Parasols, Maraschino Cherries and Green Olives
Understanding the basics of style, however, is not enough to ensure a memorable promotion. Without proper focus, decorating efforts can go to waste. To capitalize on drinkware ornamentation, Anna Ramos, vice president of sales for Berney-Karp, Vernon, Calif., explained matching the design to the end-buyer can be effective. “We try to be direct on what the customer wants,” she said. “For a chiropractor, we do a vertebrae [mug], or we have a pink-ribbon handle for [breast] cancer. We have a double-handle [mug] if you’ve got people merging together or working together as a team.”
Though the benefits are obvious, matching the mug to the promotion doesn’t always have to be so literal. Ramos pointed out several of Berney-Karp’s more subtle and functional design features can be well-paired to marketing campaigns, like attaching carabiner-handle clips for a university promoting athletics or water bottles with mirror attachments for the opening of a new salon or spa.
The right crowd
Matching your promotion to its intended environment is critical. Ramos suggested matching the pink, rhinestoned products that Berney-Karp offers to primarily female demographics, and Merkin had recommendations for fitting drinkware into corporate environments. “We … have a couple of styles in the line that are more desktop-oriented, so they’re not necessarily made to sit in a cup holder, but it’s a covered container for the desktop,” he said, adding that office cleanliness/cost-saving programs (no messy, destructive spills on the keyboard) and green initiatives (saving on paper/plastic foam cups) were good applications for said products.
Ramos also mentioned more abstract ways to pair a promotion with a client’s needs, either with popular ideas like USA-made products or adapting to budget restrictions. She gave the example of glitter-imprinting versus Berney-Karp’s more expensive rhinestone embellishments. “You can just put [glitter] on an everyday mug, and it can be a very inexpensive way to bring a value to your piece.”