Focus On Promotional Gifts To Enhance Your Marketing Effort

With the frivolities of Christmas over with, it is time to look forward to the New Year. While there are still difficult times ahead for marketing departments amidst a gloomy economic forecast and further budget cutbacks, there is still plenty to be planning for over the year ahead.

During the December gifting season, premium corporate gifts have been a firm favourite among companies to show their appreciation to customers and staff for their work over the previous year. With the new year now upon us it is time for a change in tactics and new leads and new customers are going to be needed to help the company progress in 2011.

Brand exposure is key when raising awareness of your business and beside your traditional marketing efforts there is a huge opportunity to enforce your brand with promotional gifts.

Marketing and advertising are increasingly relying on central ideas and characters to drill themselves into people's minds, particularly in the insurance and price comparison sectors. Making a brand memorable and unique in a sea of competing names is vital, and once a unique idea has been formed it is important to back that up with a concerted marketing effort.

Once you have an original advert or marketing strategy, it is not enough to simply rely on that alone to improve brand exposure and, ultimately, sales. Promotional gifts have increasingly been using the demand created by the campaign to enhance the marketing and advertising effort.

By giving potential customers promotional gifts that are brand consistent you are increasing the public's interaction with the brand which will not only make them more likely to remember and potentially use you, it will also help to advertise your brand to the people that your recipients will come in contact with.

Once you have your golden idea for 2011, start planning for how you will enhance this through your marketing activities. By using <a href="http://www.promotional-gifts-co.com">promotional gifts</a> you will be helping to increase awareness of your campaign and help more people to interact with your brand.

Record Labels – Make Yourselves More Competitive To Stop Illegal Downloading

Far be it for me to offer business advice in the music industry to Simon Cowell and his colleagues. But just this once I'm going to reach for my high-waistband trousers and offer up a counter argument to the music industry's belief that beating illegal downloading into submission with lawyers will result in success.

So why has the subject of illegal downloading reared its head again? What about the Digital Economy Act that was set to put an end to all of that? Figures out this week have shown that it is still on the rise despite the attempts of government and industry bosses to stamp it out with a series of court orders and threatening letters. Music lovers with a broadband connection are still accessing music for free despite the best attempts of governments and record labels, so where did it all go wrong?

The simple truth of the matter is that it's all too little too late. The old fashioned business model of people buying singles and albums individually for an extortionate price seems to be the major stumbling block on the road to legal download enlightenment, and as a result the levels of illegal downloads are still hitting record highs.

So with 67 different legal online services where people can buy their music to download, it would seem that nobody is biting. Quite simply, the record companies have become uncompetitive in their own industry.

So what will it take for people to stop downloading illegally and for the majority of music lovers to pay for the songs they listen to?

It will take a change of attitude both in society and from the record companies for this to happen. The music industry has been left behind by the blistering pace of the internet, still choking on the dust of both what the illegal sites can offer and how best to utilise the technology available. Illegal services can offer a mind boggling choice of songs that are easy to download, yet there is no killer legal service that can keep up with this technology for a price the consumer is willing to pay.

Record company bosses still have an idea that it can be like the good old days, where millions of people bought singles and they could charge what they wanted for albums. Not any more. With a viable alternative on offer, people are abandoning the legal route in their millions, choosing to follow music in their own way. It is not all bad news for the acts themselves as they can still make money from going on tour and selling merchandise, but the days of albums and singles being sold at a premium are well and truly over.

To get out of this slump, record companies need to embrace the technology available and the opportunities it brings. They have made themselves uncompetitive in their own marketplace and the only way to change this is through a radical reform of how music is bought, sold and consumed. Sticking to your guns and relying on the government to introduce new laws will only alienate the industry to more people, and there is a huge opportunity available for any company that is brave enough to embrace the new music world.

You can read more information on the news of the increase in illegal downloads here.

Physical Brands in A Virtual World – Enhancing Digital Advertising With Offline Marketing

As we get further into December the inevitable reviews of 2010 are already starting to emerge and the marketing world is no different. Brand Republic have been hosting their reviews of the last year which include the best and the worst of what has come out of the advertising agencies over the last 12 months, which includes ads for John Lewis and Nike on the nice list, while Jedward's appearance for Nintendo and Tim Lovejoy for Giovanni Rana appear on this year's naughty list.

