A client wanted to find a way to meet with buyers in the food industry and be remembered. They had a brand that offered Tom’s style, one-for-one approach. For every one of their products purchased, they donated one to a family in need.
They asked me to help them create a brochure, and I said no.
I suggested that instead of doing that, we should buy shoes that reinforce the message that their brand has a soul. Since shoes come in pairs, it also emphasized the one for the consumer and one for a charity. We created a branded custom printed sneaker and our presentation came in a shoe box.
It was a fun idea to help the food producer shift their thinking from being like everyone else to creating a category of one. This would be a memorable experience for the buyer who sees a dozen pitches each day.
I told them that no other company would be handing out shoes with their story. We attached a hang-tag brochure to the sneakers, added graphics to the shoe box and brought some magic and surprise to the moment.
What is a gimmick, anyway?
The origin of the word gimmick is unknown, but there is some evidence that it connects to an approximate anagram of the word magic – like a magician’s apparatus. The general description is that a gimmick is a trick or stunt often for publicity and awareness. To some, the word gimmick has a bit of a negative connotation. Not to me.
When I work on marketing projects, I like to ask two simple questions:
- What would everyone else do?
- How can I be true to my brand, but be different?
When a promotional advertising premium or giveaway connects to a brand message, it helps to reinforce your unique selling proposition. It emphasizes something that makes you special and different. It can be the physical representation of your brand.
One client gave away a small, step ladder to associates because we wanted to emphasize the coming year’s theme regarding making an essential step-changes.
As a form of apology, I once gave away a pair of boxer shorts imprinted with our brand’s mascot and character. We had run short of capacity for several months due to a machine delay. We sent the boxer shorts to our grocery buyers to apologize for getting caught with our pants down. It was a such a big hit, which once capacity was up and running, we didn’t lose one the customer. Yes, it was a gimmick, but it connected to our message. Oh, and it was funny and human.
To promote a biopolymer-based cork made from sugarcane, my former employer gave away a brochure with flower seeds embedded. We asked customers to plant the leaflet after they read it, to reinforce the idea of recyclability and innovation. Some thought it was too gimmicky. It was a big hit and helped deliver our message. The idea of planting a printed brochure reinforced the sustainability message.
Every brand needs to delight their customers. Don’t be afraid to bring some levity into the picture.
Whose days aren’t brighter when you sprinkle a little magic and reveal your soul?
Do you have fear of gimmicks? I can help you overcome your anxiety about being weird and different. You can set up a time to chat with me about your marketing challenges using my calendar. Email me jeffslater@themarketingsage.com Call me. 919 720 0995. The conversation is free and we can explore if working together makes sense. Try my new chat feature on my site if you have a quick question.
Photo by Wayne Low on Unsplash
