Last week, PPAI took the Get In Touch! industry branding initiative and Johnny Earle, aka Johnny Cupcakes, founder of the ubiquitous t-shirt brand, to New York City for Advertising Week. PPAI is a long-time participant in Advertising Week, which draws marketing, advertising and branding professionals and students from around the country for four days of educational programming, learning, special events and networking.
Earle, who also gave the opening general session presentation at The PPAI Expo 2017, shared his story on how attention to detail, experience, loyalty and putting people “in touch” with the brand through promotional products can build successful campaigns that help companies connect with clients, the community and consumers.
Throughout his presentation, Earle highlighted the novel, creative ways he’s worked to connect with customers and build his brand. Through tie-ups with brands like Gillette, The Simpsons and Casio G-Shock watches; pop-up shops, social media-driven meetups and giveaways with loyal customers; and the creative designs of his stores and packaging, Earle has developed myriad unique ways to remain top-of-mind with customers. “People thrive off of new experiences,” he told his audience at B.B. King NYC. “We want something new, something to talk about. … Giving away a product in a unique way gets people excited.”
Sitting down with PPAI President and CEO Paul Bellantone, CAE, afterwards, Earle shared how he has persuaded a range of established brands and companies to partner with Johnny Cupcakes through examples, videos, testimonials and die-hard customers. “Showing them how clever we can get with a simple product can really make them understand how valuable something physical is in getting the attention of new customers,” he added.
PPAI Board Chair Mary Jo Tomasini, MAS, who also attended Advertising Week, says, “I was thrilled to participate and help spread the word on the power of promotional products and to share real-life examples that promotional products work. In a world where there is so much focus on digital marketing, it was great to share with professionals in the advertising community a medium for which the recipient says ‘thank you.’
“Promotional products provide advertisers and marketers the power to put brands directly in the hands of your target audience,” she says. “They occupy a space that no other advertising medium can touch.”
