The next time you visit a new prospect or cold call (things we used to do before networking), stop by the local convenience store or supermarket and pick up a can of White Claw Hard Seltzer.
White Claw is a spiked seltzer and you have to be 21 or older to buy it.
Never heard of it? You are one of many as this brand has done little, if any, national advertising. They have been around for a few years and were a sleepy brand trying hard. They entered a space in the market that has very little space. You probably know how crowded the beverage aisle is in your supermarket. You probably know how expensive it is to put even a new flavor on the shelf in terms of slotting allowances. You probably know that, to get a new product on the shelf, it not only takes money to slot it but it has to be backed by an intensive advertising and brand awareness campaign.
So just how does a brand that did not spend a lot of money on all the strategies grow with significant sales? According to the New York Times, two contributors: viral social media and a tee shirt.
The viral started with a video and it tossed out many quotable quotes. This gave it traction and lent to ideal fodder for tee shirt promotion. Slogans included "Ain't no laws when you're drinkin' claws!".
It seems that third parties saw what was happening online and took memes and made it into a branded tee shirt. That meant White Claw got all the brand awareness and advertising for “free”. The momentum for the brand is still building as I write this column.
So back to what you pack.
Literally, taking a can of White Claw can open the conversation about the power of a dimensional product fused with the power of the internet. As an aside, depending upon who you are calling on, you can add the power of co-op advertising. A word of caution, the product does contain alcohol, so you may want to be a bit cautious if your client has an issue with drinking. Nonetheless, from placing the can in front of the prospect, you are now able to give a testimonial to the fusion. Backed up with the New York Times article of September 8, 2019, you have a good case to make as to why your promotional agency can deliver a targeted campaign, a low cost of exposure, and supplement any advertising and marketing campaigns.
I have seen firsthand the power of a donut box when filled with donuts on a first call. I have seen firsthand the power of a Maple Ridge Farms box of chocolate almonds when placed on a prospect’s desk before lunch.
You are a creative marketer. If not, please exit stage left. Being a creative marketer, you must show it from the get-go. Yes, you can leave a branded product behind, but that is boilerplate. To come up with a “hook” is going to help ensure a good understanding of your value added and keep the door open for future visits. You only have a few minutes to get interest. You only have a limited opportunity to establish yourself as a creative resource (I call consultant and agency).
Older readers will remember the story of Gypsy Rose Lee and the words “everybody’s got to have a gimmick”.
So, just maybe you will want to give your fellow readers an idea or two. If you grab a couple of cans of White Claw, it can help with your creative thinking.
Joel D. Schaffer, MAS is CEO and Founder of Soundline, LLC, the pioneering supplier to the promotional products industry of audio products. Joel has 48 years of promotional product industry experience and proudly heralds “I was a distributor.” He has been on the advisory panel of the business and marketing department of St. John’s University in New York and is a frequent speaker at Rutgers Graduate School of Business. He is an industry Advocate and has appeared before the American Bankers Association, American Marketing Association, National Premium Sales Executives, American Booksellers Association and several other major groups. He has been a management consultant to organizations such as The College Board and helped many suppliers enter this industry. He is a frequent contributor to PPB and Counselor magazines. He has facilitated over 200 classes sharing his industry knowledge nationwide. He is known for his cutting humor and enthusiasm in presenting provocative and motivating programs. He is the only person to have received both the Marvin Spike Industry Lifetime Achievement Award (2002) and PPAI’s Distinguished Service Award (2011). He is a past director of PPAI and has chaired several PPAI committees and task forces. He is a past Chair of the SAAGNY Foundation, Past President of SAAGNY and a SAAGNY Hall of Fame member. He was cited by ASI as one of the 50 most influential people in the industry.