Bringing Sexy Back to Schwag...

I think it's fitting that we start this party off right with an info-graphic. Just so that everyone is on the same page regarding the power of Promotional Products (aka "Schwag") 

I give you exhibit A)

Okay...so hopefully you agree that based on the numbers provided by info-graphic above that Promotional Products do indeed "work". However, Schwag seems to have become something of a cliche' or given a bad rap when it comes to being sexy whenever you have a marketing media lineup. Well, my goal is to convince you that this perceived ugly duckling in the marketing world is really a sexy swan just waiting to flaunt her stuff:)

To begin I think it's important that I give you a little history about yours truly. I have been in the Advertising Specialty sector for over 20 years now. And if your doing the math you probably have already assumed that at my age how can I possibly know anything about bringing "sexy back" to anything much less Shwag (shame on you...lol)  Well, your just going to have to go out on a limb and trust me on this one. To date I have worked on both sides of the fence in the Promotional Product Industry..13 years on the Distributor side and 7+ years on the Supplier side. I like to consider myself well rounded and very optimistic regarding both points of view regarding our industry. I am currently back on the Distributor side of the fence as the CMO (Chief Marketing Officer) of a small distributorship in Austin, Texas.

So let's click the rewind button back to the beginning of my Supplier role which proceeded my 10 year tenure as a distributor. (okay...you can click the stop button now:) The case study I would like to share with you is one that involves towels---yes towels. The scene is the PPAI Expo Las Vegas, NV. and I am literally into my 2nd week as the SW Factory Rep for a top towel manufacturer. Being that I had been a distributor up to 3 weeks prior I honestly had become somewhat disenchanted with the creativity and sexiness that Schwag was perceived as having. I was also concerned that Schwag was losing it's position as the top contender or  the "go to" for businesses to market themselves. No offense but I felt that she had lost her luster, that she was letting herself go a little bit. She wasn't working out the way she used to, she was eating the wrong things or sometimes she wasn't eating enough. I just felt she just wasn't as creative as she used to be. So I found myself taking quick glances at sexier media such as witty You Tube Videos,televised commercials ,Glossy Magazine Ads, Glitzy Google Banners...the list goes on and on. 

To be honest I was a bit ashamed because I still honestly loved Schwag, after all we had been together a very long time. She was a beautiful swan when I first met her, she was creative and exciting and her ROI exhilarated me. I just knew that Schwag and I would never lose the spark we had at the beginning of our relationship and that our love for each other would never fade. Schwag had never let me down,sure she could be difficult at times but I knew we would always be together through thick and thin. But over time this new generation of electronic branding came on the scene, it was so confident,smart and cutting edge...it suggested that Schwag was outdated, that she was old school and companies didn't think she could still attract their customers the way she used to. I mean,I actually considered separating with Schwag believing that she had peaked and the flame was flickering out. I started to believe a relationship with another media would
change everything, that the grass would be greener on the other side of the fence. I started to buy in to the thought that the sexier method of branding was the "New Age" of electronic marketing. 

But something deep inside of me was whispering otherwise...it was telling me that if I really looked deeper I would see that Schwag hadn't lost her luster at all, that actually I had been hypnotized--lured if you will by the Siren song of radio,cable, broadcast television. Seduced by the temptation of newspapers, magazines, direct mail and yellow page ads to position my clients brand and service. I had somehow convinced myself this was the only way my clients could compete. But then something happened ...an angel in the form of a towel snapped me out of it. I remember it like it was yesterday...I was working a vendor booth on the floor of the PPAI Expo--I was excited with my new role as the SW Factory rep for a top manufacturer/supplier of towels. Now if I'm going to be honest I still had my reservations if Schwag was really was still the best option to market a companies brand, and I honestly didn't know how a towel was going to reignite my faith and passion in Schwag. But little did I know that this towel had something else up his sleeve,and was going to show me that Schwag was just as sexy if not more so than she had ever been. So how did a towel bring the sexy back to Schwag for me? Well, I'm glad you asked...


