Lou Elliott-Cysewski’s Post

Many #entrepreneurs often view marketing as something "extra"—a tool reserved only for big companies, or something that's all about ads and social media. But that's a misconception that can hold back growth and success. Marketing is about working smarter, not harder. It's the key to aligning your product with your target market. With the right marketing strategy, you save time and costs by designing products that are specifically tailored for your ideal customers. You also gain a clearer understanding of how to price your items to reflect their value and appeal to your target audience. Moreover, marketing helps you choose the right sales channels. It ensures your products are placed where they stand out and are easily accessible to your ideal customers. Don't think of marketing as an afterthought—it's a powerful tool that, when used correctly, can drive smarter decisions and sustainable growth for your business. If you’re confused about your marketing strategy or wondering where to start, let’s connect! I'm here to help you align your product with your ideal market and drive smart growth. #BrandStrategy #BusinessGrowth #Entrepreneurship #TargetMarket

I came across this Sephora bus ad in Kirkland, and it got me thinking about the impact of outdoor advertising—particularly in a city where public transit plays such a significant role. While Sephora’s black-and-white stripes are typically unmistakable, the execution of this ad didn’t do the brand justice. From a distance, it appeared as a massive white ad, missing the opportunity to leverage Sephora’s distinctive visual identity. As someone with excellent distant vision and intimate knowledge of the brand, I didn’t know exactly what I was looking at until the bus was mere feet from me. Bus ads in Seattle are a prime advertising space, delivering between 50,000 to 100,000 impressions daily. With the city’s well-known traffic congestion, these ads stay visible longer, reaching a broad audience that includes drivers, pedestrians, and transit riders. Over a month, a single bus ad can accumulate 1.5 million to 3 million impressions according to the King Co. website, making the design execution critical to capturing attention. To maximize the effectiveness of a bus ad, scale needs to be considered to ensure brand elements are visible and recognizable from a distance. Unfortunately, this ad missed the mark by not considering scale to leverage Sephora’s iconic stripes, which would have made it instantly recognizable. High contrast and simplicity are also key—too much detail can easily get lost in the fast-paced urban environment. It had potential! This serves as a reminder that in outdoor advertising, especially in high-impression environments like Seattle’s transit system, design is everything. #Branding #OutdoorAdvertising #Marketing #Sephora

Need a new notebook? A friend of mine designed these:

For Plastic Free July, how about we stop accepting plastic as part of our everyday apparel items. In case you’re wondering, “made from plastic bottles” does not mean sustainable. In the promo industry, we are known for T-shirts, tote bags and jackets. 2 or 3 of these things can and should be plastic free! So as you’re committing to going plastic free this month, please extend that commitment to your promo items!!

“I believe that promo companies have the responsibility of providing clients with the ability to make well-informed decisions,” Elliott-Cysewski says. #sustainablebusiness #sustainablemarketing #sustainableswag

“It’s not impossible, but it certainly requires a significant commitment,” says Lou Elliott-Cysewski, a member of the Promo for the Planet Advisory Board and co-founder and CEO of CoolPerx (asi/556047) in Bellevue, WA. “You, as a business owner, have to stick to a set of values in which you’ll operate from. Setting a goal to lower emissions is as simple as refusing to sell products that don’t fit into your carbon ‘budget.’”

Are you looking to support Asian-Owned brands in honor of AAPI- Heritage Month? Did you know Coolperx is Asian-Owned? We’d be happy to have your support— and return the favor by supporting you! Additionally, here is another favorite AAPI- Owned company: Blueland Co-founded by CEO Sarah Paiji Yoo, Blueland aims to reduce plastic consumption by creating cleaning products that you can refill and reuse. They offer kits and soap tablet packs for several areas in your home. All you have to do is drop a tablet mixed with water in their Forever Bottles and start cleaning! Blueland is also B-Corp certified and offers carbon-neutral shipping. (Bonus, the products are starting to show up in stores like Costco and Whole Foods so you don’t need to worry about shipping waste!) #aapi #shopsmall #aapiowned

What is waste, really? In the simplest terms, waste is anything that does not add value to our lives. Every dollar we spend has the potential to either contribute to waste or to prevent it. In the world of swag—those branded items designed to echo company values and culture—the choices we make can significantly impact both our planet and our workplace. Here’s how you can avoid turning your budget into waste: 1. Always start with 'why'. Why are you choosing to buy a particular item? Ensure that every item purchased serves a clear, meaningful purpose that aligns with your company’s values. 2. Know your audience. Who are you buying for? Are these items truly desirable to them, or will they be forgotten in a drawer? Understanding your audience's real needs and desires can turn a generic giveaway into a cherished, valuable item. 3. Quality matters. Would you be proud to have this item in your own home? If an item doesn't meet your personal standards, it shouldn’t represent your brand either. By spending wisely, we do more than just save money—we encourage manufacturers to create better, more sustainable options. That’s because you wield significant consumer power when you buy swag in large quantities! Use it to create the world you want to live in. #SustainableSpending #CorporateResponsibility #BrandIntegrity #EcoFriendlyChoices

Yes. I do have some favorite products. Actually, all the things I highlight are my favorite things. That’s why I highlight them! I want you to experience the greatness that I am experiencing!! Items like the HMM Scissors, the Paikka Raincoat, the Day Owl backpack and the Nimble Walle are on my ALL TIIME, evergreen list of favorites. These are universally useful, not over done, unexpected and beloved all at the same time. Want to see them?