People like to collect stuff, let them do that - 1

Wherever you look you see collection of something on display. OK, maybe not wherever, but collecting stuff is something that people definitely like to do. They do not even mind if the stuff is not useful. A thing looking OK would often do. Sometime they do not even have to look OK, as long as it is cool to collect them .

Marketing campaigns quite often exploit this human inclination to collecting things. Look around the shops, supermarkets, restaurants and see how often you see some sort of “Collect them all !” or “Get them all !” message on a poster or a board. Well, this is because these things do work if done right. And so promotional products are often made in sets and meant to be collected.

One of the first projects we handled after setting up our business about a decade ago was a set of retro design coasters. The idea from client (or his agency, that I do not remember) was simple. What would people do if they see a really nice coffee coaster attached to the pack of coffee in a supermarket? There is a chance they choose that pack of coffee to get the coaster. And what if they come back to the supermarket again and see the same coffee but with different coaster ? And next to it a poster announcing few more designs coming out soon ? The “collector mentality” would very likely kick in. People may feel that by drinking what they always drink anyway (but sticking to the same brand) they may collect a nice coffee coaster set. And so our client went for it.

The original plan was a set of 4 coasters. The coasters were made of offset printed tin with cork backing and frankly, they looked great. Moreover the coaster is light and flat product, perfect for attaching to the pack of coffee. The campaign turned out to be a huge success and after only a month or so another 4 designs were added. Later on the best collectors received also a storage box for the coasters, also in retro design. All together almost 2 million pieces of coasters were produced. I sure did not complain …

Promotions like this can work miracles and usually do. But that does not mean they always turn out well . More on that in part 2.

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