PPB January 2021

Here are 20 insights into what the future of our industry might look like: 1 Value of Time. If we can better understand the value of our client’s client, we can make a strong case for ROI. Example: imagine the lifetime value of a client’s customer is $150,000. If that’s the case, then why are we suggesting 99-cent C-handle mugs with our client’s big, obnoxious logo on them as the gift that is exchanged for spending time with a client whose value is worth $150,000? We must convince our clients that their customer’s time is valuable—and that they must invest in the relationship with the gift of high-quality branded merchandise, perhaps with subtle logo treatment. A handmade $70 sustainable Cotopaxi backpack is likely a better answer than the ceramic mug that will end up in the back of a cabinet or in Aunt Sally’s garage sale. 2 Zoom. We must map the new customer journey. What are the customer’s touchpoints before the Zoom, during the Zoom and after the Zoom? We must help clients meet their customers along the way in an appreciative, memorable and perhaps a fun, gamifying manner. Otherwise, they will be not be paying attention to the message our client is trying to deliver. 3 Direct Mail. As you are reading this, the meteoric rebirth of direct mail is happening. It’s proof that what’s old is new again. In an Epsilon survey, 60 percent said going to the mailbox and receiving a piece of mail provides an emotional boost. Mail is personal, tangible, interactive, relevant and, if done right, can be highly targeted to individuals’ specific interests. Like promotional products, direct mail stimulates all five senses. Digital channels only affect three. In the future, direct mail will deliver better targeting, automation, more personalization, right-timing and scale, and more analytics and ROI resulting in less junk mail and lower environmental impact. 4 Marketing In-Person. It’s tough but how about merging digital activation with in-person brand experiences? Create memorable brand experiences associated with social media. Marketing is about participation, not promotion. 5 Design Beyond the Logo. Put yourselves in your client’s shoes. Do they really want a mug with a massive logo of a brand they have never engaged with? Or, do they want a beautiful design or message with a more subtle logo treatment on what will become their favorite mug? The future will include more designers, artisans and creatives in our space. Creativity and impactful design are what clients crave. In the future, it’s likely more executives will wear t-shirts and flip flops as well as sport tattoos, colored hair and nose rings at work. Creative entrants in our space will evolve the entire industry. VS OR OR Stat: Sixty percent of customers said that going to the mailbox and receiving mail provides an emotional boost. The Future Of Promotional Marketing | FEATURE | JANUARY 2021 | 51