The Joy of (Promotional) Cooking
What Makes Them Good: "Simplicity and value," said Michelle Stiles, vice president of operations, Americanna Company, Plymouth, Mass. She explained that the item's low cost and long lifespan give buyers a lot of marketing oomph for their dollars. Some openers such as Americanna Company's can also be custom-cut into a number of different shapes.
A Recipe for Success: "Because they're available in so many different shapes, we do see a lot of creative things, like a key-shape that says 'unlock your potential,' that sort of thing," said Stiles. She added as well that QR codes were becoming a popular addition to the company's openers.
What Makes Them Good: Ubiquity. "Everyone has them and we use them for everything," said Matt Laubacher, director of brand development for ETS Express Inc., Oxnard, Calif. "The shapes may be a bit different to fit various corporate images, but they'll never go out of style. The fact that they are dishwasher- and microwave-safe doesn't hurt either."
A Recipe for Success: "At its grand opening, a local roaster and coffee shop sent the first 200 customers home with a tall latte mug and a sample of its signature roasted beans branded as its 'home edition,'" said Laubacher. "the mug reminds the customer every time they go into their cupboard that they can bring the experience from the store home with them."
What Makes Them Good: Similar to oven mitts, kitchen containers are a highly practical item that can be used daily. Depending on their size, they can also feature very large imprint areas. Higher-end containers such as glass jars can even serve decorative purposes as countertop storage items.
A Recipe for Success: "A bank placed several small candy bars in the storage container and passed them out to their customers at Christmas," said Bob Lipic, president of Diversified-Adtee, Normal, Ill. "Customers came back and asked the bank if they could have another container, as it has great utility and high perceived value," he said.