Matthew in Action



Promotional Product Strategy

How to Make your Promotion Unique 

In a crowded market place we all are looking to find a way to stand out. Being unique conjures up an emotional connection between your brand (or product) and something special for the client - everybody wants to feel special.

I think at times we try too hard  to create something new when what we need is a soft innovation (refer to Seth Godin's book - Free Prize Inside). I'm all for trying something new (no rewards without risk - right?), but often it is simply a matter of taking something that works and tweaking it slightly.

Uniqueness allows you to be a niche of 1 in a crowded market place. It can position you as an innovator, always thinking ahead and on top of the times. All these attributes help separate your company/brand from the competition.

Uniqueness can be separated into 2 major areas -

1) Unique to your industry - Certain promotions lend themselves to certain industries and tend to get used over and over again. However to be unique you need to come up with a promotional product that your industry has not encountered. This may involve some courage as it is much easier to follow the industry standard. The example below (USB cricket bat) is a good example as not only did it fit in with the sporting nature of the industry the client (3) is involved in, but also creates a nice emotional tie-in for those that love cricket.

2) Unique to your product - does the promotion have a link to your product. When Nintendo launched their their Wii game console with its unique hand-held wireless remote, they capitalised on this point of differentiation by designing a keychain flashlight replica of the remote. I would deem this a "soft innovation" - keyring flashlights have been around for years. This was just a way of making it unique.

A good case study for linking both of these together is a recent project we completed with Energy Australia for their school safety program. The brief was to come up with an idea to promote electrical safety in a fun way but with a green component. The idea generated was a wind-up torch which does not require batteries and utilises LED light bulbs (these are longer lasting).

The lighting and energy properties of the torch are synonymous with what Energy Australia supplies with the added bonus of a linkage to clean energy production.

Toni Adams of Energy Australia noted that not only did the torch tick off their sustainability requirements and their fit within the energy sector, but as it appealed to both children and parents it doubled the impact of their safety program promotion.

These companies have been successful in their programs because these promotions have not been a peace-meal attempt, but an organised, orchestrated, and co-ordinated approach that fits within their overall promotional plan.

Stay tuned for our next effective way to promote your business. If you have a great idea please email me, we would love to share your experience.

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