Promotional Products Should Communicate the Message

A very, very, very long time ago I sold padlocks for a living. The unique proposition that we offered was a padlock shaped like a discus, and aptly named the Discus. Its claim to fame was that it was almost impossible to defeat. Sales were doing ok, but not great, until one day we produced a new point of purchase display. It had a sample of the lock attached to a hasp, and the display card said simply "The Strongest Padlock Ever Built." In a very short time, the Discus dominated the sales in the stores where that display was posted.

In order for you to become invaluable to your customers to the point where cost will no longer matter, you need to be certain that their message is delivered with maximum impact using your vehicles. You may or may not be able to affect what words they use, but you can certainly attempt to persuade them regarding their use of color, location, size, and products that are the most likely to create the desired action. And, don't hesitate to be bold enough to recommend a change in the text, too.

Most promotional product vehicles have little room for the message, and/or the advertiser may wish to keep the image "low key" in order to make the gift more appealing. Ironically, this same customer may opt for the lowest common denominator in terms of product quality, resulting in a negative image, and less use of the product.

For these situations it becomes even more critical to do two things:

1. Think long and hard about the desired image. Even if it's only the corporate logo, we can create action. For instance, can we do the corporate logo with a .com address? Instead of My Company Inc., it becomes MyCompany.com. Can I at least get the website or 800 number in the image? How about a tag line, if nothing else? If my image is just a swoosh, I don't need a tag line or an 800 number. If my logo is not so well known, a short tag line - "Strongest Padlock Ever Built" - will have 10 times the impact of just "Discus."



2. Make certain that the gift is accompanied by collateral materials which create action. I never want to be accused of stating the obvious, but I also want these recommendations to be complete. By adding brochures, coupons, audio tape, cd's, dvd's, a second premium item with action implications, or gift/prepaid cards, you increase the potential return on investment many fold.

It is interesting that bicycle-style water bottles lend themselves so well to these two elements. You can have a low key message on the bottle with an action brochure, hang tag, sticker, gift card, or 2nd premium inside or outside of the bottle. At California Springs Line, we offer all of those services.

Communication hasn't changed, except to the extent that there is much more of it. Every week there is a new guru who thinks he has invented a new way of selling or marketing or communicating. While some of the vehicles may change (internet, cell phones), the things that reach decision makers' hot buttons haven't. And especially when you have a limited number of words or images to use, it is no time to experiment.

Visceral, emotion-packed, clearly annunciated offers move people. "End Itchy Scalp With One Treatment Per Month - Guaranteed Call 800-555-5555."

If you have the room, you can add bullets and explanations later, but that line tells the whole story and includes a promise and action to be taken.

Is it too bold to tell your customer what you think their campaign should look like? Only if you do it in a condescending way. You can even give someone else the credit. "My other customer used this approach to great success." "I was reading about this campaign the other day. This is what they did." At some point your stock will be so high with your customer that they may be calling you for advice.

If you consistently read this blog and other commentors in the industry, you can become a master marketer. There are also some outstanding books I have and will reference that can increase your sophistication rapidly.