I copied this from Judette's Facebook. Why? - because only last weekend someone asked me about putting merchandise from my company PRMR Inc. in a bag of give-a-ways for a Jazz show.
Not being prepared I insisted that there was nothing I had suitable to project my brand image at the show, and here it is I stumbled on Judette's Facebook post and she says it succinctly for me. Have a read.
By Judette Coward-Puglisi
I swear most marketers have no clue whatsoever what to do. So we do unoriginal things, or stall, or fail to deliver on our brand's promise.
Take this weekend for instance, master designer Claudia Pegus launched her resort collection," Breeze" at the picturesque Crews Inn. Pegus' line was stunning, what was in the goodie bag was not.
I imagine that the designer's team asked the show's sponsors and corporate partners for stuff that could be placed into the bag and guess what they all did? Each (with the exception of one) gave the exact same thing: flyers, brochures, newsletter, all good stuff, sure, but nothing bold or remarkable.
The exception here was the Jamaican milliner whose stuffer included a stunning red and black pin that could be worn on a hat or dress. It was something tangible. Something that the fashion savvy crowd could use. It was cleverly branded.
Marketers need to give deeper thought to how they position their products in the context of each situation instead of rolling out the same things, the same collateral in the same way.
Truly brilliant positioning is hard to quantify or predict. Same is true with marketing.
2 comments:
This is so true. However, it's hard to get the decision makers to take you on sometimes, on the corporate side.
It took two years before anyone took me on regarding giving members of the international press flash drives with the media kit already uploaded rather than paper media releases or CD's, which took forever to burn.
You just need to be a bit more thoughtful when packing that swag bag.
Christal P. McIntosh
www.lyricallava.blogspot.com
This is so true... it totally makes sense. Think about the awards shows in America, and the goodies they give away. Think about Star Jones and her purportedly ridiculous goodie bags given away at her wedding. It seems to me, that this is a great way to reach out to someone and bring them into your business.
Stay with me for a minute.
I have seen this work in Second Life. Quite a few of the digital designers I follow and track in SL, and BUY, are more often than not a designer who had a fabulous freebie that I wore over and over and over, until I had to go to their virtual shops, and browse and BUY.
It's like this with a lot of my in-world friends. So while this is a real world example, take a page from the SL entrepreneurs. They use the well placed, HIGH QUALITY freebie to draw new fans to their products and services.
Just wanted to add that to the thought pot on this post.
Thanks for sharing that Pamala.
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