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PPB
• DCEEMBER 2015
THINK
FAST FORWARD
Build Your Brand By
Doing Good
BRANDABLE
More and more consumers want to
reward socially responsible companies
with their business, so how can you com-
municate your good works with them
while also celebrating their commitment
to social responsibility?
Xocial is an online platform built just for
this purpose. On xocial, brands can rede-
fine themselves for prospective customers
who might not be aware of the charitable
work they do; brands can also inspire and
reaffirm customer loyalty by recognizing
longtime customers for social engage-
ment activities. Xocial marries promo-
tions with points systems, allowing
brands to focus a promotion based on
audience and activity.
Coffee and donut chain Tim Horton’s
used xocial to seek out users who com-
pleted the company’s Countdown to
Earth Day Challenge promotion.
Coupons, gift cards, promotional items
and other products were awarded to users
who earned ‘xocial points’ for completing
challenges as part of the promotion.
Make Your Website More Portable
YOU’VE GOT A GREAT WEBSITE, but can your customers get the same experience from your
mobile version? Rather than spending the time and resources to develop a separate mobile site,
companies can work with
Moovweb, a cloud-based platform designed to deliver optimized mobile
experiences
, to convert their websites into mobile versions that offer engaging experiences.
Ajay Kapur, CEO of Moovweb, says a great mobile experience is delivered through six
dimensions: speed, responsiveness, searchability, content, conversion and usability. “Small
business consumers now use smartphones at every point in their customer journey to engage
with your business,” says Kapur. “But average mobile conversion rates are 70-percent lower” on
mobile than desktop, he adds, contributing to a lower customer lifetime value.
Kapur says small businesses can improve the way their websites are used on mobile
devices by enacting any of several strategies, including: bundling and combining page contents
into as few files and images as possible; configuring mobile pages for optimum search rank-
ings; presizing images for various screen sizes; and limiting content above the fold (the first part
of the screen that users see) to 150 words or fewer.
and the latest unique products out
there, so why not bring to them
something that most others will not?
This could be something the client
has never seen or thought about for
their promotional needs. You would
be surprised at the feedback we
receive on how successful our
clients’ sales pitches are when a
KeepSake Box is incorporated. It
becomes the forefront of the con-
versation; the icebreaker, if you will.
PPB
Is it worth packaging low-cost
items in premium packaging? If
so, what’s the payoff for distribu-
tors and their end users?
Griffin
It’s all about raising the per-
ceived value of that low-cost prod-
uct. The right packaging can sell
the message of even the most mun-
dane products. I joke all the time
that if you put a $3 bottle of wine
into one of our wine boxes, folks
will think it’s the best wine they
ever tasted in their lives. It’s also
true that great packaging will stick
around, still be cherished, and still
be driving the branded message far
after that low-cost item has either
broken, run out of ink or been dis-
posed of. After all, keeping your
clients’ brands in front of the
prospects is what the promotional
products industry is all about.
Packaging is such an inexpensive
option, but to see your own name
on something means the world, and
who would dare throw out some-
thing with their name on it? It just
doesn’t happen. With a plain corru-
gated box, we think, “Great gift—
now how do I get rid of all this trash
it came in?” That thinking is com-
pletely opposite when some time is
spent thinking about the power of
packaging. Place that same
award/gift in our KeepSake box and
the thinking is more like, “Great gift,
and great box—now, what can I use
this box for around the office?” Take
the next step of printing that per-
son’s name on the box and the
response becomes, “Wow, how can
I showcase this cool box with my
name on it so that all my friends and
colleagues can see it?”
A properly branded box, with
the client’s logo proudly displayed,
provides lasting brand recognition
each day the box sits on a shelf or
desk. It’s what marketing directors
dream of and what HR directors
crave, and it can be brought to life
for them by the packaging-savvy
promotional product salesperson.
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