Promotional products provide the lowest Cost per Impression (CPI) of all the major media channels and, as such, should provide the greatest Return on Investment (ROI). While it’s nice to have this validated by endless surveys on the subject, I don’t need to quote any here because you have always known it. As a supplier, you know it and have been telling your distributor clients. As a distributor, you know it and have been telling your end-user clients. During these challenging economic times, this fact may or may not make the sale, providing your customer has an advertising budget. If they do not, you may as well be riding a bicycle in a bathtub. For the purposes of this blog, I’m going to hop off my bike and assume my client has a budget.
As a salesperson, I need to learn as much about how they operate within their advertising budget and the most important thing to learn is….Do they categorize the different forms of media advertising? If they lump all forms of media advertising together as if they were making chowder, you can hop right back on the bike. Without reasonably accurate result tracking, one cubicle may believe the 30 second spot during the “Columbo” rerun at 3:00am is a home run, and another cubicle will swear the ¼ page in Tattoo Monthly is a winner. You will be pedaling faster than ever as you try to tell them your 1,000 pens will be going to 1,000 places and be seen by almost countless numbers of people before the ink runs out. Too many people simply can’t do the math.
Even before the economy turned to crap, smart companies categorized their media avenues and allocated budget dollars based on results. It is even more critical now as companies trim fat, waste, departments, benefits, people. If you are dealing with a client that eyeballs every dollar going out but not the dollars coming in, guess what…keep pedaling.
Your task, should you choose to accept it, is to convince, finesse, implore, educate your clients to the fact that dollars coming in will always tell you where dollars going out should go.