It's unwise to pay too much, but it's worse to pay too little. When you pay too much, you lose a little money - that's all. When you pay too little, you sometimes lose everything, because the thing you bought was incapable of doing the thing it was bought to do.
The common law of business balance prohibits paying a little and getting a lot - it can't be done.
If you deal with the lowest bidder, it is well to add something for the risk you run, and if you do that you will have enough to pay for something better.
Yesterday BRANDED Ideas were at the Australian Open Tennis Championships. As an official partner, Emirates airlines were giving visitors free seat cushions featuring the official event and “I love Emirates”. The longer the matches went, the more I appreciated Emirates and their cushion love!
Emirates could have bought a cheaper seat cushion – it didn’t need to have a zip, be made of such good quality material or have the full colour version of the AO logo. It was a nice cushion! Nicer than it needed to be to get through the day, or even the tournament - but this item will appear at events for many a year to come. At the cricket, football and family picnics – each and every time presenting Emirates as a brand of quality, reliability and recalling warm fuzzy feelings of a comfortable seat.
They have achieved what they set out to do – in fact I’m sure in time they’ll surpass every target they had for the promotion. Why? They got the balance right between cost and quality, they appropriately valued their brand and ensured their merchandise and message were aligned.
Talk to us about how we can reflect the quality of your brand or attraction in promotional or retail merchandise. It’s what we do!