Have you ever had to explain the punchline to a joke? The comedic effect of the joke is lost when you have to. I often use this line when looking at promotional products that are asking the recipient to take a logic leap and get the subconscious message intended.
Selecting the right promotional product is much the same as explaining the joke punchline. If you get too tricky, you risk the message being lost or worst still confusing the customer. Look for products that create a direct and obvious link to your message – you want the customer to look at it and say “I get it”.
The extra effort in spending the time on ideation will return a far greater response. It shows you care enough about your branding that you spend the time and money to really think about it. If we can get our customers to see our marketing material say “that’s smart” then we are leaps ahead of the competition.
For more marketing insight from Matthew check out his blog – www.matthewbywater.com