by Kirby Hasseman
The best organizations create experiences “on purpose.” As our parents might have said, they take the time to do it right “the first time.” And in doing so, they seem different than other businesses we run into. We can sense the difference right away. The same is true with how they order branded merchandise. So in this blog, we will give you a step-by-step guide on how to purchase branded merchandise…the right away.
Let’s start with the wrong way.
The call or email we often get goes like this. “Hey! I have an event tomorrow! Can we get some crap to give away?” 🙂
We have all been in that situation where we found out about an event at the last minute. Or maybe you just forgot. I get it. We all do. And we will happily help you when this happens. But we all know this is not the best way to get premium results…right?
So let’s talk about the right way to purchase branded merchandise so you can get premium results.
Identify the Perfect Customer
Spending some time on the front end to identify who you are targeting is powerful. The superpower of branded merchandise is that it can meet your perfect customer right where they are. By investing a bit of mental energy at the beginning of the project, you can select an item that hits the target. Once you have that perfect customer, here are 3 more questions to ask. The deeper you dive on this, the more likely you will find a great piece of branded merch that will pop!
Give Yourself Time
This has always been true, but giving yourself cushion in the timeline has been doubly true over the past couple of years. Supply chain challenges, shipping issues, and labor shortages have made rush orders incredibly challenging. Even if you do make it work, you are going to stress yourself to the point of shortening your life. Add extra time in the project. Trust us.
Set a Budget (and be willing to communicate it)
You might think this goes without saying, but it often doesn’t. Have an idea of what you want to spend. This might mean per item…but I often think you should also include the total budget number. Then be willing to communicate this to your trusted promotional supplier. Why? Because then they (and we) can help you work to stay in that budget. One of the problems with purchasing branded merchandise is all of the “extra” charges. This might mean the setup fees, proof charges or even shipping fees. If you want you want to stay on budget, you need to share what the actual budget is with your partner. When we know it, we can help!
Have Good (Vector) Art
One thing that can really slow down a project is the lack of good art. Vector art translates to any size and allows for your branded merchandise partner to manipulate your logo to meet the project needs. What is vector art? We break that down here. But suffice it to say, good art in…good art out.
Create A Plan A and B
Remember the supply chain thing we talked about earlier? It’s still a thing. So when you are selecting your branded merchandise, you might want to select a plan b as well. The fact is, even suppliers that have inventory listed on their site, can’t control everything. There are more than 25,000 distributors of branded merchandise, many with hundreds of salespeople. Even though, that “perfect” item showed it’s in stock right now, it could be gone soon. One of those other companies could swoop in with a big order and eat up that stock before our order is placed.
This is not a scare tactic. It’s just “an is.” We have seen dozens of projects get derailed over the past couple of years because the item they wanted was out of stock. So when a customer says, “So you are saying that there are not ANY XL black t-shirts in that style anywhere in the US?” We have to say, “That is correct. That is what I am saying.”
So have a plan B. It will save you time and headaches.
Request a Proof (and actually look at it)
Maybe you are thinking, “You just told me to send good art! If I send good art, then I should not need a proof.” I get that line of thinking, but humans make mistakes. Maybe you attached the wrong file. What if we sent the wrong art to the supplier? Maybe the supplier swapped the art for a totally different client. Either way, we believe it’s incredibly important to get a proof. As a matter of fact, we request one even if you don’t. It just saves time and headaches.
Oh, and if you do get a proof, take the time to look at it. Really study it and make sure it’s right. Because once you approve that proof, the imprinted products are going to be yours. I can’t tell you how often we get a frantic email or call saying that the client “didn’t really look at the proof” and now the product is wrong.
But…they approved the proof. And now they don’t want the product.
The challenge, of course, is now the product has their information on it (albeit wrong information). So someone is going to eat that cost. Whether it’s the supplier, the distributor (that’s us) or the customer…someone owns that imprinted merchandise.
So request a proof. Then actually proof it.
Think About Distribution
No branded merchandise campaign is going to be effective if it’s stuck in a closet. I see plenty of cool merch ideas go to die because no one thought about how the items were going to be distributed. Are you going to ship them out? Maybe you want your sales team to go out and visit your customers (you can do that again)! Are you going be at an event handing them out? Either way, consider how you are going to engage your prospects or customers. What are you going to say? How will you get in front of them?
Make sure you think about how this amazing new merch will get in the hands of your target audience!
Have a Theme or Message
One bonus tip is to consider creating “merch with a message.” While you may need to make sure your company logo is prominently displayed on an item (and we get that), consider what kind of merch you wear. More and more, we are seeing companies creating branded merchandise with a message that aligns with their brand values. Then they put their logo (somewhere less conspicuous) along with the message. People are more likely to wear your merch for longer, if they identify with a message.