One area that does stand out is the increasing diversity of online marketing, with many companies including Old Spice and Foster's "going viral" with their campaigns. Landmarks moments and movies around Facebook are also noticeable as the social network builds in strength quickly turning it into an indispensable marketing force, and evolutions in Google Places have opened up a whole new online world for retailers looking to get the most out of the internet.

There have never been so many avenues open to those who are looking to promote their businesses, with digital marketing open to anyone with a broadband connection. Whether companies are looking to use advertising as a platform to build their brand or raise awareness of themselves in the marketplace, it is still important that their advertising efforts work in conjunction with their wider marketing strategy.

With companies pursuing more imaginative advertising and online viral campaigns, wider marketing efforts are increasingly turning towards giving their adverts more exposure rather than the company itself. This isn't necessarily a new technique and it is something that the iconic advertisers such as Guinness have been doing for many years. With advertising in general moving towards more "water cooler moments" than brand awareness, the wider marketing effort is becoming more important than ever in reinforcing the core message and raising awareness of the brand, associating what might be a hugely successful campaign with the company that is producing it. With companies increasingly trying to outdo each other with memorable ads, the core brand message is becoming less important than getting noticed, and so the work of the wider marketing effort is having to perform the job that the adverts used to perform.

So how do you hammer your brand message home? By getting it out there for all to see. Promotional gifts and promotional products have traditionally been an important part of the marketing effort, but not necessarily linked to the advertising arm in any relevant way. With adverts now going for a more random but memorable approach, promotional gifts have evolved into items that are using the idea of the advert to enforce the brand. If an advertising campaign is proving popular, promotional gifts bearing the imagery of the ads can be a useful way of getting your brand into the hands of people who may be a fan of the ad but not necessarily have any allegiance to your brand. A promotional gift bearing your logo might just change that, as by owning an item adorned with the brand they are becoming more active in their interest than merely viewing an advert on their TV or computer.

As companies turn to fresh and imaginative ways of advertising their brand through digital media, the wider marketing effort cannot be underestimated when it come to enforcing the core brand. Grabbing people's attention with a witty ad campaign is all very well, but it's all for nothing if viewers can't remember who produced it.

Promotional gifts are changing in the way they are used in marketing, but they can be a crucial way of converting those who like your style of your adverts into those who like the style of your brand. Getting viewers to interact with your brand will be a key way of converting interest into sales, and

<a href="http://www.promotional-gifts-co.com">promotional gifts</a>

are a proven method of putting a physical brand item into the hands of your virtual, digital followers.

Talent Show or Promotional Gift? The Real Attraction of The X Factor

The television juggernaut that is The X Factor rolls into its final stop this weekend as Britain waits with baited breath to discover who will win the 2010 series. The show has reached new levels of popularity this year, with controversies and newspaper headlines starting even before the live shows began, driving audiences into the tens of millions. Industry experts predict the audience for this year's final will peak at over 20 million, making it and its sister show "Britain's Got Talent" easily the most watched programmes of the year.

It doesn't stop there as this giant of a show is set to steamroller its way into the States next year, bringing with it a gigantic audience and worldwide syndication. Soon there won't be anywhere to hide from the super karaoke show that dominates the last quarter of the year.

On the face of it the winner will be announced tomorrow, with the one deemed the most talented or the most entertaining rewarded for their efforts with a recording contract and the promise of a bright future in the entertainment industry.

The real winners of the X Factor though aren't the ones on the stage, they are the production companies, record labels and networks behind this enterprise that stand to win the biggest prize of all.

The success of the X Factor has made it a promotional gift for ITV, giving the recently ailing network a chance to make some much needed revenue from various promotional avenues. Advertising revenues have taken a real hit in the last few years, with the internet marketing revolution combined with the recession making a perfect advertising storm that has hit the commercial channels hard. Those who are reliant on money generated from selling advertising space have seen their incomes plummet over recent years, and shows like the X Factor have offered ITV some vital relief at the most important time.

Industry experts have speculated that thirty second advertising spots for this weekend's final will weigh in at £235,000 - £300,000, making it some of the most expensive promotional real estate in British TV. Just as the internet and the recession have combined to create havoc for commercial channels in the UK, the success of the X Factor combined with some of the canniest promotional brains in the business have combined to make mega money for the companies involved.

The reach of the X Factor isn't even limited to the TV any more. Its online presence grows year on year, capitalising on the increasingly lucrative market for online advertising by offering yet more commercial space on their website. The revenue streams don't stop there, and this year in conjunction with the commercial space on offer, you can now download your favourite acts' performance on ITunes (for a small fee of course), buy The X Factor Magazine and even buy the video game.