Ok....where was I? Oh yeah...I was manning our booth on the floor of the PPAI Expo Show when I overheard a southern gentlemen talking within earshot of our booth. I noticed that he was reluctant to enter our booth for some reason. He continued to eye our products and displays for quite some time but for some reason was restraining himself from entering our booth. Now mind you this was no ordinary booth...we had cushioned flooring, a large inviting Caribbean theme with beautiful displays,a cabana and a friendly/fun atmosphere...what's not to love? I couldn't understand why this gentleman wouldn't at least walk into our booth if nothing more than to soothe his aching feet. So...I decided to step outside of our booth and spark up a conversation,being a southern gentleman myself I felt it only proper to do so. Within seconds I could see that he was struggling with something, it was as if he was trying to piece together a puzzle but couldn't find the missing piece. 

I introduced myself and asked if he was enjoying the show. He said yes he was. I then asked if he had a specific project he was working on. He said yes he was. I then asked if he had a specific objective he was attempting to achieve. He said yes he was and that he was impressed that I had taken the time and consideration to pose the question. Then he went on to explain that he had a client he had been working with for many years. His client was in charge of purchasing for a High School in San Antonio, TX and that she was in charge of sourcing gifts to be given out to each of the 700 students that would be graduating soon. Up until this year every graduating student had been given a T-shirt or some Schwag decorated with their school logo and the year of their graduation. He went on to explain that his client had become tired of the same items given out year after year and that she felt their was no value or heart in these gifts. She said she and the school were looking for something sexier than the same old Schwag. She wanted something the students would take them back to a moment and hold on to for years to come after their graduation. She even said that she was considering doing away with Schwag altogether and go another route entirely. She just couldn't see how giving Schwag away to the students would meet the objectives she was trying to achieve.

Now mind you...this school wasn't just giving away Schwag to recognize the students but also to represent the school and all the sponsors, parents,booster clubs etc that had supported these students throughout their high school years. In other words, this school did indeed have a brand, a brand that they took pride in and they wanted the world to know it.

After gaining this knowledge I proceeded to ask this southern gentlemen why he was eyeing our booth but reluctant to step in? But I stopped him before he could answer, because I too had been a Distributor less than 3 weeks prior to our meeting. I deducted that he wasn't stepping into our booth because although he thought a towel may be a good,dare I say sexier option than a T-shirt (or some other schwag), at the end of the day it would be too expensive for him present to his client. He explained the school had a very tight budget and that towels just wouldn't fit into that budget. I then realized that I had been in his same position just 3 weeks prior and that I too would have been reluctant to step into our booth given his circumstances. But then it struck me ! It was as if the promotional product gods had given me a gift right then and there. I asked if he had considered having all the students sign their names on a towel, possibly even add their personal graffiti or whatever they might add to a yearbook when signing it to be remembered by their fellow students and friends. I went on to suggest adding the school logo so the students would have something that they would keep for years to come, something they could take with them to the beach after graduation and possibly hang on their college dorm room wall. I mentioned the students might even pass these towels on to their own high school graduates one day. I mean honestly...when's the last time you threw a towel away? Much less a towel that has all of their friends signatures on it. Friends that they had bonded and built strong relationships with over the years prior to graduation. I was certain that this would meet the objectives his client was so desperately trying to achieve.

