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 sucincthly 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 savy crowd could use. It was cleverly branded.
Marketers need to give deeper thought to how they position their products in the context of each sitaution 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.