Promotional Products

Promotional Strategies

The marriage of the right product and a winning strategy is a beautiful thing. You can have the coolest promotional item in the world, but if your strategy is lousy – the chances of success are decreased. Same works with an amazing strategy and an irrelevant and unusable promotional item. Finding that synergy is key, and we at AccentMarketingGroup.com are here to help.

Here is an example of a successful product and strategy match. A local winery has sponsored a large wine and cheese festival. Knowing that thousands of attendees will be sampling wine with their own glasses, the strategy was to give away an item to every attendee that would help to promote their winery and also be useful. The chosen item to fit this marketing strategy was a small wine charm cast out of pewter. The intent of the charm was for it to dangle at the base of each wine glass. 10,000 charms were purchased with 10 different bead colors at the top of each charm, 1000 different beads per color. Now, upon entering the festival, each attendee received a wine charm to put on their glass and they could choose a color that differentiated their glass from their friend’s glasses. This was a useful item that fit perfectly with the theme of the festival and the winery who gave out these charms enjoyed the most sales of any winery over the course of the weekend. The money spent on the wine charms was well worth it and the client was rewarded with increased sales.

Here is an example of an unsuccessful strategy and product match. At the same festival, a competing winery chose to give away basic writing pens with their logo and website. Although these pens were not purchased from us, we could tell that they cost about the same as the custom wine charms our client had purchased. This winery handed out a pen to everyone who stopped by their booth to taste. The pens either went into the recipient’s purses, pockets and we even saw a few in the trash. Even though this pen was a nice item with practical uses in some markets, the strategy was clearly not right and this was not a constructive use of marketing dollars. This winery spent the same amount of money, and gave out the same amount of product – but their message and logo did not have the same impact.