Idea to Steal: Package Deal
Putting a high-end premium in a cheap, no-frills package can defeat the whole purpose of a given campaign. Think about the context of the promotional item and make the effort to coordinate the package with the item. Apple recognizes just how important this is to creating a compelling consumer experience. Every product it sells is meticulously packaged in a way that matches the perceived value of the brand.
Branded merchandise company BDA put 2010 Bobblehead dolls of Seattle Mariners’ baseball players in boxes printed with the dates for the next three games, along with the images of the dolls inside for giveaways during “Bobblehead Nights.”
“The package a company chooses for a promotional product is one of the most overlooked facets of a campaign,” says Jay Deutsch, CEO and co-founder of BDA. “Merchandise is really all about the whole presentation, and packaging sets the expectation for the recipient.”
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