2008 in review

What a year!

There were a number of exciting developments at RIGHTSLEEVE in 2008. Here are the top 8 moments that defined our year.

1. Swag 2.0 - our inaugural product launch party held in May at the Century Room.

2. New office space in June. This involved a "back to the bricks" design project to create a fully customized space specific to our needs.

3. We welcomed a number of new staff (Lynn, Anna, Ashley, Jackelyn and Lyndsay) - each one an addition to our growing team.

4. Our reality TV debut. In August, Simon and I were filmed pitching the founders of BeautifulPeople.net on merchandise they could use to promote their Canadian site launch.

5. We made a splash at the Incentive Works trade show by driving our RIGHTSLEEVE Mini Cooper onto the show floor and into our booth.

6. Soft launch of the new RIGHTSLEEVE.COM in December. The new site focuses on our value added work for clients through our various case studies.

7. RIGHTSLEEVE Holiday Fest - our first holiday party hosted in our new office space. One guest was so smitten that he had trouble deciphering our office from a typical Virgin Atlantic Guest Lounge.

8. We were awarded an Image Award from the Promotional Products Professionals of Canada (PPPC) for our promotional work with Softchoice Corporation.

Thank you to our friends, clients and trusted partners for making 2008 such a spectacular year. We look forward to building upon this tremendous momentum to carry us to new heights in 2009.

The power of alternative media in uncertain times.

The Globe and Mail published an article today on the marketing power of promotional products in uncertain times. The survey by the Advertising Specialty Institute (ASI) referenced in the article can be found here.

It's no surprise that marketers are taking a hard look at the ROI they get from expensive TV, radio and print ads (defined as traditional media). There is no question that there is a role for traditional media, but it is much easier to cut when it represents such a large part of a marketer's ad budget.

Compare this with an effective promotional campaign. The overall budget on a promotional campaign is typically a fraction compared to that of a traditional ad campaign (Superbowl ad prices, anyone?). Promo campaigns can be focused on the target client and, best of all, the recipient gets to keep the advertising message, something that is not possible with traditional media. Swag - when done well* - offers significant advantages over traditional media because the marketer is able to create an emotional connection with their target client. I will never forget the reaction one of our clients had after receiving a piece of underwear we gave away at a tech conference. Hardly forgettable. Cost per impression? About $10. ROI on the overall promotion was 900% in 12 months (though we still get value from this campaign, 2 years after it was launched).

*see my earlier post about the difference between a well planned out swag campaign vs a poorly planned campaign. I acknowledge that a bad promotional campaign, like a bad ad campaign, is akin to throwing money away.

Movember

Why?

Through my involvement with Entrepreneurs Organization, I had the good fortune to meet Simon Sinek, a marketing expert whose teachings are focused on the Why (vs the What and How) of your business.

He has developed a concept called The Golden Circle: a model based on "human decision-making that guides organizations on how to inspire people to buy or support, with cult-like loyalty, any product, company or idea."

Simply put, loyal customers don't buy "what" you do or "how" you do what you do, they buy "why" you do it.

To quote Sinek:

The Why is the single driving motivation to do things

The How is the specific action that is taken to realize the Why.

The What is the tangible manifestation of the Why

Let me use Apple as a recognizable example.

Apple's "what" is to sell computers.

Apple's "how" is to design computers that look nice and are easy to use.

Apple's "why" is to inspire people to think differently.

Companies that focus on the Why of their business are able to appeal to their clients' emotional side, as people love to buy based on what makes them feel great. When done successfully, client relationships are built on loyalty vs price.

Simple, isn't it? Yet as simple as this is, many companies (including us over the years) have stumbled their way through a pitch by telling a prospect What they do. Quite simply, do people really care?

I used to get a lot of glazed expressions when I told people that RIGHTSLEEVE sold promotional products to companies looking to enhance their image in the market place. The common reply was "Oh, I get it, you sell swag. Ya, we get lots of that stuff at our company. People call us everyday and send the same catalogs. Competitive business, no?"

We have spent a lot of time recently focusing on the Why of our business. Over the years, we have learned from client interactions that product is product is product. However, what is truly special is the way in which product is used to solve a specific marketing challenge.

The way a product is used to cement an emotional bond between the marketer and their client is the RIGHTSLEEVE Why. This is the philosophy that underpins our rallying cry Friends don't let friends buy bad promo.

One of my favourite examples of this Why can be summed up in this photo posted on flickr. These boxer shorts were all the rage at the mesh conference. The emotional bond was, ahem, clearly evident.

Selling the product is just the What. Offering great service is the How.

Inspiring clients is the Why.

Mark Cuban's view on swag is half right

Mark Cuban writes about the dubious value of promotional products in his Rules for Startups.

