Zoom just killed business travel

zoom instead of travelFace to face meetings will return, it’s just a case of when.

In the meantime, Zoom and other video conferencing systems have become part of everyday life for millions. Previously the preserve of large, or advanced organisations – now your waving grandmother, bedecked in her Sex Pistols baseball cap, appears as if by magic. Zoom is here to stay and that changes a lot.

If you enjoyed business travel you probably ought to consult your doctor. At the best of times, it was bearable, most of the time it was just – well – a bit crap.

Getting on aeroplanes and going to faraway places used to be associated with success – ‘oh, they’re sending him to Japan, they must think highly of him’. Nope! he’s just the loser who couldn’t think of a good enough excuse to get out of it or, someone who has personal reasons for being away from home a lot.

The downtown is criminal. Security is a theatrical token gesture, with the whole purpose of the 2-hour pre-flight nightmare being to get you to spend money. Duty-free isn’t as cheap as Amazon. There’s something referred to as ‘food’ on the flight but often no wi-fi.

Nowadays, flights arrive on time. Essentially this is because the airlines have extended the published flight time so they appear punctual. How many times have you heard the pilot say ‘oh we’ve made very good time, ladies and gentleman, due to a tailwind’.

And just as you arrive home, knackered, on a Friday night into a rainy Heathrow you are treated to a delay – because there is nowhere to park the plane – of a length of time approximately equal to the time it took to fly there in the first place.

And what price this jet-set luxury? Well, a business-class ticket, to anywhere further than a train can take you, would buy you a small family hatchback. Alternatively, you could fly cattle-class, joining the hen-party from Wigan and the kid who’s attempting to conduct spinal surgery with his knees. All this and you’re helping to screw the planet as well, yeh!

Until the experience improves, massively, or flight times and omissions are slashed by new technology, business travel is doomed.

So-called ‘meetups’, Zoom forums where teams and audiences interact from the comfort of their own space, will undoubtedly become more popular.

Yes, the people involved will eventually meet up in person but when it comes to regular communication this how they are going to do it. But Zoom meetups do suffer from one negative factor; after a while, they seem to merge into one long homogeneous ‘thing’ you did today.

Being able to follow-up a product launch or training event, soon after its taken place on Zoom, is key. That’s how your brand, or message, is going to cut through. It’s all about redefining the word ‘event’. The principles are the same, the delivery – metaphorically and literally speaking – is different.  You have to send your swag and that’s actually a more targetted approach, winning more mindshare, and getting more attention. A tangible follow-up to a meetup is, arguably, more effective than what went before.

We can help you source the product and send it directly to your audience members (via a carbon-offset courier of course) – whether that be to their home or place of work.

I attended the Zoom and got the T-Shirt!

 

Demand generation campaign fulfilment

The creative use of tangible products within mailing campaigns create more impact. Timed to tie-in with other activities, the arrival of an eye-catching and thought-provoking, product-based, mailing piece can serve as a potent call to action.

Some B2B mailing campaigns operate on the simple ‘do X get Y’ principle. For example, give our local salesperson a chance to pitch and you personally will receive a gift. This approach may seem crude in some markets, but the no-nonsense, direct nature of the message will appeal to others.

Other campaigns may serve as a ‘final piece of the communication jigsaw’ – you got our email, you saw us at the show, so here’s another level of communication designed to push you further through the sales pipeline.

Enclosing a physical item, within the mailer, takes your activity to another level. No longer is your material ‘just another piece of direct mail’. Now it’s ‘there’s something inside this’. Your campaign piece offers promise. Ooo..what’s this?

We can manage product-based campaigns for you. We source the content and packaging and ship everything via a carbon-neutral courier. We’ll help with checking your zip codes and we’ll report back with a list of verified recipients. If customs clearance and duty payments need to be managed we’ll handle those for you. And, if a package is lost, stolen or refused we’ll handle that too.

Here are some examples of projects we have worked on;

Client: All-flash data storage hardware manufacturer, summer end-user promotion

Fulfilment requirement: Design and source a retail quality beach towel and custom shape power bank. Package with a covering letter, translated into the appropriate local language, and deliver to individuals located throughout Europe. Each delivery to arrive within a set delivery window. Provide an on-line delivery report confirming ‘signed for’ date, manage any data issues, courier or customs queries and subsequent returns.

Notes: The beach towel was custom manufactured in Portugal. The power bank, which was designed to mimic the shape of the product the client sort to promote, was custom manufactured in Shenzen, China.

Client: Marketing automation app provider, agency partner promotion

Fulfilment requirement: Source and brand a teapot, teacup and tin of tea and package with a well-known brand packet of biscuits. Place into a mailing carton along with personalised literature. Mail to marketing agencies throughout Europe. Report and manage accordingly.

