Wednesday, 28 May 2008

Gilding the Lily

Am I the only person making a blacklist of agencies which send me unsolicited and over-packaged promotional items? We’re making strenuous efforts to reduce the environmental impact of our business so why would any supplier consider we were more likely to do business with them if they send us a 32-page credentials presentation in an A3 hardback folder or a tiny rubber brain in a huge box filled with polystyrene? Sometimes these items are received by every single member of our marketing team – what a waste!

Clearly as marketers we depend on making an impact, but in these days of inconvenient truths the medium really is as important as the message. I’m much more impressed by companies who present a compelling message in a simple way than by those who disguise their message with loads of unnecessary embellishments.

The question is, what to do with the unwanted items? So far I have been returning them to the sender with a polite letter suggesting that the item could be re-used since I have no need for it. Does anybody have a better suggestion?

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