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The Basics Still Endure
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Long, long ago, at a promotional
products trade show far away – OK, it was 18 years ago and Texas
– a vote was held among counselors and consultants to select,
from a group of submitted hopefuls, what they considered the best
overall slogan for the industry. The winner? “Promotional
Products – The Medium That Remains To Be Seen!” I confess; even back then, when I was still so green I could’ve passed for St. Patrick, I thought the choice was fairly corny in a “nudge-nudge-wink-wink, get it?” sort of way. As it turned out, although it still bobs to the surface occasionally (typically in sales literature), the slogan never truly caught fire enough to become the catch-phrase of the logoed product universe. And that’s a good or bad thing, depending on your point of view. But when you think about it objectively, the principle behind the words effectively sums up one of promotional products’ strongest points – the fact that, unlike most other media, they’re around for the long haul. You’ve already read and re-read our rap about how recipients will often keep imprinted products around for decades, seeing the logo each time they use them. Often repeated by us? No doubt – but only because it’s undisputedly true. One of our articles this issue discusses continuity programs – how a company can very effectively use a series of logoed products having a link of some sort to keep itself or its product/service top-of-mind among its customers. Another covers T-shirts. They’re doubtless the best-selling single product among imprinted goods for two reasons: 1) folks like and wear them, and 2) far more important, they offer ultra-high visibility that’s mobile to boot. Luggage, also covered inside, offers the same advantages, perhaps to a slightly lesser degree. Pretty unarguable concepts, all told. Look a little deeper, though, and what lies at the bedrock of each is the same solid fundamental element – still wrapped, at the core, in turn, like some sort of verbal tamale: promotional products remain to be seen. That’s why continuity programs can be so successful; they provide a useful and/or appreciated product the recipient is more than likely going to retain, frequently for the minimum average requisite amount of time one would expect (i.e., several years for a mug or shirt, one year for a calendar, two days for some food, up to 10 years or more for a better pen, ditto for a watch, possibly beyond that for a nice pocketknife). Remember, that’s the minimum; it can be longer – sometimes much longer. The difference with a continuity program is a raised level of marketing sophistication; the presentation – and appreciation – doesn’t stop at one product. It’s carried along, often increasingly so, by several things: The T-shirt can work well because it’s meant to be worn, not kept in a pocket, purse or drawer – or for that matter placed on a desktop or shelf somewhere. The person wearing it becomes, on a visceral level, a living testimonial, a walking billboard for whatever’s being advertised on the shirt. Luggage? Again, same theory, just a level or two down in ubiquity. Does this mean that to be effective you have to use a shirt, bag or continuity program? Not really. You know by now that not every promotion fits every promotional requirement. That’s what your counselor can help with, just as always. Give her a call, tell her your needs and stand back to let her do her thing. Chances are, it’ll supercede any effort expended. So did we really drop any new pearls here? Maybe yes; maybe no. Although we’re confident you’ll find one or two useful nuggets in every article, you’ll find, at the core – before the enhancement, before the incredibly clever marketing scheme, before the frequent-distribution schedule, before the eye-popping packaging or the attention-grabbing delivery method, before those pleasantly surprising reactions come rolling in – is a basic, unvarnished promotional product, remaining to be seen. Thanks for reading. Arn Bernstein abernstein@asicentral.com |
