Category Archives: News

Heidi Thorne Writes Book on Eco Friendly Promotional Products

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Promotional products marketing expert, author and speaker, Heidi Thorne, of Thorne Communications LLC, has published a book on eco friendly marketing titled, Eco Friendly Promotional Product Guide: A Green Marketing Handbook for Small Business. The book is available in paperback and e-book format through Amazon.

Watch EcoFriendly Promotional Product Guide Intro on YouTube

“Some of my small business clients certainly wanted to go green with their marketing. But they were having difficulty deciding what to buy and often were not buying environmentally friendly items at all due to cost,” says Heidi. “So I collected many of my green promotional buying tips into a quick, easy to read guide book to help them make more effective and cost effective decisions.”

Unlike other books on promotional products, there are no photos of example products in the book. “This is by design and not default,” Heidi explains. “Product offerings change rapidly in this industry. And because making earth friendly choices is more about having the right mindset and values, once those are in place, making buying decisions gets a whole lot easier.” Also included in the book is a sample of the Green Promo Score Sheet which helps determine how eco friendly and socially responsible a product is.

For more information on the book and links to order, visit EcoFriendlyPromotionalProductGuide.com.

About Heidi Thorne

Heidi Thorne has been selling promotional products since 1999 and has over 25 years experience in sales, marketing, advertising and public relations. Her company, Thorne Communications LLC, has been offering eco friendly promotional products since 2008. In addition to being founder and editor of the Promo With Purpose Today blog, Heidi is the author of two other books, SWAG: How to Choose and Use Promotional Products for Marketing Your Business and Business Competitive Advantage: A Handbook for Small Business Owners, Entrepreneurs and Consultants.

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New Mobile Site for Promotional Apparel Launched by Thorne Communications LLC

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BrandingWear Mobile Site from Thorne Communications LLCPromotional products marketing company Thorne Communications LLC has launched a new mobile website featuring promotional apparel available for imprinting and embroidery. The site can be viewed on iPhone and Android smartphones and tablet devices such as iPad. The site address is http://m.BrandingWear.com. This is a companion site to the company’s BrandingWear collection on the PromoWithPurposeShop.com shopsite which also features accessories such as leather goods, executive pens, watches and more.

The mobile site offers marketers the opportunity to view hundreds of available styles in over 20 categories including polos, T-shirts, sweatshirts, outerwear, towels… even doggie wear. Special collections are also featured including organic and eco friendly and athletic team wear. The site also allows searching by popular brand names such as Adidas, Izod, Union Made (by Bayside), Dickies, Fruit of the Loom, Hanes, Jerzees and Van Heusen.

Though direct ordering through the site is not available at this time, the site includes contact information to begin the ordering process. Base “starting at” pricing is noted for blank products; decorating costs, setup charges, sales taxes (if applicable) and shipping/handling fees are additional and quoted separately.

“Shopping for imprinted T-shirts can be tough. There are over 200 styles available! Offering customers the opportunity to browse for styles, then select a shade to narrow the selection, is one of the neatest features of this new m.BrandingWear.com site. We also think they’ll appreciate the easy-to-navigate mobile interface,” says Heidi Thorne, president of Thorne Communications LLC.

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NATO Chicago Summit Gift Bags – Swag or Gag?

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Did you know that the Chicago NATO Summit Host Committee made up swag bags to give away to dignitaries and journalists? Me neither.

With all the high security measures being taken here in Chicago in preparation for the event, you would think they might be ditching filled promotional gift bags. But they’re giving ‘em out. What’s so ironic is that there are a number of places where you can’t bring a bag during this time. Case in point: Hubby rides the train into downtown from the ‘burbs every morning. Even as early as today, a few days before the actual summit, no one could get on the train with a bag of any kind and there are armed guards on the train. Hmm… so if some of our city’s visitors get a bag of goodies, will they have to surrender them if they hop on public transportation where bags are prohibited?

