As marketers and businesses seek to promote themselves, their products or events, they need to think through the promotional products they use in their promotions. While they need to consider the positives they also must explore possible negatives. A product that may seem like a sure-fire hit may actually turn into a public relations problem. Take Temporary Tattoos for example.
It's no secret that kids love temporary tattoos. They're the "stickers" of the 2000's. And on the face of it, temporary tattoos and kids are a perfect match. In a retail setting, give the kids a couple temporary tattoos to keep them busy and you can effectively have a conversation with the parents. At festivals and other public events, if you hand out temporary tattoos to the kids, it's like having 100's of little billboards running around with your logo on their forehead, cheeks and hands.
The downside is, most temporary tattoos require water to apply. That's not a problem when there's a supply of clean water handy. But when kids don't have access to water, they use the next best thing … their spit. Therein lies a health concern.
Germs and bacteria in saliva can spread all kinds of diseases from the common cold and the flu to Tuberculosis and Meningitis. While one solution is to take away the temporary tattoos … an alternative is Waterless Temporary Tattoos.
Because they don't require water to apply, waterless temporary tattoos eliminate the need for kids to use their saliva when there's no water available. That greatly reduces the spread of saliva-related germs and the mess commonly associated with applying temporary tattoos.
Because of their sanitary issues and ease of use, waterless tattoos are quickly finding a following within such organizations as the March of Dimes (MOD). A Michigan MOD chapter began using them for their walkathon in the fall of '06. Word quickly spread within the organization. Currently, the MOD uses waterless temporary tattoos in 12 states.
Another example of a fun product with potential for calamity is flying plastic disks (FPD). Many companies manufacture or otherwise offer FPD's for the promotional market. On the face of it, most people see little harm in throwing the disk back and forth with a friend or perhaps teaching your dog to make spectacular catches in mid-air. The problem is, not all plastic flying disks are the same.
Many of the most inexpensive are made of plastic that can splinter when broken. If, as a promotional item, the FPD's are intended for children or the pet market, physical harm can come to a child who falls and breaks a FPD or to a dog that breaks one while biting it.
On the other end of the spectrum, the more expensive flying disks are made of a more pliable plastic that may tear and become deformed through rugged use - but will not break and splinter.
One way to avoid possible problems is to test samples of products you are considering for use in your promotional marketing campaigns. Role play with the product, use it, play with it and attempt to uncover the negatives. Can the product be used in a way other than its intended purpose?
Several years ago a popular kids fast food chain changed the design of their coffee stirrers after it was discovered that drug addicts were using the spoon-like stirrers … to snort cocaine. Not exactly the publicity the company wanted.
Probably the best way to avoid problems is to consult a local promotional marketing or advertising specialties professional. These knowledgeable people can provide valuable insight and steer you toward products that will serve your best interests. Just be sure and ask tough questions.
When the purchase is based solely on price or without proper thought … the results can be undesirable at best. However, with a little guidance, thought and sampling … products such as temporary tattoos and flying plastic disks can be used safely and effectively to promote your company or event.
Michael Merrick Crooks, is founder of Crooks Advertising Alliance a creative strike-force specializing in creative problem-solving as it relates to advertising and promotional marketing. A Battle Creek, MI native, Crooks is a Cub Scout leader and Little League Baseball coach. For more unique marketing articles, visit www.CrooksAdvertising.com and sign up for his free newsletter, CrooksView Creative Digest. Or visit the most authoritative website in the world on the subject of waterless tattoos: www.WaterlessTattoos.com
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