I’m a big Samuel Adams fan. It’s the only beer I buy, and unless I’m out and the restaurant doesn’t stock Sam, it’s just about the only beer I drink. I even bought a case of 12 Samuel Adams beer glasses. Yep, printed with the Sam Adams logo.
So I’m in my local Costco, and I need to pick up some beer. Walking down the main aisle, I find a woman standing next to a stack of Blue Moon beer cases, and at the same time, handing out these very nicely logoed beer glasses. Tall pilsners, thick and heavy bottoms. I asked what she was up to, and she offered me one glass, or if I bought a case, I could have a set of two.
I still find it hard to believe, but I bought a case of Blue Moon. For the glasses. In my defense, I needed to buy beer. But there WAS a stack of Samuel Adams beer adjacent to the Blue Moon…
So what does this tell us? What took place today?
- They sold a case of beer. They probably paid about $2 per glass (large quantity), so they made $4 less than usual on that case.
Is that all? No way.
- Not only did they sell a case of beer, but they introduced their product to a new customer. A beer drinker, obviously. Someone who, if he drinks all 24 of those bottles of beer, stands a fairly good chance of developing a taste for their product. Think long-term sales.
- And if I like their product, I’m likely to introduce others to it when they visit my house, or I take a few beers to a friend’s house. Referrals.
- I now have 2 beer glasses that remind me, every time I see or use them, of that beer and hopefully, how much I like it. Brand awareness and recognition.
- There’s also a good feeling I’ll experience when drinking from these glasses that I like so well.
- And let’s not forget the fact that you’re reading this right now, and maybe you’ve never heard of Blue Moon beer. But now you have.
All because of a printed beer glass. So do you think promo products WORK? You bet they do. There’s good reason that we’re a $22 billion industry, and growing.
Have you got a promotion or messaging challenge that you can use some help with? Tell me about it. I’ve been at this for over 20 years, and I know I can help.
Here’s a thought… What’s the most effective use of promotional products YOU’VE seen? Whether it was your project or not – I’d love to hear about it! Leave a note in the comments section below, or send it to me as an email!
*note: This was originally published in 2014. I have since broken one of the two glasses, but I do know exactly where the remaining glass is, and still use it from time to time. It’s going on 3 years later, and it’s still working for them.