The Dunstan Group

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Advertising During the Super Bowl? Yeah, We’re Not Either 

If you don’t have the cash to plunk down $5.6 million for an ad during the Super Bowl, you’re not alone. According to folks who keep tabs on such things, the price of the average Super Bowl ad has doubled in just the last ten years. At a price point like that, it’s nowhere near what an “average” company could afford. Sure, there are 100 million people watching, but that’s a pretty steep entry fee. 

The good news is, you don’t have to spend — or even have — that kind of capital to make an impression on the audience that matters most to you. We took the liberty of doing the math comparing brand recall and consumer impressions between a Super Bowl TV ad, and that of branded merchandise. 

Market research company Evaluate Criteria surveyed TV viewers just an hour after last years game and here’s what they found: of the 69% who watched Super Bowl LIII, 50% recalled the Pepsi ad, 49% remembered the Bud Light, and 49% recalled the Budweiser ad. Doritos at 48%, M&M’s at 37%, and Stella Artois at 35% rounded out the top six, with Avocados from Mexico at 33%, Burger King at 30%, Amazon at 30%, and Turbo Tax at 29% not far behind. A closer study revealed more of the story: 

  • Roughly 35% of the American TV audience, or about 100 million viewers, watch at least 6 minutes of the Super Bowl.
  • 10% of consumers remember the average Super Bowl ad and know the brand being advertised.
  • 33% of consumers can remember seeing a typical Super Bowl commercial in the first place.
  • 80% of Super Bowl commercials fail to change consumer opinions/intentions regarding a brand.

Here’s how branded merchandise stacks up: 

  • 89% of consumers received a promotional product in the last six months. (Yes, that includes YOUR customers.) 
  • 88% of those who did, say they remember the brand or advertiser 
  • 79% researched that brand 
  • 83% say they are likely to do business with that brand

There’s plenty of cache in having your brand broadcast in front of the single, largest one-day television audience. But if you’re trying to make an impression that lasts, can generate real marketing results, and even a “thank you” from a client, the numbers make the case that branded merchandise is the clear winner. 

Oh, and in the off chance you do have Super Bowl TV ad kind of money, here’s some more quick math: With your $5.6 million, we can create about 1.12 million t-shirts. The average tee garners about 196 impressions. At $5 per shirt, that would net over 1,337,280,000 impressions! Holy wow! 

What’s New for 2020 

We promised there’d be plenty of new product ideas to talk about once the new year got underway. Even with thousands and thousands of products in line, we’re always looking for something that can surprise and delight your clients, team members, or award winners. Here’s some of the new product for 2020 that we’re excited about here at The Dunstan Group: 

Smart Bottle

How’s this for a “smart” bottle? This 18 ounce stainless steel bottle has a unique touch display lid that lets you know the temperature and comfort range of the liquid you’re carrying. Copper-coated double-wall insulated to keep your drink hot or cold for up to 24 hours. Includes an easily replaced battery that lasts up to 3 years. 

Blue Light Glasses 

With special blue light blocking lenses, these Blue Light Glasses help reduce the strain and damage on your eyes caused by blue light produced through screens. These unisex frames are completely customizable, so you can create the perfect pair of glasses your clients or team will want to use at work of home all day long!

Bluetooth Speaker & Wireless Charger

Here’s a wireless speaker that really punches above its weight class. This one provides up to six (6) hours of total playtime, and features the convenience of wireless mobile charging. With real wood accents, this Bluetooth speaker and Qi charging pad combo fits perfectly into any room or office. 

2-in-1 Wireless Charging Mousepad

This new mousepad does double duty as a convenient, friction-free mousepad, and a wireless charging pad. Charge your phone, ear buds, or other compatible devices — and keep them close at hand, too. Pumping 5W of charging power, your devices will be fully juiced in no time. And of course, there’s plenty of room for branding! 

Bamboo Food Storage Box

When it’s time to bring your snack to work or to store your leftovers, no more plastic wrap! Keep your sandwich, salad and fruit in this eco friendly storage box with the lid made from 100% bamboo and the base, 60% bamboo fibers. Freezer safe and the container is dishwasher safe, and it comes packaged for eco-conscience gift-giving in a natural colored corrugated tuck-in box. Choose from a selection of colored silicone bands to compliment your logo and choose from laser engraved branding on the bamboo lid or silk-screening on the container.

