The Marketing Alchemist…Turning Basics into Gold!

I’m certainly not trying to conjure up bad memories, but if you’re like me trying to memorize the periodic elements table in chemistry class – it still makes me queasy!

The other day I was working with one of my Affiliates and we were discussing what makes great marketing programs great.  After the call , I began writing down a list of different elements that make creative programs “sticky”, “engaging”, “successful” and soon realized, like the chemical elements, with the right blend of these elements one CAN create marketing that becomes memorable, measurable and explosive!

Perception

During my selling years, I’ve experienced many clients who have a unique perception of promotional products and used many catch phrases to describe them: trinkets, trash, junk, crap, landfill, doodads, tchotchke’s, hunks of hell, spiffs, spoofs, gimmes, and my all-time favorite swag.

It's easy to understand how marketers might perceive this amazing medium in such a negative light. Perhaps it's the way it's been presented to them. I assure you if clients took a deeper dive, analyze more, they would see this medium, when combined with other elements, as a powerful marketing tool that engages clients and prospects to enhance a company's brand in a very distinguishable way.  It’s this blending of elements, that, produces a “chemical reaction” that is much bigger than their sum. Individually, these elements have a purpose, but what if we take them to the next level, what if we combine multiple elements, what might be the outcome?

Periodic Table – The 143 Elements        

Over the years I have identified 143 critical elements that enhance a creative marketing campaign. I created this periodic chart and the elements are outlined here include but are not limited to: print , the creation of a unique theme, products, creativity, a purpose or objective, the senses, graphic design, clever distribution, fulfillment, unique quality decoration, explosive packaging, industry, and most importantly, the ability to measure the outcome.

Begin with a Purpose and Objective

When these elements are put into play and merged together in a very succinct and methodical way, the outcome is amazing, the results are staggering, the return on investment is simply – brilliant! 

 The process is simple, we ask questions – and listen.  Uncover and discover your client’s exact purpose or objective, pair that with their budget. Then pull from the various elements, driving the ultimate solution which will measurably drive the most positive outcome possible.

Minimal Element Usage - Limited Results

A promotional product: pen, cap, button, or balloon as a stand-alone product certainly has value, the Cost Per Impression is incredibly low, and the retention level is quite high. When utilizing basic elements, your return is somewhat limited.

 By selecting a product, choosing the color of the product, embellishing it with a logo and determining a channel of distribution, you may have some affect – but will it be enough? Will you get a return on investment you can actually measure? One that will drive the desired outcome.

Advanced Element Usage - Add More Get More        

When your purpose is to drive an outcome, one that can be measured; the more strategic elements you utilize, the greater the result. Say you want a group of marketing professionals know more about your services, how could you do that interactively and creatively? You should develop a theme; it needs to be eye-catching; unique and different.  To enhance it further, it may be interactive, involving the senses. It may also be light-hearted and fun, and lastly, it may require unique packaging.  By blending these elements, and with some ingenuity and creativity, you might come up with something like this!

Advanced Element Usage - Adding Yet More

But what if you were to add more elements, more twists, what could you create?  Are you willing to push the boundaries? Are you willing to stretch yourself and ask the question what if? What if we were to do it this way or put a different spin on it that way how would that look are you willing to take the risk?

What if your purpose was to say, “thank you”, or we appreciate the relationship you have with your client in a very unique way?

What elements would you pull together? How would it be meaningful, engaging, and resonate in a positive way with the recipient?  In order to be effective, you would need to cull multiple elements together in order for it to have maximum impact.

Our team developed a unique puzzle that was sent out to recipients in a custom box. The five blocks were scrambled inside and on each face of each block we're different values that we're the foundation of a successful relationship, some of them included: commitment, value, honesty, loyalty. These are the values that build any solid relationship. The enclosed letter instructed the recipient to put the puzzle together and while doing so, reflect on the different values on the blocks. We wanted them to understand these are the values that caused our relationship to grow and flourish and for the belief and loyalty in us we wanted to say thank you for trusting us and we look forward to mutually growing our businesses together in the future. When the puzzle was completed, it revealed the recipient’s name on the face of the five blocks, on the back there was a famous quote by Scott Stratton on building businesses, the other two blocks had our logo and contact information. The hope was, the person would actually set the piece on their desk as a name placard and see it as a constant reminder every time they saw it that we care and the any successful relationship, business or personal, stems from these values.

The success of this program was amazing nearly 98% of the recipients that received this piece actually photographed themselves with it and had some incredibly strong comments of thank you and appreciation. During Covid19, when it was very challenging for everyone, this was a nice reminder that relationships matter.

Here's one of the many responses from a recipient,

“Dear John and Cheryl, Thank you so much for the incredibly thoughtful, personalized gift. I read something recently that said “How companies treat their employees and customers during a time like this says a lot about who they are” Through the good and the bad of all this your company (you two) took it upon yourselves to lift the spirits of your customers, and inspire us to be Loyal, Committed, Open, Trustworthy, and Clear. Thank you for thinking of me, thinking of our company, and thinking of all your costumers at a time when I am sure it is easy for most to think of themselves. Thinking of you both and thank you, T.”

From Mundane to Magic!

Why it's true a pen, a T-shirt, button, or a cap may be very appropriate as a branded marketing piece. The question remains, does it, will it, achieve your goal or objective?

Understanding you can take a product and increase its effectiveness with the various elements of print, packaging, unique distribution, creativity, well though-out theme, exciting graphics embracing, color, shapes, and dimension. You can elevate what might be considered average or mundane, into measurable engagement, one which resonates, engages and sticks in the mind of the client and causes a chemical reaction.

The Next Time/Step

Marketing IS a science, with the goal to produce consistent, measurable results; results that are scalable, reproducible, with consistent behavior. The next time an opportunity presents itself, stop for a moment and “ask what if”. Engage with your clients at a higher level, be the alchemist that turns basic to memorable.

Until next time, conjure up your creativity and make the magic happen!  Cliff