Working in marketing, you might think that one becomes numb to the obvious attempts by corporations to sway personal opinions. 

I believe the opposite is true- I love my work specifically because I enjoy getting swept away by a campaign whose creativity, pragmatic smarts or campy appeal overwhelms my skepticism and earns my respect.

Last week I hit the coffee aisle at my local Giant. I generally spend as little restocking the Keurig as I can- ordering in bulk, applying a 20% off coupon at the Bed Bath & Beyond, etc. However, desperate times call for desperate measures, and I was ready to pay full price for some caffeinated refreshment. Then I saw this.

Perfect. Deep down inside I had no delusions that this coffee would actually lift the fog, per se, but the name so accurately described what I wanted from my roasted beans that I made the purchase feeling hopeful and guilt free. 

The same mentality applies when I walk into work and brew one of these puppies.

Oh yeah- that's some Jet Fuel in our office machine, ready to launch my day!

Now, the case may be that "a rose by any other name" would smell pretty sweet, or, in this scenario, coffee-licious. But sometimes telling people straight out that you know what they want and that you can deliver what it is, might be just enough to garner an initial buy in. 

Your product or service still has to prove itself, and the burden-of-proof bar is definitely higher when the claim is super blatant. But, if the consumer (or client) finds that your word is good, then the next time they see an over-the-top claim from you (offering a new product, proposing a unique solution, or exploring a different direction), they will be open to the idea that engagement with you begins with an assumption of trust and credibility.

If you pop over to LinkedIn today, you will probably see an article floating around titled "5 Reasons You Need to Meet in Person" by René Shimada Siegel.

Since I've been working for Sonic remotely from Austin, TX for several months now, this article immediately caught my eye. I spend at least two months out of the year in the Washington Metropolitan area meeting with clients, and René's points remind me why these visits are so critical.

Source: freedigitalphotos.net

Reposted from Inc.com:5 Reasons You Need to Meet in Person

My clients are just like yours: They want to Skype, email and text. But here's why you still need face time.

I love new technologies that allow me communicate with others more freely and quickly. But as a business owner, I try to remember customers want to work with someone they can relate to, not just buy from

Numbers 2, 3 and 5 resonate particularly loudly for me. My favorite part about meeting in person is the ease with which you can talk about non work-related topics. When conversation deviates from the task at hand, I don't view it as a negative. Rather, I see it as an opportunity to truly connect with the person sitting across from me. I like learning about your pets, your children, your taste in books. It only makes me more eager to work with you again and again.

Point 5, "learn where the action is", is especially important given that our goal at Sonic Promos it to learn your brand, your taste and your style, and to make appropriate product recommendations. Being able to meet in person and absorb the environment around me is critical to producing creative ideas.

What are your thoughts on this article? Do you make it a priority to meet with clients and vendors in person?

Last week, Jeremy Epstein from the Never Stop Marketing blog posted about a cheerful tagline on a paper coffee cup from Alaska Airlines. His positive experience reminds us that even the smallest marketing effort can have a lasting impact.



The fact that I took a picture of this coffee cup from Alaska Airlines and am sharing it on the blog is the real reason that every touchpoint matters.

It's because ANY touchpoint can be amplified (for better or for worse) by anyone with whom you come in contact.

There's a flattening of marketing impact.

It used to be that the BIG stuff got amplified because it was expensive and garnered "press" attention.

Now, everybody is the press so anything can be amplified.

I just amplified the impact of a cute little slogan on a coffee cup.

So, every and any moment we have where we have the attention of our community is an opportunity we shouldn't pass by.

And it's an opportunity to reinforce your story at the same time... which Alaska Airlines did very nicely, btw.

Jeremy's last line- "and it's an opportunity to reinforce your story at the same time..."- brings me to another point. If the imprint area will allow, make sure to include a tagline on each and every branded item.
One of the biggest advantages to promotional products as a form of advertising (compared to radio, TV, print media, etc) is the length of time a person holds onto an imprinted item. You have more than a few seconds to make a connection, so make sure your message is one that will resonate with the customer. Had Alaska Airlines only printed their logo on the cup, they would have missed the opportunity to connect with Jeremy mid-flight.

I'm sure most of you have seen and used paper placemats printed with small business ads at some point. I often spot them at local diners, right before they meet their demise at the hand of my 7-year-old, armed with a fistful of crayons.



