March 22, 2006

Do It Like Ford: Target Women With Promotionals

Ford Motor Company developed an elaborate marketing campaign designed to sway women, because when it comes to household purse strings "women are the ones holding the bag."

In a recent press release, Michael Silverstein, principal at Boston Consulting Group and author of 'Trading Up: The New American Luxury', says: "Women drive close to 75 percent of durable goods purchases at the household level. They are both the contributors to income growth and the definitive allocators of spending. They can buy a new car, or they can invest in a new kitchen."

If your company doesn't yet target the "power of the purse" with gifts and promotional items, the return on your campaign dollar may not be as high as it could be.

A jumper cable is a useful product that can be used in both business-to-consumer or business-to-business promotions. The trick here is simply in the presentation: it's got to be skewed slightly when the recipient is a woman, i.e., stressing the convenience of having the cables at hand plus the fact that there's an instruction label and vinyl carrying case. Men would likely be more interested the numbers: it's an 8 guage, 400 amp clamp, 12 ft. jumper cable.

Posted by farfromboring at 02:30 PM | Comments (0)

March 08, 2006

250+ million advertisers waiting your logo

Americans love their cars, and the independence they represent. There are well over 250 million cars in the United States, each viewed as an extension of the owner's home and imprinted with a personal statement of style. Cars are used to make public opinions too: from personalized plates to bumper stickers and window shades, you know if you're tailgating and that the End of World is coming next week. (Again.)

Car dealerships certainly take advantage of this traveling form of free advertising, but anyone can offer automotive-related promotional items: a car window decal can be used to promote regionally specific causes (think animal shelters) by a local veterinarian's office. Unlike bumper stickers, the decals have ultra-removable adhesives—which may make them more attractive to fussy auto owners.


Window shades in UV resistant nylon are even better in that they're larger and can carry a design and/or message along with company name and contact information. An eye-catching corporate logo or large print for quick identification by passing drivers is better than too much detail, but must be balanced with the artwork or personal statement so that it's esthetically pleasing to the eye.

Posted by farfromboring at 11:28 AM | Comments (0)