I guess my logic was sound enough to convince him to enter our booth. We went over the numbers and after exhausting every discount I could the cost still ended up being 2x what his client was budgeted for. So I suggested he sleep on it, present the idea to his client when he returned to San Antonio, and get back to me if anything developed. Mind you I knew that we did not have this item in our catalog, I only knew that we had the capabilities to produce such an item. Imagine my surprise when I received a phone call 3 weeks later from this distributor and he excitedly informed me that his client had convinced the school board to double their budget! His client believed that this promotional product would not only be well received but that the emotional value of this item would be worth every penny. His client went on to explain that this product had met every one of their objectives and that their booster club wanted to add an additional 300 pieces to their order as they were convinced that every parent would buy one regardless of the price. I mean honestly, if I were to have a student show up on my doorstep selling towels with every one of my sons or daughters graduating class signatures on it...I wouldn't care if they were $50 a piece--"I'll order two thank you":) Well, imagine my surprise when I also learned learned later that the booster club sold out in two days and had to place an additional order to cover the overwhelming number of orders they had received. This school has re-ordered the signature towel every year since and will probably do so for years to come. College and Pro Teams, Safety Programs, Annual Corporate Picnics, High School Anniversaries, the list goes on and on, have made this piece a best selling item and the success of this piece has been overwhelming.

At this point you may be asking yourself how did this towel regain my faith and bring the Sexy back to Schwag? Well, actually the towel was just the messenger. Schwag has always been sexy...but more important Schwag has always been the most consistent, cost effective, highest return on investment and yes relationship that a brand will ever have. Marketing 101 dictates that in order for someone to even take notice of your company/vision/message/service/dream that your brand must get as many views over the life of your advertising as possible. And Schwag achieves that--always has always will. Hey,if you don't believe me scroll back to the top of the page and view the infographic again. Schwag will continue to prevail because today's and tomorrows promotional products are more exciting,technical,practical,functional,fun,personal and smarter than ever. And every one of these products can have your brand, your message and your dream displayed on them.

So what's the moral of the story? The moral is that every time you see a pen, a cup, a cap, a shirt, a koozie, a towel---heck, anything that has a logo displayed,printed,embroidered,embossed,debossed,etched or sketched, take a moment... and see the diamond in the rough. Because those little beauties are going to make you allot of money and friend that's just downright Sexy!

http://austinpromotionalsolutions.com

TOP 7 REASONS TO USE PROMOTIONAL PRODUCTS
You see them every day...from pens, to signs, to caps, to mugs---but do you really know how to strategically position those items to create awareness and grow your business? We can help...
‪#‎strategicbusiness‬ ‪#‎targeting‬ #

1) Promote goodwill Are you involved in your community? Do you exhibit at the community expos, trade shows, health fairs, community service events, i.e. health fairs, charity golf tournaments, fundraising events? If yes, you need to provide your audience and fellow exhibitors with a tangible reminder that you were there, for the good of the community as well as exposure for your company!

2) Advertise your goods and services Going to trade shows which are relative to your industry is a given, but what about those trade shows/events/appointments that you don't consider relative to your company? Insurance companies naturally will go to home shows, auto shows, (hopefully) health fairs, but what about educational fairs, safety events, and schools? All elementary schools know that the safety issue begins with our little ones! Take a gift for the K-8 students, making the reminder for safety and health appropriate to their age. For the high school group, emphasizing car safety, anti-gang, peer pressure, smoking, drinking and drug information and reminders are a must! Take things to your local law enforcement, fire department and social service department for them to give out to the kids in the community. They will appreciate your consideration! God knows our community helpers rarely have the money to spend on goodwill tokens!

3) Build customer loyalty Do you have customers who you want to thank for being with you for "X" amount of years, "X" number of referrals, "X" amount of items purchased from you, or money spent at your place of business? This would be a great thank you to them for helping your business to grow!

4) Build store and trade show traffic Going to your trade shows is one thing, getting people to your booth is quite another! Have something interesting for them that they will not only hang onto, but others will see and say "Hey, where'd ya get that!?" I did a promotion for one of my customers that was not only inexpensive, but brought numerous potential clientele to their booth. We did personalized Polaroid picture frames and took Polaroid pictures (with a flash) of the folks who came to the booth. The flash brought other onlookers who wanted to get a "keepsake" that was unique and meaningful to take home, too! This was a great promotion, inexpensive and "flashy."

