In the promo space where hundreds of companies are selling similar items, marketing matters. The way products are advertised to the masses can make or break a business.
This was the theme of Tuesday’s keynote by speaker Kristen Cavallo, executive director of the Branch Museum of Design.
Cavallo has worked in the advertising space for over 30 years and has championed award-winning and coveted campaigns for companies like Geico and Solo Stove. According to the former CEO of MullenLowe Global and The Martin Agency, one fact rings true for all companies: Relevance is a more accurate indicator of sales than awareness.
“Just being aware of something doesn’t mean that I am a supporter of it, and it doesn’t mean that I’m a buyer of it,” Cavallo said. “However, the most talked about brands grow faster. Fame, talk value or buzz is the most accurate predictor of sales success.”
Kristen Cavallo
Executive Director, The Branch Museum of Design
Cavallo’s keynote was the prequel to the opening of the The PPAI Expo 2025 show floor, where hundreds of suppliers showcased their latest and most coveted products.
Advertising In A Polarized World
Cavallo urged attendees to think outside the box and get creative with their marketing tactics to stand out and stick with consumers.
“Now the truth is, the talk doesn’t need to be all positive,” Cavallo said. “Most of our clients didn’t pay us to generate negative talk. But the truth is, the debate, the tension that often happens, is what matters in sales.”
- Only 16% of ads are recalled and attributed to the correct brand, according to a study by the Ehrenberg-Bass Institute.
She challenged the commonly accepted belief that there’s no such thing as bad publicity but added that “even though it may not seem that way,” consumers are the most forgiving they’ve ever been.
“How you act in that moment does matter a little bit, and one or two mistakes are not fatal,” she said. “But what is fatal is being invisible, being not talked about at all.”