Whether you like the show and the characters or hate what the whole thing stands for, you can't help but be impressed by how one Saturday night television show has managed to capture the audiences' attention and exploit its commercial success to such massive extremes. The success of the series winners may waver over the years, (anyone remember Steve Brookstein?!), but the commercial success of the show has proven to be a promotional gift for the broadcaster, production company and guest acts who appear on the show to ply their wares.

If you are on the side of those who hate it then you might want to brace yourself for an X Factor onslaught next year when it hits the States and the promotional machine promises to go into overdrive.

One thing is for sure, if it continues to divide offices, spark controversy, cause debate and get journalists and bloggers (including this one) filling their columns with free publicity, The X Factor will continue to be a promotional gift that just keeps on giving.

A New Strategy for a New Year - How Will You Promote Your Company in 2011?

As December rolls around and 2010 comes to a close, many businesses will be evaluating the year that has just gone. For many it has still been a tough year despite the end of the recession, and companies are still being careful as the economy struggles its way into recovery.

As companies look for ways to improve business in 2011, marketing and promotional strategies will be looked at to try and capitalise on missed opportunities and ensure 2011 is as profitable as possible.

All kinds of marketing experts are having their say on what will be successful in 2011, but one brand strategy that has been successfully exploited throughout the downturn has been based on the old fashioned, traditional image of Britain. Old characters from commercials past have made a reappearance and companies have been looking to establish themselves as a brand that has established roots, being there for people through good times and bad.

There are two obvious examples of this in recent television adverts. One of these is the recent re-emergence of the Tetley Tea family. Deemed unfashionable during the boom time when everyone wanted to be seen as driving forward but a welcome, comforting sight when people are consolidating during the bad times, using the rose tinted glasses of nostalgia to remind customers of better times.

The other example of this is the rather grandly produced Hovis advert which features a young boy's dramatic trip to the shops via some notable landmarks in history. This advert showed the stable, dependable presence of your favourite loaf of bread through the best and worst periods in history, establishing themselves as a family favourite for generations.

The economic forecast for 2011 is mixed at best, with continued recovery (all be it a slow one) being mixed with public sector cuts and the austerity budget really bearing its teeth. So will companies still use their traditional roots and reminders of a by-gone age to make their brand appeal to customers, or can we expect to see a more forward thinking approach, with businesses exploiting innovations in internet and viral marketing to make their brand more appealing?

There has been a danger that with the advent of viral marketing, "the brand message" could make way for a more gimmicky approach, sacrificing brand identity for something more spontaneous and memorable. But one thing is for sure, a strong brand is still integral to the success of any marketing and promotional campaign, as a gimmicky ad that no one associates with the company who produced it is no good to anyone.

Whatever 2011 has in store, a strong and recognisable brand that resonates with your target audience is still essential, and marketing bosses will be monitoring the mood of the nation to make sure they are striking the right chord with their customers.

What Will Repair The British Economy? Why, Prince William & Andrew Strauss Of Course!

Before the World Cup in South Africa, financial experts were extolling the virtues of a good World Cup on the British economy, and that a little joy on the football field would do wonders for our economic recovery.

It was always going to be an optimistic assumption, with England having one of their worst World Cups in years. But with a collection of potentially morale boosting events lined up over the next couple of years, can sport and the Royals really lift our country out of economic gloom?

As we come to the end of 2010, The Promotional Gifts Company takes a look at what is coming up in the not too distant future that could give Blighty a good old boost.

The Ashes

25^th November 2010 – 7^th January 2011

There are few things we like better than giving the Aussies a damn good thrashing, and to do it in their own back yard would be the icing on the cake. With former Ashes greats queuing up to predict an England win over the old enemy (admittedly most of those are English!) we are in with our best chance of a win on Aussie soil since 1987. So could it be that years of futile performances down under have all been leading up to this one crowning moment that will lift the spirits of a nation? Cue the Elgar….

The World Cup 2018 Announcement

2^nd December 2010

After all the hype, anticipation, newspaper allegations and ill advised gifts, the announcement for the host of the 2018 World Cup will be made. It is something that England has been waiting for since 1966, and a crack team of bidders has been working hard to secure what would be a momentous event for the country. At times it has appeared like it was England's for the taking, only for us to conjure up new and increasingly imaginative ways to throw a spanner in the works, with newspaper allegations of corruption and the head of the bid team stepping down not helping matters.

