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Newsflash

The great question is this: Why are other brands better than my brand? Do they have a trick up their sleeves? Do they know something that I don't?

The answer would probably a resounding 'yes'.

Fortunately for you, the trick is simple and easy to understand. The trick is your readiness and willingness to change the way you manage and grow your brand.

The irony of it is that the key tool to building a great brand is your competition. Why? Because it is your competition that makes your brand stronger. Let me explain.

In this highly competitive environment your brand has to stand out. My granddad used to say, "If you want to get ahead of the leader, don't follow his tracks in the snow." It's the same thing with any business. If you want to get ahead of the game, you don't follow what your competitors have already done. Rather, you create your own path to success. There are just too many brands that have become obsessed with their competitors, Read more...Link

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Promotional Strategies: Make Events Memorable With Promotional Products

Section: Money Guide - Category: Online Business
Written by Rick Sheldon

Page 1 of 2

For special events, promotional products are like icing on the cake - they take your carefully planned function and make it that much better. By building anticipation, accenting themes and creating positive impressions, promotional products help make your company's event a corker!

You've spent weeks, maybe months, planning a company picnic, awards ceremony or other corporate event. But take a minute and consider - have you really thought of everything? If you haven't thought about how promotional products fit into your event, you're likely missing an opportunity to generate a long-lasting positive impression of your company. Promotional products can help make any event more memorable - creating excitement in the time leading up to the function, complementing its theme and making sure it's fondly remembered for months or years to come.

Build Excitement

It doesn't matter how much careful planning went in to your company's affair if no one shows up. Tha

t's why it's important to start trying to generate interest well ahead of time. For example, when Chippenham & Johnston-Willis (CJW) Medical Center wanted to notify local medical personnel and community leaders about the future opening of its new cardiac care center, it sent out a promotional piece two months before the opening ceremony. "Basically, we were getting ready for the summer kick-off of the new heart pavilion in the months leading up to its grand opening," explains promotional consultant Joe Winston. "And with February featuring Valentine's Day and being National Heart Month, we thought it would be a natural to do it then because of the obvious tie-in."

The product Winston and CJW developed was a CD titled Songs From Our Heart, featuring 10 songs with the word "heart" in the title or lyrics. It also included artwork and information about the new hospital.

Then, when it came time to actually open the cardiac center, Winston worked with CJW to carry the theme through the grand opening event. "For the doctors, we had hearts made out of crystal with the name of the heart center. We used the heart theme for the grand opening favors, reinforcing the event itself. It was so well received and was a really exciting project."

For The Long Haul

Other events, such as trips awarded for achieving sales or other work-related goals, require even more advance notice and, consequently, more products to keep participants motivated and on-task. Promotional consultant Mitch Silver says it's these types of functions that require extra careful planning and relevant themes that can be easily carried throughout the experience. "Let's say the top salespeople in a company go to Hawaii with the president of the company. To kick off the contest, 12 months prior to the trip, they should have a theme, like 'Race to the Finish,'" Silver says. "To announce the contest and the chance that people can win the trip to Hawaii, they would do some type of pre-event invitation mailer or drop it off on the desks of all the salespeople - something with a checkered flag or some sort of raceway message."

Other logoed products then serve as small reminders throughout the year: stressballs, desktop accessories, computer products - all featuring the racing theme. Posters and signs can also help keep the goal in-mind.

The theme then carries through to the event itself. "The winners get to the event and there's a gift on their pillow waiting for them, playing up the fact that they made it to the finish line. It could be a clock with a racing car on the base that has their name etched on a plaque. Maybe one of the evening events would be remote-control racecar driving. And then parting gifts: just before they go home they have a giant meeting and have the foam things that you see at sporting events but shaped like a racecar," he explains. "There are a number of different ways you can tie it all in together, with analogies that work for almost any business. Once you know the theme you can take it in a number of different direction

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