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?

  1. 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.

  1. 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.
  2. 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.
  3. 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.
  4. There’s also a good feeling I’ll experience when drinking from these glasses that I like so well.
  5. 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.

Ted Pendlebury
(877) 250-4354

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.

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