Dilbeck Marketing is dedicated to helping businesses grow and prosper through
a variety of promotional activities in their local communities and on the Internet.
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Promoting Your BusinessSpecialty Advertising is Becoming the only Zap-Proof AdvertisingAll advertising, regardless of specific media, is only effective when the message of the ad is delivered to a consumer who is ready, willing and able to respond. Unfortunately for people trying to evaluate advertising costs, most measured media only measures reach. That means that newspapers charging for ads based on circulation are including the papers that go directly from the driveway to the recycling bin and TV reach is based on the number of households with the TV turned on - even when nobody is watching. The bad news for conventional media is, that was the Good Old Days. Now, according to PlanetFeedback, an Internet company that collects data from consumers about businesses, products and behavior, fewer ads will hit their mark than ever before. They found that consumers are increasingly using spam and pop-up ad filters when using the Internet. This in turn has made consumers more open to using the technology that filters out television commercials. It is no longer necessary to Zap commercials manually! Using TiVo and Replay TV technology it can be done automatically. 13 percent of the people surveyed had access to this technology and 60 percent said they were using it! That means an 8% overall loss in TV advertising effectiveness. Add to this that many cable TV services are beginning to provide customers with the same technology, decreasing advertising effectiveness even faster. These same people ranked word-of-mouth advertising as the advertising they trust most and Internet spam and pop-ups as the least. Obviously this is good news for the specialty advertising industry. No other medium supports word-of-mouth advertising as well or affordably. No other medium is as targeted. No other medium is ZAP-PROOF! When an ad message is imprinted on a promotional item and delivered into the hand of the consumer - the ad is delivered. It is delivered every time the item is used or looked at. Eventually the consumer will be ready, willing and able to act on the ad. No waste! Since conventional media is supported by conventional advertising, this important information will be difficult or impossible for advertisers to be aware of. Even advertisers that don't use broadcast advertising can be affected by the abundance of ads consumers are bombarded with each day. The same survey revealed that of the people who receive the greatest number of ads each day 50% said they were annoyed by traditional advertising! That means that junk mail is thrown out unopened, spam and other email is zapped (clicked) into oblivion and print ads are passed over without any notice. The addition of a specialty to a conventional advertising effort or the use of specialty advertising to replace a conventional advertising project makes more business sense now than ever before. Think of specialty advertising as the insurance policy that guarantees successful advertising. Other media may still get the big budgets - but specialty advertising gets the job done. How are promotional products used?Some of the ways companies use promotional products and advertising specialties for promoting their businesses:
See Promotional Products for a list of some of the items that are available. What types of businesses use ad specialty items?Many companies have learned the value of promotional products. I was first introduced to advertising specialty items when I was a teenager back in the 1960s and had my first car. I went to the local tire company to get new tires and when I filled out the paperwork, I liked the way the pen wrote and told the store manager. He said, "Keep it." It was only later that I noticed that it had his company's name, address and phone number on it. That made an impression on me nearly forty years ago and I still remember it. If I still lived in that town, I'd probably still be buying from that company. Here's a list of some types of companies that have discovered the benefits of building customer loyalty, branding their business name, showing appreciation for their customers, and much more using ad specialties:
See Promotional Products for a list of some of the items that are available. How are you distributing your promotional products?
See Promotional Products for a list of some of the items that are available. Contact me at jd@johndilbeck.com and I'll be happy to discuss how our products can help you promote your business.
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