Making Customers Remember Your Name

Anyone in business faces the challenge of standing out of the crowd without spending a bundle in the process. Some use clever creative, while others increase their social media presence.

Then there are the goodies most commonly given away, like pens, mugs, and shopping bags.

Ever noticed that color is typically the only distinguishing feature for these items? As my old friend Tom once observed; “If I give away a mug and my competitor gives away a mug, why should a customer pay attention to either of us?”

If only someone would do something different…

Into this flood of thoughts stepped National Public Radio with their omnipresent fundraising efforts. Their pitch is simple: Give us money and we’ll send you a thank you gift.

Today’s offer; a Nina Totin’ Bag.  

Regular KPBS listeners are familiar with Legal Affairs Correspondent Nina Totenberg but, without some help, not too many of us would have connected her name with a bag.

In my search for different messaging, I found the station’s turn of phrase to be both witty and effective. In three words they transformed a canvas shopping bag into a marketing tool with a memorable twist.  

Many other businesses can access hidden marketing messages if they look hard enough. I’m reminded of Boston-based Boulanger Marketing, named after their owner. Since boulanger means baker in French, their sales results were helped tremendously once they began utilizing bread-associated themes for their promotional tools.

Realtor George Cooke has used kitchen tools to promote his name, while kitchen & bath hardware manufacturer North River Mint used Ghirardelli mint chocolates.

As for Scott Lawn’s lawncare business…well, that one basically promotes itself.

These days, any product can become an advertising specialty, so there’s no reason to limit yourself to pens, mugs, and bags.

Because regardless of what you sell, there’s probably a clue in your company’s name of a more effective giveaway item that fits within your budget, makes you stand out, and lures in customers or rewards a sale.

With business planning for 2021 now beginning in earnest and the economy still tenuous, using clever ad specialties may be just the ticket for grabbing attention for your business.

Remember: sometimes promoting the obvious cues about your name can make all the difference in whether people remember you.

With that said, I wish you a week of profitable marketing.

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Re-build your own marketing efforts at www.marketbuilding.com.