Entering the Give First Economy

We have entered into a new phase of business.  It is just the beginning of this phase.  It is what I called the "Give First Economy."

This is good news if you are the customer.  We know this because we have lived through the "Automation Economy."  This stage was (and in some cases still is) when companies do everything they can to automate everything from the phone systems, to customer service and everything in between.  This phase left the customer frustrated and annoyed much of the time.

This is also good news if you are a company that has always focused on service.  You want to provide a great customer experience all the way through.  This is great news for you because you are already ahead of the curve.

This is bad news for "the automators."  The large companies that are clearly more focused on the customer's dollar than the customer will struggle.  These companies are not only not concerned with the customer's experience, they seem annoyed the customer has an opinion about it at all!

This is happening because of the shift to the "Give First Economy."  Social Media has truly given power back to the Customer.  And it has just begun.  Customers have more information than ever before at their fingertips.  They have more options.  And because of that third group, customers have more cynicism. 

So as a business, we need to (you guessed it) Give First.  We need to provide value to the customer.  We need to show integrity, credibility, honesty, personality.

Here's the funny thing: this has been brought about by newer technology but this is old fashioned business.  Get back to shaking a customer's hand and looking them in the eye.  Provide THEM a referral before you ask for one.  Share an article that helps them.  Send a thank you or a birthday card.  Be sincere.

Give First.  You will be thrilled with what happens next.

5 Reasons Why Mark Cuban is Wrong...about SWAG

Let me start this post by saying that I am a fan of Mark Cuban.  I am a sports fan, and by all accounts, he is an aggressive, progressive owner of the Dallas Mavericks.  He is a serial entrepreneur (love that).  And he is great on Shark Tank!  I love that show!

But Mark Cuban is wrong about SWAG.

Now you might be thinking, "What did Mark Cuban even say about SWAG?"  Good question!  Cuban wrote a post for Entrepreneur magazine where he outlined his 12 Rules for Startups.  I read it and was really surprised by number 10:  Never Buy SWAG.

Cuban's point was that startups should not send people embroidered polos because they are not using their money wisely.  But...wait...what?  Well sure.  It seems like Cuban has run across a few startups that have not used SWAG (or promotional products) wisely.  Obviously you want to be smart.  But throwing out the entire advertising medium is pretty small minded for such a big thinker.

It's like saying "I knew a guy who wrecked a Ferrari, so you should never buy a car."

So here are some reasons why Mark Cuban is wrong about SWAG:

1)  Promo (or SWAG) Creates RECALL:  Studies show that between 80% and 90% of people that receive a promotional product RECALL the company that gave it to them.  When your customer wants to buy, you want them to RECALL your brand.  Promotional products have great success with this!

2)  Promo Creates REACTION:  Other than recall, you want your advertising to create action.  You want your customers or prospects to contact you.  Another study shows that 15% of people who receive a promotional item will actually reach out to that company.  Incidentally, that number is 5 times higher than other media.  Ignore those numbers at your own risk!

3)  Promo is Targeted:  So many businesses (startups too) have a shotgun approach to marketing.  By using promotional products as a part of the mix, your company can reach out and touch exactly the market you want to reach.  More targeting = less waste!

4)  Promo is Cost Effective:  If you choose wisely (very important as Cuban points out) you can expect long term impact from a great promotional campaign.  This long term benefit means you get a lot of "impressions" for a one time advertising buy.  This creates great value for your advertising dollar!

5)  Humans Like Valuable Gifts:  Put simply, the Rule of Reciprocity is real.  If you provide customers and prospects value (or valuable gifts) they feel the need to do business with you.  And if you do this over time, the more inclined they will be to give you business.  I don't tell you this to manipulate.  I tell you this because it's true.

The fact is, Promo (or SWAG) is a powerful advertising tool that you would be unwise to ignore.  As a matter of fact, I would bet that if you go to a Dallas Mavericks game, you would see Promotional Advertising everywhere!  From the banners, to beer cups, to uniforms of employees, all great brands use promotional products to leverage their business.

So if it's good enough for the Dallas Mavericks, why shouldn't you use it to promote your business.  Short answer...you should.

Want more common sense business tips on Promotional Products?  Check out the new book "Delivering Marketing Joy!"

Hasseman Writes New Book "Delivering Marketing Joy!"

