The Bizz by AnyPromo.com

Business & marketing advice, news and features, design inspiration, and the art of gifting.

Advertisers Beware: 2013 Is the Worst Year in Traditional TV’s History


The past 12 months have made up the worst year in traditional TV’s history. Advertisers need to be wary of TV as a primary marketing channel, and may need to invest in other marketing channels to reach younger crowds.


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by Fausto Mendez / graph & data by The Atlantic, Quartz (Ritchie King), Moffett Research, Netflix

    If you’re a young person in America, the likelihood that you’ll ever sign up (or continue paying) for a traditional TV subscription, such as Cable, is at an all-time low since TV blew up as a staple in American culture. The total number of cable subscriptions continue to free fall off the charts, and satellite and telecom service providers can’t attract new customers fast enough to counter Cable’s fall. It looks like the trends will only get stronger over time, but your TV shows aren’t in peril.

    Netflix, Hulu, Amazon and iTunes will take care of your shows (and even produce new shows and/or episodes) as TV producers, directors, writers and actors take to the Web as a primary, first-rate broadcasting channel. Actually, it’s the TV networks that have a lot to worry about. Their cash cow, the TV commercial, is losing value fast, and other marketing channels are eating up all the left-over profit.

   Suddenly, companies with innovative and incredibly sophisticated targeting techniques, like Google and AdRoll, are moving in on TV’s territory while historically stable marketing channels, like promotional giveaways, trade shows, direct mail/email, and billboards, remain strong.

    Furthermore, mainstream social networks tout massive audiences that dwarf those of even the biggest TV networks, and it’s easier than ever to accurately target your audience on these networks, ensuring that you don’t pay for irrelevant impressions or clicks. Topical blog sites also do a great job of attracting smaller niche audiences of the Web, and many of those sites employ creative advertising teams that partner with businesses to build and serve relevant ads to their audiences.

Ditching Traditional TV in My 20s 

    In my own experience of 27 years on this planet, I ditched cable on my way to college. I was an avid TV fan growing up in my parents’ home with Battlestar Galactica, Buffy the Vampire Slayer, Lost, The X-Files and much more. Sadly, I would often construct my daily schedule around my favorite shows and not the other way around. Clearly, that’s not how life should be. TV should adjust to my schedule. 

     As a college student with robust university-grade Wi-Fi, I discovered a beautiful truth. The Web and a-la-carte methods, such as Netflix DVD subscriptions, are more liberating and satisfying ways of watching TV. The best part is that it costs much less than cable or satellite.

    No, scratch that. The best part is I’m no longer forced to sit through long stretches of ads in between cliffhangers of my favorite shows. 

    Don’t get me wrong. I don’t mind the occasional commercial as long as it’s relevant to me, but I can’t stand a long stream of irrelevant commercials every seven to ten minutes. Neither can my peers.

    For example, if I was ever in the mood for Saturday morning cartoons during a weekend study session, Cable would force me to sit through tons of relentless ads for too-sugary cereals, poorly-designed action figures, and make-your-own jewelry kits. As a 19-year-old male, these ads would be wasted on me, but no matter what I watch on the Web, the shows either come ad free or only slightly interrupted with very relevant ads.

    As a result, TV’s fatal flaw is that it can’t segments audiences very well, and TV networks are way too greedy, steadily and stealthily increasing total ad-broadcasting time throughout the history of TV. Marketers, be careful of your strategy on TV; depending on your audience, the marketing channel could turn into a huge waste of money for your business. If your goal is to reach folks under 40, your best bet is probably not TV.


    Join us on Facebook, Pinterest, Google+ or Linkedin, and stay ahead of the game with an occasional laugh, non-stop marketing advice, and insightful business analysis - plus: free fonts, easy-lunch recipes and more. Brought to you by AnyPromo.com.

Creative Advertising Gone Wild: Print Ads for Toothpaste


Ads are a dime a dozen, but great ads are rare. This week, we profile a recent print/street campaign for Signal Sensitive Toothpaste.


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by Fausto Mendez / photo by agency Lowe

    Signal’s advertising team is on fire with these fascinating print/street ads. If you’ve ever felt the merciless tooth pain from biting into too-cold cold ice cream, the above ad will certainly speak to you. But I’m sure the brand’s target audience has had much more traumatic experiences with their own tooth pain, hence the hilarious contraptions in the ads.

    The ads pull the oldest trick in the book. They force the viewer to relive an unforgettable emotional experience in their lives, which makes the ads much harder to forget. Emotional experiences themselves are hard to forget, so if you can call up a strong emotional experience as the viewer watches your ad, you have a pretty effective campaign on your hands.


