Filed under: General, Profile
Get to know some of your peers! In this month’s Advantages magazine Profile feature, Danette Gossett — President/CEO of Gossett Marketing (asi/212200) — dishes on everything from best advice to childhood ambitions. Enjoy!
- I went to college at Old Dominion University and got a degree in marketing management with a concentration in market research.
- My childhood ambition was to be a marine biologist.
- I got into the promo products industry because I had been in corporate America and was making millions for others and decided I could do that for myself. Then I saw a niche with promotional marketing where I could use my marketing expertise, be creative and make money.
- You might be surprised to know that I worked in Finland for a multinational corporation developing their brochures for English-speaking countries.
- The best advice anyone has given me is always be prepared – do your research and anticipate the questions you might be asked.
- We love doing custom-designed products. Our top supplier partners support us when we’ve got another unique idea. Most recently we designed a very differently shaped USB and beach bag for the introduction of a new cruise ship.
- My proudest recent achievement is qualifying for the “sales” trip to Napa Valley from the Greater Miami Chamber of Commerce.
- On my days off, you will find me playing golf, doing yoga, going fishing, walking on the beach or just working around the house.
- My theme song is “Not gonna Change” by Swing out Sister.
- If I could trade places with someone for a day, it would be Sandra Bullock.
- My favorite websites are Amazon.com (for the shopping), YouTube.com, upsidethinking.com, sethgodin.typepad.com, bates-communications.com
I’m really bad at: crossword puzzles
Favorite color: red
Favorite food: my mom’s lasagna
Astrological sign: Scorpio
Most recent movie I saw: The Blind Side on DVD.
Five Things I’m Loving Now
1 - Weekends away
2 - Reading
3 - Time with my friends/family
4 - Writing
5 - Golf
February 5, 2014
Filed under: Sales Tip
In a weekly blog post, we’ll be featuring some valuable tips from Advantages magazine on how to improve your selling. This week’s tip: The “Good, Better, Best” approach:
Use the “Good, Better, Best” approach when presenting promotional product solutions. For example, if you’re presenting shirts you might choose a basic version (lighter fabric weight, few style details but very cost conscious); a moderate option (mid-weight with quality perks such as double-needle stitching) and a high-end choice (luxury fabric such as microfiber or heavier cotton, plus fashion details such as trim or special buttons/closures).
January 29, 2014
Filed under: Sales Tip
In a weekly blog post, we’ll be featuring some valuable tips from Advantages magazine on how to improve your selling. This week’s tip: Succeed with cold calling:
If you want people to take your call, first get the 4-1-1. “We want to be relevant and focused on something that’s going on in this prospect’s world that is important to them right at that very moment so we can generate some interest and set ourselves apart from every other cold caller or salesperson,” says Art Sobczak, author of Smart Calling: Eliminate the Fear, Failure, and Rejection from Cold Calling. “People buy from people even though you might be selling business to business.” He looks not only for professional but personal information as well. He searches on LinkedIn and Google. He also checks to see if they have a personal Facebook page, a blog or a Twitter account.
For more great content, go to www.advantagesmag.com.
January 22, 2014
Filed under: Poll Results
Since part of my job requirement is to maintain ASI’s social media, it’s no surprise then how I feel about the Facebooks and Twitters of the virtual world we live in. If you have a business you simply must must have a social media presence, period. Of course, that’s just my opinion.
But my perspective is different than a lot of folks in this industry, so we ran a poll question late last year about what our users thought social media was.
The question: Social media is a … (139 total votes)
With three answer options:
- Great marketing tool (80 votes, 58%)
- Necessary evil (34 votes, 24%)
- Waste of time (25 votes, 18%)
Fortunately, nearly 60% of our users voted that social media is a great marketing tool, which makes me feel a whole lot better about what I do! Here’s the visual pie-chart breakdown.
Filed under: Tip of the Day, Uncategorized
Not long ago I got an e-mail from my personal e-mail service thanking me for 15 years of dedicated commitment to their product. “Has it been that long?” I thought. Wow, I’m old.
Needless to say that in those 15 years, I’ve seen my share of e-mails, especially the marketing ones that have seemingly been around for as long as the Internet. Each day for the past several years I can count on some kind of offer in my inbox — usually from Old Navy, Barnes & Noble or Men’s Wearhouse — and I’ve become quite adept at separating the wheat from the chaff. Ninety-nine percent of all marketing e-mails I get go right into the trash, so the ones that I do open really have to be good for me to get all the way through to a transaction.
And as more people become e-mail savvy like myself, this behavior is the rule, not the exception.
So how do you succeed with e-mail marketing? This month’s Advantages magazine article titled “Rules of Attraction: Get Them to Commit” is full of great tips and advice on how to not only succeed with e-mail marketing, but with blogs, videos and social media. Read this article now, and in the meantime here are 6 great tips for better e-mail marketing:
- Subject line is critical: either pique their interest or get right to the point.
- Have a clear call to action: make it obvious what you want them to do.
- Drop the jargon and corporate speak; be human.
- Never send an e-mail with a “do not reply” address. Make sure you give people a chance to respond.
- Include images, but not too many. When e-mails are too visually cluttered, people can’t absorb it all.
- Maintain good segmentation of your e-mail list, with different lists set up to meet the needs of different clients.
