At the SCOPE-ah, Scope-ah Cabana...

This month - we're going to cover SCOPE.

It's a great mouthwash.

It leaves your breath minty fresh.

It's a Barry Manilow song parody waiting to happen.

But knowing your "scope" can really help you plan your promotion.

Scope, in marketing and advertising, is the area in which you want your promotion to reach. As a promotional products person just getting into the business, I started with a narrow scope. Businesses in the county I lived in. As a comedian, my scope is a little wider. I'm looking to perform in comedy clubs east of the Mississippi. A friend of ours sells huge water treatment systems. He frequently travels to Europe and The Middle East to meet with his clients.

Where are the clients you want to reach? Are they in your neighborhood? City? County? State? Country?

Short and sweet this week! Next month: Number Crunching!

Target Market

YOUR TARGET MARKET

It’s essential to know who your target market is. One campaign rarely influences everybody. And one promotional product may not necessarily hit the spot for all groups, though many do have universal appeal.

For instance, these items would better appeal to bingo playing, golf cart driving, pill popping seniors, then say…left handed, albino, teen-aged mutant ninja turtles:

*Magnifiers
*Pill boxes
*Jar openers
*Travel mugs
*Bingo key tag game

These items might appeal to left handed, albino, teen-aged mutant ninja turtles betterthan the potty trained, pre-alphabet learning fans of Barney the Purple Dinosaur:

*Stuff for ipod
*Head band
*Sun screen

Here are some sample target groups. Which ones buy your products and services? What promotion or promotional product could you show them that might sway their shopping dollars your way?

Salespeople
VIP’s
Employees
Reps
Dealers
Managers
Branch Offices
Professionals
Adults
Children
Teenagers
Men
Women
Wives
Husbands
Singles
Married Couples
Gays and Lesbians
Senior Citizens
White Collar Workers
Blue Collar Workers
Business Owners
Ethnic Group
Race
Religious Groups
High Income
Low Income
Neighborhood
City
County
State
Country

Next month: SCOPE
How big should your promotion be? AND How minty fresh should your breath be?

Planning Your Promotion

Yesterday, my friend Ruth began hiking the Appalachian Trail. She's been planning this for at least 2 years that I know of. It's a 2000+ mile hike, and will take her at least 6 months to complete. She's read books on hiking the Trail, joined an Appalachian Trail club, met with people who have hiked the trail who have helped her choose the best and lightest materials for her backpack, and began walking every day to prepare herself for this adventure. She's had to plan for a leave of absence at work, and had to plan ways to keep in touch with her family while she's gone. Now, don't get me wrong. I love her, she's my dear friend, but I think she's nuts. I have a saying...no A.C.,no Traci. People have dedicated their lives to making stuff like air conditioning, padded mattresses, dishwashers, water filters, etc. to help us live more comfortably, and I'm not about to disrespect their efforts by sleeping in a tent on the ground for a weekend, much less 6 months. But I admire Ruth for taking on this challenge, and especially for her planning. She is very likely to succeed, because she has done her research and carefully prepared herself for this undertaking.

About a year ago, one of my clients ordered some pens, then didn't distribute all of them. They hoarded them. Saved them for a rainy day. Guess what? The powers that be, changed the website. Now they have pens with a bogus website, and have to throw them out. They ordered them because they were going to lose their budget if they didn't use it. They didn't have a plan in place to identify what the pens would be used for, or how they would be distributed. So nothing was done with them. These pens could have been circulating and generating leads for my client. If my friend Ruth jumped on the Appalachain Trail without planning ahead, she could be in the middle of the woods in Tennessee with out food and water right now, much like my client is without promotional materials.

Planning your promotion is important. If you fail to plan, then you’re “planning to fail.” You’re just buying “stuff” and hoping it works. If you plan the promotion, then you can best identify what works, and what doesn't.

