Direct Marketing Article
Brand Promo - It's More Than A Logo On A Pen!
By Anne Von Dyl, Senior Director of Sales
Studies have shown that, on average, we see over 3,000 ads or brand messages
each day. Look out your office window and you might see a billboard urging
you to visit the nearest fast food restaurant. Check your email to find
dozens of ads that pop up in conjunction with the last topic you searched in
Google. Grab the pen you are using and most likely it will have a logo of a
company staring back at you. While these traditional promotional techniques
may have worked in the past, in today's "noisy" marketing landscape,
traditional just doesn't cut it. Because of the ever-growing amount of brand
messaging we are exposed to everyday, businesses find themselves challenged
to find new promotional techniques.
One developing promotional technique to break through the clutter and reach
your target audience is product personalization. Personalization is
providing products to consumers in a format that is relevant to that
individual's preferences. This new trend gives consumers the power to
purchase an exclusive product, designed specifically for themselves or, even
better, by themselves.
Product personalization enables marketers to promote their brand on highly
visible items. I don't care what company you work for; giving out laptops
has never been in the promotions budget. Imagine having consumers walk
around with your company's branding on their most prized possession - their
cell phone - all because you gave them the opportunity to design a
personalized case that included your logo. Do you have a mobile workforce?
Ensure that your logo is on your employees' laptops by enabling them to
design their own case with the logo on it. By enabling customers to play a
role in the design of personalized, promotional skins or cases for mobile
devices, your company brand can break through the clutter.
Personalized skins and cases allow each individual to become a brand
ambassador on devices that are used daily. Mobile device accessories are now
more than just protection but a fashion add on - if leveraged could be the
most powerful platform for a company's brand or message. How often does a
person wear the same shirt out each week versus carrying their mobile phone
or tablet out?
With personalized design, protection and high-perceived value - the future
of brand promotions is leveraging product customization of cases and skins
on mass scale. The next presidential candidates should be giving out mobile
device cases or skins rather than buttons.
Wireless provider, Sprint, used personalized promotion tactics to show
appreciation for employees by allowing them to personalize their Blackberry
smart phones. Employees were e-mailed codes to redeem for Blackberry skins
with premium designs to choose from, all which included Sprint's logo. The
personalized promotion solution allowed employees to feel appreciated while
they were also walking billboards for Sprint.
Not only does personalization help promote your company to potential
customers; it also builds loyalty with your current customers. In fact, many
consumers admit that they are more likely to use products for a longer time
if they played a part in designing the product. For example, Dan Ariely, a
prominent behavioral economist, published innovative research demonstrating
just how much impact personalization can have on the perceived value of a
product. In what they call the "IKEA effect", participants were asked to
engage in a variety of construction tasks including building IKEA products,
folding origami, and building Legos. The research shows that in at least one
experiment participants valued their creation twice as much as the same
product created by another participant. This trend is quickly developing
across all industries and, with today's technology, it is possible for
businesses of all sizes to take advantage of product personalization for
Personalization in the promotions industry can help drive brand loyalty
through more engaged customers. As a pre-sale promotion of the Twilight New
Moon Blu-ray DVD, the film series added their own spin on personalized
promotion. They added an incentive by giving customers who purchased the Blu-ray
DVD in advance a gift card, redeemable on a custom mobile skin site for a
free, unique Twilight skin cover that included the new DVD's title and logo.
Even though consumers probably didn't carry around the DVD, they were
walking billboards with the movie logo on their phone. Additionally, the
promotion resulted in the largest advance sale on record for the big-box
With the amount of brand messages bombarding your target audience each day,
it is clear that companies can no longer settle for traditional promotional
techniques. Brand messages must grab and hold an audience's attention.
Companies need a solution that targets potential customers while also
driving brand loyalty with current customers. A unique, successful technique
for companies to achieve both goals at the same time is personalized
About the Author:
Anne Von Dyl is the Senior Director of Sales at Skinit. Anne has a diverse
management background in business development with achievements in
generating year-over-year revenue growth and cultivating strategic
relationships. With over 15 years in consumer goods; Anne has managed
multi-million dollar P&Lšs representing a variety of product assortments and
services. She has lead cross-functional teams that sold to and supported
national retailers in the big box, specialty and wholesale club markets. Her
consultative and collaborative approach earned her awards and recognition in
prior companies. Anne attended college at Parsons School of Design in New
York and New York University. She recently completed a Leadership and
Management program through the Mendoza College of Business at the University
of Notre Dame.