4 Eras in the History of Marketing (video)

While reading recently I came across a sales principle that really got me thinking. “Every year millions of drill bits are sold in spite of the fact that nobody really wants them. They want holes.”
How well this rings true for promotional products on several levels. On
the client level, they do not care for five hundred tape measures; they
want five hundred brand reminders. On the recipient side, most of the
prospects do not want a tape measure; they grabbed it because it was
free. How can you tie in their need for free to your client’s want of a
brand reminder? This is where choosing the right bit and making the
perfect size hole is most important. Set yourself apart by providing the
hole by selling the correct drill bit. Ask yourself the following
question.

Why are you providing the client the tape measures?

A. Because they asked for them.

B. They looked nice and were in their price range.

C. There was a special on them and you could make a little extra money.

D. They made the perfect tie in to their current marketing plan.

Hopefully, you chose D.

Scholarly Research in Marketing: Exploring the “4 Eras” of Thought Development

Providing promotional items to your clients for any of the top three reasons
places you in the category of “run of the mill” promotional product
peddler. Selling your clients drill bits when they want holes makes the
perfect adage in this case. Selling for reasons A, B, or C, you are
providing them the wrong drill bit for the size of hole they want to
make. You have marked yourself as a seller of goods and not a contractor
of marketing ideas. This is where they pick their vendor of choice
based on price, driving down your profits.

Your job is to make perfect holes for your client, big enough for sales and profit to easily
fit through. Choice D places you in the top percentage of promotional
marketing specialists – the contractor of choice.

To make perfect size holes you need to know more than their budget and why they want to
give something away. You need to delve deeper, get more involved in
their marketing plan. Ask key questions and do some research of your own
into their product and service offerings. Find out what they really
want from the product giveaway, not just to get people to the booth.

First, find out the need for the promotional giveaway – trade show, warm up
sales calls, product launch introduction, new service, etc. Then find
out the name of the show, product or service and the top three to five
advantages they provide with their product or service. Use these answers
to set the template that will help choose the correct size drill bit.

Once you have the answers list the key words that stand out – product name,
show theme, descriptive words used to describe the advantages, etc. Use
these words to help with the size of hole you need. By this we mean to
look for words that reference or symbolize a product you can use. The
term “measure up” would make a good use of the tape measure or “save
time sifting through files” makes a good case for a clock or sand timer.
Get the creative juices flowing, “drive down prices”, maybe a steering
wheel keychain or “more tools”, “less work” – multi-function tool and a
cell phone rest.

Make the item as unique as your client or the
product, use a “play on words” or simple “puns” to drive home your point
and make the hole they need. It is a lot easier than you think and your
clients will consider you one of their top tools for their tool belt
the next time they need another hole.

Niche product marketing comes in two stages, first finding the niche
and then it’s about traffic, traffic, traffic. You have your blogs,
Squidoo lens, Quirpo etc all going on so you just need to get people to actually
check them out. How do I get traffic? It’s one of the most asked
questions in marketing. You may have heard of SEO’s, pays per click,
just to mention a couple. These all boil down to time and money. Twitter
is a way to do your niche product marketing free and easily.

However there is a right way to use Twitter for your niche product marketing.
Its no good tweeting all day if no-ones listening. You need to get
together an audience that are actually interested in your niche in the
first place. If you already have a Twitter account running you will know
that your live post stays there for a matter of seconds, that’s all you
get. Your followers are vital. Its no use having thousands of followers if only a small handful, if any, are actually interested in your niche.

An Abbreviated Overview of the History & Evolution of Marketing

If you are an internet marketer with a number of different niches, so that
you don’t confuse or ‘put-off’ your followers you need to look at
setting up a twitter account for every niche separately. This will
ensure when someone checks out your profile its all about the same niche
(subject). If a follower checks out your profile only to find that you
have about 20 different niche subjects going on, it will put them in the
mind that you are a ‘jack of all trades but master of none’ kind of
twitterer. It will clearly show that you maybe aren’t as experienced as
maybe the follower first thought on that subject. How can you be? You
have 20 different things going on. Whilst Twitter is an excellent way
for niche product marketing, it needs to be used correctly or you are
just wasting your time and energy.

Marketing students today know their 5 P’s - product, pricing, positioning… Some might be inclined to add PowerPoint presentations to the list and this would be a fair call. After all, I bet, that if you think back to the last, let’s say 5 presentations that you’ve attended. It’s pretty safe to say, that you had the privilege of watching at least one visually-enhanced presentation. Change, however, is inevitable. And the motto for marketing students today needs to somehow incorporate a few B’s. B for banner stands, retractable banners, roll-up banners and pull-up banners.

If PowerPoint presentations served to enhance marketing pitches and sales demos, today they are almost obsolete. Or rather, let me rephrase. We expect the PowerPoint presentation, but it’s no longer perceived as an add-on. It’s quite simply an expectation, pretty much like the cup of coffee we’ve become accustomed to expect when we get a lube-job or oil change done on our car. PowerPoint presentations aren’t out; they just now fall under the heading of minimal expectations.

Today, in order to add an element of the unexpected, marketing experts are called upon to add humor, sound effects and powerful back-drops. If you haven’t had time to rehearse your own brand of stand-up comedy for the up-coming trade show or corporate meeting you will be attending, then opt for bringing in the props ? and that means, bringing in your trustworthy Retractable Banner.

The Retractable Banner is a sure-win technique that is gaining popularity in all business sectors. Picture this, if you will. Tom walks into a boardroom, where he is acknowledged by the slight nods of heads of at least 15 business men and women, seated around a long oval table. He in turn greets them, and then proceeds to set up the banner stand he’s carried in with him. He pauses a moment, to take a proper look at his audience, and to convey his enthusiasm to be there. This said and done, and Tom is set to go. The banner stand is set up, conveying the company’s branding statement. It’s both bold and discrete.

Now, regardless of how captivating Tom’s presentation style is, he’s already won over those members in his audience who are strong visual learners. You see the visual learner will first take in new information visual, and this is often done at the expense of the auditory channels that information is coming in. If you are predominantly a visual learner, this probably makes sense. You are more likely to pay attention to the visual cues than the verbal ones.

Retractable Banners offer perhaps one of the most effective forms of branding and professionalism. Also known as Roll-up Banner Stands, they are often favored for their easy transportability, their easy set-up and their light weight. They are as simple to unfold, as pulling down on a window blind. All it takes is a turn of the wrist, to clip the banner itself to the retractable banner stand. The fancier Roll-Up Banner Stands actually come with double-siding and even motorized scrolling.

Marketing students today may well be advised to add a few B’s to their Marketing tools, including B for banner stands, retractable banners, and roll-up banners. After all, if the key to a good presentation is planning, the secret to an exceptional presentation may very well be in the props. A presenter wants to convey business acumen, professionalism and trust within the first few minutes, of being in the same room as his potential client. Walking into the boardroom, with a corporate banner which invites focus on mutual business goals is certainly a good first step towards closing a sales deal.

What are the four eras in the marketing evolution of the US?