Last weekend, I watched one of my favorite movies for the umpteenth time- The Truman Show.



For those of you that haven't seen it, The Truman Show is about a man whose life is broadcast as a 24-hour-a-day television show, without his knowledge. As you watch the film, it's interesting to see how the producers (of the TV show in the movie, not of the movie itself... confused?) address the various and numerous obstacles that come with simultaneously hosting a television series and maintaining the facade of a normal life for Truman. One of these obstacles is hinted at repeatedly- how to raise revenue for a show with no commerical breaks?

In real life, television networks make almost all of their money from advertisement revenue. The network airs popular shows that keep eyes glued to the screen, and they package and sell advertising spots to corporations, independent advertising agencies, and local businesses to fill 9 minutes of a 60-minute show. On The Truman Show, there are no commercial breaks, so the producers turn to not-so-subtle product placement as a way to work in ads.

The irony is, thanks to modern DVR devices, the challenge of the fictional Truman Show producers has become a complication for real-world networks. While ad spots are not absent, viewers now have the ability to fast forward through commercial breaks. With fewer eyes glued to the screen, those 30-second spots drop in value.

Just as The Truman Show predicted, product placement has become an exceedingly popular way for advertisers to touch customers. This marketing tactic is certainly nothing new- I bet most of you can still recall E.T.'s food and beverage preferences- but it does seem to pop up even more these days. Every time I watch television, I can't help but look for examples. Some are sneaky and subtle like the branded food items in Monica's pantry on Friends, others are unabashedly straight-forward like the iPad-themed episode of Modern Family, and still others are tongue-in-cheek like any episode of 30 Rock. I haven't yet decided which approach actually works best.

Sometimes product placement is not done with the actual item, but a branded item. Take for example the judges' large cups of "Coca Cola" on American Idol. Even just the presence of Coke's brand name is enough to make viewers crave an icy soda every time a judge lifts their cup.



As a promotional marketing agency, we are constantly communicating the benefits of promotional products to our clients: longer shelf life, utile value, and targeted reach. The effectiveness of product placement provides further affirmation to arguments supporting brand recognition through product and merchandise.

I've written about our obsession with temporary tattoos before. Here are some other fun examples we've come across lately:

Harry Potter Tattoos


Love this!


Love this less.

Hand Puppet Tattoos





These would be a great item for kids' parties. It's hard to beat a party favor that costs pennies.

Sports Tattoos


Julianne and Seth's adorable son Ben sported a Capitals tat to Rock the Red!

Temp tattoos are a useful and versatile item. Give us a call to brainstorm ways to make them work for your next event!

In the spirit of Valentine's Day and L-O-V-E, I present to you the risqué side of the promotional products industry.

Candom can cooler


Breast, butt and prostate (yes, you read that correctly) squeeze toys

  

Condom wallet


I must admit, my first reaction upon receiving an email about imprinted condoms was an incredulous snort. But then I considered that branded condoms have actually been a very successful promotion for some organizations like Planned Parenthood.

As silly as some items may seem, there truly is a promo item out there for everyone. And I assure you, if you can imagine it, it already exists.

So whether these items inspire your next big promotion or just elicit a giggle, I hope you enjoy!

Happy [belated] New Year!

The entire Sonic office is looking forward to another successful year, but before we get too far into 2011 we'd like to revisit our favorite projects from 2010.

For additional photos and project details, please view our case studies library.

Sonic Drinkware Self Promotion

In January, Amanda developed a drinkware set to thank Sonic's top clients for their continued business and to welcome the year ahead. Amanda selected the Double-Wall Ceramic Coffee Mug and the To-Go Tumbler for this self-promotion after evaluating the newest drink items on the market at the 2010 PPAI Show in Las Vegas. The items were imprinted with Sonic's Starbucks-inspired logo and packed with a personal card bearing each sales representative's favorite coffee quote.



These drink items proved to be two of our best sellers in 2010, generating over $17,000 in business.

SMC Dental Care Promotion

In April, Seth worked with Southern Management Corporation (SMC) to develop a promotional products campaign that would encourage employee participation in SMC's "Passport to Wellness" health-and-wellness campaign. The first phase of the program focused on dental care, and Sonic Promos created a Pocket Dental Kit to be distributed at corporate wellness fairs. The custom kit contained dental floss and an educational wallet card that explained program details and highlighted proper brushing and flossing techniques.



The Pocket Dental Kit was a huge success, and SMC calculated that 40% of their employees scheduled dental exams, earning 20 points on their passports.

PAS Road Show Mailer Series

In June and September, Lindsay organized a three-part mailer series with Professional Accounting Solutions (PAS) to announce and generate interest in their Fall Road Shows. The main goal of Mailer 1 was to create a lasting first impression and boost booth traffic at an upcoming trade show. Mailers 2 and 3, sent later in the fall, sought to incite face-to-face appointments with key decision makers.

The first mailer adopted a "PASsport theme" and presented recipients with a debossed leather passport holder and informative marketing materials packed in a custom box. Mailers 2 and 3 shared the common theme of "back office pain", a play on PAS's tagline "The Experts in Back Office Solutions for Hospitality". They contained an imprinted wooden hand massager and a custom pain relief kit, respectively.



PAS reported surges in web traffic and call volume after each and every mailer, and Mailer 1 resulted in several face-to-face meetings that ultimately led to a multi-million dollar contract.

Gold Eagle Product Rollout with Wal-Mart

In October, Gold Eagle Company, an innovator and leader in product development, manufacturing, marketing, and distribution of branded engine performance and maintenance chemicals, contacted Sonic to help them promote the rollout of a new product at more than 1,000 Wal-Mart locations nationwide. 

Sonic Promos designed, created, fulfilled, and helped to implement every element of the program. A total of 1,050 Wal-Mart locations received a promotional package of 50 die cut plastic bags stuffed with three decals and a custom scratch-off card. When revealed, the scratch-off card presented the consumer with a $2 discount on the purchase of one of three branded engine products.



Prior to working with Sonic, Gold Eagle had seen less than a 2% return on their promotional packages. This rollout program has so far resulted in sales that have more than doubled its overall cost.

2010 was certainly a great year, and we're looking forward to another twelve months of creative work.

Is it just me, or are temporary tattoos… popping


up

everywhere?


In the spring, designer fashion houses decorated their runway models with tattoo-inspired art. Chanel even launched a custom line of “Temporary Skin Art” for retail in February.
In the summer, race directors turned to temporary tattoos for a clever alternative to pace bracelets. With a quick glance to the forearm, marathoners could easily track their mile splits and stay on pace for a record finish.

And now, in the heart of fall and flu season, I can’t so much as glance at a television without a flexed and tattooed arm reminding me to get my flu shot.
Temporary Tattoos make a GREAT promotional item. Why?

They’re inexpensive. When you need 1,000 of something for your event, it’s hard to beat $150!

They’re fun. Slap one on your arm. I challenge you to resist the urge to run to a mirror and flex.

They’re useful. If the above photos have not yet convinced you of this item’s functionality, check out my personal favorite below. For someone like me who instinctively turns her palm and reaches for a pen the instant minutely-important information passes her ears, the “To-Do Tattoo” is a godsend.

Interested in creating a design of your own? As always, give us a call. We are here to help!