Curious about what’s in the bag? Thanks to Lynn Sweet’s column in the Chicago Sun-Times, we get a sneak peek into the Chicago NATO Summit swag bags.

Click Here to Get a Peek Inside the Chicago NATO Summit Swag Bag

So is it a swag bag or gag bag? Here’s what I think of some of the contents (you knew I’d have an opinion, right?):

  • The Bag. It’s made of recycled plastic bottles. Scores some green points! The design is a bike messenger bag to highlight how bike-friendly Chicago is. Are we talking about the same city? My observation of downtown Chicago is that it is a bike rider’s nightmare except for maybe some specified areas. What comes to mind for me is Wabash Avenue in the loop during rush hour. I’m surprised bike riders make it out alive. But I digress. We were talking about the bags. Next…

Find Recycled Tote Bags for Your Own Summit at PromoWithPurposeShop.com

  • The Bike Map. No, wait, we’re STILL talking about the bike thing. Bag included a bike map of Chicago. I’m sure the heavily guarded dignitaries will be hopping on a two-wheeler while they’re here. Not!
  • The Free Chicago Symphony Orchestra Music Download. Nice.
  • Chicago-Made Snacks. Made in USA. Yay! Made in Chicago. Double yay! But I hope if the Garrett Popcorn was the Chi-town fave (and my fave!) cheese and caramel combo, they included enough napkins  so those dignitaries don’t get their sticky, cheesy fingerprints over any documents. Just saying.
  • Buttons. So they included a bunch of Chicago-theme buttons. Hope those were made in Chicago, too. There is a supplier here who does a super job on metal buttons (and who does many of our button orders).

SWAG How to Choose and Use Promotional Products for Marketing Your Business by Heidi ThorneActually, I think they could have gotten away with just giving everyone a box of Frango Mints. Don’t know what they are? Well, getting some should be on your agenda for YOUR next summit in Chicago. You’ll then understand.

Overall, I think it was a nice mix of small souvenirs for trade show type attendees and the journalists. But I don’t think it was a dignitary level package. What do you think? Share your thoughts or suggestions in the Comments below.

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Heidi Thorne Publishes New Book on Small Business Competitive Advantage

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Business Competitive Advantage by Heidi ThorneHeidi Thorne, editor of the Promo With Purpose Today blog (www.PWPToday.com), has just published a book titled Business Competitive Advantage: A Handbook for Small Business Owners, Entrepreneurs and Consultants. As the title suggests, this book helps small businesses and entrepreneurships discover their unique competitive advantage in the marketplace. It is available in paperback and on the Amazon Kindle, as well as Apple iOS, Android, Blackberry and other mobile, as well as PC and Mac desktop devices, using the free Amazon Kindle app.

Business Competitive Advantage Paperback Edition

Business Competitive Advantage E-Book Edition for Amazon Kindle, Mobile and Desktop Devices

Free Amazon Kindle Reading App for Apple iOS, Android, Blackberry and Other Mobile & Desktop Devices

Though the principles apply to all, the book is written primarily for those small businesses serving B2B (business to business) clients and discusses how everything (and nothing) can be your competition; invisible competitors; the follow-up fallacy; three ways to become a stronger competitor; what to do when you’ve become the victim of a customer switcheroo; and much more in this quick-reading book. Also included are exercises to help readers develop a better sense of their place in the marketplace.

“I’ve been in business for myself for many years selling advertising and marketing products and services. Bigger and more unusual competitors seemed to be grabbing bigger slices of my industry’s pie, leaving me to wonder who and what was I actually competing against, as well as wonder if I could even compete and continue to build a small business. So as I re-evaluated how to market a company, I learned a lot about evaluating who my competition really is. I wanted to share some of my insights and discoveries with fellow small business owners, entrepreneurs and consultants who may be struggling with similar competitive issues,” says Heidi.

