The advertising premium ...
Those of us in the wild world of branding call them trinkets & treasures but more often we hear them referred to as trinkets & trash. Mainly because we have all been given a shiny new logo pen that looks fancy at first but after a short while it becomes a pile of plastic, metal, dried-up ink and a tiny little spring. Even worse if said pen decides to bust in your shirt or pants pocket. Another popular advertising premium is the company logo baseball cap. Well, it's popular until the adjustable strap breaks and the cap is reduced to trash.
Do you know what follows that hat into the trash? A brand. A brand that was built with blood, sweat and tears. The same brand that was created after tedious research, customer surveys, and multiple trips to the printer. The same brand established after hours and hours of overtime. Countless client diners, lunches, coffees, company retreats and trade shows. Story upon story of hard work and sacrifices given to build a strong, reputable brand. Any company that plans to spend hard earned marketing dollars on advertising premiums should keep these stories in mind.
Think about this next time your vendor gives you a shirt or a coffee mug with their logo proudly displayed. Look at the quality. Take a look and see where it was made. Will the stitching fray after the 1st wash or will the ink flake with a slight scratch of your fingernail? Can you trust that this item will last past it's first use? "Absolutely," you say. It has the logo of your most trusted vendor. It has to be a treasure, right?
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