Shanah Tovah


Although I usually write about marketing topics, I thought I’d take this opportunity to wish those of you who celebrate it a happy, healthy Rosh HaShanah and may you all be written in the Book of Life.

For those of you who fast on Yom Kippur, I hope you have an easy fast. Don’t forget to break your fast with a light meal so your stomach doesn’t protest!

Back to marketing topics next week.

Should Holiday Business Gifts Be Imprinted?

After the gifts have been chosen, the big question is all about the imprint. Although holiday gifts are a marketing channel, this is one of the few times that less is more when it comes to splashing your logo on the gift item. Even though holiday
gifts are a marketing tool, they are really about showing appreciation to the people who make and keep your business successful, not about advertising. With that in mind, there are several options when it comes to imprinting your business holiday gifts.

1) A tone-on-tone imprint or, if the material permits, emboss or engrave it. The logo will be there, but it will be subtle and will not scream, “I am an advertisement.”

2) Imprint a message to your recipients instead of your logo. Perhaps, something in line with the spirit in which the gift is given or a saying that is appropriate to the gift itself. For instance, if you are giving a wine themed gift, a toast imprinted on the gift or box would be perfectly acceptable and maybe even fun.

3) If the type of gift allows, consider personalizing each gift with the recipient’s name or initials. That person will certainly appreciate the additional thought put into the gift and will always remember who gave it to them. While some personalized items are more costly, a nice quality pen for $5.00 or less per person is always an option.

4) No imprint on the gift at all. Put your message and logo on a card enclosed with the gift or on the ribbon around the package. Just as you will remember the special gift that your Aunt Millie gave you when you were a kid, your recipients
will remember you when looking at the gift you chose for them.

Need ideas to make this year’s business gift giving so successful that your recipients will work for your continued success because they will be looking forward to what you come up with next year? Give us a call at 619-697-2045, or e-mail us at to set an appointment with a Marketing Solutions Specialist, or go to Holiday Gift Catalog for a sampling of holiday business gift ideas.

Business Planning – More Critical than Ever


As I write this, the stock market is up…. sorry it’s
down… oops, I mean up…. no, it’s down….. Yup, we are once again on that
wacky roller coaster ride called, “The Economy.”

While many businesses see this rock ‘n’ roll economy as a
reason to cut back or eliminate marketing, I contend that is a knee-jerk
response which will probably cause more problems than add to the bottom line.

With businesses (large and small) failing, cutting back on
marketing means less exposure to your customers and prospects. If you are less
visible, that gives the impression that: a) you are not doing well and may soon
be out of business or b) you’ve already gone out of business. Either way,
people will start to look for other options to meet the needs that you have
provided in the past as a safety net. If they are looking elsewhere, they may
start buying elsewhere. If they start buying elsewhere, your revenues go down.

Statistics show that approximately 80% of companies that cut
back or eliminated their marketing budget during the Great Depression were out
of business within three years of the economy turning around. Those same
statistics show that the approximately 80% of the companies that maintained or
increased their marketing efforts not only picked up market share, but were
still in business five years after the depression ended.

One great example of this is Grape Nuts. The first
ready-to-eat cold cereal in the marketplace, Grape Nuts owned the cold cereal
category from its invention in 1897 up through the Great Depression. When Post,
the parent company of Grape Nuts found itself
strapped for cash,  they cut their
advertising budget, assuming that their hold on the market would stay tight. In
1933, the Kellogg company started actively advertising its various brands of
breakfast cereal, doubling its spending on advertising. Grape Nuts sales went
down and the Kellogg family of cereals sales went up dramatically. While Post
is still in business, and Grape Nuts can still be found on supermarket shelves,
which cereal companies has better recognition to this day?

With an example like that to spur you on, what are you
actively doing today to market and grow your business?