Notes: A U.S. company, with its principle marketing contact based in Johannesburg, we worked to pull together this project quickly. The product came from Poland, print and food sourced locally in the UK.

Client: Cloud data management company, end-user demand generation

Fulfilment requirement: Replicate and execute a U.S. demand generation campaign throughout Europe, the Middle East and South America. Create a fully customised mailing box, insert a printed card and an empty sunglasses case to create a small mailing pack. Mail to individuals located throughout Europe. Report and manage accordingly.

Notes: The central message of the campaign was ‘give us a sales meeting, and we’ll send you a pair of Ray-Bans to go into this empty case’. We then fulfilled the Ray-Bans directly to individuals who had subsequently agreed to a meeting. The client is U.S. based, with the project being jointly managed by their offices in Amsterdam and Palo Alto.

In addition to these examples, we’ve created ‘new starter’ kits for a rapidly expanding U.S. software company. For a major British based legal firm, we produced and delivered ‘launch gift packs’ to every member of staff, across 18 locations worldwide, to celebrate a corporate re-brand.

If you would like to discuss a potential requirement, please get in touch. jonathan.lee@rosslyn.co.uk

Has marketing lost its soul?

Has marketing lost its soul?So has marketing lost its soul?

Everyone used to want to work in marketing. It was the cool department. Those guys had fun, they got to go to places and do things. Not so much now.

The technicolour team has turned civil service brown. Playfulness is out. Analytics are in. If you can’t count it, better not do it.

For too many, creativity equals personal responsibility, and as all greasy-pole-climbers know, personal responsibility is the devil. Armies of once joyous and lively young souls now drool over graphs and tables of real-time stats. Click refresh. Click refresh. Click refresh.

Spreadsheet porn is the modern marketeer’s dirty little secret. They snort columns and rows. They knockback hits and likes. Take a look around, are you sitting in a room full of bean-counter zombies?

So if the marketing department has, in reality, become just an IT-Finance-Admin hybrid, what’s the point of it? If it’s all just statistics and apps, why not just automate the lot? Maybe there’s an HR AI algorithm planning to let you go as we speak!

Stop. Customers are human. Humans are sociable, emotional animals. People buy people. Goodwill is not a cryptocurrency.

It’s a radical thought, but maybe humans appreciate having a bit of fun! You know, like they actually want to be engaged by other humans. It’s the kind of stuff that traditionally passes you by because you’re usually too busy checking your phone! Maybe you need more of a life and fewer stats.

Behind those numbers on your screen lurk personalities, ideas, opinions, and relationships. Underneath the permafrost of big data flows a river of humanity.

So what kind of marketeer are you becoming? Real or synth? Human or droid? Dead-hand or warm-heart?

Has marketing lost its soul? Well, maybe it’s getting that way, and that could make working in marketing much less attractive to individuals with real flare(s).

Summer promotional items

Summer promotional items

There are many summer-themed promotional items, available from stock, which will help to spread a little sunshine this year. Summer is, in theory, the time of holidays, long evenings and above all fun! So, if you’re looking to develop a seasonal campaign this year, here are some promotional ideas for you.

Holiday travel accessories

Help take the stress out of travel by giving-away a travel-themed promotional item. Travel adapters are always well received, with both low cost and high-end options available for corporate branding. Travel in comfort with a neck cushion or travel comfort kit. Luggage tags, locks or straps always come in handy. Travel bags offer a great opportunity to heighten brand awareness.

Summer clothing and accessories

T-shirts are the perfect promotional product. Useful, with large branding area, they are as popular today as they were 100 years ago. Your office might be nice and cool, but the warmer weather can make work harder for those in places where there is no air-conditioning. Maybe your warehouse staff need a Summer uniform? Maybe your drivers need garments that are more appropriate for sitting in traffic on hot summer days? Summer is also a time for sporting events, like charity runs, sports matches and team building days. How about a summer hat or a pair of branded sunglasses?

Beach and pool accessories

Ice lolly mouldsThe beach and pool are great places to have fun. Why not send your clients off on vacation with a cool beach towel? What about a useful cooler, beach bag, or beach game? Then there’s the barbeque or picnic. Who doesn’t need some bar-b-q tools or an apron? Kids love the pool and beach so what about something for them? A bucket and spade set, a kite or frisbee? What about some ice lolly moulds or water bottle with a fruit infuser?

 

Summer music festivals and cultural events

Millions of people attend music and cultural festivals every Summer. That represents a huge captive audience for your brand. Each event has its own demographic and culture. Promotional items, especially those which can be used during the event, are always very popular.

Festival survival kit

From a set of earplugs to a seat cushion or disposable poncho, there are lots of low-cost items which fit the bill. There is even a range of festival survival kits for those who fully immerse themselves in the weekend! And if you would like to create something really bespoke, like branded wellies or tents just contact our sourcing team for more information, although you’d need at least 4-6 weeks lead time.

