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What a cheap promo item can teach you about online lead generation
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What a cheap promo item can teach you about online lead generation
1.
© 2013 www.un-unsubscribe.com Online
Lead Generation What marketing men know for years about the most cost effective, value for money, promotional product ........ that you need to find out and apply to online lead generation Sunday, 21 April 13
2.
© 2013 www.un-unsubscribe.com Question?
(the answer is in the picture) What’s the most cost effective, value for money, promo item that gets your company logo viewed the most? Sunday, 21 April 13
3.
© 2013 www.un-unsubscribe.com See
if you can figure out the answer? Here are some clues to help you. Cost per logo “impression” = A x B UNIT COST _________ A = number of people reached B = number of views Sunday, 21 April 13
4.
© 2013 www.un-unsubscribe.com Clue
one: Sky Banner Has great reach but poor views as it lasts a short time Sunday, 21 April 13
5.
© 2013 www.un-unsubscribe.com Clue
two: Motorway Billboard Fantastic reach and huge number of views if it is up for a long period Sunday, 21 April 13
6.
© 2013 www.un-unsubscribe.com Clue
three: TV Advertising Has greatest reach and views ..... but also the most expensive. Sunday, 21 April 13
7.
© 2013 www.un-unsubscribe.com Traditional
advertising too expensive How can you get your company logo seen by the greatest number for the least money? Sunday, 21 April 13
8.
© 2013 www.un-unsubscribe.com Some
final facts to help with the answer Australian Promotional Products Association (APPA) surveyed travelers at airports. 76% recall brand name 71% got promo item in last 12 months 34% had product on them! 56% kept product for over a year 76% said product was useful to keep Sunday, 21 April 13
9.
© 2013 www.un-unsubscribe.com The
humble pen. Surprise? Remember, it’s about “Reach” and “View” The answer Sunday, 21 April 13
10.
© 2013 www.un-unsubscribe.com A
high quality pen is valued and used often So the pen (i.e. your logo) can get a great number of views or impressions. Everyone uses a pen Sunday, 21 April 13
11.
© 2013 www.un-unsubscribe.com Let’s
say 1000 pens cost $4.00 each The pen is used 5 times a day It’s kept for a year, so per pen views $4000 gives 1,100,00 views 5 times x 5 days x 44 weeks Cost per view $0.0036 Sunday, 21 April 13
12.
© 2013 www.un-unsubscribe.com Branded
promotional products work They’re a proven, cost effective way of marketing your company to a large audience that takes little work. Sunday, 21 April 13
13.
© 2013 www.un-unsubscribe.com What
does branded promotional items have to do with online lead generation? Spoil your prospects Sunday, 21 April 13
14.
© 2013 www.un-unsubscribe.com Conversation
Starter Giving a gift promotes a feeling of wanting to return the kind gesture It’s known as The Law of Reciprocity 52%* receiving a promo item end up doing business with that company * L.J. Market Research Sunday, 21 April 13
15.
© 2013 www.un-unsubscribe.com Reach:
a high quality promo item... ... grabs attention and can reach people who otherwise would not come to your stand 176% increase in tradeshow traffic to a stand that handed out promotional items.“ Exhibit Surveys Inc. Sunday, 21 April 13
16.
© 2013 www.un-unsubscribe.com Class
is permanent Conventional advertising is short-lived Useful products are kept resulting in long term exposure Classy, quality promo items never stop collecting impressions because they are used constantly Sunday, 21 April 13
17.
© 2013 www.un-unsubscribe.com Repetition,
Repetition, Repetition Repeated exposure = brand recognition A quality promo item is more likely to be seen time and time again 39%* of promo item receivers in the last 6 months remember the company * Schreiber & Associates Sunday, 21 April 13
18.
© 2013 www.un-unsubscribe.com Reach
audience other methods can’t T-Shirts: are a living, breathing walking billboard A quality golf polo shirt can reach an audience far beyond Which would you wear more often? A cheap branded golf polo or a Hugo Boss branded one? Sunday, 21 April 13
19.
© 2013 www.un-unsubscribe.com Free
stuff are shared A quality promo item gets talked about. Recipients share the story of how they got the item. So your company gets talked about 62%* recipients give away their promo item. This increases reach and views. * Advertising Speciality Institute Sunday, 21 April 13
20.
© 2013 www.un-unsubscribe.com Going
beyond target boundary Promotional items are mobile and agnostic. As such, they are not limited by boundaries, be they geographic, demographic, religion, race, nationality or gender. So it can reach a customer outside of your ‘target’ boundary. Sunday, 21 April 13
21.
