Isn’t it disappointing how little thought gets put into some marketing?
Perhaps the best (worst?) example of this is in the area of promotional products where just a little bit of thought can bring substantial improvements to the effectiveness of the marketing spend.
How many times have we all received products that bear no relation to the product of the company? OK, it’s not always easy to think of a completely relevant promotional item but what’s very common is to come out with some really cute item which goes straight into the hands of people who have absolutely no say whatsoever in the purchasing decision for the products of that company.
In some ways the tired old standby of a pen with a name and phone number is better than many of the more expensive items that you see these days. At least, if it’s a relatively ordinary pen then it might not be scooped up by the serial trade show attenders and perhaps some of them will find their way to those with the purchasing authority in the company of your customers. For the less appropriate and more expensive items though that’s pretty much sure not to happen as we all know.
So, put a little bit of extra thought into what you’re going to give away to potential customers and make sure that if it’s at the more expensive end of the scale that it’s something likely to end up in the hands of those with the purchase decision power.
Copyright © 2008 by Arnold Stewart. All rights reserved.Popularity: 21% [?]
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