Many businesses have responded to the economic challenges of the last few years by slashing their marketing budgets and campaigns. However, savvier organizations understand that they are better off accelerating their marketing efforts to take advantage of the challenging economy to expand market share like one industry leader did 80 years ago.
The idea of promotional spending during economically uncertain times may seem counter-intuitive, but history illustrates the ultimate results taking a proactive stance had for one brand during the Great Depression, as reported by "The New Yorker."(1)
"Initially, both Kellogg and Post were dominant in the packaged cereal industry. When the Depression hit, Post, like many other companies, cut back on advertising. Kellogg, on the other hand, doubled its ad budget and began an aggressive radio promotional campaign. By 1933, Kellogg's profits had risen almost 30 percent, and it had become what it remains today: the industry's predominant player."
"Following Kellogg's 'take action' approach works. Promotional product campaigns are highly cost efficient as an action. In addition, these campaigns are highly trackable. This combination makes it simple to manage return on investment and results," said Brian Ouellette, creator of the Private Label Shoewallet(TM). According to the trade association Promotional Products Association International, 78 percent of campaigners perceive its effectiveness.(2)
However, to be successful, marketers and brands must answer these 3 questions exposed in the free, just-released video, "Answer These 3 Questions Before Your Next Promotional Product Campaign & Blow Away the Competition" (http://www.shoewallet.info/3questions). Quick snapshot of the 3 questions:
1. Product: Would I enjoy receiving this item or is it headed to the trash can? Select a promotional or giveaway product that is useful, unique, memorable and that provides a value to the recipient.
2. Call To Action: What do you want recipients to do after receipt? Marketers must identify this or be reduced to "hope marketing," hoping that just seeing the brand will generate a result (buy, visit a website, like on Facebook, etc.).
3. Track: How will you track results of the campaign? Use a trackable online location (landing page, Facebook page, etc.). What percentage of the recipients take action? "Replicate what works; end what does not."
"Brands in the United States spend over $18 billion annually on promotional and ad specialty items," said Ouellette. Working directly with customers like Southwest Airlines, U.S. Air Force, Jamba Juice, U.S. Department of Defense, Skechers, Susan G. Komen, UCLA, Dunkin' Donuts and hundreds of others, Shoewallet Active Gear has learned firsthand what generates results for a campaign and what does not work but can be fixed following this proven, three-step question process.
Shoewallet Active Gear's Education Based Marketing team has created a free video that goes into detail on this simple 3-step process and it can be viewed for a limited time at http://www.shoewallet.info/3questions. Participants receive a Free gift (ships same day) at the conclusion of the 14-minute video.
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