View Business Competitive Advantage on YouTube

Heidi Thorne is president of Thorne Communications LLC and editor of the Promo With Purpose Today blog (www.PWPToday.com) which discusses effective and purposeful use of promotional products for advertising and marketing. Her company also distributes promotional products online at PromoWithPurposeShop.com and other sites focusing on specialty product categories. Heidi is also author of SWAG: How to Choose and Use Promotional Products for Marketing Your Business, available from the publisher direct at www.BuySWAGBook.com and through Amazon.com and the iTunes store.

Business Competitive Advantage by Heidi Thorne

Business Competitive Advantage by Heidi Thorne for Kindle and Mobile

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An Alligator, a Toy Legend… and Promotional Product Trends from ASI Orlando 2012

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While it’s definitely winter here in Chicago, the outlook (and weather!) was warm and sunny for the  ASI (Advertising Specialty Institute) Show in Orlando which was filled with some hot promotional product ideas for 2012. I was a speaker for the Education Program, speaking on using public relations, social media and multimedia for promotional products distribution businesses. Here’s a video of my interview with ASI’s Chris Ruvo and a quick public relations tip:

Click Here to View My Interview with ASI’s Chris Ruvo on YouTube

Opening day of the ASI Orlando tradeshow saw crowded aisles. Always a good sign! And ASI President Tim Andrews announced at one of the functions that the industry had grown to $18.5 billion, up from 6.2% from 2010. Also good news.

Here are some of the new trends and ideas I spotted. (And, yes, the alligator and toy stories follow… you gotta learn something first, okay?)

  • More Emphasis on Made in the USA – Noticed that the standard booth signs provided by the show had identifiers for those suppliers who were offering made in the USA promotions. This was very helpful. As well, since the show found it important enough to take this extra step and expense (logo was in color imprint), that is a good indicator of what is happening in the market. With my emphasis on USA made products, you can bet I was glad to see this.
  • Tech Gadgets that Aren’t Tech – I saw a number of tech-related gadgets and gizmos, but they weren’t actually tech themselves. Mostly it was items that could be used in conjunction with tech toys such as cell phone skins, handy accessories for cleaning or maintaining electronics, ear buds, etc. Seeing less calculators and the like. It’s obvious why. Our smartphones have assumed the duties of so many tech items, having additional items to do these functions has become obsolete. Some of these new tech-friendly items are scheduled to launch early spring 2012. We will be featuring some of them along with ideas for using in future posts. So stay tuned.
  • The Green Scene… or Not Seen – While there were a number of booths that prominently featured greener promotional product options, there were far fewer than in the past couple of years. You can either be discouraged or encouraged by this. You can be discouraged because the economy seems to have impacted the forward progress of the green movement. Or you can be encouraged because a number of the green initiatives are now standards including product offerings that are BPA-free, recyclable, durable and reusable, biodegradable, or are more socially compliant (e.g. made in the USA and/or with fair labor). I saw many examples of all of these initiatives throughout the show floor.
  • No Magnetic Force – Sure magnets are still around. But I saw more products that could be applied to surfaces with repositionable and removable adhesives. Quite some time back I discussed this trend in my post Promotional Products We’ll Be Laughing at in 50 Years (or Less). Expect this trend to get even more traction going forward.
  • Refill, Reuse, Refill – One of the hottest items featured by almost all the major suppliers were those insulated reusable takeout tumblers, similar to those you can buy at Starbucks-type restaurants. We’ve been carrying them for a while on our USAandUnionMadePromoShop.com site. Many of them are dishwasher safe (thank God!) and are a greener promotional product selection since they can be used and reused over and over again. While standard water bottles (whether plastic or aluminum) will still be useful or preferred in some settings, these are so much more convenient for today’s working or mobile lifestyle. I’ve always found it difficult to enjoy a cold drink from a standard travel tumbler and keep my eyes on the road. It’s the straw access that makes them useful.

