I received a beautifully glossy brochure this week in the post. The pictures were striking and must have cost a considerable amount of time and money to produce. The brochure had been carefully and lovingly designed. It fitted in really well with the products the business was selling, as they were high end and a considerable investment.
Now when I removed the brochure from the envelope something else fell out. After looking at the brochure I picked it up. To my disappointment, it was a clear plastic key ring with a small chain and a ring. It had a piece of printed paper inserted, with the business contact details on.
Now, this had a completely different feel to the brochure. No expense had been spared or should I say spent! It reminded me of the Best Mom in the world key ring, my children had won for me from the 2p machine at Weston. They thought it was hilarious to put it on my car keys. They are 21 & 18, so I am not just being mean here.
Anyway, the key ring and the brochure looked like they would never belong together. The brochure was exuding luxury and prestige, which is perfect for the brand. But the key ring was the complete opposite. It was like for some reason, they seemed to have a few pence left over from the brochure, which they just had to spend.
Apart from the recipient probably owning a house or a car there is no reason for the business to give them a key ring. It has no relevance to their target market, who would have needed to be quite affluent to make a purchase. So, the chances are that the keyring would have gone very quickly from the envelope to the bin. The businesses logo was probably the last thing the recipient saw before launching it towards the bin. Not the impression they were aiming for I would imagine.
To make a good and lasting impression, you need to do things the right way. A promotional product can deliver a higher return than TV and radio, but only if you are clear about what you want to achieve, and you understand your target market. Whilst a key ring can be useful, this one was something their target market would never use, so was actually useless. The product needs to ooze quality, but this does not mean you need to spend a fortune. You just need to avoid the cheap and nasty.
If you are not sure if the product is the right one. Ask your supplier for advice or your colleagues. Chances are if they would find the promotional product useful and would like it, so would your audience. By just doing a little research or asking for advice you can save yourself from cheapening the brand you have worked to create and making a bad impression.
If you have any questions or you would like some help, just get in touch.
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