Maximize Your Effectiveness through Branded Magazines, not Tchotchkes

In previous posts I’ve mentioned that I spent about eight years as the head of sales and operations for a regional staffing firm in the Philadelphia market. While building the business I experienced numerous frustrations—and learned a great deal from them. (In fact, many of those frustrations inspired the branded publishing service we offer at Mamu Media!)

Throughout my career, I’ve placed great weight on the value of getting in front of clients as often as possible. There’s a fine line, however, between “being visible” and “being pushy and overbearing.” Regardless of industry, sales managers continue to struggle to find this balance.

When I worked at the regional staffing firm, we followed the standard practice of using tchotchkes to garner attention. Like most of our competitors, we spent a lot of money to put our name, slogan, and contact information on pens, stress balls, candy jars, and the like. My goal was to make sure my organization stayed top of mind so that when a client or prospect needed temporary staff, they’d call on us over a competitor.

One day I realized that tchotchkes aren’t the most effective messaging vehicle. There’s a reason the word tchotchke means “knickknack or trinket” and not “successful marketing tool.” Tchotchkes are so ubiquitous that they’re largely overlooked, and when everyone’s using them, they just don’t register. You’ve probably seen evidence of this yourself: think back to the last time you met a client in her office and saw your stress ball sitting next to your competitor’s candy jar. And when a client needs services you offer, do you think he’s going to call you first just because you gave him a pen?

If you want clients and prospects to think of you first, they need to remember who you are. Sure, you could bombard them with constant reminders about your business—phone calls, e-mails, postcards, and, yes, tchotchkes. But risks clearly crosses the line into annoying territory and could alienate the very people with whom you want to connect. If you want people to remember you in a positive light, you need to give them a reason to value remembering you. And that’s where branded magazines fit in.

Personalized pens are a dime a dozen, but branded magazines serve a function unmet by any tchotchke: they deliver current information that is both relevant and valuable to your clients. Magazines have staying power—both on people’s minds and on their desks. Branded publishing works.

And the numbers support this analysis. We recently called each and every one of our clients’ sales reps who have had the opportunity to leverage our branded magazines as a marketing tool. These conversations revealed some recurring themes. First, the sales reps who use these tools truly feel like they’re giving something to their clients that actually adds value beyond the perception of relieving stress. Also, over half of our clients have decreased their spending on marketing knickknacks and increased their budgets for branded magazines, based on the ROI they’ve been seeing for our publications.

Stop wasting money on trinkets that end up forgotten in a desk drawer or land in the garbage can. Instead, maximize the impact of your marketing dollars by putting them into a messaging vehicle with a proven track record: branded magazines!

 

 

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