Click Here to See More About Reusable Tumblers (YouTube video)

And some additional fun highlights from the show…

Promotional Slinky in Retro Packaging Available from USAandUnionMadePromoShop.com

Heidi Thorne with Tom James of Slinky Products at ASI Show Orlando 2012

Heidi Thorne with Tom James, Slinky, at ASI Show Orlando 2012

It’s Slinky®! – One of the legendary toy products of the 20th century was the Slinky®. The simple, yet addictive, metal spring toy was invented by Richard James in 1945 and met with wild success. At the show, I got to meet Richard James’ son, Tom. Tom is actually part of the Slinky legend. How? He’s the one who discovered “it walks down stairs.”

You’ll be glad to know that genuine Slinky® toys, imprinted with your logo and in a cool retro box, are made in the USA (always have been). Plus, they’re made of 90% recycled steel. They are available by special order from the USAandUnionMadePromoShop.com.

Click Here to Send a Request for Pricing Info on Promotional Slinky Toys

You might also be interested in licensed Slinky® adhesive notepads that we’ve recommended to our clients for a couple years now.

Check Out My Video on Made in the USA Slinky® Adhesive Notepads on YouTube

And, now, the moment you’ve all been waiting for, the pic of me with Willy the Alligator from Gatorland…

Heidi Thorne visits with Willy the Alligator at ASI Show Orlando 2012

 

Plus, I was glad to catch up with Branndon Stewart from Promo Labs at the show. Promo Labs is the sponsor of the Industry Voices award. I was honored to have them name me to their 2012 Industry Voices honorees. Thanks, Promo Labs!

Heidi Thorne visits Promo Labs Booth at ASI Orlando 2012
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Why I Feel Sorry for the Kardashians

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Love ‘em or hate ‘em, you have to admit that the Kardashian clan is a media, marketing and merchandising powerhouse. So brand extensions are a natural fit… until an disaster erupts like the recent Kardashian sweatshop scandal with allegations about the use of sweatshop and child labor to produce some of their branded product lines.

Haven’t we heard this story before with brands and celebs such as Nike and Kathie Lee Gifford? Same story, different day.

Here’s the problem… and why I feel sorry for the K-clan. If you’ve done any reading on foreign labor issues in the apparel industry, you’ll soon learn that it’s an absolute muddy mess. The factory that you may have contracted with may also have contracted with a not-so-up-and-up inspector to cover up unacceptable labor practices. Want an in-depth look at the global apparel markets and manufacturing that will just blow your mind? Check out this book…

The labor practices that the United States and other fair trade countries take for granted are just not the norm outside our borders.

While I don’t know their situation, I would be willing to bet that the Kardashians have an army of advisors working for them on marketing, merchandising, public relations and legal issues. It is unlikely that Kim, her mom, and stylin’ sisters personally inked deals with these less than honorable foreign companies and “bad people.” While I am for fair trade, I am also for fair reporting and fair dealing. The investigation into these allegations is now going on. And until all of these allegations can be confirmed, I will cut the family some slack and abide by another cherished value in our country: innocent until proven guilty. As well, I’m sure their advisory army will have some explaining to do.

I had to chuckle at the statement from one of the labor groups mentioned in the articles that said the Kardashians were making their products in China to make more profit… yep, them and the world’s large multinational corporations. Just to give you an idea of how much is produced in Asia and other low labor cost regions, let’s look at the promotional product industry as an example. My scan of the Advertising Specialty Institute (ASI) product database, one of the promo industry’s largest, revealed that only about 10% of all products were identified as made in the USA. Only 10%! (With that limited selection, you can see why we opened up the USAandUnionMadePromoShop.com to accommodate our clients who demand USA made.)

SWAG How to Choose and Use Promotional Products for Marketing Your Business by Heidi ThorneWith so many contributors to most supply chains, the possibility of a dishonorable link anywhere along the line is a reality. So what should our friends the Kardashians do to help assure that this doesn’t happen again… and what can YOU do to protect your brand from an incident like this with your promotional products? First, I would suggest sticking with made in the USA products. And while the following article was written primarily for nonprofit groups, the suggestions apply to any company or organization that wants to live true to its values.