So there you have it! There is how to purchase branded merchandise…the right way! Let us know if we can help you create a branded merchandise campaign that pops!
Hasseman Marketing is your one-stop marketing shop. We work hard to “Deliver #MarketingJoy to you. If you want to make sure you never miss an update, now is a great time to become a VIP. Sign up to be “on the list” here.
by Kirby Hasseman
When it comes to marketing our organization, everyone wants to make sure they are up on the latest tips and tactics. And we are here for it. Our goal is to keep you up to date on the latest that is happening in the marketing world. But if you (or your organization) are only jumping from thing to thing to try and catch lightning in a bottle, you will often never create long-term success (especially that you can replicate).
So we wanted to create some foundational rules for marketing. These are 7 Rules for Marketing…from Hasseman Marketing. If you follow these, you will create a marketing foundation that can help you tell your story in a way that lasts.
Give Value Upfront
We believe that we live in a Give First Economy. I even wrote a book about it! This means that entrepreneurs, salespeople, and organizations that provide value upfront will win long-term. They will create trust and build integrity and that will create sales. This value might come in the form of branded merchandise, entertaining video, or an informational blog post. But by focusing on the needs of your customers, and then meeting them joyfully, you can create a relationship that will last for years.
Know Your Customer
I mean REALLY know your customer. The best businesses I know are fanatical about this. They create avatars of their perfect customer. Who are they? What do they care about? Where do they hang out? Really dig deep. When you really know your customer, then you can create marketing that reaches them right where they are. So many organizations create marketing “for everyone.” That is a huge mistake. Most businesses I know don’t have a marketing budget that will allow them to reach everyone. So dig deep into your perfect customer and create marketing that reaches them.
Ask For The Action You Want
While creating value for our customers and prospects is incredibly valuable, you still need to ask them to take the action that you want. Do you know why I loved the Coinbase ad from the Super Bowl? It was very straightforward. Scan the QR code. So many Super Bowl ads focus so much on the creative that they forget the point of the exercise. And many small businesses don’t want to seem overly aggressive by saying “buy now.” You don’t have to ask for the sale with every interaction. But when it’s time to ask your audience to do something…just ask.
You Can’t Over-Communicate
This has never been more true than it is today. With the world, the economy, and the supply chain changing so quickly, we need to use every tool in the toolbox to keep in contact with our prospects and customers. Whether that is through video, social media, blogs, email blasts, or a simple phone call, you need to keep your audience up to date. Often, we feel like we have said something so many times that we are tired of hearing it, but it is just breaking through to many of our audience. As Donald Miller says “marketing is an exercise in memorization.” When your customers start to say your message back to you…you are on the right track.
Brand Marketing Versus Direct Marketing (Do Both)
Both Brand Marketing and Direct Marketing are important…but they are different. I talk about this here. Brand Marketing is about raising awareness. You are not asking your audience to buy (right then). Direct Marketing is when you send an email and make an offer (click here to buy now). Both of these are effective and important. But we get in trouble when we try to measure brand marketing using direct marketing metrics. They are not the same. But it’s important to have both of these in your arsenal.
Reach Your Customer When They Need you
We have already discussed why it’s important to know your perfect customer. This digs just a bit deeper by asking this specific question. Where is your perfect customer when they realize they need your product or service? Now…how cool would it be to meet them there? They might be in their car, or in their kitchen. Either way, creating your marketing strategy about reaching them in this moment of need can be a game-changer.
When In Doubt Keep Going
Don’t get me wrong. This does not mean you should keep throwing good money after bad on an ineffective marketing strategy. But so many organizations are incredibly impatient with their campaigns. They don’t commit at the beginning of a strategy about how long they will stick with it. This is especially true with content. An organization decides to start creating content (more brand marketing than direct marketing by the way), but then they want results in 3 weeks. Often the answer is just to keep going…and do it again tomorrow.
While this is not an exhaustive list, it’s a good foundation. If you (and your organization) can follow these 7 Rules for Marketing from Hasseman Marketing, you will be off to a great start. If you want to make sure you never miss an update, now is a great time to become a VIP. Sign up to be “on the list” here.
