from commodity to captivation: examining headwear as an ... · 2/7/2012 2 commodity definition of...
TRANSCRIPT
Tony KarlicekHeadwear Professionals
MAS - 1 pt Monday, January 02, 2012
5:00 pm - 6:00 pm
From Commodity To Captivation: Examining
Headwear As An Advertising Medium
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recommendations or materials that are provided.
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CAPTIVATIONCAPTIVATION
COMMODITY
COMMODITY
??
COMMODITYDefinition of COMMODITY
1 :an economic good: asa : a product of agriculture or miningb : an article of commerce especially when delivered for shipment <commodities futures>c : a mass‐produced unspecialized product
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COMMODITYDefinition of COMMODITY
1 :an economic good: asa : a product of agriculture or miningb : an article of commerce especially when delivered for shipment <commodities futures>c : a mass‐produced unspecialized product
2 : a good or service whose wide availability typically leads to smaller profit margins diminishes the importance of factors (as brand name) other than price
COMMODITYDefinition of COMMODITY
1 :an economic good: asa : a product of agriculture or miningb : an article of commerce especially when delivered for shipment <commodities futures>c : a mass‐produced unspecialized product
2 : a good or service whose wide availability typically leads to smaller profit margins diminishes the importance of factors (as brand name) other than price
3 : one that is subject to ready exchange or exploitation within a market
COMMODITY
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COMMODITY
COMMODITYR.O.I.
COMMODITYR.O.I.
Perceived value
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Function
COMMODITYR.O.I.
Perceived value
CAPTIVATIONCAPTIVATIONFunction
COMMODITYR.O.I.
Perceived value
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*Impressions Study, ASI Power Summit, November 2008
31% of those that owned a promotional product, owned a baseball cap*.
*Impressions Study, ASI Power Summit, November 2008
*Impressions Study, ASI Power Summit, November 2008
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Those folks wore that cap 6 times / month!*
*Impressions Study, ASI Power Summit, November 2008
of those saw between 25‐50 people while wearing that cap!*
*Impressions Study, ASI Power Summit, November 2008
*Impressions Study, ASI Power Summit, November 2008
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*Impressions Study, ASI Power Summit, November 2008
*Impressions Study, ASI Power Summit, November 2008
How many impressions?
*Impressions Study, ASI Power Summit, November 2008
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Impressions per month (72 caps x 476 impressions)
*Impressions Study, ASI Power Summit, November 2008
Impressions per year (34,272 impressions per month x 12)
*Impressions Study, ASI Power Summit, November 2008
*Impressions Study, ASI Power Summit, November 2008
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*Impressions Study, ASI Power Summit, November 2008
*Impressions Study, ASI Power Summit, November 2008
for 72pcs (@ $5.00c)Take $360 / 411,264…
*Impressions Study, ASI Power Summit, November 2008
Cost per impression
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*Impressions Study, ASI Power Summit, November 2008
*Impressions Study, ASI Power Summit, November 2008
PROFIT – ORDER MONTHLY
*Impressions Study, ASI Power Summit, November 2008
PROFIT – ORDER BI‐WEEKLY
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*Impressions Study, ASI Power Summit, November 2008
PROFIT – ORDER WEEKLY
*Impressions Study, ASI Power Summit, November 2008
1008pcs @ $2.50c
*Impressions Study, ASI Power Summit, November 2008
1008pcs @ $2.50c
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*Impressions Study, ASI Power Summit, November 2008
476 impressions per month
*Impressions Study, ASI Power Summit, November 2008
476 impressions per month X 1008 pcs
*Impressions Study, ASI Power Summit, November 2008
476 impressions per month X 1008 pcs X 12 months =
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*Impressions Study, ASI Power Summit, November 2008
476 impressions per month X 1008 pcs X 12 months =
5,797,696 impression / year
*Impressions Study, ASI Power Summit, November 2008
476 impressions per month X 1008 pcs X 12 months =
5,797,696 impression / year ($2520)
*Impressions Study, ASI Power Summit, November 2008
PROFIT – ORDER 1008pcs
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*Impressions Study, ASI Power Summit, November 2008
PROFIT – ORDER 1008pcs /month
*Impressions Study, ASI Power Summit, November 2008
PROFIT – ORDER 1008pcs ‐ weekly
*Impressions Study, ASI Power Summit, November 2008
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*Impressions Study, ASI Power Summit, November 2008
412,000 impressions
*Impressions Study, ASI Power Summit, November 2008
412,000 impressions / brand endorsements
*Impressions Study, ASI Power Summit, November 2008
412,000 impressions / brand endorsements Per month at a cost of
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*Impressions Study, ASI Power Summit, November 2008
412,000 impressions / brand endorsements Per month at a cost of
*Impressions Study, ASI Power Summit, November 2008
*Impressions Study, ASI Power Summit, November 2008
Perception = Reality
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*Impressions Study, ASI Power Summit, November 2008
Perception = RealityEnd user pays about $20‐$30 for a cap
*Impressions Study, ASI Power Summit, November 2008
Perception = RealityEnd user pays about $20‐$30 for a capSell them a $25.00 item for $5.00
*Impressions Study, ASI Power Summit, November 2008
Perception = RealityEnd user pays about $20‐$30 for a capSell them a $25.00 item for $5.00Pull $20.00 out of thin air
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This means your 400,000+ impressions are not just impressions, but ENDORSEMENTS –TESTIMONIALS saying ‘I identify with this company/product’.
