 2020 Promotional Products Association International
Photo: Avatar Brand Management Inc.
28
29
30
5/13/2020
11
© 2020 Promotional Products Association International
Photo: Avatar Brand Management Inc.
© 2020 Promotional Products Association International
Photo: Avatar Brand Management Inc.
Results:
Seven came to Canada for interviews.
Our client hired three.
PPPC National Marketing Award: Gold ECMA National Recruitment Marketing Award
National & Regional & Local Press
© 2020 Promotional Products Association International
Ask the right questions to help your clients plan for success
31
32
33
5/13/2020
12
© 2020 Promotional Products Association International
Photo: courtesy of Pixabay
12 Steps to Make a Difference
The Process
© 2020 Promotional Products Association International
Photo: courtesy of Pixabay
Step 1
The Goal
© 2020 Promotional Products Association International
Specific
34
35
36
5/13/2020
13
© 2020 Promotional Products Association International
Specific
Raising awareness, getting your name out there, creating buzz or impressions, or getting more likesare too broad.
We want to save a specific forest, reduce CO2 emissions measurably, or recruit two senior engineers is specific.
© 2020 Promotional Products Association International
Obtainable
© 2020 Promotional Products Association International
Obtainable
Ending family violence is unfortunately an unlikely goal with a promotion.
Attracting enough funding to keep a women’s shelter funded for another year is more likely.
37
38
39
5/13/2020
14
© 2020 Promotional Products Association International
Measurable
© 2020 Promotional Products Association International
Measurable
When you are able to measure how your input, at key points in a campaign, got people to listen and act on your client’s goals- then you have a client for life!
© 2020 Promotional Products Association International
Establish KPI’s
40
41
42
5/13/2020
15
© 2020 Promotional Products Association International
Key Performance Indicators
Agree with your client on the metrics that indicate success to them.
You may start with increasing likes & engagement on social media or attracting more people to their booth at an event. These can be set and measured.
You can then graduate to KPI’s such as attracting and segmenting more qualified leads, measuring direct action, or hitting sales and recruitment benchmarks.
© 2020 Promotional Products Association International
Photo: courtesy of Pixabay
Step 2
The Audience
© 2020 Promotional Products Association International
AudienceWho does your client need to influence to help them reach their goal?
43
44
45
5/13/2020
16
© 2020 Promotional Products Association International
AudienceWho are possible allies and advocates?
© 2020 Promotional Products Association International
AudienceWho will resist their success?
© 2020 Promotional Products Association International
Photo: courtesy of Pixabay
Step 3
The Journey
46
47
48
5/13/2020
17
© 2020 Promotional Products Association International
The JourneyWhat are you asking the target audience to help you accomplish?
© 2020 Promotional Products Association International
The JourneyRemember your goal?
© 2020 Promotional Products Association International
The Journey• What is the first step you need them to take?• How about the next?• Can you map it out all the way to success?
49
50
51
5/13/2020
18
© 2020 Promotional Products Association International
The JourneyWhat are the obstacles they may face, or friction points, that may keep them from taking action?
© 2020 Promotional Products Association International
Photo: courtesy of Pixabay
Step 4
The Message
© 2020 Promotional Products Association International
The MessageHow will you make your client’s audience awareof the need to help, and make them want to?
52
53
54
5/13/2020
19
© 2020 Promotional Products Association International
The Message• Make it Real!
© 2020 Promotional Products Association International
The MessageTransform the abstract into the concrete.
© 2020 Promotional Products Association International
Photo: Courtesy of Pixabay
Objective:
Reduce municipal water consumption by reducingthe amount citizens usewhile watering their lawns.
55
56
57
5/13/2020
20
© 2020 Promotional Products Association International
Photo: Courtesy of Pixabay
© 2020 Promotional Products Association International
Photo: Courtesy of Pixabay
© 2020 Promotional Products Association International
The Message• Make it Real!• Make it Personal!
58
59
60
5/13/2020
21
© 2020 Promotional Products Association International
The Message• Make the message human. • Help them see through your client’s eyes. • Help them envision what success looks like
© 2020 Promotional Products Association International
The Message• How does it affect them?• Why should they care?
