Second Helping Episode 5: Direct or Indirect? Bursts of Flavor or Low and Slow
In this episode of Grill’a Marketing, Seth explains how choosing between direct heat and indirect heat when grilling parallels choosing between direct and indirect marketing. Direct heat involves flames licking the food which provides bursts of flavor. Conversely, indirect heat offers low and slow cooking with the heat surrounding the food, creating a perfectly tender bite. Seth demonstrates how the direct heat method involves placing the food on the grill over the hot charcoal. He also shows us how the indirect heat method involves placing the food on the grill adjacent to the hot charcoal, rather than directly on top of it. Which method is better? Depending on what you are cooking, either method may be preferable. Direct heat is better for searing meats, or for grilling burgers, fish fillets, or boneless chicken breasts. Indirect heat is better for foods that are best grilled using the low and slow method such as whole chickens, ribs, or brisket. As in grilling, whether direct or indirect marketing is preferable depends on your desired outcome. Are you looking to attract new customers? Do you want to maintain brand loyalty? What is your timeline? Many factors compose a marketer’s strategic marketing plan. If immediate results are the goal, direct marketing is the preferred method. If building relationships with your customer base is part of your plan, indirect marketing is preferable. There are also disadvantages to each technique. Too much emphasis on direct marketing can overwhelm potential customers and push them toward competing brands. Comparatively, indirect marketing requires patience and cannot be relied upon for immediate revenue generation. Both methods can be highly profitable if implemented strategically. Whether you are looking for the sizzle of direct marketing or the slow buildup of indirect marketing, talk to our team and we can show you which way will work best. Participate in the Sonic Promos BBQ Test Kitchen Survey. Further instruction and a taste of success will follow!
Second Helping Episode 4: Igniting Positive Change through Collaboration
In this episode of Grill’a Marketing, Seth explains how Sonic Promos contributes to sustainable and eco-friendly business practices. Like charcoal lights fire, companies like FedEx and UPS have ignited shipping programs designed to offset emissions produced by deliveries. Sonic believes in the power of collaborating with companies and programs that share a commitment to protecting the environment. The tables below depict the progress made in recent years by FedEx and UPS toward reducing carbon dioxide equivalent (CO2e) emissions. The polar bear below depicts coolness. FedEx Fuel and Energy-saving Initiatives FY20 FY21 FY22 CO2e emissions avoided (metric tons) FedEx Express aircraft fleet modernization 1,321,430 1,410,430 1,456,220 FedEx Fuel Sense (jet fuel) 1,055,690 629,289 125,139 FedEx Express vehicle fuel efficiency initiatives 315,519 352,867 385,000 Intermodal rail usage 232,557 598,003 619,950 Facility energy efficiency initiatives 193,492 147,231 160,392 On and off-site solar electricity generation 13,225 13,957 8,897 Total emissions avoided 3,131,913 3,151,77 2,755,597 UPS 2022 Greenhouse Gas Emissions 2022 2021 % Change (2022/2021) Base Year (2020) Global CO2e emissions (metric tons) Gross Scope 1, 2, and 3 33,339 35,808 (6.9)% 34,411 Total voluntary carbon offsets for carbon neutral shipping (337) (298) 13.1% (273) Net Global CO2e Emissions 33,002 35,510 (7.1)% 34,138 Check out the FedEx 2023 Environmental, Social, and Governance (ESG) Report and the UPS 2022 Global Reporting Initiative (GRI) Report to view the above statistics or to learn more about how FedEx and UPS are innovating their operations to reduce their carbon footprints. Global shipping leaders like FedEx and UPS invest in R&D geared toward streamlining their supply chains into more holistically ecofriendly systems and processes. Whether by using solar power and electric vehicles, or by reducing jet fuel consumption, the companies that ship packages for Sonic Promos are actively working toward carbon neutrality. A product ordered from Sonic will be brought to you by a company that is developing new and innovative ways to make your delivery as sustainable as possible. Companies like these offer programs that are striving to offset emissions and Sonic provides access to those programs and so many more. If your company is looking to make an impact, give us a call! Fans of saving polar bears can: Participate in the Sonic Promos BBQ Test Kitchen Survey.