 

Sustainability Sells 

Yes, you CAN mix your branded merchandising and marketing goals with products that get BIG results, and produce less impact on the planet. The bottom line is that sustainability sells. More and more consumers want products and services that are environmentally friendly. Give them what they want! Here are some of our favorites here at The Dunstan Group. 

The Re-Tee 

Born from scraps and worn with pride. We’ve got a brand-new option for you in 2020 with these tees made from 100% recycled fibers. The Re-Tee eliminates the water-intensive dying process and the need to produce raw materials. It’s made of 60% reclaimed cotton fibers and 40% reclaimed polyester fibers. The end result is a good-looking, great-fitting tee that’s easy on the planet, too. 

Moisture Wicking Long-Sleeve Tee

New and improved, and even more “green” no matter what color you choose. The new Extreme Performance Long Sleeve Tee features a 4-way stretch fabric that’s all-day, any activity comfortable. It’s UPF 50+ for fun-in-the-sun protection, PLUS the polyester and spandex fiber is made of recycled plastic bottles. 

Wheat Straw Keychain Kit 

In our hot product predictions for 2020, we told you how straws would be one of this year’s “it” categories for branded merchandise. Here’s one that’s really amazing. This 3-piece straw kit and carrying tube are made from up to 30% recycled wheat straw fibers. It’s completely brand-able, and comes with a cleaning brush, too! 

See: What’s Hot for 2020 

Waterproof Solar Charger 

This device charger just went next level. Not only is it a convenient, waterproof, go-anywhere charger… its also solar powered. This one features a flashlight and two (2) fast-charging ports. We love the style and durability, as well as the BIG imprint area for your brand or logo. too. 

Recycled Pen

The classics never go out of style. These Recycled Click Action Pens are made with recycled paper and minimal plastic components. They include a colored clip that can pair with your existing branding. The large imprint areas can be printed with your custom text and logo. Great for around the office, at home, as trade show give-aways, and more!

What’s Hot for 2020

New year, same question: what’s going to be “the” promotional product this year? Just like retail, tech, or any other industry, there’s always something new in the world of branded merchandise and apparel. We’ve been to the trade shows, we’ve talked to the reps, we’ve scoured the catalogs… here are just some of the trends The Dunstan Group believes will be hot for 2020! 

Leather: The look and feel of leather is undeniably a classic. This year, expect to see it everywhere, from bags to notebooks, binders, coasters, and journals, to trim and decoration for caps and other apparel. Leather’s timeless good looks and legendary durability seem to improve with age. As the saying goes, quality is always in style. 

Read: Classic. Contemporary. Leather.

Straws: Reusable straws aren’t just some standard accessory for VSCO girls or celebrities. Reusable straws can be had in stainless steel or silicone, and come in a variety of brand-able (and reusable) packaging. As more and more restaurants shun the single-use plastic variety, we predict personal, reusable straws will soon become as ubiquitous as water bottles. The reusable ones, of course! 

Drinkware: About those reusable water bottles… We’re certain drinkware will stay among the most popular branded merchandise items in 2020. And for good reason. For starters, industry surveys show most all of us (78%) own a piece of promotional drinkware. The average lifespan of a promotional drinkware piece is about 12 months. The better the piece, the longer it stays in rotation. That’s a whole lot of eyes on your brand or logo! 

Blue: As in the color. The 2020 Pantone Color of the Year is “Classic Blue.” Bold, familiar, and traditional, expect to see Classic Blue popping up in decorating and style trends, as well as in options for branded merchandise and apparel. We’re fans of Classic Blue for its ability to make a statement as well its capacity to complement so many other colors. 

Personal Privacy Products: Even as new laws hit the books that may make it easier for us to find out who’s collecting our data online, a little personal responsibility can go a long way. Blocking webcam and microphone access is one easy way to add an additional level of security to electronic devices you use every day. Our webcam cover combo pack is compatible with phones, tablets, desktop monitors, and laptops. 

