Two pizza delivery companies wanted to increase awareness – and improve sales.  They both decided to use promotional T shirts to do it.

 

Contrast the approach:-

 

Chas and Dave’s Pizzas – handed out 200 nice cotton T-shirts with a one colour imprint of their cool company logo – splashed across the front.

Nice.

 

Tom and Nick’s Pizzas handed out 200 nice cotton T-shirts with a one colour imprint of their cool company logo,  plus the text

“Hot Pizza.  At your door in 30 mins or less. 

With a free drink.    Call 1-800-PIZZANOW”  

Also nice.

 

But in terms of *actual response to the campaign*  (i.e. SALES) , which Pizza company do you think would have got the better results?

 

Unfortunately Chas and Dave fell into the trap of “Ego Advertising”.  This is when you think your name or logo is strong enough on its own to generate a response.

But it isn’t.     Whoops.

 

Ego Advertisers don’t like hearing this, but printing a logo on its own often ends as being a Waste of Money.

 

“So how come it’s ok for Nike, Coke and Apple to do it”?  you say.

 

Well,  if you’re Nike or Coke or Apple, then your brand already has a strong enough identity to work like this on a standalone basis.   These guys have invested millions and millions of dollars in training – they’ve been training the entire world through TV, newspaper and magazines, press releases, and of course by selling lots and lots of very tangible product.

 

They’ve taught us to recognize their logo or their name and know immediately what it means.  Each time we see it somewhere, it acts as another reinforcement.

 

They’ve invested serious cash to get us to this point – and now they’re just topping up!

 

But for Chas and Dave back at the pizzeria (and most of the rest of us) we need to do more than Brand Maintenance – we need to give our clients a bit of help!

 

Tom and Nick’s simple promotion cost them exactly the same as Chas and Dave’s – but they were well advised by their Promo Products Expert!  They turned their campaign into a real promotion.

 

They found a way to include Four Crucial Elements – and did it all with just two extra lines of text:-

 

  • Promise      = within 30 mins or less
  • Benefit        = hot pizza at your door and a free drink

  • Call to action    = “call”

  • Way to get in touch   = a phone number

 

“Hot Pizza.  At your door in 30 mins or less. 

With a free drink.    Call 1-800-PIZZANOW”  

 

 

So when you use Promo Products, be like Tom and Nick, and remember that just the same as with all other types of advertising, they’ll work best if you can provoke a response.  And if your campaign doesn’t generate a response (ideally a response you can measure) then why do it?

Oh , and by the way,  you don’t necessarily need to cover your promos up with lots of extra text…there are plenty of other ways to do it!

 

 

Here’s our promise – we can help you prepare more-effective Promo Product campaigns!

Call me direct on +852  2608 5280

Or email   mark@syncomarketing.com

Mark Basford

 

To learn more about which Promotional gifts and premiums can help you achieve your marketing objectives,  register here now to download our PDF review of the Top 10 Promo Products.

 

You’ll also get ongoing future access via email to special offers, new product information, marketing recommendations, how-to videos and more. 

 

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