Give to sell

The frocks have gone back to the workrooms, or been soaked in Deutz and turfed. Fashion Week is over—at least for the journos, buyers and TV3 newsreaders—and no one’s sorry. Not that there wasn’t fun had, see the aforementioned Deutz reference, but four days is time enough to look at clothes you can’t even buy for another year.

Fashion Week logo

So we won’t talk about them.

We’re all about immediate gratification, so let’s talk about the goodie bags and what was in them: advertising. Stacks of it. Which was welcomed when escorted by a useable sample of the advertisee, but did more harm than good, when simply saying ‘hey I know you were expecting a voucher or something, but surprise! Here’s an unabashed and unaccompanied plea to buy our jeans/skincare/jewellery. Just because.’

There are many relevant places for advertising: TV, sure, magazines, of course, billboards, we’ll see. But inside a gift? Imagine your Christmas present all resplendent in its gold foil and bow, which falls away to reveal … a Farmers catalogue. You may have been very fond of the department store up until that moment—hell, you may have even been a shareholder—but either way your feelings for Farmers are all of a sudden quite muddy. 

Goodie bags are a great marketing opportunity. You know who’s going to open them, mainly people in the media, people who write things—and not just blog rants. You have a chance to reach far beyond the immediate recipients, so say something nice, like: here.

This is not a plea for free stuff, completely, it’s just a point in the right direction—your stock. Give a bit of it away and people will use it, talk about it, write about it and, if it’s good, probably buy it.

That’s all. Oh, except if your skin’s a bit dry I’ve just discovered this great all-natural moisturiser called Origin Organics. Brilliant. Good marketing behind it too.

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