Avionics News August 2016 - 44

THE

series

MARKETER'S
TIP SHEET

B Y

P A T R I C I A

L U E B K E

In search of the
perfect tchotchke
Proceed with caution when you add your
company's logo to a promotional item

W

hen I moved into my first New York City
apartment, the previous occupant left a
yardstick in a closet. This yardstick was
a promotional item from an upholstery store. Even back
then, the yardstick was old. The address doesn't even
have a zip code, and the store's phone number has an
exchange. Older readers will know what an exchange
is, but for younger readers, telephone numbers were
not always all numbers. Growing up, my phone number
was Oyster Bay 6 (the exchange), followed by four
numbers. I'd guess this yardstick is going on 70 years
old, and I'm still using it. Promotional items can have
an extremely long shelf life, so it's incumbent on savvy
marketers to choose these items with care. Here are a
few tips to keep in mind.
Don't go cheap - Part I. A number of years
ago, a colleague told me during the NBAA Convention
that his boss was tight with the budget and had
44

avionics news

*

august

2016

purchased incredibly cheap ballpoint pens to distribute
from the company's booth. My friend was embarrassed
by these pens, because he was talking to operators of
multimillion dollar airplanes. But it got worse. These
pens were so shoddy that one of them actually broke,
causing an ink stain in a showgoer's white dress shirt.
The unhappy (and no-longer prospective) customer
returned to the booth to lodge a complaint, justifiably
angry.
Does the item complement your
company's brand? At another conference, a
big aviation company distributed a little device that
attached to a dog's leash to hold pooper-scooper bags.
The device, of course, had the company's name on it.
All I could think is, "Really? You want your company
associated with doggy doo?" That item might be great
for a veterinarian to distribute, but not an aviation
company.



Table of Contents for the Digital Edition of Avionics News August 2016

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Avionics News August 2016 - Intro
Avionics News August 2016 - Cover1
Avionics News August 2016 - Cover2
Avionics News August 2016 - No label
Avionics News August 2016 - 2
Avionics News August 2016 - 3
Avionics News August 2016 - 4
Avionics News August 2016 - 5
Avionics News August 2016 - 6
Avionics News August 2016 - 7
Avionics News August 2016 - 8
Avionics News August 2016 - 9
Avionics News August 2016 - 10
Avionics News August 2016 - 11
Avionics News August 2016 - 12
Avionics News August 2016 - 13
Avionics News August 2016 - 14
Avionics News August 2016 - 15
Avionics News August 2016 - 16
Avionics News August 2016 - 17
Avionics News August 2016 - 18
Avionics News August 2016 - 19
Avionics News August 2016 - 20
Avionics News August 2016 - 21
Avionics News August 2016 - 22
Avionics News August 2016 - 23
Avionics News August 2016 - 24
Avionics News August 2016 - 25
Avionics News August 2016 - 26
Avionics News August 2016 - 27
Avionics News August 2016 - 28
Avionics News August 2016 - 29
Avionics News August 2016 - 30
Avionics News August 2016 - 31
Avionics News August 2016 - 32
Avionics News August 2016 - 33
Avionics News August 2016 - 34
Avionics News August 2016 - 35
Avionics News August 2016 - 36
Avionics News August 2016 - 37
Avionics News August 2016 - 38
Avionics News August 2016 - 39
Avionics News August 2016 - 40
Avionics News August 2016 - 41
Avionics News August 2016 - 42
Avionics News August 2016 - 43
Avionics News August 2016 - 44
Avionics News August 2016 - 45
Avionics News August 2016 - 46
Avionics News August 2016 - 47
Avionics News August 2016 - 48
Avionics News August 2016 - 49
Avionics News August 2016 - 50
Avionics News August 2016 - 51
Avionics News August 2016 - 52
Avionics News August 2016 - 53
Avionics News August 2016 - 54
Avionics News August 2016 - 55
Avionics News August 2016 - 56
Avionics News August 2016 - 57
Avionics News August 2016 - 58
Avionics News August 2016 - 59
Avionics News August 2016 - 60
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Avionics News August 2016 - 68
Avionics News August 2016 - 69
Avionics News August 2016 - 70
Avionics News August 2016 - 71
Avionics News August 2016 - 72
Avionics News August 2016 - Cover3
Avionics News August 2016 - Cover4
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