© 2020 Promotional Products Association International
The Messagex You should reduce your footprint because we all need to do our part.
61
62
63
5/13/2020
22
© 2020 Promotional Products Association International
The Message✔ With more extreme weather comes more disasters which will directly impact your home insurance rates. See what you can do to keep your rates down.
© 2020 Promotional Products Association International
Photo: courtesy of Pixabay
Step 5
The Vehicle
© 2020 Promotional Products Association International
The VehicleRemember your audience? (The one’s who will offer your client the best chance at success).
Where do they gather?
64
65
66
5/13/2020
23
© 2020 Promotional Products Association International
The VehicleThe medium can make or break the message.
Make sure yours doesn’t contradict what you are trying to say.
© 2020 Promotional Products Association International
The VehicleDifferent audiences may require different messaging and different vehicles.
Direct mail, social media, language & graphics…
© 2020 Promotional Products Association International
Photo: courtesy of Pixabay
Step 6
The Hook
67
68
69
5/13/2020
24
© 2020 Promotional Products Association International
The HookSo, we have sent the first message out to the audience.
The challenge now, is to break through the clutter of 6000 messages your audience is bombarded by every day.
© 2020 Promotional Products Association International
The HookWe do that by choosing the right medium for the message, right?
Promotional product break through the clutter like no other media.
© 2020 Promotional Products Association International
The HookOnce you have hooked their attention with the product, that just gives you enough good will for them to begin listening to your story.
But you already created that in the planning stage, right?
Remember the journey?
70
71
72
5/13/2020
25
© 2020 Promotional Products Association International
Photo: courtesy of Pixabay
Step 7
The Story
© 2020 Promotional Products Association International
The StoryThe purpose of the story is to get them personally invested.
© 2020 Promotional Products Association International
The StoryA good story showcases a problem that needs to be overcome or illustrates how the problem affects them.
73
74
75
5/13/2020
26
© 2020 Promotional Products Association International
The StoryIt clearly describes a vision of what the solution could be.
© 2020 Promotional Products Association International
The StoryIt helps your audience envision themselves at a successful conclusion.
© 2020 Promotional Products Association International
Photo: courtesy of Pixabay
Step 8
The CTA
76
77
78
5/13/2020
27
© 2020 Promotional Products Association International
The Call to ActionIf you are going to be successful, you have to ask your client’s audience to do something.
That is the call to action. You will have created this with your client in the audience journey.
© 2020 Promotional Products Association International
The CTAYou mapped their journey in the planning stage, so you knew what you were going to ask them, where you would ask them and what you wanted them to do first, then next, until you reached a successful conclusion together.
© 2020 Promotional Products Association International
Photo: courtesy of Pixabay
Step 9
Empowerment
79
80
81
5/13/2020
28
© 2020 Promotional Products Association International
EmpowermentSo, now you may have your audience aware of the issue, and they’re all hyped to do something.
But if their path isn’t clear, and easy, the initial excitement will wain and they will get distracted by something else.
© 2020 Promotional Products Association International
EmpowermentBut, you already created the resources to make their path clear and easy during the planning stage when you mapped their journey, right?
You laid out the steps they needed to take, you anticipated their questions, as well as the friction points that may keep them from acting.
© 2020 Promotional Products Association International
Photo: courtesy of Pixabay
Step 10
Engagement
82
83
84
5/13/2020
29
© 2020 Promotional Products Association International
Engagement They have taken a few steps and your client is seeing progress, but you need to keep them motivated. How?
© 2020 Promotional Products Association International
Engagement Incentives. There is nothing like a carrot to keep people working towards a goal, and promotional products make excellent carrots.
© 2020 Promotional Products Association International
Photo: courtesy of Pixabay
Step 11
Recognition
85
86
87
5/13/2020
30
© 2020 Promotional Products Association International
RecognitionSome people always do more than others.
It’s time to recognize your hero’s and keep the rest motivated.
© 2020 Promotional Products Association International
RecognitionWho do you recognize:• Advocates• Donors• Volunteers• Champions
© 2020 Promotional Products Association International
Photo: courtesy of Pixabay
Step 12
Results
88
89
90
5/13/2020
31
© 2020 Promotional Products Association International
ResultsThis is where you prove your worth to your client and keep them loyal for life.
