How much thought do you really put into your marketing or promotions.
Do you have a process in where you discover your target market and per your discovery use the correct mediums or items for that market? Or are you the seat of your pants kind of marketer and just throw some stuff out there and see what sticks?
When I was working in the financial world, we had a company-wide speakers series where we invited high-net-worth clients to come meet former Secretary of Defense, Caspar Weinberger. Clients got to hear him speak and received his book,
In the Arena, which he signed for those in attendance. As a follow-up, the corporate office sent another gift for the bankers to hand deliver to those who came and those who could not make it.
The image above is a set of the Bull & Bear bookends, which were supposed to go to the high-net-worth clients. When we opened the first case, you could imagine our surprise to see these and the position the animals were in.
We quickly picked up the phone and asked, "who approved these", as we did not feel comfortable sending them out to our bankers. Long story short, we were stuck with 2 cases (48 sets) of these bookends.
When you are planning a campaign or even a quick promo item giveaway, make sure it first meets your target market and your objectives. Then, run it by a couple of people and have them look it over and give you some feedback. Don't get stuck in a precarious position like these bookends!
~ Allen Jernigan, CEO
My Marketing Department, Inc.