Mark Cuban's Rule #10 for Startups

NEVER EVER EVER buy swag. A sure sign of failure for a startup is when someone sends me logo polo shirts. If your people are at shows and in public, its ok to buy for your own folks, but if you really think someone is going to wear your Yobaby.com polo you sent them in public, you are mistaken and have no idea how to spend your money

An endorsement for our industry if I ever heard it!

However, he is (half) right.

My experience in this industry has taught me that a number of promotional product vendors are simply in it for the sale. And the easier the better. The client picks what they want from a catalog. The vendor asks no questions other than the size breakdown, and 2 weeks later polo shirts arrive at the client's office.

I don't know the circumstances behind this promotion, but I can comment on the suspect marketing value of sending a branded polo shirt to someone like Mark Cuban. Do you really think Mark Cuban - or any customer of Yobaby's - is going to wear your branded polo shirt?

This really strikes at the core problem with the promotional products industry. This industry is generally populated by vendors unwilling/unable to go the distance when it comes to truly understanding how to identify the right products (media) to satisfy a client's marketing objective. When this happens, the client is left to fend for themselves, often flipping through a range of supplier catalogs before honing in on something they like. This usually results in a lacklustre promotion and ends up on blogs like Mark Cuban's, a jaded recipient of junk over the years.

Imagine if Cuban (or any Yobaby target customer for that matter) received a relevant piece of merchandise that promoted Yobaby's brand promise. Yobaby is an organic yogurt line made for babies and toddlers. A polo shirt? Maybe for a staff uniform at a trade show. But for a client facing promotion? I don't blame Mark Cuban for his views on the value of promotional products and their ability to create excitement.

Let's look at this closer. Would the results be different if the promotional gift was a light yellow and lavender receiving blanket, coupled with an organic cotton baby one-sie and baby toque, each tastefully decorated with a subtle screen print? (not embroidered as this requires a rough pellon on the other side of the garment to hold the stitches - too rough for a baby/toddler). Such a promotion focuses on the brand's color palette and, more importantly, the needs of its target customer - parents with messy babies! You can never have enough baby clothing. I imagine most parents would line up to receive such a gift of high perceived value.

The cost of such a bundle would be approx $25. Imagine if this promotion helped create a loyal customer for years (Yobaby graduates to Yokids which graduates to Stonyfield's adult line of yogurt). What is the value of a lifelong customer? Certainly more than $25.

A branded polo shirt being sent to someone like Mark Cuban seems just silly to me. However, Cuban is also a parent (he has a toddler). Despite his billions, I am sure he would have a use for a tastefully designed baby gift package from the yogurt brand he uses to feed his child. Now there's an emotional connection between the marketer and the customer.

If I was to re-write Cuban's rule to startups, it would go something like this:

DON'T WASTE your money on swag that is ill-suited to your ultimate marketing objective. Think of promotional items like you would any other advertising medium (TV, outdoor, print, etc). If you were developing a TV ad campaign for Yobaby.com, you would not air the ads on the NASCAR channel. Oprah would be your better property. If you are going to spend money on promotional goods, be sure that the goods speak to your audience and will resonate with them in such a way that you build loyalty. If you have no intention of being strategic with the medium, NEVER EVER EVER buy swag!

RIGHTSLEEVE-BeautifulPeople.net Reality TV Segment

On Friday, Simon and I were filmed for a reality TV segment with Greg Hodge and Robert Hintze, the co-founders of the controversial online dating site Beautiful People. The site's controversy stems from how one joins the site. Members decide whether you are "beautiful" enough to join. Controversial .... yes. Successful ... yes.

The duo is preparing for their Canadian launch this Fall (they have successfully launched in 16 countries to date). As part of their launch, they are developing a reality TV show that showcases them getting the site off the ground in Canada. The show will air on the Slice network later this year.

We were asked by Slice to go on the show as they were looking for a promotional company to pitch them merchandise for the launch. They wanted to film the pitch with Greg and Robert at our offices.

We focused our pitch on skimpy lingerie and attention getting gift bags filled with brand relevant products (body butter, super soft bamboo apparel, photo frames, condoms, chocolate, etc).

This was our inaugural TV shoot. It was a pretty cool experience as it was shot 90% live with limited re-shoots. All in all, it was a lot of fun as we are naturally drawn to working with interesting brands, regardless of their market segment.

Simon's band opens for The Tragically Hip

Simon's band just played the concert of a lifetime. On June 21, Five Star Trailer Park opened for the Tragically Hip at the Big Music Fesival in Belleville.

There were several other great acts on the bill including Attack in Black, Sarah Harmer and Sam Roberts. Five Star played a fabulous set in front of fans who had gathered on this enormous lawn at Zwicks Park. A once in a lifetime experience, no doubt.

Take a peak at the pics from the event.

Our new home

After 3 months of planning, designing, construction and project managing, our new office space is ready.

This has actually been about 1.5 years in the making when we started the search for a new space that would truly define who we were as a company. After countless tours of the downtown core, we decided to overhaul an empty space on the top floor of our existing building.