The first step is planning your promotion, is to have an objective, a reason for doing the promotion. By identifying the reason for doing the promotion, you can start to identify the best way to implement your promotion. Here is a sample list of objectives to get you started:

CUSTOMERS
* Encouraging more frequent use of a product
* Helping consumers use product correctly
* Improving client or customer relations
* Opening new accounts
* Announcing a special sale
* Inviting people to a party or special event
* Welcoming new employees
* Introducing a new use or application of an existing product
* Announcing a new technique
* Announcing new business opening
* Announcing new patent
* Announcing new name
* Announcing new packaging
* Announcing rebate program
* Educating present of prospective buyers
* Reactivating accounts
* Thank them for their loyalty
* Encourage referrals

SALESPEOPLE / DEALERS / SHAREHOLDERS
* Motivating salespeople
* Increasing dealer orders
* Promoting new facilities
* Introducing new salespeople
* Welcoming stockholders
* Welcoming members
* Welcoming a Board of Directors
* Providing salespeople with new sales
* Increasing sales units

EMPLOYEES
* Improving employee morale
* Promoting employee safety
* Promoting client safety
* Improving employee performance
* Improving quality control
* Ease transition in business acquisition

TRADE SHOWS
* Increasing tradeshow traffic
* Promoting brand recognition
* Introducing new products or services
* Attracting a new generation of buyers
* Following up leads after a trade show
* Thank potential customers for stopping by your trade show booth

BRANDING
* Developing or enhancing corporate image
* Enhancing advertising in other media
* Improving market share
* Reinforcing brand
* Introducing a new brand, product or service

Next month, we'll discuss the importance of TARGET MARKETS, and how to identify yours.

Gift Ideas for the Holidays

I KNOW it's not October, but it's time to start thinking about how you're going to thank your clients for their business this holiday season. The truth is, I represent 4000+ companies. But they do imprinted items for companies all over the country. So it's important that you plan ahead so you're not caught in the last minute holiday season gift crunch!


If you'd like to start browsing for gift ideas online, please check out some of my favorite gift line sites:

Leeds

Leeds has hundreds of corporate gifts, in all price ranges. You can sort through their website by Brand (Cutter & Buck), by price, or by type (electronic, office & desk, personal, etc.) The quality is excellent, fairly priced, and always appreciated.

Starline

Starline also is a fantastic gift line, but the delve a little more deeply into home, kitchen, and personal items. They have a lot of unique gifts that people would love to get, but wouldn't necessarily buy for themselves.

Kaeser Gifts

Kaeser & Blair has an exclusive with Starline. If you need just 1 gift that doesn't require personalization, you can go to Kaeser Gifts and order online.
Please note! To check out you'll need the following information:
Dealer ID is 86674
3 digit code is 941

Maple Ridge Farms

Food gifts are always appreciated by the office staff, but you can't always count on that tub of popcorn! If you have a special client that deserves the best, then Maple Ridge Farms is the way to go. Their chocolates and nuts are of the highest quality. I've given these out as gifts to my clients for 2 years now with rave reviews.

To get you started, here are some great gift giving ideas, from $5-10, $10-25, $25-50.

$5-10 Gifts

For the person who's on their feet! Moms, waitresses, teachers, secretaries, any woman will appreciate this pamper pouch for their feet. Five-piece set includes clear vinyl zipped pouch, 3.5-oz. peppermint fragrance foot soap, 1-oz. hydrating peppermint fragrance foot lotion, contoured foot brush, and 6" pedicure file.

As low as $6.50 each! For more details: click here

14 oz. Horizon Wall Tumbler

And for the guys! This cool tumbler has dual wall construction, a high impact plastic liner and wood look finish (adhering to FDA guidelines), and is foam insulated for maximum heat retention. The tumbler also has a newly designed twist action spill resistant lid and a non-skid bottom.

As low as $5.99 each! For more details: click here

A gift for anyone that has ups and downs! Bring a smile to anyone’s face with this Hampton Yo-Yo. It’s constructed of shiny brushed metal and packaged in an attractive ultrahyde case with snap closure. Offer it as a gift at the company picnic, to young patients at a hospital, or as a tradeshow bag insert.

As low as $7.99 each! For more details: click here

$10-25 Gifts

Here's a romantic beach getaway for your best client! Packs flat for easy travel and is easy to use. Simply twist the wooden stake into the base and then press the table down into the sand next to beach chairs. Slots on each side keep wine glass conveniently positioned and within easy reach. 15.5" x 7.5" table surface. Includes 1-piece black gift box.

As low as $14.00 each! For more details: click here

With stainless steel artistry, this coffee and tea set puts your drink of choice at your fingertips. Use it to add personality to an office, break the ice with a prospective client, or as a gift with purchase. Set includes a 15.2-oz tea or coffeepot with a removable filter, and a 6.8-oz mug. Includes 2-piece gift box.