(Coshocton, OH)—Owner of promotional products distributor, Hasseman Marketing, Kirby Hasseman has written a new marketing book called “Delivering Marketing Joy.”  The new book, Hasseman’s third, focuses on how businesses and organizations can use promotional products to grow their business and increase customer loyalty. 

“I think we are living through a shift in the way that marketing is done,” says Hasseman.  “We have been in a “push” marketing world forever.  Now we are moving into an era of “pull” marketing.  The customer has more power than ever.”

Hasseman argues in his book that though promotional products are a medium that has been around for over 100 years, they are a perfect advertising piece to use in this new era.

“We are entering a “give first” business economy.  Business owners need to provide value first.  Promotional products are perfect for this. “

Hasseman wrote “Delivering Marketing Joy” in order to showcase promotional products as an important piece of any organizations marketing budget.  The book includes chapters on: increasing customer loyalty, trade show success, increasing sales, non-profits and more.  In addition the book also includes many “case studies” from both national suppliers AND distributors in order to showcase how organizations all over the country are using promotional products to impact their business in a positive way!

“The goal was to explain why organizations should be using promo to grow their business,” says Hasseman.  “But it was also important to me to show them how!  In addition, I want both suppliers and distributors to be comfortable sharing this book.”

Some of the companies featured in case studies include: Jetline, Vitronic, Gold Bond, Commonsku, Brand Fuel, Halo, IpromoteU and more. PPAI President Paul Bellantone even agreed to write the forward to the book.

“As an industry we need to work together to educate the public on the power of promo,” says Hasseman.  “Paul has done a great job of reminding us of that!”

Delivering Marketing Joy is available for sale on Amazon in both a paperback and Kindle edition.  You can learn more about Hasseman at www.kirbyhasseman.com. 

Hasseman is the owner of Hasseman Marketing & Communications in Coshocton, Ohio.  Hasseman Marketing is a marketing firm specializing in promotional products, video, social media and more.  You can learn more at www.HMCpromos.com. 

Dear Sky and Jade, Dream Big

Dear Sky and Jade,

I love you and want the very best for you.  The good news is, most people really do want what's best for you.  That being said, don't listen to "most people."  Let me explain.

I think one of the hardest things to do in life is to continue to dream big as you grow up.  I want you to continue to dream big.  Most people will spend a great deal of time and energy telling you that you need to be "realistic."  You need to set goals that are "reachable."  You need to live within the world that they see around them.

Now I don't think that most people are mean-spirited.  I don't think they do this to consciously hold you back (though subconsciously might be a different discussion).  But the fact is, they look through the world through their own eyes.  They have their own expectations, skills, dreams (or lack thereof) and vision of the world...not yours.

And as mean as it sounds for me to say, most people are very average. 

So don't listen to most people when you are crafting your dream for the future.  Not even if that person is me.

Dream Big today...and forever.  You will be glad you did!

Dad

Letters to Sky and Jade--Laugh at Yourself

I have a 15 year old and a 12 year old.  They are both fantastic young ladies with great hearts.  And we are at a time in life when I want to share some of the things that I have learned (both good and bad).  The problem is, at 15 and 12, they don't always have the time or desire to listen to dear old dad.  I know, unique problem right?

So I have decided to put some of these thoughts down in writing so they can look at them some day...when they feel like it.  I hope they get something out of it.  I hope that maybe I learn something along the way too.

These thoughts and lessons will be written like a letter, to be opened at a future date.

Dear Sky and Jade,

I am really proud of you both.  You are beautiful and caring.  I love that.   I want to share these thoughts and lessons to help put life in perspective.  It sounds easy, but most of the time, it's not.  Each letter will have a different message.  It's worth mentioning, I think, that these will be in no particular order.  I will write these as they occur to me in the course of life.  Maybe someday I will re-order them.  But for now they are not in some grand order of importance.

Today's lesson:  You never really have a sense of humor until you can laugh at yourself.

You both have a great smile and a great laugh.  But remember, big people don't make a habit of laughing at small people.  Bullies do that.  You will find life to be a lot more fun when you can see your own mistakes as learning...and to smile at them.

In addition, this also makes life more fun.  You can see the absurdity and randomness.  And you can do this without lamenting "why me?"

Just do your best to learn each lesson...and laugh.  You will be better for it.