No other advertising medium delivers the same power without the use of spoken word.
Now, lets look the versatility of this advertising medium.
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Most reputable domestic decorators can get 4‐6 logos or messages onto a cap in less than two weeks.
Where do the logos go?
Frontf lLeft Temple
Right TempleBack ArchStrap (print)Peak top (print)
• There are many different styles of caps offered throughout the industry to suit nearly EVERY demographic.
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• Pick the ideas you like and can identify with.
• Keep these as your ‘Go To Styles’
• Photograph them, have the concepts on file to send to your capPhotograph them, have the concepts on file to send to your cap supplier to have visuals made.
• It can be easy – just be a little organized.
• This way you can go from –– ART – CONCEPT – VISUAL – ORDER – PROFIT
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• Most suppliers offer virtual samples / visual mock‐ups.
U th ti t l– Use these as proactive tools
– Order taker vs. Sales Professional
– Allows you to strengthen your relationship with your client
– Furthermore, you will be known for your ideas rather thanyour products.
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• Cater to your customer’s laziness:
–All the work is done.
–Make it seem effortless for your customer.
–Anyone who approaches them will make them do work.
• If your customer does not have art, you can often visit their website, right‐click the logo, and save it to the desktop.
• Here is the starting point (Remember the Jelly Bean Concept?):
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Culligan sells through a series of dealers (think Evian, Poland Spring, g g ( , p g,Deer Park, Desani, you get the idea).
Dealers are offered this cap via brochure at a subsidized price, which helps Culligan CorporateDealers use them at tradeshows, customer leave behinds, and when prospecting.Annual usage 2009 – 7400pc total initial order plus two repeats.It is WOW cap – people may not wear it – but they will talk about it – and that is almost better.
Budget:
Stitch Count
Set up Fees
Time
Lead Time
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Baseball cap is left behind after an appraisal or finished job in the following fields of work:
Automotive Work above $300.00Dealer (Beverage / Food / Retail Reseller)Lawn care / Tree CareHome InspectionReal EstateCarpet/Flooring workRemodel workA/V InstallationTire Installation
Day CampsLandscaping UniformLandscaping UniformRestaurant UniformMechanics UniformNew Employee Welcome packageTradeshow GiveawayGrocery Store UniformGym membership gift
We have seen the proof in the power of the cap as an advertising medium.
We have examined profit.
We have examined versatility.
We have examined concepts.
We have examined specific markets that buy corporate headwear.
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You are a sales professional who presents ideas, solutions, and you proactively develop and enhance your relationship with your client
Propose concepts that achieve the goals of increasing p p g gconversations about a brand and increasing exposure by increasing the number of impressions.
By doing this you differentiate yourself from your competition by not selling things, but offering solutions to increase brand awareness, tell your customers ‘story’, and enhance their brand image.
Your suppliers want you to succeed –
EVERY product is an advertising medium meant to tell a story, headwear CAN be just another logoed item – but it does not HAVE to be.
You do not have to be a creative wizard ‐ most suppliers have artists on staff to make you look like a star and help you close the deal!
Best of Luck in 2012!Make it your BEST year in HEADWEAR SALES
&&
Your Clients!
CAPTIVATECAPTIVATE