As a marketer fascinated with wonderful ideas, I collect marketing materials as memorabilia. It’s become a hobby of sorts. I have a small physical collection and a larger digital collection (because marketing POS takes up a lot of place, right?)
Now for something to warrant me saving it, it should have as many of the following attributes as possible:
- Good quality make
- Unique use of mundane Point of Sale elements like labels, bills, etc
- Attractive creatives/ artwork
- Conversational copy
- A story
- Unusual construction
- Different packaging/ presentation
So here is a sneak peak into my physical collection of marketing memorabilia. Read on to find what made me save each of these 9 items.
9 Impactful Marketing Memorabilia
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Welcome Pack containing a whole lot of branded goodness
I wanted to lead with this Welcome pack from Big Basket because it contained not just a well written, warm welcome letter but also contained an accordion style pocket sized brochure, reminding me of other categories for my next purchase.
But the best part?
A mixed set of printed and blank grocery and food labels.
Most of us like to label our grocery staples and Big Basket worked on that insight, providing a constant reminder, giving the brand top of mind recall every time that branded label was seen
Lastly, the paper quality of the label sheet, envelope, brochure were great too.
2. Pocket sized but full experience brochure
This brochure from Kansai Nerolac was also pocket sized and made of good quality. But why I felt like saving it was because despite its compact size, it did not compromise on the content.
It contained everything you would expect from a full sized brochure like introduction to the expert panel, mood boards, use cases of the different colors, etc.
Plus, in terms of creatives and artwork, it was vibrant and colorful, exactly what you would expect from a paint brand.
3. Visiting card inside an envelope, given as an insert
Newspaper inserts are generally leaflets. Off late, leaflets haven’t been giving results like before (at least whenever my clients or I have used them).
They are so standard and common i.e. A4 or A5 sized rectangular sheets of paper that are promptly ignored, even if someone sees just a peek of them. Happens even if the creative is good.
That is why this insert had to be saved.
I received this envelope with my newspaper. That was a first.
Normally we use nice envelopes to send or receive something special or important. That is the first impression this envelope gave me: that whatever it contained must be special.
Being different, I obviously opened it. Was pleasantly surprised to see the envelope contained a simple visiting card.
Though the envelope was of basic quality and the card moderate in terms of artwork, it contained all the necessary information about the product, proposition, place etc. Basically, it did its job.
I would try this format of an insert any day (with better quality envelope, of course) over the usual A4/ A5s of the marketing world. I don’t think the cost difference would be significant. At least the ROI would be much better.
4. Visiting card giving a glimpse of the product
At a networking event, I received this card from a fellow attendee. As you can see, it was for a business related to magnifying devices, among other things.
Business of magnifying devices —–> Visiting card containing a small sized magnifying glass !
Product sampling, proof of concept, memorability- all rolled into one regular sized visiting card.
It was given inside a plastic jacket.
Out of all the visiting cards I received at the networking event, this was the only one I retained over the years. Purely because it did a great job standing out. Had I been in the market for this product, I surely would have contacted them.
The only negative point of the card? It did not represent the other business verticals of the group.
5. Loyalty card with a fun, interactive twist
This restaurant, 1441 Pizzeria, did two things differently: it offered a loyalty card at the end of the meal and it made the card fun and interactive.
Normally, restaurants don’t have loyalty programs. Even if they do, they don’t normally enroll guests offline at the end of the very first purchase without asking for additional payment to buy the card.
That is why I found this to be innovative. It also innovated in its loyalty rewards- Hit an odd number and you get a free pizza! As simple as that.
6. Clothing label with tear able positive affirmations
With body shaming being a common occurrence, along with unrealistic expectations from women of always looking good, it is not surprising to find many women needing positive affirmations and encouragement.
That is why when the clothing brand All About You converted a mundane product label into a tear able set of positive affirmations, it booked an instant spot into my special collection.
- I am beyond impressed with the thought behind this initiative.
- It is so perfect for the TG.
- It is given at the right time i.e. when the garment reaches the customer.
- They would appreciate it every time they wear the brand’s garment.
- The quality is great.
- The copy is motivating.
Subconsciously, we buy clothes based on how they make us feel when we are wearing them.
Through this unique, insightful label, the brand ensured that its products will always be associated with positive, confidence boosting emotions.
And when a brand manages to connect with the emotions of the users, it wins their loyalty.
How could I not like it? 🙂
7. Clothing label telling the product story
Though this is another example of a clothing label, its very different from the previous one.
Firstly, it is for a premium collection of Vero Moda. The garment that label belonged to, is made of rich, gorgeous fabric.
- The brand carries forward that premium-ness in the outstanding quality of paper and printing used in the label.
- It also comes through in the construction i.e. it presents the story by serving it in an envelope. As I mentioned earlier, envelopes subconsciously signify something of importance.
- It connects the dots for the user i.e. the design found on the garment is shown on the POS.
- Seeing the card carrying the same design as the garment, I could see the effort and expense behind such a customization. No two garments from this collection could have the same label since the labels had to correspond to the designs. Premium collection —-> Customized labels
- The inspiration behind that design is narrated beautifully, thus bringing the entire experience to a full circle.
- The creative/ artwork is elegant and beautiful, apt for a premium designer collection.
8. Direct mailer, giving first. Then asking for something in return.
I have been receiving packages from the NGO Mouth and Foot Painting Artists (Mfpa) since years now. Each package contains beautiful stationery covered in paintings by the members of the NGO.
Members don’t simply ask for donations.
They first give us something and only then do they politely appeal to our sense of reciprocity by asking if we wish to pay for the products delivered.
Which normal business does this?
As Robert Cialdini explains in his famous book Influence, Reciprocity is one of the 6 principles of Influence.
We are psychologically wired to return a favor, however small the favor maybe. We don’t like being indebted to anyone.
That is what this direct mailer taps into and does so beautifully.
I keep this because it motivates me to see if any reciprocity can be built for any of my clients‘ or my own offerings.
9. A card to invite reviews and feedback
Most brands would ask customers for testimonials, feedback, reviews but would do so online, through a standard email or survey form.
That is why this card, carrying Tripadvisor‘s branding, stood out for me.
I received it 10 years back while at Athens. And I STILL have it. Because:
- It uses branding of the portal that is visited by majority of their prospects and customers
- It is simple, uncluttered, to the point
- Great quality paper
- Compact
- A hard copy request in a world full of AI driven, online ones.
Phew!
That was one long walk through my small collection of marketing memorabilia!
Hope you enjoyed it as much as I enjoyed curating it 🙂