On a related note, things are changing in the China labor arena. According to a Wearables magazine article (November/December 2011) on “Rethinking Sourcing,” Chinese workers are striking for better wages and leaving the factories for better jobs. Hmm… looks like they’ve got the collective bargaining bug.

Got some advice for the K-fam or for fellow marketers on sourcing issues? Share with us in Comments below.

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Is Obama’s Efficient Spending Order Anti-SWAG?

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The promotional products industry is in an uproar. On November 9, 2011, President Barak Obama announced his Executive Order Promoting Efficient Spending which states:

Sec. 7.  Extraneous Promotional Items.  Agencies should limit the purchase of promotional items (e.g., plaques, clothing, and commemorative items), in particular where they are not cost-effective.

SWAG How to Choose and Use Promotional Products for Marketing Your Business by Heidi ThorneBecause it specifically targets “promotional items,” you can see why the industry is concerned. According to the Advertising Specialty Institute State of the Industry Report 2011, the government makes up about 3.8% of the total market revenue for promotional products. That’s certainly one of the smaller market segments overall. But the fear is that it will create a ripple effect that will spread to other market segments. The specter of the collapse of the pharmaceutical market for promotional goods in 2009 when new PhRMA (Pharmaceutical Research and Manufacturers of America) guidelines went into effect looms all too large.

So, is Obama’s Executive Order on limiting the purchase of promotional items anti-SWAG? In theory, I say no. Why?

  • It Says “Limit,” Not “Eliminate” – Unlike the PhRMA guidelines which prohibit even using or offering imprinted giveaways for ethics issues, this order merely limits purchases.
  • It Targets “Extraneous” Spending – Those of you who follow me know that I hammer home the concept of Promo With Purpose. If the government can’t tie a promotion to the accomplishment of a specific objective, they shouldn’t buy it, with or without an Executive Order.
  • It Focuses on “Cost-Effective” – If a government agency can find another way to accomplish a particular outreach objective without promotional products or with lower cost alternatives, they should do it, again, with or without this Executive Order.

I see this order as a call to more conscientious marketing within the ranks of the government… as well as to all of us in the marketing arena. Also, it calls upon promotional product sellers and consultants to help show their government customers the importance of using these products and how to use them more effectively.

However…

This Executive Order takes a negative spin in a follow-up press release where it details a “Stop Swag” program. Wonder if this administration will have a similar attitude when it comes to reelection time next year. I’m sure that at that time, promotional signs, bumper stickers, and buttons will then cease to be viewed as “non-essential.”

Agree? Disagree? Discuss in Comments below. Or, if you’re in the promotional products industry, give your Congressman or Senator a piece of your mind. I did.

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Recession Proof Marketing Strategies | Smarter Promotional Product Buying

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With news of continuing or worsening recessionary times, the knee-jerk reaction for many businesses is to cut advertising. Nothing could be worse for a business. And according to a report from ASI (Advertising Specialty Institute), studies show that companies who maintain or increase their ad spending during recessions come out of it stronger than those who don’t. In fact, some of the evidence FOR advertising during recessions is quite dramatic.

“I’ve seen this scenario play itself out in the markets I serve,” says promotional products expert Heidi Thorne of Thorne Communications LLC. “With many of our clients in the construction and building trades, industries which have been some of the hardest hit in recent years, I understand the natural tendency to pull back. But the reality is that this is the time to stay the course, make positive course corrections or become more aggressive to come out of the downturn on top. We’ve been encouraged by some of our clients who are pursuing growth strategies during this time. And we’ve even made some investments that we believe will position our own company for the future, regardless of how long any recessionary times last.”

How to Buy T Shirts Free Ebook from Promo With Purpose TodayFurther, Heidi makes several suggestions for recession proof marketing strategies for promotional product buying that also conserve financial resources:

Select One-Color Imprints. If your logo contains multiple colors, it incurs additional expense for run and set-up charges which could add hundreds of dollars to an item’s cost. Convert your logo to a one-color, solid black and white, version for imprint purposes. Then imprint in just one of your logo colors, or black or white ink.