The space had a lot of potential - corner suite, flooded with natural light, and most importantly, a blank canvas to start with.

It was a pretty cool experience watching the suite morph from "bland grey fuzz" into a sleek new environment, completely custom built to our requirements as a promotion design firm.

Take a look at the pics (displayed in chronological order).

A special thanks to the entire team at RIGHTSLEEVE for making this happen (and particularly to Paul Gorrie, our architect, and Will Dempsey, our ever patient real estate agent).

We are moving ... and growing!

On June 1, Right Sleeve is moving on up to the top floor of our building. We are adding another 1000 square feet so we can add a few new staffers to the team. We're also expanding our lounge and kitchen - it's not all work here, after all.

The space is flooded with natural light as it's the corner of the building. Currently, the space is a disaster (it's been empty for 2 years) and we are ripping everything out so we can design our own environment.

Check out the video of what it looks like now (pre-construction):

Some "before" pics:

.. And what it will look like on June 1: (click to enlarge the layout)

Stay tuned for the office warming party ....

Retail Therapy

This fabulous article by Fransi Weinstein is about negative customer experiences at the retail level.

Her advice to retailers is sound and to the point. This is a powerful message that applies not only to retailers, but to any business looking to exceed its customers' expectations.

It seems that too many companies play follow the leader (even if they are blind). I know it is de rigueur to mention Apple in any marketing related piece these days, but they have perfected the art of doing things differently - and winning in the process.

Sidekicks

(click to enlarge)

A hilarious spread in this month's WIRED magazine. While this company is full of leaders, this place would not be as entertaining if it were not for the leader/sidekick dynamic between Mark and Simon.

And our sidekick is? A cross between Samwise Gamgee + Chewbaca.

Kudos to Jen

Kudos to Jen in our production department for her work with Tegan and Sara. Check out the latest interview in the Alternative Press devoted to her work.

By day, Jen is our production wunderkind.

By night, Jen has created an awesome community site devoted to Tegan and Sara.

Woohoo!

It's a Fish Eat Fish World

posted by Jen Vaughn

One Monday last November, Mark bounced into the Right Sleeve office with his weekend project in hand. Mark had assembled an aquatic ecosystem in a 5-gallon water bottle, complete with plants and fish, to reside in the Right Sleeve reception area.

There was an air of excitement in the office all day as employees and visitors funneled into the office, noticing our new addition.

"How does it work?" Julia asked.

"It sustains itself," was Mark's answer.

"What about food?" Simon asked.

"You don't need to feed them," was Mark's reply.

"Everything they need is already in the tank." And, seemingly, it was. A light shone on the tank, helping the plants to grow. The fish ate the plants and the "sucker-fish," kept the tank clean.

Every day, we'd come into to the office and check out the tank, our five swimmers and one sucker. It was early December when I first grew concerned about our office pets and their environment. I noticed the light had scorched some of the plants, turning them yellow. I turned the tank, and figured that would straighten everything out.

We had our sample sale, and again lots of people admired our little ecosystem. December drew to a close and we bid the fish adieu, happily knowing we wouldn't need to come in over the holidays to feed them.

When we got back in the New Year, one fish was missing. No matter how long we looked, we were down by one swimmer.

The deaths unfolded quickly after that. When we returned from the following weekend, we had dropped to three swimmers. Soon, we were down to two.

I started adding fish food to the tank. The rest of the office also grew concerned. More and more, throughout the day, people stopped by the tank and did a fish count. We talked about what to do and decided a partial water swap might help.

Our rescue attempts were successful! The two remaining swimmers made it through the next weekend.

Unfortunately, our victory was short-lived. Things took a turn for the worse when another swimmer went missing. We added more food and more clean water. Then, the unthinkable happened; the bottom-feeder went missing. After a day, we spotted him, unmoving, at the bottom of the tank.

We made arrangements for a last ditch salvage mission. We emptied the water into a trash can, scooped up our sole surviving fish into an empty soup jar, and, on my lunch break, I whisked him down the road to the safety of a friend's fish tank. He looked so happy swimming in the fresh water, amongst the goldfish that I was sure would quickly become his best friends. Satisfied, I returned to Right Sleeve and we breathed a collective sigh of relief when I told the office that our sole survivor had been safely delivered.

The email came an hour later.

"Code Orange," read the subject line.

"He's missing."

Our little swimmer had been eaten by one of his new best friends.

We now have a temporary memorial erected where our tank once sat. We'll soon take it down, but looking at that spot this week reminded me of how the office pulled together and tried to help. It was team-work in action.

Unfortunately, things go wrong in business and in life. Sometimes what goes wrong is out of your control, like the weather holding up a delivery truck or, say, a bigger fish eating you.

Sometimes what goes wrong is within our control, like human error in calculating cost or leaving a light on your fish-tank for too long.

A great team is not defined by how well they work together when things are going well; a great team is defined by how well they work together when something goes wrong.