    Join us on Facebook, Pinterest, Google+ or Linkedin, and stay ahead of the game with an occasional laugh, non-stop marketing advice, and insightful business analysis - plus: free fonts, easy-lunch recipes and more. Brought to you by AnyPromo.com.

(Source: ibelieveinadv.com)

When Big Marketing Budgets Don’t Matter So Much: Social-Media Marketing & Trade Show Marketing


Jeremy Waite shares priceless truth & wisdom on social-media marketing, but it’s not exclusive to social media.


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By Fausto Mendez

    Waite’s graphic above (and quote below) explains why social-media marketing is not so reliant on massive budgets. The same principal can also apply to trade-show marketing too.

jeremywaite:

"Too many brands running around trying to join the dots between all their different properties and hoping that one day they may be able to compete with the top brand in their industry.

Social business doesn’t work like that. It’s a level playing field. It’s like moneyball economics. Social “media” or whatever we chose to call it these days is still one of the only areas of business where you don’t need to outspend your competitors in order to beat them.”

    The big disconnect between trade-show marketing  and social is that having a big budget can make a pretty big difference at trade shows. Fortunately, trade show marketing is not all about big budgets, massive booths and extravagant displays.

    A little creativity can go a long way, and the fact that your smaller company shares the same space and traffic as much bigger companies really helps to even out the playing field despite budget differences. You don’t get that kind of “equality” on TV, paper ads, billboards or any other marketing space except for social media. Of course, it’s not an easy feat to outshow a showy brand like Sony or Samsung, but you can attract massive amounts of attention anyway. 

    There are lots of ways to do this, and you’re only limited by your creativity. One relatively easy way is to flood the trade show with attendees that are wearing your company shirts, hats or other apparel. But how can you coerce masses of people to wear your promotional apparel?

    One way is to launch a contest that requires participants to wear your shirt during the trade show to win prizes. I put together a detailed plan on that strategy at a previous blog post titled, "How to Get Everyone to Wear Your Promotional Shirt at the Next Trade Show.”

    The basic idea is to bring along some extra employees to walk and search the show floor, randomly handing out prizes - such as free products, gift cards, money or coupons - to attendees wearing your shirt. In order to attract the most attention from each prize giveaway, the key is to use bold extroverts with a showman’s attitude as your prize patrol. They should be loud, attractive, attention-grabbing people that you can’t ignore - perhaps accompanied by music, a short siren and/or light effects. Like I said, you’re only limited by your creativity.


    Join us on Facebook, Pinterest, Google+ or Linkedin, and stay ahead of the game with an occasional laugh, non-stop marketing advice, and insightful business analysis - plus: free fonts, easy-lunch recipes and more. Brought to you by AnyPromo.com.

#DIY Gifts & Giveaways: Origami-Heart Notes

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By Fausto Mendez

    If you’re a fan of #DIY crafts for personalized gifts, promotional giveaways and event supplies, you should consider adding a personal touch to your next gift, giveaway or event with gorgeous origami-heart notes. 

    We’re always looking for innovative ways to say “thanks” to special clients that deserve some extra attention, and promotional giveaways are great for that. But nothing says “thanks” like a #DIY gift from the heart. These special origami-heart notes are relatively easy to build, and the graphic below explains it very clearly (even if the instructions are in Chinese). 

    Though they appear to be envelopes, what you are looking at is actually the notes themselves. Even the heart is apart of the note sheet. You would write or print your note on the inside, of course.

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    You’ll need two separate sheets of paper in a square cut for this project. To maximize the marketing effect of this note, you should use a sheet of paper that features your company logo in a tasteful way. You can also add your logo to promotional mints or candy, and attach the mints or candy as a part of the gift. Thanks to Duitang for posting the image.


    Join us on Facebook, Pinterest, Google+ or Linkedin, and stay ahead of the game with an occasional laugh, non-stop marketing advice and insightful copywriting tips - plus, free fonts, easy lunch recipes and more. Brought to you by AnyPromo.com.

How to Get Everyone to Wear Your Promotional Shirt at the Next Trade Show - #MarketingMonday

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By Fausto Mendez

    Trade show giveaways, such as free shirts, are one of the most effective ways to boost brand awareness within your target audience, but the key is making sure your giveaway is not prematurely chucked into a trash can or hidden in a bag. Achieve this effect by designing a marketing campaign around your promotional giveaway instead of just handing out free stuff. 

    Handing out promotional giveaways at trade shows is one of the oldest marketing tricks in the book. The goal is to turn fans and potential customers into walking billboards for your brand - and also sell to those same swag-wielding folks - but since everyone at the show is handing out promotional items to everyone else, it’s harder than ever to get attendants to use your giveaway in public. 