Get Back to Basics. Ditch unusual or highly customized promotions which can be very costly and may have limited use. Stick with basic, high utility, promotional items such as pens, notepads, drinkware, etc. for more consistent presence.

Buy Just What You Need for Now. While buying in smaller quantities can often be more expensive on a per item basis, it does avoid tying up funds in promotional product inventories.

Be a Resource. When times get challenging, people are clamoring for ways to survive the downturn. Do you have a product or service that helps people save money or maintain their lifestyles? Consider creating a laminated card filled with ideas for saving money. You’ll be seen as a helpful resource they can rely on now and later. For example, one of Thorne Communications’ accounting clients used this strategy to show clients how to save money by going paperless.

Stick With Your Promo With Purpose Buying Strategy. As fully detailed in Heidi’s book, SWAG: How to Choose and Use Promotional Products for Marketing Your Business, the Promo With Purpose analysis process helps hone in on what promotions and distribution strategies would be most effective for a particular customer base. “In good times, marketing budgets can allow for additional discretionary promotion buys that may or may not have long term effectiveness. But when resources shrink, it is critical to select only items that will have the greatest impact over time.”

“Even if you have to cut back a bit, the main thing that marketers should keep in mind is ‘Don’t Stop Advertising,’” says Heidi.

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Lots of Made in USA Products Featured at ASI Show Chicago 2011

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Heidi Thorne at ASI Show Chicago 2011I love going to the ASI (Advertising Specialty Institute) Show in Chicago every summer at McCormick Place. It’s the ramp up to the fall and holiday buying season with the launch of some new products. And it’s always great to chat with my supplier partner friends.

I was really impressed at the number of selections made in the United States that were on display this year. In fact, there was a special showcase of USA made promotional products at the show’s entrance. Here’s just a few of the exciting offerings I found…

Soy Lip Balms. For those who are concerned about using petroleum-based personal care products, we now can offer soy and beeswax based lip balms. Several packaging options are available including standard tubes, tins, and a cute little soda can shape. Plus, the soy lip balms we feature are Made in the USA.

USAandUnionMadePromoShop.com Super Value USA Made Promotional ProductsSuperheroes, Super Value. Who says superheroes don’t exist? I found one at the ASI Show Chicago! “MegaMan” is from a supplier that really can be a superhero for both distributors and their clients. A huge segment of their product offerings are Made in the USA. They get superhero points from me for that alone. But they also help save the world with items that are more environmentally conscious. With a couple exceptions (the solid stadium cups and straws/lids), their plastic items that we feature on the USAandUnionMadePromoShop.com contain a formula which helps them biodegrade to make them landfill friendly. And for those who are trying to save green, these selections are reasonably priced and have unheard of mini minimums, some as few as 25 pieces. Yes, 25 pieces! So for that little event you have where you need some giveaways, our Super Values collection to the rescue! Look for the Super Value! button as shown at the right and click to see all available products in the collection.

Libbey Promotional Glassware from USAandUnionMadePromoShop.comLibbey® Glass. Yes, it’s the glassware brand you recognize from retail. Did you know it is Made in the USA? So for that event or holiday party where you want to give a keepsake, check out this collection of promotional stemware, steins, beverage glasses and mugs. And since these selections are from our Super Value offerings, you’ll also enjoy the low minimums, budget-friendly pricing and short 5-day in-factory production time, too.

JournalBooks® Journals, Diaries and Planners. Looking for a totally original notepad to distribute at your next conference or seminar? JournalBooks® brand journals, diaries and planners are it! Talk about options… die-cut windows on the cover, custom printed insert pages, textures, metallic covers, the list goes on. And they’re made to order right here in the USA. But you really have to see some of them to see why they’re so special. So I made a quick video showing some samples…

BioAd® Wheat Straw Desk Items. We’re proud to include several BioAd® biodegradable drinkware, houseware and desk products on both our PromoWithPurposeShop.com and USAandUnionMadePromoShop.com shopsites. When exposed to landfill or compost conditions, the BioAd® plastic is designed to safely degrade within a few years. New this year are items which contain wheat straw in the plastic. A very back-to-nature look. Available for letter openers and rulers. And they’re Made in the USA.