Second Helping Episode 3: Charcoal vs. Gas: The Age-old Debate
In this episode of Grill’a Marketing, Seth addresses the age-old debate of charcoal vs. gas. Some clients want to achieve the authenticity and smoky aroma of charcoal. Other clients want the ability to exercise the speed and control only gas can deliver. Charcoal is ideal for low and slow cooking that provides a depth of flavor that cannot be matched. Nevertheless, gas should not be underestimated as it affords a consistent temperature and offers a dependable result. Acknowledging that not all clients have the same needs, Sonic Promos thrives on providing adaptable services and a comprehensive approach: If you are cooking with charcoal, you know it can sometimes be challenging to realize the perfect attention-grabbing message. Authentic charcoal flavor takes time, but consumers will appreciate the genuine, deeper connection that a thoroughly planned campaign can create. On the other hand, if you are cooking with gas, you have greater control and the ability to adjust and adapt your messaging quickly. Consumers appreciate a message that can be tailored and modified in accordance with their changing needs. Whichever method your brand strategy or next campaign requires, Sonic Promos can help. We know that a brand’s marketing mix requires a wide array of both low and slow and precision-oriented techniques. Through end-to-end program services, Sonic supports your campaign from development through delivery. We know that “effective marketing requires control and precision” as well as authentic messaging. No matter what combination of marketing capabilities you are looking for, talk to Sonic and we can give it to you however you want. Grill Master Tip: Participate in the Sonic Promos BBQ Test Kitchen Survey. Further instruction and a taste of success will follow!
Second Helping Episode 2: The Right Balance of Flavor for your Marketing Mix
In Episode 2 of Grill’a Marketing. Seth has a soon-to-be delicious opportunity in the form of uncooked chicken tenders. The goal is to produce delicious chicken while getting the greatest ROI from the time and effort he spends preparing it. Two preparation options are available, so Seth analyzes the attributes of each one to determine the best course of action: MARINATING ADDING A RUB Method · Targeted advertising · Engaging content · Thorough research · Strategic planning · Eye catching visuals · Catchy slogans · Effective social media Function · Builds anticipation · Delivers comprehensive messaging · Adds instant bursts of flavor · Grabs attention Result · A deeper connection with your audience · A buzz around your event or program Pros · A lasting impression · Delivers quick results Cons · Takes time · May not have a lasting impact We can see that both marinating and adding a rub can lead to delicious chicken, but which does Seth choose? The answer is the option that is right at the time. Like a dry rub, short-term marketing has its merits. Short-term social media campaigns can lead to a larger audience and greater brand recognition. Nonetheless, they might not resonate with current customers or leave a lasting impact. In contrast, long-term marketing can lead to a deeper connection with consumers. That connection will not form, however, without considerable effort and patience. Selecting the right marketing campaign requires us to “find the balance between acquisition and retention.” Keeping in mind Seth’s assertion that “effective marketing and communication can make all the difference,” it is imperative that marketers consider the goals of their respective campaigns before deciding upon the appropriate marketing mix. Sometimes choosing between two marketing mediums involves recognizing that each method has the potential to provide effective marketing and communication in its own way. It is up to us, as marketers, to do the in-depth consumer research that will help determine what marketing strategy audiences will be most receptive to at a given time. Choosing the right strategy is about optimizing the use of each marketing method available. “The key is finding the right balance.” Grill Master Tip: If you’re marinating something boneless, make sure you get it out of there within two hours, otherwise it’s going to be really rubbery. BONUS TIP: Participate in the Sonic Promos BBQ Test Kitchen Survey. Further instruction and a taste of success will follow!
