Depth Over Breadth
Delano Bartolomei
Sr. Account Director @ brandor? | Brand Builder | Multilingual | Creativity, Innovation and Trust | Dad & Husband
Think about the most memorable gifts you’ve ever received…
Of course, some are memorable because of the thought behind them...
But many are also memorable because of how nice they were.
Whether it's our first Apple computer...
Or that thoughtful engraved pen...
Or that watch from our grandpa...
We all like nice things!
The reminder for me as a branded merchandise partner?
Don't be afraid to sacrifice "quantity" to really deliver "quality" for your top list.
The 80/20 principle is very real...
20% of the list really does drive 80% of the influence and results.
All too often, we think that campaign "breadth" (aka the total number of people we hit) matters more than campaign "depth" (how memorably we hit them)...
And this leads us to send what is often junk with our name on it to a HUGE list. Only to make very little impact.
The alternative is to go the other way...
Cut the list down DRAMATICALLY.
Only select the most important customers and prospects...
And deliver a branded merchandise experience for them that they really will go home talking about. And really will remember 5 years from now.
Is this bold? Yes. But bold marketing is the only way we stand out.
Choose Depth over Breadth.