Giveaways Are Not Marketing Campaigns

    Most trade-show exhibitors assume their free giveaways are their marketing campaigns, but that’s not how you should craft your presence at the show. The giveaway should only be a small component of a larger marketing machine, not the machine itself. Below, I craft an easy example for a video game publisher, but you may need to adjust the details of the plan to better fit your business and audience.

+ It all starts with a brand that other people want. If no one could ever want your brand, no amount of skillful marketing is going to change that. However, if your brand is worthy, you should see great success from this campaign. If you are confident that your brand would sell if people were introduced to it, you are on the right track. For this example, let’s pretend we run the marketing team for a gaming company.

+ You’ll need a low-cost promotional shirt or hat to give away at the trade show. Of course, you’ll add your logo, URL and/or message to the shirt, which is a service provided by a company like AnyPromo.com. You’ll need a lot of shirts, which is why they shouldn’t be expensive, but you don’t want to go so cheap as to encourage folks to prematurely trash your giveaway. If the shirt is of decent quality, fans will wear it long after trade show. For this example, let’s pretend we ordered 2,500 Hanes tees for less than $2.00 each from AnyPromo.com. These shirts brandish our brand logo, game logo, store URL and fashionable artwork.

+ Before you arrive at the trade show, craft a plan that encourages others to actually wear the shirts on the show floor. It is not good enough to simply give the shirts away. One of my favorite ideas is a contest that awards random shirt-wearing attendants at random times throughout the show.

A video-game publisher would bring along a few extra employees to covertly search for shirt-wearing attendants all over the show floor in order to offer them free copies of games. Coupons, gift cards and actual money are also great prizes. The goal of the campaign is the buzz it can produce as fans, potential customers and competitors will certainly discuss the masses of shirt-wearing fans, and once word spreads, you may even find a line at your booth for free shirts. A long line is also one of the best marketing tools your brand can have at a trade show.

+ For the next trade show, you may switch out the shirts for tote bags or another promotional giveaway that appeals to your audience. You don’t want to repeat the same campaign at every show as its effect will wear out if it’s used too often. However, you may decide to pull the same stunt at the same show every year. It could be a fun and memorable tradition that your fans anticipate.   


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Add a 3D Version of Your Logo to Colored Headphones - #NewProducts

By Fausto Mendez

    Your fans are walking billboards; they are your greatest brand ambassadors. Equip them with gear that’ll make everyone around them focus on your company. 

    These custom colored headphones just arrived at our headquarters in Southern California. They feature a 3D version of your logo on the end of the bud, which makes them the perfect advertising tool for your brand. Hand these out to loyal fans to spread awareness of your brand amongst their peers.

    This product is so fresh, it’s not even in our online store as of the time of this writing, but if you are interested in placing an order, just call 877-368-5678 and ask for item #715290. Another option is to send this page’s URL to one of our customer care reps by email, sales@anypromo.com. 

    Join us on Facebook, Pinterest, Google+ or Linkedin, and stay ahead of the game with an occasional laugh, non-stop marketing advice, free fonts, easy-lunch recipes and more. Brought to you by AnyPromo.com.

Southern Comfort’s New Ad Hypnotizes with Bad Karate

By Fausto Mendez

    This liquor brand isn’t known for conforming to traditional advertising techniques, and Southern Comfort’s new TV commercial continues that tradition in same, beautiful, head-scratching fashion. Watch as this faux karate master partakes in “whatever’s comfortable” as he waits for his hair dye to set in at a small hair salon.

    Join the conversation on Facebook, Twitter, Pinterest, Google+ or Linkedin, and stay ahead of the game with an occasional laugh and non-stop marketing advice. Brought to you by AnyPromo.com.

Finished Work: Business Card Display for Time Warner Cable

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By Fausto Mendez

     AnyPromo’s graphic and production teams love to show off their #finished work. This is just another design of the many, many designs they finalize on a daily basis.

    The production team just finished these beautiful, sleek business-card holders for Time Warner Cable. They shipped out earlier this month to some very happy customers. 

    We engraved these promotional business-card displays in our warehouse in Southern California with extremely precise lasers that even our biggest competitors don’t have (it pays to have exclusive connections to laser manufacturers). In fact, our lasers are so advanced, we can actually engrave letters small enough that they’re unreadable to the naked eye. 

    As you can see, we etched an inspiring message and the customer’s art directly onto the product, and the final result is rather stunning.

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Thank you, Evening Entertainment Group!

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By Fausto Mendez

    AnyPromo customers love to share stories of their shopping experiences with the company and its massive catalog of over 40,000 promotional products, marketing giveaways and event supplies.