What a Year for the BrandBuilders Podcast

What a year for the BrandBuilders Podcast! After winning their first PPAI Pyramid Award, hosts Scott Dunstan and Brian Young kicked off 2019 in a brand-spanking-new BrandBuilders Podcast Studio located in The Dunstan Group headquarters on Morehead Street. More than 50 guests later, they wrapped up the year with yet another Pyramid Award – and are looking forward to bringing 2020 “in focus.”

Starting 2019 with a new studio in the home office took the podcast’s mission of community-building to a new level. The BrandBuilders Podcast has always been about more than just business; it’s a way to tell stories about people who have taken risks, started brands, built businesses, and created something special for the communities around them. It has turned clients into friends by having conversations that last longer than a few minutes.

It has also created new friends in those who listen and respond, and Scott and Brian want to express their gratitude to all of them.

“Whether it was for one episode or if you’re a weekly listener, we want to thank you for joining us on the BrandBuilders Podcast ride,” says The Dunstan Group Founder and President, Scott Dunstan.

Guests included businesses that ranged from well-known and established companies to start-ups that have caught fire; each offering something unique to the program. From hauling away your stuff to repurpose, to giving entrepreneurs a place to set up shop, to keeping people healthy mentally and physically — every guest has a passion for what they do.

But not every guest runs a business. True to its mission, the BrandBuilders Podcast also gave a voice to many area non-profits who serve and uplift our community. Whether it was reflecting on an anniversary of a camp for adults with special needs, celebrating a nonprofit that supports other nonprofits, or applauding an elementary school girl who started swimming laps with friends to support our homeless neighbors, and expressing gratitude toward American veterans – the BrandBuilders Podcast gave them all a one-of-a-kind platform.

Round out the list with an actor, a guitarist, and two guys who became famous just trying to keep their beer cold while tailgating, and you’ve got quite a guest list! No wonder Scott and Brian capped their year winning a second Silver Pyramid Award for the BrandBuilders Podcast.

“We can’t wait for you to see what we have in store for the new year,” says Scott. We’re sure the BrandBuilders Podcast is heading there with a perfect vision for what 2020 should be.

Find the BrandBuilders Podcast wherever you listen to podcasts, or subscribe here.

Skipping Christmas 

Whether the time just got away, you couldn’t make a decision, or you didn’t have that end-of-year budget you’d anticipated; skipping Christmas gift-giving doesn’t mean you don’t care about your clients, teammates, partners, or friends. In fact, a thoughtfully chosen gift given after the holidays can provide a unique opportunity to stand out from the rest of the holiday rush of gifting. (Procrastinators, rejoice!) Here are some of our favorite gift-giving categories that stand the test of any season! 

Jackets that are Weather Ready 

https://dunstangroup.com/jackets-that-are-weather-ready/

Once winter settles in, the only thing that’s certain about the weather is its unpredictability. Never fear, The Dunstan Group has hand picked some incredible jackets ― and vests ― that are weather ready, no matter what’s in the forecast. 

Classic. Contemporary. Leather

https://dunstangroup.com/classic-contemporary-leather/

From art to architecture, to fashion and design; some things never go out of style. Count leather among those items that have stood the test of time. Leather’s timeless good looks and rugged durability seem to improve with age. Fashionable and functional, leather is as at home on the runways of Milan, the streets of New York or the Texas plains. The Dunstan Group now provides an even greater selection of leather goods to your corporate gifting or branded merchandise and apparel. 

 

Hats You’d Actually Want to Wear 

https://dunstangroup.com/hats-youd-actually-want-to-wear/

There was a time when a hat was an everyday item for any man or woman, regardless of style or status. Over the years, hats have become wearable billboards, statement pieces, weather protection, spirit wear, and more. Regardless of your reason or season, here’s a look at some of our all-new caps and hats you’d actually want to wear! 

Make it Work with Layers 

https://dunstangroup.com/weather-the-weather-this-fall/

The calendar says it’s just about officially winter. That means the cooler (and sometimes wetter) weather will be hanging around for a while. Have your team, group, clients, and customers ready to weather the weather with these great customizable fleece, quarter-zip, and other layering pieces from The Dunstan Group! 

