Page 7 - SM Aug-Sep-2014

PROMOTIONAL PRODUCTS inmyopinion Mike SiMpSon is the Editor of Strategic Marketing. He has 30 years’ experience in the global media industry and has worked in the print and informed insight infront electronic sectors, as well as in public relations and marketing. The Sleeping Beauty of Eective Advertising State of the Industry 2013 Unlike other forms of media where the advertiser’s message is seen as an interruption in what the consumer is trying to do, PROMOTIONAL PRODUCTS enjoy incomparable acceptance, sympathy and recall rates. Why we shouldn’t Product Number Crunch Even the smallest marketing budgets can achieve big-budget results using PROMOTIONAL PRODUCTS! Product Matrix mourn the passing Brand exposure on PROMOTIONAL PRODUCTS clearly leaves a compelling impression on recipients when compared to other forms of advertising. Apparel continues to lead the industry product categories, but other shifts are taking place. of Greasy George 66% of respondents remembered the Brand on the promotional product they received last year “Close up shop Mr Nico, that’s what the big man said. Make way for concrete and steel … and no one even cared.” Lyrics from the 1969 hit song Mr Nico by SA pop group Four Jacks and a Jill. By Mike Simpson 79% said they were likely to do business with the company HE yEars and THE conTExT rolled cigarette in his mouth. customers The world has moved on, were different, but the poignant who displeased him were told to “**** consumerism and customer T song from yesteryear about the outa my shop” and chappies bubble expectations have moved up, and the (presumably ethnic Greek) shopkeeper gum was given in lieu of small change, reality is that only those (few) corner who is forced to close his shop to which he seemingly never had. But at shops that can compete with the likes “make way for concrete and steel” still least he allowed us kids to read the of the new 24/7 forecourt retailers will resonates today in south africa’s fast- comics in-store without paying – albeit survive. Lamenting the passing of a 84% said that branded promotional products increase Brand awareness changing retail environment. with dire warnings of the consequences café on every corner is like wishing for a as our article in this issue points out of damaging or stealing them. return to the world of 25-40 years ago. (see pg 20-24), fuel station forecourts as we witness the arrival of the are becoming the new convenience frst upmarket malls and high-quality stores. For my generation, and many shopping centres in the townships and who grew up here in the 1960s-80s, As an adult, other previously disadvantaged areas, the forecourt retailers are the new I would have been we are surely also seeing the beginning 87% said that they kept a promotional product for longer than 12 months ‘corner café’ of our era. appalled by the of the slow decline of the spaza shop. our local was run by a slightly It won’t be immediate and it probably seedy character known as ‘Greasy goings-on won’t be rapid, but we’ll eventually see George’ who happily sold stale only those spaza shops thar fulfl niche sweets, single cigarettes for those needs, or provide excellent customer who couldn’t afford them by the pack, service, survive. and cholesterol-laden russians and poor hygiene and customer service don’t mourn for them and the corner 56% of recipients of promotional products said their opinion of the brand chips (… oil guaranteed to have been as an adult, however, I would have café any more than you would for a or company was more favourable changed at least once a year …) to the been appalled by the poor hygiene, Model T Ford available only in black. as hungry, but obviously undiscerning, aggressive ‘customer service’, lack in nature, only the fttest and the most Source: BPMA passing trade. of product variety and the generally adaptable survive and the collective Through the rose-tinted lenses of my below-par condition of the stock. wisdom of the consumer market will childhood memories, Greasy George’s I don’t know what became of Greasy decide. Who knows; maybe 20 years was a fun place to be for a little boy. George’s, but if it hasn’t gone the way from now the current crop of forecourt For peace of mind only buy from PPPSA members He had a gun on his hip, a baton under of Mr nico’s shop in the song, retailers may, too, have gone the way of the counter and a permanent hand- it should have. Greasy George. Physical Address: 2nd Floor, Building 3, Fancourt Oce Park.Cnr Northumberland Ave and Felstead Rd, North Riding. Oce: +27 (0) 11 321 0200 Email: info@pppsa.co.za www.pppsa.co.za 4 strategicmarketing August–September 2014