It takes a substantial amount of money and time to discover the ideal company name and to define that unique market position that elevates the value of a business in the eyes of prospects. CEOs that capitalize on every opportunity to optimize their promotional dollars and build brand equity in their market position will build brand recognition faster and profits more successfully.
Example: amaZulu, a client located in Florida who utilizes natural architectural materials to craft cabanas at resorts and spas, tiki huts on beaches, grass but bars in island themed restaurants, and polynesian gazebos in theme parks. amaZulu reached out to Payden and Company because they wanted to produce and introduce architects and designers to their expanded product and service line with a big party.
Challenge: We were given three objectives for the party invitation and packaging:
1. Attract the attention of the invited guests (architects and designers) so they would open the invitation.
2. Reinforce amaZulu’s market position: Delivering paradise. This thematic approach was fully developed in a graphic on amaZulu’s marketing collateral – a trunk spilling over with paradise. We were also referred to amaZulu’s website for other ideas.
3. Make sure our unique invitation packaging would meet postal regulations (weight and size).
Strategy: The event was being held at a nice restaurant-bar in Orlando with an “island escape” motif. We looked for products that would pull together the idea of travel and the exotic destination theme.
Our Idea: A well-traveled “trunk” as the package with a ticket and invitation inside. This inventive suitcase decorated with stickers representing the exotic destinations of the world traveler, measured about 10″ x 7″ x 3″; by shrink-wrapping it, we expose the graphics on the trunk to get the recipients attention.
Summary: The next time you plan an event, launch a new product or re-brand your company, be sure to include a seasoned promotional product distributor in the planning process. Payden and Company can be your best source for position-building, inventive-packaging ideas.