Cristy's, a fabulous breakfast spot on the Connecticut shore, has raised the bar from the placemat co-op and put the results in thousands of thirsty hands. The resulting branded coffee mugs received plenty of "grown-up" eye time at our table as my family attacked a pile of "crunchy" pancakes and  some delicious French toast during vacation. I think I downed at least three cups of joe myself!



Clearly, the mugs are popular among hot cocoa drinkers as well.

For retailers who carry major brands, many take advantage of co-op advertising to maximize their marketing budgets. If they include a partner brand on their in-store advertisements- a banner, tabletop display, printed counter mat, apron or hat- the partner provides funding for the campaign and offsets some of the cost of the printed goods.

The co-op partnership can accomplish significant goals for small businesses like Cristy's too. An inexpensive item, like a mug, becomes an engaging advertisement that benefits several local establishments looking to reach a targeted audience. At the same time, Cristy's saves a bit of money on the cost of drinkware and builds a feeling of community.

That's a win for all parties involved, especially the cocoa drinkers.

Manners are a funny thing. In general, I think we all know what kind of behavior is appropriate and what kind is not. That's not to say that we always act in accordance with those beliefs.

I can think of several instances when I’ve knowingly dismissed what I know to be polite and proper. Most often it’s when I’m in trusted company, and I feel comfortable enough to relax the rules. When dining out with strangers, I would never dare claim the lone roll in the bread basket for myself. On the other hand, the last of the strawberries in my boyfriend’s fridge might as well have my name on it.

There is one area where I feel etiquette should never be ignored- and that’s in business.

(source)

A lot of our projects at Sonic Promos focus on helping our clients improve or maintain relations with their customers. Though there is no substitute for consistent professionalism and good service, a small gift can go a long way towards preserving a positive rapport.

Gift-giving in business can be a surprisingly complex practice, with a lot of grey area. Before diving in, take the time to consider a few points below:

How much money are you willing to spend? Before you even start to think about what to send as a gift, think about how many gifts you plan to send. Let’s say you’re planning to send a holiday gift to your top 25 clients. 25 clients might mean that you need to purchase 25 gifts, or it might mean that you need to purchase 60 gifts. If you work with a team of individuals at each organization, would it be appropriate to send a gift to just one person, or should you send something to each person? Don’t do anything that might leave someone out. In this situation, consider sending a gift that the whole office can enjoy- an engraved cutting board for the kitchen or a woven floor mat for their entryway are two unique ideas.

If you have a small list of people in mind, you can afford to give a nice gift to each person. On the other hand, if your list is hundreds of people long, adjust your budget per gift accordingly.

What is your motive? Never send a gift simply because you feel obligated to. You should have a clear intention in mind. Leah Ingram, etiquette specialist and author of “Gifts Anytime: How to Find the Perfect Present for Any Occasion,” says:

There are two very real reasons to buy business gifts that are not necessarily warm and fuzzy. One is obviously to thank someone for their business for the year. The other is to make sure you remain top of mind, and to get your name in front.

Ingram brings up an excellent point- a great business gift should be regarded as a marketing tool. For greatest effect, consider a gift that has a utile value, something non-consumable that will be seen and used often.

What kind of relationship do you have with the recipient? Do you have a strictly professional relationship with this person, or would you call it a friendship? Let the formality of your relationship dictate the formality of the gift. A nice bottle of scotch and an engraved decanter might appeal to some, but offend others.

When will you mail out your gifts? A word of advice here- if sending a holiday gift, do so right after Thanksgiving, or wait until the New Year. Don’t forget that many people are out of the office between Christmas and New Year’s Day. If you’re giving a gift to thank a client for recent business, send the item within two weeks of the project’s close.

Did you know…

That gift-giving is forbidden in Chinese business culture? The official policy recognizes the gesture as an illegal act of bribery. Recently, this attitude has begun to relax, but there are still many guidelines one should respect. For example, be prepared to insist. It is customary to decline a gift at least three times before it is finally accepted. Additionally, giving a gift to the entire company is more acceptable than giving to a single individual.

I hope you find these tips useful. We may not be experts on good manners- note to self: elbows off the table- at Sonic, but we definitely know good gifts!