In the minds of the consumers, promotional products are one of the most effective forms of advertising. Promotional products are great at delivering the core aims of advertising. They create 22% more leads, turn 52% of people into customers, and improve 76% of people’s opinion of the company. They also usually cost less than other types of advertising, giving you more bang for your buck.
The most remarkable marketing campaigns throughout history didn’t just increase sales or raise brand awareness. The brands that spearheaded them influenced how we think about not just their product or service but the entire industry. At their core, they were so memorable because they changed minds. They knew the power of emotions, beliefs and perceptions.
Nobody wants to be told to buy something. However, everyone loves a great story. Telling stories is how humans have shared knowledge, built trust and developed authority since the dawn of time.
Scientific research has shown that as a species, we are wired for stories. They can trigger emotional and physiological responses in our bodies. One study by neuroscientist Paul Zak found that a compelling narrative releases oxytocin, a chemical associated with empathy and trust. When it is released in the brain, it can influence a person’s attitudes, beliefs, and behaviors.
“Do you think I’m beautiful?”
I didn’t ask that; your brand did. It asks this of every, single person who comes into contact with it.
Over the last twenty years, marketers have moved beyond the realm of visuals into all the five senses to reach consumers. By activating cues in their marketing like the sound of a car door closing, the scent of coffee and the smooth feel of Apple products, marketers hope to intensify perceptions of brands.
Years ago “branding” may have been solely associated with companies. However, with the rise of the Internet, social media and the cool entrepreneur, branding as a person is also incredibly important. In the digital world, some may argue that strong personal branding is no longer just a competitive edge but a necessity.
Many organizations will do an online search or background check before they consider hiring you. If you are an entrepreneur, you can bet that investors and clients will do research before chatting with you.
I’ll admit it: I’m a smug consumer. Apparently, so is the rest of the world nowadays.
With a vast range of options and instantaneous decision-making, it’s normal for employers to decide whether or not you’ll be hired for a job based on whether or not you use proper caps in your job resume and cover letter.
Wouldn’t it be great if every business out there had an enormous, well-resourced marketing team to dress up and review every single document that the brand sent out? While, of course, this would be truly stellar, it just simply isn’t the reality of most businesses out there. From small businesses to major corporations, all enterprises are constrained by time and budget, and considering the amount of marketing output most companies produce today, it just isn’t feasible to have someone review absolutely everything in painstaking detail.
What is your brand? Is it your company name? Your products? Your packaging? Your logo? Your website? Is it a few clever words that describe what your company’s all about?
The truth is it's none of those things. And all of them. I know, I know. That’s super confusing. Read on, and let’s see if we can make some sense of it.
Think about the biggest and most well-known brands in our history. How have business giants like Starbucks, McDonald’s, Apple, Coca-Cola and Disney maintained their success? They all cultivated a powerful brand─and have made consistency a priority.
Consistency is king. Without it, your business will struggle to attract new customers and cultivate long-lasting relationships. With it, you can build trust, customer loyalty, and a successful and sustainable company.
A great logo is the calling card of the design world—it makes a statement about a business or product while incorporating the brand name you want people to remember. If it’s a spectacular example of logo innovation, it also represents what the company is all about while reflecting the look and feel of current design trends.
So you’ve got floor space reserved at a trade show. Good for you! When done right, trade shows are an excellent way to get attention from consumers. They’re also a fantastic way to strike up alliances with brands who have complimentary products and your type of consumer in common.
Some companies think of trade shows as an expense attend to defend their turf from new competition. Others see trade shows as investments and these are the companies that end up building real relationships on the floor.