As low as $18.16 each!

For more details: click here

Spread brand awareness among the growing population of super mobile professionals with this leather smartphone holder. Pair it with a Leed’s mini pen to double a brand’s reach (Leed’s mini pens will be inserted into the pen loops for free prior to shipping). Clips easily to clothing or bags. Designed to fit most smartphones. Genuine Leather construction with signature Cutter & Buck interior. Features a pen loop for stylus or mini pen. Includes 2-piece Cutter & Buck gift box.

As low as $21.50! For more details: click here

Gifts $25-50

Let big-ticket customers know it's "time" to reorder with this combination photo frame and clock. Preload photos of products onto it so they will be sure to see them right away. Holds approximately 50 images (depends on file size of each). 1.5" viewing screen. Automatic and manual photo scrolling. Supports BMP, JPG, PNG and GIF files. Includes 2 AAA batteries and USB cord Includes 1-piece gift box. Screen Resolution: 128 x 128 pixelsHolds approximately 60 images on 16MB built-in Memory.

As low as $31.50. For more details: click here



• Multi-piece set includes tabletop case, 78 poker chips, two decks of cards and five dice

• Burton Morris' "Bling" image featured on cards,“Top Dollar” image on poker chips

• BCM logo subtly appears on bottom of case.

• Includes a Burton Morris gift box

As low as $44.83. For more details: click here

To encourage employees to enroll in corporate fitness programs, offer this combination heart monitor and FM radio. Clear digital display for easy reading of measurements, including time and date. Alarm and timer function. Belt clip. Two AAA and one button cell battery included.

As low as $49.83. For more details: click here

Thinking Outside the 3.5" x 2" Box

Business Cards. Everyone thinks they have to have business cards. Or do you? In today's market place, you've got to stand out. If you do what everyone else does, how well do you think you're going to stand out?

I've acquired business cards from lots of people this month. And it got me thinking...when was it decided that a 3.5" x 2" piece of paper was the best way to remind someone that they met you? "Hi! My name is Traci. Here's a small, rectangular piece of paper that will hopefully serve as a memorable souvenir of the 2 minutes we spent together making small talk."

I remember my parents selling business cards in their print shop in the 70's. So it was before then. I remember my dad explaining to me the difference between "bright white" business cards, and "linen white" business cards. That's 30 minutes of my life I want back. Then there's raised and flat printed business cards. Then there's matte, and gloss business cards. Then there's one color, and full color business cards. There are business cards you can do one your ink jet. There are online companies that help you design your cards with one of their cheez whizzy stock backgrounds. I had one client pay $3000 for 500 business cards (not from me, sadly). He wanted gold ink...and his printer ASSUMED he meant 24 karat gold leaf. This same customer is hiding from the FBI in a foreign country. (True story! Not my doing either, sadly.) And you know what? His business cards are stuffed in drawers just like the inkjet printer ones.

The point of this, is that people are spending money to promote themselves to the inside of a drawer. Unless you get a chain letter from the Make A Wish Foundation about the sick little boy whose only wish is to die with the most business cards. Like what's he going to do with that information in heaven? Did we ever get a thank you for sending him our business card? Did he ever die?

That's why everyone should take their hard earned business card money, and turn it into a useful sales tool that will keep giving and giving. Like pens, golf tees, and strippers. Just wanted to see if you were paying attention! I don't sell any custom imprinted strippers. I've thought about it...but they make too much noise when you stuff them in your drawers.

Hey, it's July. You're on vacation, I'm on vacation!

What you've got to understand aboutParis Hilton

Ahhhh….Paris. Not that place in France…but the celebutante who is famous for…well…uhh…what has she done…exactly? We know she was born into money and privilege, and parties hard. She has her own TV show, she’s been in movies, she has a clothing line, perfume collection, and watch & jewelry line. She recorded a CD which reviewers said “Surprisingly, not bad.” She recorded the infamous sex video which reviewers also said “Surprisingly, not bad.” Like her or not, Paris is making it happen, and the rest of us are wondering “What the hell happened?”

As I read about her tearful court appearance after being released prematurely from jail, I thought about an article I read where Paris gets paid $1 million to show up at parties.