Introducing Second Helping!
Introducing SECOND HELPING! You binge-watched the entire Grill’a Marketing series and you’re still craving more? The Second Helping blog will provide you with the deconstructed version of each episode. You won’t even have to scroll to find the recipe! Our first post is up now! We’ll be publishing a new blog post every Tuesday and Thursday for the next few weeks.
Second Helping. Read More About Episode 1: Don’t Let Perfection be the Enemy of Good
Episode 1: Don’t Let Perfection be the Enemy of Good In this episode of Grill’a Marketing, Seth demonstrates how to avoid the pitfalls of perfectionism in order to deliver tasty and timely results. Whether grilling chicken or selecting the right marketing campaign, a good strategy implemented now is better than a perfect one delivered too late. Marketing can be a zero-sum game and time is not an abundant resource. We know there are plenty of ways to turn raw chicken into a flavorful meal, but because consumers are hungry, “this chicken needs to be cooked today.” A Deloitte 2021 Global Marketing Trends survey of 2,447 global consumers determined that 58% of them were able to name a brand that quickly pivoted offerings to react to COVID-19’s “new normal.” 82% of respondents said new, relevant offerings increased their desire to do business with those brands. The key word in Deloitte’s survey is “quickly.” The brands that executed successful marketing campaigns during the pandemic were those that operated with a sense of urgency. In what ways did Seth operate with a sense of urgency? Seth recognized the goal: delicious chicken today. Seth recognized the constraint: time. Seth took inventory of the resources available: dry rub, bowl, refrigerator. Seth weighed his options: Rather than spend countless hours mapping out ways to attain the perfect Suprême de Volaille Fermière à la Crème, Seth seized an opportunity and used the resources available now. Projected ROI? Delectable chicken faster than you can say ‘Suprême de Volaille Fermière à la Crème.’ The reason we as marketers need to seize an opportunity is that it might fly the coop at any moment. We do not have time this quarter to raise the most expensive chickens in the world from Bresse, France, that are “rested in wooden cages called ‘épinettes’ in rooms with low diffuse light while they eat, dream and chill out.” While other grill masters are seasoning that idea indefinitely, guests at Seth’s BBQ are already on their second helping. You can seize an opportunity too! Participate in Sonic Promos BBQ Test Kitchen Survey. Further instruction and a taste of success will follow!
Sonic Promos’ Madi Evens Wins Rising Star Award
Gaithersburg, MD— February 14, 2023 — The Chesapeake Promotional Products Association (CPPA) awarded Sonic Promos’ Brand Manager Madi Evens its 2023 Rising Star Award. This award is presented to an up-and-coming promotional professional who brings new ideas, dedication and enthusiasm to both their company and the industry. Rising Star nominees must be employed in the promotional products industry five years or less from the date of nomination. Madi Evens grew up in Branchburg, New Jersey. She graduated from the University of Florida in 2020 with a degree in Advertising, concentrating on business. She joined Sonic Promos in 2021 as a sales assistant, moving to the DC Metro area in the midst of the COVID-19 pandemic. Since joining Sonic Promos, Evens has proven invaluable as a dedicated member of the in-office team. She assists two of Sonic’s senior sales reps and maintains her own client relationships as well. Her favorite client project put her on-site in Florida to assist with an event activation. The client wanted to enhance their annual conference by allowing employees to “shop” for branded gear. Sonic worked with our apparel and decorating partners to create a “Fit Kit” that allowed employees to participate in a live personal-shopping experience. During the event, Evens and the Sonic team helped each recipient choose their individual style, size and