The Joy of (Promotional) Cooking
COOKIE CUTTERS
What Makes Them Good: They're family-oriented. Many kitchen promotions are used over and over again in the act of cooking, but few intertwine themselves into family bonding and holiday memories as well as cookie cutters. "With cookie-making, it's not about the end-product, it's about the journey," said Ben Clark, vice president and general manager of Ann Clark Ltd., Rutland, Vt. He explained that the experience and emotional connection created from parents and children baking together can make a stronger marketing impact, since it's such a sincere and valued experience.
A Recipe for Success: "Heritage Family credit union did a three-piece gift set," said Clark. "They gave it out every time someone did a mortgage," he explained. Clark stated that the idea of the promotion was that the cookie cutters would make enough impact on new home owners that they'd remember them three or four years later when they were looking to move or refinance their mortgage.