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Michelle England

Michelle England has over 10 years of experience in the branded merchandise and product development industries working with top brands like Exxon Mobil, YRC Freight, GEICO, Michelin, Sonic Drive-ins, Dunkin’ Brands and AT&T, helping them develop strategic plans and marketing execution models for their branded merchandise programs. She has published several articles surrounding the topics of promotions and marketing in the media and is currently the Branded Merchandise Strategist at DataSource, Inc. in Kansas City, MO.
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Recent Posts

In The Press: Promotional Items for the Financial Industry

Posted by Michelle England on 7/1/15 12:04 PM

As Featured on ASICentral.com

You can bank on a plethora of sales opportunities with financial institutions. Representing 7.5% of ad specialty revenues, this market ranks in fourth place.

Cardinal rule number one: Know your customer. Retail banks and financial service companies are shifting their focus to their customer. Increased competition and a low-growth, low-margin business environment is forcing banks to find ways to distinguish themselves in an increasingly commoditized world, according to a report, “2015 Retail Banking Trends,” published by Strategy& (formerly Booz & Co.).

“Although most banks have virtually identical products, their customers are obviously distinct, and hence, offer these firms a pathway for differentiation,” the report says. This represents a tremendous opportunity for the promotional product industry, and the finance sector with its reliance on referrals and relationships is one of its top markets. Representing 7.5% of ad specialty revenue, the finance market ranks as number four of the top five markets for ad specialty sales.

“Loan officers, sales reps and agents are seeking a one-to-one connection with potential clients, and promotional products are a good way to intersect and give those prospects an item to keep them top of mind,” says Michelle England, director of branded merchandise at DataSource Inc. (asi/174103).

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Topics: branded merchandise, promotional products

In The Press: 4 Tips for a Branded Merchandise Strategy

Posted by Michelle England on 6/1/15 1:02 PM

We are honored to be featured in Total Retail; a Retailer's Source for Content and Community and are excited to share this article with our audience. As always, if we can help you with your integrated branded merchandise programs, please email to info@data-source.com or give us a call at 877.846.9120.


 

Branded merchandise (i.e., promotional product) has always been seen as a sidebar for grand openings or sponsorships; however, it should play an integral role within your overall marketing strategy. Through the use of branded merchandise, retailers can show brand personality, reinforce their message and understanding of target audience, and engage with customers in a way that will create brand resonance. Case in point, a 2014 study conducted by the Advertising Specialty Institute found that promotional products deliver commanding advertiser recall among 85 percent of consumers surveyed.

However, to achieve optimal results with your branded merchandise, it’s important to have a strategy in place that’s tailored to the needs of your target customers. Here are some tips to make sure you use promotional products effectively:

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Topics: branded merchandise, promotional products

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