Coziest Gift Ideas Ever

https://dunstangroup.com/coziest-gifts-ever/

Looking for that one gift that can satisfy nearly everyone on your gift list? The Oprah Magazine lists blankets among its “Coziest Gifts Ever.” We’d agree! Is there anything more perfect than kicking back on a cold evening under a warm, cozy blanket. Here are some of our favorites here at The Dunstan Group; all of which can be customized with your brand, logo, or photo!  

BrandBuilders Spotlight: Middle C Jazz Club

One in a series of case studies highlighting creative projects, imaginative clients, and remarkable results.

The Client:

Middle C Jazz Club wants to add another nuance to Charlotte’s arts and music community with a dimension it hasn’t seen in a while: a jazz club for smooth sounds from local and national acts in a setting with a sophisticated, yet approachable, Uptown vibe. Co-owner Adam Farber is a Charlotte native with a musical family, so his roots run deep here. And just as C is the middle key on a piano where all music starts, Middle C Jazz Club is positioned as a place where anyone who loves music can relax and find a great cocktail, tasty plates, stellar service, and most of all, the kind of music they love.

The Challenge:

The proprietors wanted to keep music the focus of the club, but knew a comfortable, relaxed vibe with great drinks, food, and service immersed in a jazz theme would invite people in and keep them coming back. Branding would be visible on staff and drinkware, yet subtle enough to keep the mood while reflecting the message. Owners also wanted items like hats, shirts, and drinkware to sell, to support the arts and artists who played there, while giving patrons a tangible memento from an enjoyable night out.

The Big Idea:

Dunstan Group worked with Farber to brainstorm staff apparel and aprons that would capture a jazzy vibe, and caps for Baby Grand Membership holders, along with metal membership cards. But the genius of combining branding with music emerged when Dunstan Group and Farber’s team came up with music-themed accessories like drumsticks and guitar picks that were easy, accessible reminders of a great night out on the town.

The Reaction:

“We were given top-notch service and top-notch, quality products from top-notch, genuine folks who cared about our overall personal and business success. The results are a perfect catalyst for bringing together what we are trying to do for our city and in our club.”

-Adam Farber, co-owner of Middle C Jazz Club

Middle C photos by Brian Twitty

Jackets That are Weather Ready

Once fall and winter settle in, the only thing that’s certain about the weather is its unpredictability. Never fear, The Dunstan Group has hand picked some incredible jackets ― and vests ― that are weather ready, no matter what’s in the forecast. 

Dri-Duck Ace Jacket

Who says you can’t dress sharp and work-ready at the same time? Not this jacket. The Ace is a single-layer, four-way stretch shell with water-resistant technology and has a smooth, tailored feel. Say hello to your new grab-and-go jacket to throw over a T-shirt or layer for extra warmth.

Eco-Insulated Quilted Jacket

Protect yourself against cold, damp days without sacrificing comfort. Eco-made insulation layered between water-resistant, windproof fabric yields an amazingly warm and lightweight jacket. Choose from 16 different colored zipper pulls that closely match your brand colors to customize your jacket even more!

Dri Duck Denali Fleece Pullover

As work-ready as it is comfortable, the Denali fleece pullover is a steadfast layer of warmth when the temperatures drop. The Denali is built with midweight Mountain Fleece™ that is anti-pill and anti-static. Outfitted with Dri Duck signature rugged trims and finishes, including a functional chest pocket to store your necessities. It’s versatile. It’s rugged. But most importantly, it’s unfailingly warm.

The North Face TermoBall Trekker Vest

Streamlined ThermoBall® powered by PrimaLoft® baffles are contoured to fit your body and maintain core warmth during winter excursions in cold, wet weather. Wear this thermal vest as a mid-layer for added warmth in the coldest winter days or pack it for emergency layering in the backcountry.

Port Authority® Vortex Waterproof 3-in-1 Jacket

Packed with weather-fighting features, the Vortex Waterproof 3-in-1 provides a completely versatile outerwear system in one jacket. The fully seam-sealed waterproof shell and the warm polyfilled inner jacket can be worn separately or combined for optimal warmth and protection.