Math problem: Paris gets paid $1 million to attend a party at Club POSH on Friday. Paris gets paid $1 million to attend a party at Club PURE on Saturday, and another $1 million to attend a different party at LA’s Club PUKE on Sunday. How much PAI (party attendance income) can Paris spend on a jewel encrusted collar for her dog Tinkerbell? Correct…$3 million.

Math Problem #2. Paris lined up 9 parties over the next 21 days, each paying her $1 million. Unfortunately, Paris has to serve 21 days in jail because she was too cheap, drunk and/or stupid to hire a limo driver for her late night hamburger run, and decided to drive anyway with a suspended license. How much PAI (party attendance income) did Paris lose because she was sitting in jail? Correct…$9 million.

So…the question “What is it about Paris Hilton” continued to plague me. I decided to do a bit of research. Heck…I had this blog to write anyway.

After a short bit of research…I came across a quick article, by Maura Welch from The Boston Globe. September 25, 2006:

Chartreuse says, ‘‘If Madonna was Marketing 1.0, then Paris Hilton is Marketing 2.0.’’ Why? ‘‘Because she is the queen of links.’’ Paris never really talks about herself. She talks about other people . . . the designers of her clothes, the clubs she goes to, who she hangs out with. She has garnered what marketers want, attention. But when she gets it, she gives it to others and, in return, gets even more attention. But ‘‘whenever she tries to promote herself, it falls flat. Books, records, movies, etc. don’t work for Paris. Because she’s actually a platform. Like Digg and YouTube.’’

Ok…even if it’s Paris, I thought this was kind of brilliant. The secret to her success…she’s Ebay for the wealthy elite. She's a professional networker, connecting buyers and sellers. If you're young, image conscious and have a LOT of disposable income...Paris Hilton is the ultimate resource for what's HOT. She shows people where the cool places are...and the cool places reward her for it.

So if it works for Paris…it’s got to work for me…right? Because I'm a great networker...you can find a list of every one my favorite companies here:

http://www.manateechamber.com/directory.asp

Nudge nudge, wink wink Manatee Chamber members! Traci Keychain

What's "New"? 3 Promotional Products You Must Simply Live Without

Every now and then, I have a client say "What's new in promotional products?" With thousands of products being added every year - there's a lot of stuff that's new. New is good. Everybody loves new stuff. New is interesting and fun and exciting and yippity yeehaw. New can also be unproven and unreliable. Like the GMC Envoy I bought before the truck I have now. My Envoy was hot looking - red with tan interior, running boards, Onstar, and programmable keys. That's right - a programmable key. When I stuck the key in the ignition - it adjusted my seat and found my radio station. Very cool. But my new Envoy stopped being cool after the 6th trip to the dealership in 8 months. And it was REALLY uncool after the 9th trip. And I must admit even fun loving me was getting a little "attitude" after the 15th trip to the dealership...oh well. "It's new. We're still working the bugs out." Those bugs cost me a lot of money in my time, and lost revenue. And you know what? The same goes for promotional products.



Here are 3 items that are "new" but weren't thought out all the way through...

Ok - "The Matrix". Cool name for this high tech "stress reliever". But with an underwhelming imprint area of 5/8" x 5/8" on the end cap, or 7/8" x 1/4" on the rib - you have just enough room for your initials, and maybe the first 5 digits of your phone number. Here's what the manufacturer had to say about their own product:

Patented 6-sided design allows for maximum grip & flex. (Someone spent time and money patenting this?) Made from deluxe materials designed for unmatched comfort & smoothness (yeah, it's called "rubber") Bounce it,squeeze it or catch it - choose your way to relax! (Ok , I find throwing is relaxing...but on the other hand, I'm not sure that I find relaxation in "dodging"!)

Here's another goodie...the Hand Clapper. From the manufacturer: “Clacks” loudly when shaken. WOW!! Can you imagine the corporate decision making behind the word "clacks"? I smell overtime! What they should have written: "When your own hands can't get the job done." This needs to be sold with a book, Clapping for Dummies. At least you get a decent imprint area - assuming you would want other people to know that your company is the sole sponsor for clapping slackers.

Now, if you already don't have enough junk on your desk - this royal delight will amuse you for nano-seconds! It's the "Phone Throne". Place your precious communication device on this puppy, and at $4.25 each, everyone will know what a royal waste of precious revenues this was!

Of course - there is a right and wrong customer for every promotional product. But my point here, is this:

it is more important to buy effective promotional products, than "new" ones. Next month: effective promotional products.