Jay Busselle, Affinity Expressjbusselle@affinityexpress.com

1. Establish that it’s critical to tell the right story to the right audience in order to meet the marketing objectives of a given promotional campaign.

2. Adding graphical elements to a promotional campaign and repositioning it as an event is more memorable than simply printing logos on products.

3. See examples of themed graphics and visual literacy to help put the focus on the marketing objective and get results… aka more orders.

TODAY’S FOCUS POINTS

Help you stand out, be different & prove to your clients that you are special and unique!!

1. Sales leaders in our industry use this technique and create complete event campaigns using graphical elements and themes.

2. This is your invitation to use part or all of this technique and begin to redefine your Unique Selling Position (USP).

MY PRIMARY GOAL

Part of your new USP is to stand out, be different & prove to your clients that you are special and unique!!

1. Logos on Stuff = good (warning: commodities!)2. Complete Campaigns = better3. Themed Promotional Events = BEST

GOOD, BETTER, BEST!

LOGOS-ON-STUFF

How do you measure up? How would you know?

1. In order to really know the answer to this question you must first know the expectations.

2. What is the purpose of what we do? What’s the point?3. Tell the right story to the right audience in order to

meet defined marketing objectives.

DEFINE YOUR SUCCESS

What do your clients and prospects expect from you as an advertising executive?

1. Increase overall awareness of their company2. Influence, inspire or create a call to action3. Announce new services and new products4. Create a positive lasting memory

WHAT’S YOUR ROLE?

“Know your audience; wear your guests' shoes, that is, don't forget the human factor. Create a ‘wienie.’ That was Walt Disney's somewhat inelegant term for what we might call a visual magnet. Communicate with visual literacy, create turn-on’s, avoid contradictions, build themes and tell stories.”

Marty Sklar, former president of Disney’s Imagineering Division

WHAT IS VISUAL LITERACY?

THIS IS A LOGO

THIS IS VISUAL LITERACY

THIS IS A LOGO

GRAPHICS CAN TELL A STORY

ANOTHER POPULAR LOGO

TELLING THE RIGHT STORY…

TO THE RIGHT AUDIENCE

MARKET SEGMENTS = MULTIPLE BUYERS

MARKET SEGMENTS = MORE SALES

WHO IS THE TARGET?

I have specifically shown you MAJOR corporations who employ BIG TIME advertising agencies who execute these strategies and tactics:

1. Home Depot! What were they selling? (choice)2. Coca-Cola! What story were they telling? (fun)3. Mini Cooper! What was the car doing? (lifestyle)4. NFL! Who was the star of that ad? (pets are family)5. Chicago Bulls & Adidas! Market segments

WERE YOU PAYING ATTENTION!

MAJOR corporations employ BIG TIME advertising agencies and spend BIG TIME $$ to build lasting

themes which often use Visual Literacy. They can become our research departments!

WHAT CAN WE LEARN?

RIP OFF & DUPLICATE

Using a theme gives a face to your objective and that face is something you customers can recognize and remember.

1. Themes help tell the right story to the right audience2. Well executed themes get results3. Themes engage our emotions4. Themes create a positive, lasting memory

WHY USE THEMES?

LOGOS ON STUFF… OR STORYTELLING

CORPORATE IDENTITY & CONSISTENCY

CONSISTENT CAMPAIGNS

WHAT WAS THE THEME

OF THE LAST CAMPAIGN?

POSSIBLE THEMES

Your homework is to add to this list!

1. Space (blast off, rockets, into the future…)2. Sports (home run, slam dunk, finish line… )3. Western (cowboys, geographical = TX , NM or AZ… )4. Tropical (the beach, catch a wave, relax… )5. Holidays (Halloween, Valentines Day… )6. The 50’s (Happy Days, Diners, juke box, cat eye glasses… )7. Entertainment (Hollywood, Movies, celebrities… )

Remember… themes are graphical - not just tag lines!

DOES THIS REALLY WORK?

What you really want to know is… “will this work for me” RIGHT?

You will find your most creative and effective work at the intersection of

Marketing Objectives, Target Audiences, Graphical Themes and Promotional Products.

LET’S LOOK AT THE FORMULA!

Category of Business

Method of Decoration

Type of Product

Purpose for Promotion

How to Measure Success

Increase visibility (branding)Client acquisition (sales)Internal communicationsIncrease credibilityLead generation Employee recognitionClient retention programReputation managementAnnouncing new products & servicesRaising funds & awareness for causes

MARKETING OBJECTIVES

POSSIBLE TARGET AUDIENCES

Who is the Prospect or Prime Suspect? What is the Demographic Profile? The key is to be specific!

• Prospects in a specific geographic location• All clients, all active clients, all new clients in the last 6 months, all

clients who spend $5,000 + per year … etc• Men ages 18-24, Women over 30, Seniors, children… etc• All female insurance agents in the state of Nevada• Frequent flyers who fly more than 20 round trips per year• Seminar attendees who participate in continuing education and

attend Jay’s workshop also known as extremely gifted!

INSTRUCTIONS

It’s time to apply what we have learned!

• You are proposing a new themed campaign for Aqua Water Supply.• AWS installs home water treatment systems. Average sale is $2500.• AWS is budgeting $5,000 / month for this year long campaign.• They plan to add 5 new stores in Nevada this year.• Women ages 45-65 are the prime buyers of their products.• AWS is planning to exhibit at the county fair and 3 home shows.• You need to propose 2 promo items and 1 decorated apparel item.• There must be a defined theme for all products and apparel.• Explain why you are using your specific theme.• Describe what the graphics will look like (fonts, styles, colors,

imprint locations… etc)