by Kirby Hasseman
Every community has a story. Every community goes through its ups and downs. There are times when things are booming and times when the economy is tough. It’s the nature of things. Things go up and then come down. But with hard work and perseverance…things can go back up again. For many years, Coshocton County had it’s share of downs. A community that had an embarrassment of riches in manufacturing, saw several plants close down or leave. People who wanted to work were forced into different jobs and sometimes had to look for jobs outside of the community. For sure, that was part of the down. The challenge I think, for a community (or even an organization), is when they start to identify with the downs. They make that become a part of their identity. They start to think “that is who we are…and what we deserve.” I think that is what has happened (with a group) in Coshocton County. This group spends a lot of time and energy “celebrating” the negative. They continually look for the challenges and the injustices and hold them up. “See I told you so. This place sucks.” But over the past couple of years, things have been slowly working back up. There is an enthusiastic group in leadership that is working together. If you were looking, you could see the positive shifts happening. There is an improvement to a park here. The streets get paved there. These are subtle, but foundational, changes that improve the community. Now the signs are starting to become more obvious. This week the Mayor of Coshocton announced a healthy investment in the community. A company focusing on digital currency is going to be investing up to $100 million and creating up to 100 jobs on the site of a factory that was closed. In addition, the cry that “there are no jobs” is officially silly. Each and every day there are more and more jobs posted to the OhioMeansJobs site for Coshocton County. Oh…and there are even more just outside of the county. As a matter of fact, most companies are struggling to hire fast enough. And if you are worried that our workforce does not have the training for these new jobs, I give you…COTC. Central Ohio Technical College recently announced a program where they are offering free college for anyone in Coshocton County coming from a household where the income is less than $60,000 per year. It’s free college my friends…check it out. These are just a few obvious (and amazingly positive) signs that things are moving back up in Coshocton County. But as with any organization, the members of the community are the best and most powerful pieces of the marketing team. So what story are you telling? Make sure you never miss an update! Sign up for our VIP newsletter here. Each week we send out one email to keep you up on the content!
by Kirby Hasseman
With all of my talk of goal-setting on this blog (and there is plenty of it), I thought it would be only fair for me to share my goals for 2019 here. This is always a bit of a scary exercise for me. On the other hand, it’s sort of a “practice what I preach” moment as well. In the interest of transparency, there are a few I have left off. They are a bit more specific and personal. Either way, here are quite a few of my goals, with a bit of information about them! 1. Increase Hasseman Marketing Sales 45%: This is a lofty goal. But we sent a firm foundation in 2018. We finished the 2nd half of the year with nearly 25% growth. My hope is this will be a year that we take it to the next level. 2. Increase Youtube Subscribers to 1000. I plan to do more vlogs this year and I think this makes sense. You can help by subscribing here! Please do. 3. Run/Walk 15 Miles Per Week: This one is pretty straight forward and falls under the Fitness category. (Read about the 5 F’s of Goal Setting here). 4. Take 3 Cool Trips with Amy: We have one scheduled, so I am on my way. But anytime when we get to hang out…is very good. 5. Write New Book: This one has been hanging out there for me for a while. I have the title and the idea. I just need to put in the work. 6. Sell 500 Copies of Books: I have two books out there now that I think are worthy of purchase. I need to do a much better job of promoting. Again, you can help with this one. Delivering Marketing Joy (about doing promo better) is here. In addition, the book Fan of Happy (personal development lessons I wrote for my daughters) is here. 7. Pay off Credit Card Debt: Though it’s not a huge number, it’s one that I need to fix. 8. Increase Personal Savings: This is not a mountainous number…I would like for it to be! 9. Be a better Father and Husband: Here is where I make the case for “non-measurable” goals. I don’t how to quantify this. But I do know that I need to continue to improve and focus on this. Having this on my list every year helps me do that. So that’s my goal list for 2019. What are your thoughts? What am I missing? Thanks for reading along and lending your support. I truly appreciate it. Feel free to become a VIP. You can do that by signing up here.
by Kirby Hasseman
There is a difference between “Mentors” and “Heroes.” A mentor is someone who is actively working with you to help you grow in a specific endeavor. Our industry has a great organization that is actively working to connect mentors and mentees, called PromoKitchen. A hero is someone you admire from afar. You might study them and try and emulate them. But they might not necessarily know you. They can have an impact, but it’s usually not face to face. Today though, on Delivering Marketing Joy, I get to interview one of my Heroes, Seth Godin. You can find that interview here. He has a new book out called “This is Marketing.” What was interesting about this interview was in my preparation. You see, unlike most all of my guests on Delivering Marketing Joy, Seth did NOT want the questions in advance. In addition, I knew he had a book coming out…but I did not know what it was about. So while I had a few questions cued up, most of this interview was off the cuff. This would be somewhat nerve-wracking anyway. But since it was with one of my heroes, it was especially scary. The great news for me, is Seth was incredibly kind and gracious. Afterward, he even complimented me on the questions since I did not know what we were going to be talking about. It was the equivalent of me patting my puppy on the head for going outside. “Good boy!” And I was thrilled with the encouragement. So please check out the interview here and let me know what you think! Make sure you never miss an update! It’s time to sign up for the VIP newsletter now. Each week we collect the content we create, and put it in one easy to read email. It’s easy...and you can sign up here.
