Do Promo Products Have to Be Useful to Be Effective?

The answer is easy, and it’s no. One case in point is the easy button from Staples, which doesn’t really do anything. This approach won’t necessarily work for every organization – it’s often best to choose a product that people will find useful and valuable – but in this case the easy button does a few things well while doing nothing at all: It brings the Staples brand onto the desktop of buyers, it reminds them of a value proposition that they’ve probably seen recent Staples TV ads, and it brings a little humor and personality to a company in an industry that is less than glamorous. Plus, they’ve already got their logo on half the office supplies they sell, so they had to choose something that goes in the office, where their buyers make purchasing decisions, but isn’t an actual office product. staples-easy button

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