Of course, one of the highlights from the show was the opportunity to hear “Da Coach” Mike Ditka of the 1985 Chicago Super Bowl Bears for the Thursday keynote. Definitely a Made in the USA original. What a treat!

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Do Promotional Toys Belong in Kids’ Fast Food Meals?

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Sometimes I’ll read a news story and just shake my head. Here’s a recent example. As reported in the ASI (Advertising Specialty Institute) CounselorGram newsletter (June 23, 2011), hamburger chain Jack in the Box announced they will no longer include promotional toys in their kids’ meals. Instead, they will offer a healthy upgrade on their kids’ menu which should sit well with both parents and health advocates.

Jack in the Box said that their decision was not in response to pressure from children’s health advocacy groups who claim that the inclusion of promotional toys in kids’ meals encourages eating unhealthy fast food and contributes to the childhood obesity epidemic. They also based their decision on that it was a small portion of their total revenues, as opposed to Happy Meals which were reported in the article at 10% of McDonald’s 2010 revenue.

That’s where I start shaking my head.

Eat Right, Eat Healthy Coloring Book from USAandUnionMadePromoShop.com

Kids’ coloring books that focus on positive messages, such as this “Eat Right, Eat Healthy” book, encourage good habits. See more titles from USA and Union Made Promo Shop.com.

First of all, let me clarify that I am all for healthier (and greener) menus for children. Where I have the problem is the part where the toys encourage them to eat unhealthy food. Yes, I understand that as distributor of promotional goods, I have a bias. But let’s look at this logically. I understand that kids can whine and exert a great deal of emotional pressure on parents. But the fact remains that parents are doing the spending. So in my estimation, the fast food joints are doing an awesome job appealing to parents with the promotional toys, not the kids as the health advocates claim. Being the contrarian that I am, let me ask if a promotional item encouraged kids and parents to buy or consume “healthier” fast food meals, would it still be a problem?

This issue just opens a Pandora’s box of related health and marketing topics including societal trends related to fast food dining, alcohol commercials, and pharmaceutical promotions. You do not want me to get started on any of those soapboxes. Just trust me on that. We’d be here all day.

SWAG How to Choose and Use Promotional Products for Marketing Your Business by Heidi ThorneAnd let’s not forget the “forgotten kids,” the collectors of promotional toys. I have observed multiple instances where adults will go through a drive-thru to get the kids’ meal and eat it as a snack (or throw it out) just so they can get the prize. Some of them are positively obsessed with this endeavor. So you have to wonder how much of McD’s Happy Meal sales are really to these collectors.

One thing that does come through all of this is that when selling to parents, it is often helpful to pay attention to the kids. For example, sit-down restaurants, car dealers and service shops, banks, salons or doctors might want to provide items to entertain children while the family waits. It becomes part of the customer service experience. Promotional coloring books they can take home, especially those with positive messages, are a good choice for this purpose.

I’m just wondering when Cracker Jack will start feeling the heat.

Got a solution for this issue? Share with us in comments.

UPDATE: On December 8, 2011, Advertising Specialty Institute (ASI) reported that McDonald’s had been fined $1.8 million in Brazil because a Brazilian nonprofit claimed that a promotional toy in Happy Meals “distorts values” and encourages “unhealthy eating habits.” Fined? Really? Again, let’s say that McDonald’s only served organic, cruelty-free or vegetarian selections. Would there be the outcry against promotional items in these meals? I doubt it. And then there is the question of who is to decide what is “healthy? Maybe putting promo toys only in meals that are “healthy” is the ticket to encouraging consumption.

There’s a big missing piece in this story. Where is that $1.8 million fine going? To healthy eating education efforts? I’d be really curious about that.

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