George Fergus, Goldman Productions

You have a new product or service to introduce to your existing customer base. The offering was born out of customer need because you researched it the way it should be:

1. You talked to your customers
2. You co-created the offering with customer input
3. You confirmed this offering is unique among competitors
4. You're confident this offering earns you a higher perceived value from customers

There's a lot riding on this announcement and deserves more than an email from your president. It deserves creative input from a promotional marketing expert that can give dimension, volume and value to your communications. In other words…IMPACT!

The IDEAS are Endless
I've been tagged as the Idea Guy in the Southeast, but this is not about me. It's about understanding your customer, your company's culture, the statement you want to make and most important the affect you want to create. Anyone in the promotional marketing industry can get things created, but there's only one perfect way to make your announcement a "slam dunk." It's a process I call the X-Factor, a well-conceived series of questions that get to the core emotions of your market, your decision-maker and why people should buy from you.

The promotional marketing industry is well known for creativity. For example; a custom made doll that talks to you when you open the box, letters that play a tune when you open the envelope, flash drives with your logo encrypted on it. By the way, flash drives are hot because you're providing expanded utility and pre-loading your message on the hard drive with embedded links to your website. Your company may prefer an item that sits on the desk. Others may want a cute idea that's more fun so clients will play with. The point is, a number of ideas can be proposed to you by a promotional professional, but there's only one perfect idea and the X-Factor can get us there.

Here's an interesting case history: A company had a new house siding that was specially designed not to fade by exposure to UV rays. This was the edge (unique quality) for that product. The idea proposed was for a bottle of suntan lotion that had custom labeling showing a house with siding and details of the lifetime fade protection with SBF 15. Just like suntan lotion provides protection from the sun, so does the siding. This was mailed out in a custom box with a brochure talking about the product. This promotion was a hit for the manufacturer giving them the exposure they wanted to the market they wanted to impact.

Test This Yourself
Consider your in-basket on any day of the week. How do you open your mail? What do you open first and what do you discard without opening? If you're like most people, here's the priority by which you open your mail:

1. A box personally addressed to you
2. A 9 x 12 overnight letter envelop
3. Lumpy Mail--first class letter with something curious in it
4. #10 business envelop personally addressed to you
5. Post Cards
6. Bulk Mailers

If you want your announcement to stand out from the crowd, give it dimension, give it volume and value, give it IMPACT. Our process will help you think Inside the Box.

Stand Out Loud and Clear
The promotional marketing industry grew to $4 billion last year. That's because it works. When you really want your communications to stand out from the crowd, consult with a promotional professional.