by Amanda Hueneke

. . . "It's not me, it's you." Have you worked that statement into your marketing plan? My first conversation with a potential new client starts with most of them saying, "I need some new swag..... I need to get my name out there...." 

And, that's ultimately the goal, right? So what's wrong with that? Well, maybe the question isn't what's wrong with that, but how do we achieve that? Getting your name "out there" doesn't start with just putting your logo on swag. It might surprise you that I'm saying that..... but it's true. 

I read an article about branded items in hotels this morning, and it really got me thinking. Jordi Lippe-McGraw wrote in her Forbes article- "Now hotels are getting more creative with their branded for-purchase products in hopes of drawing you back for another visit and spreading the word about the property." Notice that she doesn't say- "Now hotels are putting their name on promo products in order to 'get their name out there'." What's the ultimate goal here? To draw you back and then to get you to spread the word. It's about the consumer's experience first, and then that leads to the spreading the word. While Jordi uses the example that fluffy bathrobes and pens aren't cutting it anymore, when you read the article you'll see that hotels are choosing items that are bringing the consumer an experience that feels intentional, special, and makes them feel valued. Who doesn't feel special in a fluffy white bathrobe? It feels decadent, and rare- and that's why you get that little add on at the spa, too. It's about how the consumer feels, not the logo on the bathrobe. 

When is the last time that you used this thought process when purchasing promotional products and marketing items..... "This item/product is not just about me or what I like. It's not just about getting my brand out there- it's about my consumer. How can I bring them an experience that will make them want to come back? How can I make them want to talk about me? How can I prove that I have thought through and about every nuance of their experience with me and my organization?" 

According to a study by PPAI International, Millennials like receiving intentional promotional items because, “…Promotional products are making them feel more than appreciated; they make them feel special and impressed, and they are sparking their curiosities to learn more about the brand. These key emotions guide consumer perception of a brand.” (PPB May 2017)

Recently, I worked with a client who thought through every nuance of her consumer's experiences. Georgia Green, founder & CEO of BEUrevolution, was planning an event for executive ladies in leadership, and wanted each woman to feel special, invited, and cared for. As we discussed her promotional items for the event- she communicated these goals repeatedly and thought through each item we discussed. This upcoming event included a lunch, and she wanted a mirror at each woman's place so that we could take a quick second to "teeth check" after their meal. Each place was set with a program with speaker bios, agenda and space for notes, along with a pen. Attendees were encouraged to share their experience on social media throughout the event. There was a floral bar with a rainbow of handmade wood flowers, a branded photo booth, balloon art in her brand colors of green, white and silver, and a swag bag for each woman as she left. Georgia also went for the Pop Sockets® instead of the knock off brand, because she knew that's what her consumer likes, and what would make them feel valued. Was her logo incorporated? Absolutely. But there wasn't just marketing going on there, there was intentional branding throughout- by way of the consumer's experience.

I'm also working with another organization that is ordering really nice, matte powder coated stainless steel tumblers. Are they just plopping their logo on it? No. They have created a cool, catchy and trendy tagline that's looks retail and that their clientele will be excited to carry... with their name and logo incorporated as the afterthought. This is the kind of tumbler that you will see on the street, and say- "Where did you get that, I want one!" And then, voila!..... the name is out there.

As you plan your upcoming marketing, I'd encourage you to step back and remind yourself- "It's not about me, it's about them." Work your marketing plans as creative, sensory experiences instead of just picking products. Feel free to message me if you have questions on how to make this happen.... I'd love to help you!