And remember, as we get closer to the Spring and Summer period, stocks of popular items become more volatile. Don’t leave it too late!

10 effective ways to use promotional products

Promotional products; 10 effective uses to help you get more value.

1. Increase brand awareness

jute bag

When your customers seek ‘X type of product’ what brand do they think of first and why? Making sure the right people think of your product or service, at exactly the right moment, is what brand awareness is all about. Your product or service may be technically superior, it may be cheaper, it may be a whole long list of wonderful things but if people don’t recognise your brand, or even worse, are confused by what it stands for, your sales team will have a mountain to climb. Promotional products help to raise brand awareness and spread the message. Get known by more people for less.

2. Improve customer loyalty with promotional products

recycled mug70% of companies say it’s more cost-effective to retain an existing customer than it is to acquire a new one. Earning and retaining customer loyalty is paramount. People ‘buy people’, so give ‘your people’ the tools to spread goodwill. Promotional products offer a cost-effective medium for increasing customer loyalty. Maybe your audience is very traditional, they want the printed calendar for their desk or a simple pen? Maybe your clients will be enthused by something more sophisticated like a wireless charger. Make sure your brand name is right there, front and centre, just when it needs to be!

3. Promote a specific product, message or event

printed umbrella

Use promotional products to highlight the attributes of a particular product or service. Connectivity, integration, speed, efficiency; all of these concepts can be communicated by the right promotional product. Add a strap-line or event title to your branding to tie-in with your campaign. Continue the main theme of your campaign through your promotional give-aways; match shapes, colours, and functionality.

4. Recognise employees

waterproof bag

Good people are hard to find. Great people are hard to keep. Making sure that colleagues, of all levels, are properly recognised is key to your organisation’s success. A staff umbrella for the winter, a ‘new starter’ pack or gym bag to encourage a healthy lifestyle can all form part of a programme of recognition and reward. We all like to feel valued. Promotional products can help to add the value that staff retention relies upon.

5. Increase footfall to your trade show booth

promotional sweetsCatch the eye. Giveaways are a great, low-cost method of attracting interest and spreading goodwill. Why not turn each visitor into a mobile advertising platform by giving them a free bag? Have a low-cost, high volume giveaway like sweets or stickers to giveaway en masse. Then take something more sophisticated to give to your key contacts after that important scheduled meeting. And remember, merchandise is made to order so the more time you allow for production the better the product will be – don’t leave it to the last minute!

6. Kit your staff in uniform

promotional jackets

Teams wear team kits. Armies wear a uniform. It’s simple stuff. Put everyone in some form of uniform and subconsciously they start to work together. Uniform, even if it’s just an embroidered shirt for wearing at a trade show, will help make your staff more visible and feel more valued. Uniform projects a professional image to existing and potential clients. Think about it, who do you feel more confident buying from? The smartly dressed person decked in company colours or the non-descript guy loitering around at the back of the trade-show booth? And what sort of image do you want your delivery drivers to portray? As the old maxim goes, ‘you never get a second chance to create a good first impression’. We offer a wide range of clothing and headwear.

7. Say thank you to a VIP

X-Pack 6 golf gift setDecision-makers are hard to get to and even harder to satisfy. It’s never been tougher to maintain a personal relationship now that we all operate in a digital world. And yet, people still ‘buy people’. The big decisions are still almost always sealed with a face to face meeting or a level of personal trust built over many years. So say thank you, at that opportune moment, to the person who has placed their trust in your product or service. What’s an appropriate gift for your key contacts? Do women want the same as men? Is there a price point, too low and the item may seem insulting, too high and you stray into the minefield of inappropriateness. Check with the people who manage the relationship.

8. Tie-in promotional products with an event or season

promotional cup

Four seasons and numerous religious, cultural and sporting events combine to create a busy calendar of potential themes for your next promotional campaign. But be careful, make sure you aren’t about to offend someone or infringe a copyright! People are individuals with individual attitudes and beliefs. The title of a major sporting event is often copyrighted and many images and terms associated with major events are protected too. So yes, it’s cool and often really effective to tie your promotional campaign in with a moment in time, but before you do make sure you’ve done your homework.

9. Add value with a premium gift

key ringEver wondered why you got a freebie inside a box of breakfast cereal? Did you know McDonald’s Restaurants is the largest toy retailer in the world? Multi-nationals follow the tried and tested approach of ‘premium’ marketing; add a low-cost extra to your core product to alter the overall perception of value. Could you do something similar? Buy our plumbing products and get a free tape measure!

10. Promote cost-effectively, sustainably and responsibly

printed pens

As digital advertising costs spiral and social media marketing flatters to deceive, traditional marketing methods have begun to regain ground. Promotional products offer a low-cost channel for generating brand awareness and promoting goodwill. And now you can go green with promotional products!

 

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