© 2013 www.un-unsubscribe.com Now,
let’s apply what we know about promo items to online marketing Sunday, 21 April 13
22.
© 2013 www.un-unsubscribe.com Conversation
Starter What can you give away online that will allow you to start a conversation with your visitor. Remember ... 52%* receiving a promotional item end up doing business with that company * L.J. Market Research Sunday, 21 April 13
23.
© 2013 www.un-unsubscribe.com To
reach prospects better, faster Your online giveaway must GRAB ATTENTION, HAVE APPEAL and be of HIGH QUALITY. 176% increase in tradeshow traffic to a stand that handed out promotional items.“ Exhibit Surveys Inc. Sunday, 21 April 13
24.
© 2013 www.un-unsubscribe.com Class
is permanent, form is temporary Your online giveaway must be top-class. A top-class giveaway will be kept for use time and again. A top-class giveaway is more likely to be passed on. It can go viral and boost your website’s search ranking. Sunday, 21 April 13
25.
© 2013 www.un-unsubscribe.com Repeated
exposure = brand recognition Don’t stop at one online giveaway. Figure out how to give away more without devaluing the eventual sale. Remember this statistic .... 39%* of receivers of a promotional item in the last 6 months remember the company * Schreiber & Associates Sunday, 21 April 13
26.
© 2013 www.un-unsubscribe.com Remember
the T-shirt from earlier? Would your perfect customer be proud to wear your polo shirt? In other words, would they be proud to rave about your online giveaway? A quality online giveaway can reach an audience far beyond What are you doing to get your prospect to “wear” your giveaway! Sunday, 21 April 13
27.
© 2013 www.un-unsubscribe.com Who’s
talking about you? (think social share) A quality online giveaway gets talked about. It is more likely to be social shared (Twitter, Linkedin, Facebook, Pinterest, YouTube etc). Remember this 62%* recipients give away the promotional item and don’t throw it away. So, more reach & views. * Advertising Speciality Institute Sunday, 21 April 13
28.
© 2013 www.un-unsubscribe.com Without
borders Top-class online giveaways cross States, counties, and international borders. It can reach a customer outside of target boundary. Sunday, 21 April 13
29.
© 2013 www.un-unsubscribe.com How
long to produce a top-class giveaway? You are the expert in your subject. So, a day? Okay ... 2 days max. Cost per logo or Impression A x B UNIT COST _________ Let’s look at the maths again i.e. ROI = Sunday, 21 April 13
30.
© 2013 www.un-unsubscribe.com If
your website gets 100 subscribers per month Your subscriber views your giveaway once a week Your subscriber tells another 5 people about your giveaway So, the number of views from one subscriber = (1+5) subscriber x 44 weeks = 264 views Sunday, 21 April 13
31.
© 2013 www.un-unsubscribe.com 100
subscribers per month = 316,800 views per year Cost (in time) = 2 days x 8 hrs x 60 mins = 960 mins Cost per view = 0.00303 mins per view ISN’T THIS A VERY EFFECTIVE AND EFFICIENT USE OF YOUR TIME IN TERMS OF PROMOTIONAL MARKETING! If your website gets 100 subscribers per month Sunday, 21 April 13
32.
© 2013 www.un-unsubscribe.com Cost
(time) per impression is very high Tends to be the same faces. Few referrals (pass-on impressions). Each meeting takes up 3 hours. In comparison Networking Sunday, 21 April 13
33.
© 2013 www.un-unsubscribe.com Leaflets
ok if promoting an offer Time and money to deliver 10,000 leaflets? Do people keep leaflets or do they Google? Main problem with leaflets? They tend not to be useful because they are usually out and out sales leaflets Sunday, 21 April 13
34.
© 2013 www.un-unsubscribe.com A
great giveaway still needs a ‘push’ A great giveaway doesn’t go viral without some initial ‘push’, aka ‘outbound’ marketing. Paper May Be Thin, But eBook is in Sunday, 21 April 13
35.
© 2013 www.un-unsubscribe.com Outbound
Marketing is email or social-share. Do you test your messages for APPEAL? Wouldn’t it be great if you could test your emails for appeal and attention-grabbing before you send them? Sunday, 21 April 13
36.
© 2013 www.un-unsubscribe.com Well,
you can for FREE Check for attention-grabbing headline and message appeal Check for engaging message body that leads to action www.un-unsubscribe.com Sign up for a FREE Trial Use it for Linkedin, Twitter, FB, Blogs and YouTube Fine tune your messages (works for landing pages too) Sunday, 21 April 13