September 24, 2013
Filed under: Uncategorized
Did you know: Jackets have the best advertiser recall of any promotional product? Amazingly, a whopping 95% of those who own logoed outerwear can recall the advertiser’s name.
Now, that’s some serious brand power! And thanks to ASI’s recently released Global Advertising Specialty Impressions Study, version 4, you now have access to tons and tons of stats and facts about the power of promo products. Don’t miss this study, and in the meantime here are 4 more facts about promotional outerwear:
- 9% of U.S. consumers own promotional outerwear
- Those with household incomes over $100,000 are more likely to own promotional outerwear
- Nearly half (48%) of all outerwear recipients say they were likely to do business with an advertiser after given a logoed jacket
- Democrats are more likely to own a logoed jacket than members of any other political party
September 12, 2013
Filed under: Fun, Tip of the Day
With the change of weather already taking place in the Northeast — last Saturday morning I rode my bike in 40-degree weather! — it’ll soon be cold & flu season. And with that, personal hand sanitizers will be popping up quicker than a Miley Cyrus joke.
This month’s edition of Advantages magazine contains a Strategy feature that explains in visual detail how those little bottles of gel hand sanitizer are filled and labeled. Compliments of Humphrey Line Inc. (asi/62050).
Click here for a larger PDF.
Filed under: Uncategorized
Cold calling … you hate it, right? Well, who doesn’t!
The good news, though — according to Advantages magazine — is that in this day and age, cold calling doesn’t have to be cold. In fact, if you prepare correctly and do your homework, that first call can be quite warm. In the article titled “No Call’s A Cold Call,” Advantages‘ writer Susan Thomas Springer goes in search of the best strategies to turn up the temperature on those cold calls. Read it now! And in the meantime, here are 6 tips to whet your appetite (courtesy of Brandon Pipkin, author of 21 Questions for 21 Millionaires):
- Don’t play games: Be upfront about why you are calling.
- Enlist the help of the assistant. Find out if you are calling the right person, the best time to reach them, and how they like to receive information.
- Research the company and individual (if possible using LinkedIn, Internet searches, Hoovers, etc.) before calling.
- State your reason for calling, followed by the benefit of engaging in a conversation with you and then ask for permission to proceed (Hi, Mr. Jones. This is Brandon Pipkin calling from XYZ company. We specialize in helping graphic artists like you connect with individuals and companies seeking graphic artists’ services. Do you have 10 minutes to discuss your business and what we do to see if we might be able to help you?).
- Stay classy. No matter how they treat you, always act professionally.
- If you get passed to someone else, let them know that you briefly spoke to someone else who suggested you contact them (Hi, Nancy, this is Brandon with XYZ Company. I just briefly spoke with Tad Wilson in marketing who thought you would be the right person to talk to for what we do. We specialize in…).
Filed under: Education, Tip of the Day
According to the 2013 Counselor Sate of the Industry, the top competitor threat to distributors are websites that sell promotional products, and that includes pens.
Good thing for you, though, there’s Counselor magazine!
In the September 2013 issue — the one devoted entirely to the writing instrument — there are some great articles about promotional pens and how to get the most out them. In the article “Black and Blue Battle,” writer Betsy Cummings goes in search of ways to combat the those Internet companies that sell so low. Check out that article now for some great advice, and in the meantime here are 4 great quick tips you can use to win vs. the web:
- Tout Service Offerings: Online vendors may promise every service distributors offer, but it’s unlikely they offer the personal, individual attention to detail that marketing execs have come to expect from their distributors, not to mention insight into promotional product strategies. It’s important to remind clients about the limitations of online sellers.
- Push Unique Products: Yes, many distributors sell the same products, but by working with preferred suppliers, they can partner to offer exclusive product offerings and decorating techniques, shutting out encroaching online firms.
- Call Out the Competition: It may seem like the pen selling online for 10 cents less is an amazing bargain, but buyers be warned: Web-based companies offer low pricing one day and jacked up pricing the next. Or, they might have hidden charges such as multiple set up fees.
- Don’t Cave: It may be easier said than done, but sometimes the best way to handle a client who keeps demanding cutthroat pricing, a la the Web, is to cut them loose. Match Internet pricing and you may be committed to those margins forever. Often clients who opt for companies they’ve found online come crawling back to distributors admitting the service and products were inferior.
Filed under: Poll Results
This is the promotional product industry, and any veteran knows that pens are a staple product. So popular are writing instruments that, according to the 2012 Global Advertising Specialty Impressions Study, they are the most popular product in not only the USA, but Great Britain, Canada and France!
This industry sure does love its pens, but I got to wonderin’: what pen ink color is the most popular?
Of course, I knew the only contest would be between the colors black and blue, but I threw in a few fun colors to make things interesting, like green (y’know, for the eco-conscious), purple (’tweens anyone?) and red (a fave among school teachers).
Surprisingly, this wasn’t much of a contest at all. Black beat blue, and quite easily. The biggest surprise, however, is how many votes purple received!
The following is the breakdown for the question: Which pen ink color is your preference? (487 total votes)
- Black, 239 votes (49%)
- Blue, 189 votes (39%)
- Red, 13 votes (3%)
- Green, 12 votes (2%)
- Purple, 34 votes (7%)
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