The Promotional Idea Showcase - Winter 2002
- Updated
Quarterly
|
A Right Way, A Wrong Way |
| As I’m writing this,
the first anniversary of 9/11 has just passed. It was marked in
many different ways in the business world. Some firms chose not to
do anything, asking employees to remember in their own way. Just
as many held memorial observations, ranging from a moment of
silence to a full choir concert. And, undoubtedly, there were lots
of variations in between. Of the tens of thousands of smaller companies that commemorated the day, consider just two: One gave all workers a cap, large button and T-shirt, all picturing Osama, and all with the copy, “You’re STILL dead meat, a*****e!” (You can fill in the asterisks on your own). All three products also had the company name, logo, date of the attack and words “Never forget.” Another firm held a brief ceremony in the morning. When employees returned to their desks and workplaces, they found a lapel pin featuring the date and an image of the World Trade Center, attached to a logoed card asking them to wear the pins for the remainder of the day. Under that was a black polo shirt with the company logo, the 9/11 date, and the words, “We’ll remember” embroidered on the front. There’s no doubt both observations were from the heart. In both cases, the workers cherished what they received. But think about the first firm. True, the bulk of its employees are proud, outspoken blue-collars who work outdoors most of the year. And yes, maybe you even strongly agree with the sentiment expressed on the cap, buttons and shirts. But just on GP, which products – and words – would you rather have your company associated with when those items are worn out among the general populace? Let’s not even talk about how they “honor” those lost that day. Even with the power of promotional products behind your business goals, it’s important to realize that when certain things cross certain boundaries they maybe shouldn’t, your business can ultimately be hurt. What’s loved by employees might not be seen in quite the same light by potential clients. In short, you need to consider the big picture along with the snapshot. Ah, but every promotion’s different. How do you know what the permissible lines of taste or decorum are for each one? And more important, how do you identify those infrequent but key opportunities when it’s OK – or even preferable – to ignore them? Easy. Your counselor. After all, you’re not expected to be an expert; you don’t deal in promotional products for a living. Your counselor does. And because of that, he or she knows just what will work for the occasion at hand. Of course, there’s never any harm in “forgetting” to correct your boss if he assumes it was all your genius. And that’s cool with us, too. Sometimes it’s the product itself that needs finessing, sometimes it’s the surroundings. Check out the articles in this issue on personalization and adding value to promotional products. You’ll find all sorts of interesting suggestions. Then, call your counselor to make them a reality. As always, thanks for reading. Arn Bernstein abernstein@asicentral.com |