color before placing their order. In response to being named the 2023 Rising Star, Evens says “I am so thankful and grateful for this award. It is really nice to know that my hard work has been recognized by others.” The Chesapeake Promotional Products Association is the DC-Baltimore metro area’s regional membership organization for promotional products professionals. It is a regional affiliate of the PPAI. The Peake Awards mark their annual celebration of exemplary people and projects within the promotional industry. Sonic Promos was founded in 1997 and is an award-winning branded product agency based in Gaithersburg, Maryland. Sonic Promos provides brand marketing and engagement services for Enterprise Level organizations. In addition to branded merch, they design and support projects such as new client/staff onboarding, sales and lead generation, recognition, kitting & fulfillment, online company stores, on-site event engagement, product activations and corporate uniform programs. ### For more information, press only: Mallory Scott mallory@sonicpromos.com For more information on Madi Evens https://www.linkedin.com/in/madison-evens-3274ab16b/ madi@sonicpromos.com For more information on Sonic Promos: https://www.linkedin.com/company/sonic-promos https://www.sonicpromos.com 301.869.7800
Sonic Promos’ Jay Shaplin Inducted into Hall of Fame
Gaithersburg, MD— February 9, 2023 — The Chesapeake Promotional Products Association (CPPA) inducted Sonic Promos’ Senior Branding and Vendor Relations Manager Jay Shaplin into the CPPA Hall of Fame. The CPPA Hall of Fame was founded in 2007. When presenting the award, Jeff Franklin said, “The Hall of Fame recognizes those who exemplify what it means to be an ambassador for the industry and for their professional peers and for the community.” Jay Shaplin graduated from Millersville University in 1990 with a degree in Art but he entered the industry long before that. At 7 he was helping his mother in her T-Shirt Shop with the irons-ons for shirts. At 16 he worked as a screen maker and cleaner for a local screenprinter. After graduation, he continued to work in the industry from printer to promotional products distributor. Since then he’s worked in a variety of roles, including gained his Master Advertising Specialist certification and owned his own promotional products business for a decade until joining Sonic Promos in 2016. Shaplin’s client base is diverse and multinational. His attention to detail and creative solutions have made him a trusted vendor to all who work with him. He also regularly volunteers and attends events that the CPPA, Advertising Specialty Institute (ASI), and Promo Products Industry Association (PPAI) organize for industry professionals. The president of Sonic Promos, Seth Weiner, says “Sonic has been privileged to witness the efforts of an extraordinary career in promo that we continue to see and we hope will continue to keep going. In addition to being one of the most educated and insightful members of this industry Jay operates the right way. His consistent effort resonates with our team and our clients, along with his contributions within our company…Jay is a great teammate and a tremendous representative of Sonic outside of the office.” The Chesapeake Promotional Products Association is the DC-Baltimore metro area’s regional membership organization for promotional products professionals. It is a regional affiliate of the PPAI. The Hall of Fame is not awarded every year and the nominating process is thorough. Those who win are highly regarded in their field and celebrated by their industry peers. Sonic Promos was founded in 1997 and is an award-winning branded product agency based in Gaithersburg, Maryland. ### For more information, press only: Mallory Scott mallory@sonicpromos.com For more information on Jay Shaplin https://www.linkedin.com/in/jayshaplin/ jay@sonicpromos.com For more information on Sonic Promos: https://www.linkedin.com/company/sonic-promos https://www.sonicpromos.com 301.869.7800
What’s a Promo Product Expo Like?