© 2020 Promotional Products Association International
Results• reveal success against KPI’s• provide insights• identify pivot points
© 2020 Promotional Products Association International
Photo: courtesy of Pixabay
The Process: • Goal• Audience• Journey• Message• Vehicle• Hook
• Story• CTA• Empowerment•Engagement• Recognition• Results
91
92
93
5/13/2020
32
© 2020 Promotional Products Association International
Photo: PPPC Image Awards
Let’s Apply the Process
© 2020 Promotional Products Association International
Photo: PPPC Image Awards
1The Goal
© 2020 Promotional Products Association International
Photo: Avatar Brand Management Inc
Goal: to reduce CO2 emissions by compelling individuals to reduce single passenger vehicle use by 100 km each in 30 days.
94
95
96
5/13/2020
33
© 2020 Promotional Products Association International
Photo: PPPC Image Awards
2Audience
© 2020 Promotional Products Association International
Photo: Courtesy of Pixabay
The NeighborhoodOf
ParkAllen
© 2020 Promotional Products Association International
Photo: Courtesy of Pixabay
Diverse Demographic• families• retired• students
97
98
99
5/13/2020
34
© 2020 Promotional Products Association International
Photo: PPPC Image Awards
3Journey
© 2020 Promotional Products Association International
AwarenessMailer
© 2020 Promotional Products Association International
IntroductionMileage LogIncentiveTool Kit &Free Bus Pass
100
101
102
5/13/2020
35
© 2020 Promotional Products Association International
EnlistmentLaunch Event
Photo: Loro Raffaella, City of Edmonton
© 2020 Promotional Products Association International
Resources30-Day Challenge (including game, mirror hangers, incentives and prizes)
Photo: Avatar Brand Management Inc
© 2020 Promotional Products Association International
Recognition & MetricsWrap-Up Party
103
104
105
5/13/2020
36
© 2020 Promotional Products Association International
Photo: PPPC Image Awards
4Message
© 2020 Promotional Products Association International
Photo: Avatar Brand Management Inc
“Parkallen, commit to the LocalMotion Challenge
See how your local changescan add up”
© 2020 Promotional Products Association International
Photo: PPPC Image Awards
5Vehicle
106
107
108
5/13/2020
37
© 2020 Promotional Products Association International
Photo: Avatar Brand Management Inc
© 2020 Promotional Products Association International
Photo: PPPC Image Awards
6Story
© 2020 Promotional Products Association International
Photo: Avatar Brand Management Inc
109
110
111
5/13/2020
38
© 2020 Promotional Products Association International
Photo: PPPC Image Awards
7CTA
© 2020 Promotional Products Association International
Photo: Avatar Brand Management Inc
© 2020 Promotional Products Association International
Photo: PPPC Image Awards
8Empowerment
112
113
114
5/13/2020
39
© 2020 Promotional Products Association International
Photo: Avatar Brand Management Inc
© 2020 Promotional Products Association International
Photo: PPPC Image Awards
9Engagement
© 2020 Promotional Products Association International
Photo: Avatar Brand Management Inc
115
116
117
5/13/2020
40
© 2020 Promotional Products Association International
Photo: PPPC Image Awards
10Recognition
© 2020 Promotional Products Association International
Photo: Avatar Brand Management Inc
© 2020 Promotional Products Association International
Photo: PPPC Image Awards
11Results
118
119
120
5/13/2020
41
© 2020 Promotional Products Association International
Photo: Avatar Brand Management Inc
Results: Approximately 12% of the community participated in the 30- day challenge.
The average km reduction was 400km (250 miles). That was 4X the target.
Estimated CO2 reductions exceeded four metric tonnes. (4.4 tons)
PPPC National Marketing Award: Second consecutive gold in green marketing
Recognized by current and future mayor
© 2020 Promotional Products Association International
Photo: courtesy of Pixabay
Q & A
© 2020 Promotional Products Association International
Presented by
How to Create Promotions That Make a Difference
David Betke, BA,
121
122
123