The Seven Deadly Sins of Promotional Marketing
March 17, 2010
The Seven Deadly Sins of Promotional Marketing are the gravest of blunders committed in the name of branding. These sins are rarely forgiven by the marketplace and can lead down the painful path to brand extinction. Fear not! The repentant few can save their promotional marketing by partnering with a sincerely creative promotional marketing company.
Avoid these dangerous vices of the promo world by using the handy mnemonic “MULCHES” based on the first letters of the seven deadly sins: Muttony, Ugliness, Lackluster, Cloneliness, Hastiness, Egocentricity, Shoddiness.
1. Muttony – Sheepishly riding the brandwagon and following a gimmicky trend.
2. Ugliness – Tacky graphics and bad art. Paying for art is a wise investment.
3. Lackluster – Dullness, bland and lacking creative energy.
4. Cloneliness – Copying the image of your competitors. Your branded materials should reflect your differential.
5. Hastiness – Lawlessly shooting from the hip with no marketing plan. Untargeted advertising products that miss your demographic and don’t create an ROI.
6. Egocentric – Buying for you, not for others. Becoming one with your brand means losing yourself and moving from egocentric to promocentric.
7. Shoddiness – Buying cheap and tawdry trinkets. Go for efficient and effective rather than chintzy and cheap.
Stay away from recycled ideas and short-sighted strategies to make sure nobody MULCHES your brand.
By Glen Ronald