Written by Lisa Sanders Imagine pinning all your week’s plans on boarding a Southwest flight right after the holidays when 11,000 flights were canceled. It was a gamble, sure, but we were headed to Las Vegas, so it felt on theme. Jay and I were on our way to the annual Promotional Products Expo! One (thankfully) smooth flight and a taxi ride later we were taking it all in from the MGM Mandalay Bay. It was only 7 PM, but I was ready to check-in and pass out! At 6:00 AM on the dot the next morning, I was in line at the coffee shop that would become my second home for the week. Coffee acquired, I headed back up to properly re-start this month-of-a-day and plan out my education track! Around 8 AM, Jay and I snagged our badges and another round of coffee, and we were off to the races to find a seat at the Kickoff Keynotes. The first speaker was former NASA engineer, Maureen Zappala, who spoke on imposter syndrome and how to combat it. The second speaker was Dr. James Pogue, who spoke on engagingly on diversity, equity, and inclusion. Both were highly engaging and talented speakers who left me with a sense of purpose for my day and burgeoning pride in my new industry. Whilst we were sitting in ballrooms all day Monday, the vendors were busily setting up their wares – and set. up. they. did. The Mandalay Bay convention center was packed edge to edge with supplier tents and tables, Jay and I looked at each other with determination and set to work! “Listen, you can’t talk to everyone. There just isn’t time. We have to come up with a strategy of attack and stick to it. We must make it to aisle 3,000 by the end of today or we have no hope of finishing tomorrow.” -Jay, the grizzled veteran to Lisa, the industry ingénue. I had no idea just how right this advice would turn out to be. There were sellers of bags, apparel, pins, hats, and more! I was drawn like a moth to the light, chatting with new and known vendors alike, networking and learning about products new to me. A favorite unexpected treat was all the demonstrations of decoration methods and the on-the-spot spec samples that were being created while we watched. Laser engraving, pad printing, screen printing, and debossing. It is one thing to read about these methods, but a different experience entirely to take part. By the end of the day, we had talked, we had power walked, we had skipped lunch, and we still had to quit 500 booths before our goal. On day two, I knew my mission: Eat all the samples. Wait…no, that’s not what Jay told me to do, but that’s what I did. Highlight of the day was The Dirty Cookie Company’s cookie shotglass with coconut coffee. Magnifique! The real mission of the day was: Talk fast, look faster, and keep it moving. We made great time working our way through the larger booths quickly and soon found ourselves in the new product pavilion. I treated it as a bit of a scavenger hunt. Did I spot that item on the show floor at its booth? Could I name the vendor without reading the sign? For the most part, I had already documented the new and noteworthy items. We closed out the day with a steak sample from Meats by Linz and headed to our rooms to get ready for the Knoss Experience later that afternoon. It wasn’t all work and no play – I tagged along with Jay to a Promo Kitchen mixer at the House of Blues where I met some interesting people and photobombed as much as possible. The Outliers Ball at RiRa Irish Pub where I got to put some faces to emails. We even got a sneak preview of Knoss’ new line at their suite event with EMT, who showered us in Promo AF swag. Talking apparel and learning about their design process made my fashion designer heart go pitter patter, I can’t wait to see what they launch in the spring! The PPAI Expo was a lot but in all the right ways. I learned so much about the industry. I networked and met so many people. In our increasingly virtual experience, it’s crucial to find ways to make those human connections. I saw and touched so many products! I came away with creative inspiration and the motivation to find the right client for the really amazing items I saw. I also came away with a new friendship and heightened appreciation for his depth of knowledge: thank you Jay for mentoring me along this week and not letting me get lost! We’re featuring items that Lisa and Jay saw at the Promo Expo all week! Follow us on our social media pages to see more: Instagram LinkedIn Facebook
Recommended by Wirecutter, Branded by Sonic Promos: Travel Essentials
When it comes to promo products, especially tech items, it can be hard to know what works and what doesn’t. We always want to bring you high quality items that last but even we know there’s a lot of noise out there! One of the many ways we promote quality items is to check in with Wirecutter! Wirecutter is THE trusted name for product reviews. If you haven’t checked it out, we can’t recommend it enough. Recently, Wirecutter published an article about the gadgets they bring on every trip. Travel tech is a hot item category inside and outside of the promo world. If you’re looking to brand some high quality travel gadgets, we can help! We have many of the same items or similar items that Wirecutter recommended in their article. Check out some of the items we can brand from the article: The Anker PowerPort III 3-Port 65W Wall Charger. The Allocacoc USB PowerCube Bose Noise Cancelling Headphones 700 Apple AirTag