Branding Marketing Strategy

Tis the Season to Be Giving…


But Not A Leaky Pen With Your Company Name!!!

In a recent discussion with a few of my marketing friends, the topic of Promotional Products came up for us to banter around. A promotional product should leave a subtle reminder from the giver, to think of them when the next project comes to the top of the list, for a quote.

There are thousands of catalogs available touting bags to backpacks to cups to t-shirts to caps to pens, etc. So what do you choose?

How about a nice pen, with the company and/or product name?LeakyPen

Early on in my advertising days, one of my employees, a very young creative copywriter always willing to help, was getting opinions of what he wrote for a client, from some of the other employees. He was wearing a nicely pressed white shirt with a dark blue circle at the bottom of his shirt pocket. Since I was the first person to inform him of this ink blot on his shirt pocket, the supplier who gave him the leaky pen was immediately cussed out.

Now that I have a foot in the door, what do you want to buy?

On the other hand, it’s important to show creativity when selecting a company give-away. My wife owned a staffing company. She would visit 2nd hand stores and buy slightly used baby shoes.

Cards were printed with a headline, “Now that I have a foot in the door…,” tied to a shoelace, signed by the sales person, and left for the human resources manager in charge of hiring. The sales person followed up with a phone call a day or so later to see if they were interested in using their staffing services. Even when busy, a call back usually occurred after mentioning the leave behind baby shoe.Baby-Shoe

Honored Guest of the Week on a Marquee Can Work Well.

I was in the middle of a two week selling spree out in the western USA and decided to spend the weekend at a Holiday Inn in Colorado Springs. When I was entering the hotel driveway, the marquee said, “Welcome, Honored Guess of the Week, Mike Deuerling.”

I was stunned as I entered the lobby and went to the check-in desk. I gave the person my name and was showered with more free gifts, including a picture of the marquee noting my honor. The free dinner and drink was a nice addition as well.

Summary and it’s your turn to comment.

Promotional products are nice, but when you need to make an impact, think out of the box. A little creativity can go a long way when building customer relationships. You don’t need the kind of relationships a leaky pen can bring.

A few months ago I wrote a post about branding and the restaurant owner as a key element of success for the restaurant. Read it for some additional ideas.

Let me hear your story about how you used something special for added remembrance.

Thanks for reading and please share with others – except your competition! It is truly appreciated. Copyright

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