    Stephanie Lowe of the Evening Entertainment Group reached out to us in search of high-quality promotional hats that they would like to give away to customers that win online tournaments. We embroidered their logo onto a beautiful baseball cap, and Lowe and her co-workers loved it.

"We love the hats we ordered from you guys. We use them as promotional giveaways for online tournaments, and will also be wearing them when some of the staff goes to the WSOP finals in vegas."

- Stephanie Lowe, The Evening Entertainment Group

    Join the conversation on Facebook, Twitter, Pinterest, Google+ or Linkedin, and stay ahead of the game with an occasional laugh and non-stop marketing & business advice, news and analysis. Brought to you by AnyPromo.com.

#DIY Gifts & Giveaways: Candy Cone Envelopes

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By Fausto Mendez

    If you’re a fan of #DIY crafts for personalized gifts, promotional giveaways and event supplies, you should consider adding a personal touch to your next gift, giveaway or event with Candy Cone Envelopes. 

    Sometimes, saying “thanks” or “hello” just isn’t enough, especially in the business world, but it’s not always prudent to spend a load of cash on promotional gifts for every client and partner in your contact list. And you definitely don’t want to miss out on enhancing the relationship by not delivering a memorable gift, so next time, try dropping off one of these DIY candy cone envelopes. They’re cheap and easy to build, so you can assemble them as you need them.

    All you need is some gourmet candy, sheets of fancy colored paper, a roll of ribbon, a bottle of decent craft glue, and perhaps a printer (with paper) to attach a note that features your company’s logo. 

Making the Envelope

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+ The envelope itself is super simple to build, and even origami newbies should find it rather easy. Start with a square sheet of paper in a diamond layout (as seen above). 

+ Roll the sheet of paper into a cone, similar to the way waffle ice cream cones are formed. Glue it down. 

+ The top of your diamond will form the closing flap of the envelope. Don’t glue it down yet.

Making the Note

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+ Next, print your company’s logo onto paper with a “thank you” message. The above photos feature a personal note with a “secret wishes” message, but in the business world, you should make sure your logo is clearly associated with the gift in order to clearly associate the gift’s positive emotional impact with your brand. A simple, “thank you” below your logo should suffice. 

+ Make sure the logo is small enough to not over-cover the envelope. It should barely peek over the edges of the envelope (after the envelope has been flattened in the next step). 

+ Flatten the envelope down. Then, stuff it with gourmet candies, and glue the top flap down.

+ Decorate it with a simple ribbon over the flap, and glue your note/logo over the ribbon.

+ Finally, thank Martha Stewart for the original concept!

    Join the conversation on Facebook, Twitter, Pinterest, Google+ or Linkedin, and stay ahead of the game with an occasional laugh and non-stop marketing & business advice, news and analysis. Brought to you by AnyPromo.com.

#MarketingMonday - How a Coffee Brand Attracts Big Crowds at Airports by Trading Yawns for Free Giveaways

By Fausto Mendez

    Coffee is a fact of life in America. You can’t approach a crowd without eventually getting hit in the face with that odd but attractive aroma, and it’s virtually impossible to go anywhere without seeing the ever-present Starbucks cup. In the same spirit, coffee brand Douwe Egberts is making a name for itself at a local airport by making sure everyone in the building is holding a Douwe Egberts cup. 

    Exactly how is this up and coming coffee shop achieving this effect? It’s handing out free coffee, but it’s not as simple as that. As you know, a promotional giveaway, such as free coffee, is a very effective marketing tactic. It can introduce the brand to new customers and revive it to old customers, boosting positive feelings about the brand and catalyzing an emotional effect that makes the brand even more memorable.

    The emotional effect in such a campaign is critical since emotionally-charged experiences are almost impossible to forget, so Douwe Egberts maximizes the emotional effect of its promotional giveaways by setting up coffee machines that are activated by simple yawns. 

    Yup, that’s right. In order to get your free cup of coffee, you have to yawn at the machine, which will dispense a free cup of coffee in return. Trading a yawn for some coffee can easily bring a surprised smile to a weary traveler’s face - an emotional effect that should make the experience a hundred times more memorable. The campaign is called “Bye Bye Red Eye”, says Mashable, and it’s cleverly spreading the Douwe Egberts brand with one of the oldest forms of marketing, the promotional giveaway.

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The 80 Rules of Social Media Every Social Specialist Must Know

jeremywaite:

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1. Obey the rules
2. Social media is ALL about your audience, be they consumers, viewers, fans, followers or users. It has nothing to do with you, or what you think.
3. Followers lead from the middle of the pack – usually by example.
4. 1 active user is a BIG deal. They have 140 friends.
And…

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