But still we fight on, and on December 2^nd we will finally find out if we have managed to overcome our own incompetence and secure those all important votes. After all, it wouldn't be British if we had it our own way and won without adversity, so let's hope that FIFA see sense and award the World Cup to England.

The Royal Wedding

29^th April 2011

Break out the best china and rejoice in patriotic fever as the second in line the throne Prince William marries our future Queen. Those who remember when Prince Charles married Lady Diana will recall the ecstatic scenes across the nation on that day, and Royalists will be hoping for similar scenes when his first son celebrates his wedding day. Even if you couldn't care less about the Royals, we all get an extra Bank Holiday thrown in, so three cheers for the Prince!

Rugby World Cup

9^th September 2011

The famously erratic English Rugby team will take to the field in New Zealand next year and hope to emulate the last two competitions where they have reached the final. All but written off in 2007, we came close to retaining the trophy only to be overpowered by an excellent South African team, and those optimists amongst us will be hoping to go a step further next year. A World Cup victory would be just what the country needs, and another final win against Australia would put the icing on the cake.

The Diamond Jubilee

5^th June 2012

Another occasion for the best china and the cucumber sandwiches, 2012 will mark the Diamond Jubilee of Queen Elizabeth II, celebrating 50 years on the throne. We will get another extra Bank Holiday thrown in on June 5^th, and expect scenes of joy reminiscent of the Golden Jubilee of 2001.

London 2012 Olympics

27^th July – 12^th August 2012

Should the World Cup 2018 bid not go to plan, at least we still have the Olympics to look forward to. The summer of 2012 will see the best athletes in the World converge on London for what promises to be the highlight of the sporting calendar. With a promising crop of youngsters eyeing medal success at the games, Britain has high hopes of not only putting on a good show, but also coming away with plenty of rare metal around athletes necks.

So, if a World Cup victory was going to inspire a nation out of economic gloom, imagine what this little lot could do. There's no doubt that businesses need a well deserved boost and the feel good factor attached to national pride and success can prove to be a huge economic stimulus. Let's hope that success on the sports field and a bit of national joy can set the business world up for a successful two years to come.

Does Massive Hype Always Lead To Huge Disappointment?

Well that was a disappointment. Months and months of hype all over the TV, radio and newspapers of how England are going to sweep the Aussies away in this year's Ashes, then I turn on the radio this morning to hear of the same old batting collapses and Australian hat-trick heroes. There is always the hope that they can turn it around, but you can't help but feel for the previously boasting England fans watching in Brisbane when Peter Siddle took his hat-trick wicket.

Anyway, this isn't a therapy forum for a hopelessly optimistic yet ultimately disappointed English cricket fan (although I have just had a new business idea….), but a look into the wonderful world of hype that surrounds everything in life.

Whether it's in sport, our home life or in business, hype is always surrounding the next big event. From what you are going to get for Christmas to whether Aston Villa will win the FA Cup this year (that's a whole different therapy forum) to how big an effect your next big client meeting will have, hype and expectation weighs heavy in all aspects of life.

In business there is more pressure added when disappointment can lead to potential loss in revenue or even loss of a job. For those who are charged with putting on a business event, pressure, hype and expectation await at every turn.

For those who are employed in the events sector, this is the type of pressure that those who are successful thrive on, so how do you make sure that your next big event doesn't end up like England's Ashes or Villa's FA Cup run?

Planning and expectation management are the key. It's better to play something down so people are pleasantly surprised rather than hype something up only for people to be disappointed. Be bold in planning and exceed people's expectations in implementation, but be coy and subtle in your handling of the event and your responsibilities.

Use all of your resources to make the right impression. Promotional gifts are an effective way of surprising people and there are plenty of options out there to take people by surprise. Promotional gifts exist that can surprise and entertain, painting you and your brand a positive light. If you are looking to put on an event to remember, then providing unique, bold and different promotional gifts will give people items to take away that will reflect the theme of your event. If people leave your event with something to remember it by then the legacy of the experience will be a lasting one, and promotional gifts are an effective way of ensuring this.

Hype works in many weird and wonderful ways, and if you are looking to grab people's attention and ensure a high turn out then it can sometimes be the only way of building momentum for the event. But if you know your event will be well attended regardless, playing it coy and managing expectations can be the most effective way of making sure people don't leave disappointed.

If the worst happens and people are disappointed, at least you aren't an England fan in Australia. They could have months more disappointment still to come.