5) Celebrate an anniversary or grand opening Just starting up? You'd better have some budget allowed for your opening to show people you intend to stay in their community for a while. Otherwise, not showing "good faith" to the community may keep people away. Anniversary gifts are a great way to say "Thanks for your business through the years."

6) Thank your employees and customers for a great year You didn't get where you are all by yourself -- your employees helped, which you know well. Give them a tangible thank you gift on their anniversary or your fiscal year-end anniversary. A picnic is wonderful and fun, but something small to take home with them is a real perk! And they will remain happily loyal just for such a small gesture.

7) Provide incentives for total quality or safety programs Have your employees kept your company injury-free? Have workmen's compensation claims and suits dropped or diminished? Your employees will strive even harder to provide a safe environment for your workers if they are rewarded for their efforts. Trust me...it really works!

*We hope you liked and can benefit from the advice above. If we were able to help please follow our blog and like us on Facebook https://www.facebook.com/austinpromotionalsolutions Thanks!
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Small Town Pride Big City Vision...

There’s nothing like the pride you feel when locals adopt your small town business and welcome it into the community. We founded and operate Austin Promotional Solutions here in Lago Vista, TX not because we had to but because we absolutely wanted to.There’s a buzzing sense of life and vitality that you get every time someone steps in your store. We believe in hiring locally,supporting our children's sports teams, our schools and our inner city infrastructure. We love our city and we want to put our money where our mouth is:)  

It’s no surprise that many small businesses like APS are choosing the little cities over the big metropolises, but in the Promotional Product Industry clients abroad sometimes have the perception that our capabilities are limited to a 50 mile radius. We knew that making it big in small towns means having to do a lot of serious research about which stores would work best. What’s the current market situation? What is the public interested in? What can we make available in the local,central and yes global market?

When it comes to operating a small town business we knew we had a lot of freedom to embrace big ideas to take our business further. We have made a solid footprint in Social Media (seriously Google us...) along with a solid reputation that includes but is not limited to genuinely taking pride in our customer service, truly partnering with our clients by giving them tremendously fair pricing so that they can meet/exceed their objectives while providing the highest ROI. The quality of our work speaks for itself and is a good if not better than any company in our Industry. We have tremendous relationships with ASI/PPAI and regional associations giving us the ability to service anyone around the globe and to pay it forward by volunteering our time/knowledge and experience back into our Industry...in other words we are vested and plan to be around a very long time.

We take pride that business' in our local community appreciate and are more at ease placing their orders with us knowing that they can walk in our doors at any time to check in on their projects. And we in turn get to form strong bonds/partnerships with the business owners/employees in our town when otherwise we may not have the opportunity to do so. This has helped us strengthen the pride and loyalty in our community and this is something that money just cannot buy...

We are also able to find out what our community loves to do and design our product line, production times, promotions and marketing around those things.

Enthusiasts can be found everywhere. We attend our kids sports games/practices, school/community events and churches...and in doing so we find out what our locals like to do when they’re off work and for recreation. This has not only proven to be profitable, but it also contributes to our community’s pride and identity. For example: APS is located on Lake Travis, many of our  residents are avid fishermen/sportsmen/coaches/teachers but have to commute to other cities to get their gear, promotional items,rewards etc and we are able to meet many of those needs. We are able to bring community members together which is convenient, practical,rewarding and profitable for all parties. We are also able to educate our youth by providing skills, education, responsibilities and ownership to equip them for a brighter future and hopefully start their own business one day. 

We are also capable of bringing on a broader range of clients with our online shop but have the store and warehouse based in our small town. This allows profits from outside the town to benefit our local community while providing many jobs to residents as well which continues to feed ours and our communities pride.

At the end of the day the best part about having a local successful small business also means a successful community as well. Oh...and it only takes a couple of minutes for everyone to meet over at my house after work for some barbecue:)