Love ya,

Dad

Put Down Your Phone...Be More Happy

I recently heard cell phones and social media sites compared to addictive drugs.  Though I immediately discounted the claim, after some reflection, I think there might be something too it!  You get a quick boost when you check in at the beginning.  You can become attached to "checking in" with the phone all the time...to the point of absurdity.  And as you are reading this, you are probably saying "Hey...I can quit any time I want!"

Sound familiar?

Well this study from Kent State says if we want to be more happy, we need to unplug. 

"A Kent State University study found that people who are constantly connected to their cell phone are less happy than those who can detach.

Intense cell phone use is also linked to heightened anxiety and a feeling of obligation to keep in touch."

Our very own Jeff Wickerham struggled with this recently when he challenged himself to "put the phone down."  As he said, it was harder than he thought.

So with the holidays nearly upon us, here is the challenge.  Make the commitment to be "more present."  Who knows, you might like the 3D people just as much as the ones on the small screen.

Enjoy!

Don't Sleep On Promo Products!

It has become an “in thing” these days to take shots at the promotional products industry.  Respected business people, legislatures and writers have recently questioned the necessity for these items.  There have been proposed laws decreasing the amount that can be spent on these items (an $18 billion industry) and “controversies” questioning their place in budgets.  Mark Cuban (who I love) even wrote that startups should never invest “in swag.”

It’s all poppy cock.  (And I say that not just because it’s fun to say “poppy cock.”  It’s also true!)

The fact is Promotional Products are a proven advertising medium.  They work.  The best part is, more and more studies are not only showing they work.  These studies are showing they work more effectively than other advertising channels.  Organizations that want to promote themselves should be looking to spend MORE of their advertising buy on promotional products…not less.

What’s In A Name?

I can hear the skeptics now.  “You don’t need tchotchkes, or trinkets and trash.  Those are a waste of money.”  

These demeaning names frustrate me.  Forget the fact that these people discredit what I choose to do for a living.  That’s their prerogative.  What bugs me is that it affects their effectiveness.

So let’s start with the name.  First up, stop call them crap and maybe you will stop choosing crap.  When you stop choosing crap, these products might represent your brand better.  Some of my best clients have even taken to calling them “premiums.”  That’s great because it changes the way you brand yourself on these items.  Let’s face it, the products you choose say a lot about your company.  

So by taking a little more care in what you put your brand on, you will immediately have better luck with products that affect behavior.

Do They Work?

I am sure every form of advertising is accused of “not working.”  As I heard once, “Just because you can’t put the ball in the basket, doesn’t mean there’s a problem with basketball.  Maybe you’re just not good at it.”  

Promotional Products do work.  Many of us have known this for years.  But more studies are coming out all of the time that prove it.  That’s the best thing about marketers getting more interested in measuring ROI.  We are getting facts to back up the theory.  Here are just a few from a study released in 2010:

                *Of 1000 people surveyed that had received a promotional product, 89% could recallthe advertiser.  Say that out loudpeople.  The name of the game inadvertising is to create customer recall. Nearly 90% is a number that you might want to know when you are figuringyour budget.

                *14.7% of participants reported contacting the advertiser after receiving the promotional product.  That is nearly 3 times greater than other media. 

When done right, promotional products are incrediblyeffective.  The more the facts stack up,it’s just hard to argue.

Work Too Well?

The great irony is the other side of the coin is it can be argued these products work too well.  Don’t believe me?  Well look no further than the laws written to limit the amount of promotional materials that can be given in the healthcare industry to Doctors.  These laws were put in place because Big Pharmaceutical companies were creating “undue influence” over these Physicians.  Now some will argue that these laws were put in place because of free trips, game tickets, and extravagant dinners. 

 

Maybe so.

But then why legislate the kinds of products that can be given to doctors’ offices?  To put it simply, these laws were created because promotional products were having a huge influence on healthcare decisions.  

The goal of any marketing campaign is to affect behavior change.  When you can implement a campaign so effective that it needs to be legislated…you may want to consider that strategy to promote your organization!

Promotional products have been around since the late 1800’s and I think sometimes this is part of the reason the results are discounted.  Everyone wants to know the newest, hottest ways to reach customers.  You should!  

But don’t sleep on the power of promotional products.  Now more than ever, you need to include them in your marketing mix.