You know old proverbial expression: "Can't see the forest for the trees"....(which basically translates "too much attention to detail, too little thought about the big picture").
That snippet of wisdom is ideal for the marketing and promotional product industry. Want proof? Here's an excerpt from a supplier catalog that truly made my head shake...again.
Bottle Opener Pen...."you will never forget your pen at home again knowing that a refreshing cold one is always an arm's length away with our sleek bottle opener pen".
Talk about a solution chasing down a problem.....I can't tell you how many times I've been writing a note and wished I had a bottle opener!
And further, only a politician could utter some sort of nonsense drivel like their sales pitch...and still expect to be taken seriously.
May I suggest a look at the forest. Rather than focusing on product--and all the inconsequential attributes it may or may not possess--how about zeroing in on the objective?! The idea isn't about multi-functional gizmos; it's about developing, strengthening relationships.
Here's a simple 5 point Message Advocate primer checklist for your promotion...
That snippet of wisdom is ideal for the marketing and promotional product industry. Want proof? Here's an excerpt from a supplier catalog that truly made my head shake...again.
Bottle Opener Pen...."you will never forget your pen at home again knowing that a refreshing cold one is always an arm's length away with our sleek bottle opener pen".
Talk about a solution chasing down a problem.....I can't tell you how many times I've been writing a note and wished I had a bottle opener!
And further, only a politician could utter some sort of nonsense drivel like their sales pitch...and still expect to be taken seriously.
May I suggest a look at the forest. Rather than focusing on product--and all the inconsequential attributes it may or may not possess--how about zeroing in on the objective?! The idea isn't about multi-functional gizmos; it's about developing, strengthening relationships.
Here's a simple 5 point Message Advocate primer checklist for your promotion...
Is there a specific objective--what?
Does the promotion (and item) enhance the brand?
Is it on target with the demographic audience profile?
Does it convey; and sustain a message?
Is the budget appropriate for ROI?
5 simple questions=forest view. If your concept fails on any point I'd suggest you go back to the drawing board. Have a purpose, take 10 minutes to jot a strategic thought or two. I'm quite guilty of valuing "distinction" and not following the best practice, herd mentality...but don't overreach the boundary of practicality and common sense to get there. And, finally the ROI component doesn't necessarily need to involve number crunching (good to do when applicable), yet you really need to pause for a simple "gut" analysis.
Do these 5 simple preemptive Q&A's with any promotion---and I guarantee you'll find success more frequently...and be applying your budget resources wisely.
BTW: the same supplier also has a slightly more practical promotional copy "hand sanitizer pen". "40 sprays---and it writes!" (Wow, a pen that writes!...well, at least for a day or two?)
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