I love good marketing. Seriously, I luurrrvvvvvveeeee it. Because I do the marketing for ICE Resin with my business partner Susan Lenart Kazmer, I’m always studying companies that manage to capture my attention. It’s not an easy thing to do these days — be heard and break out from the din when information is coming at us 24/7. I’ve found that companies that do stand out are doing something clever to express their vision.
Good marketing, in my humble opinion, is like making a good roux. You take the essential elements, add them together in the correct order and right timing, give it your proper care and attention (don’t walk away from the stove for goodness sakes!) and ultimately create something so simple and delicious that your customers line up for a taste.
Stay with me here. I’m going to jump from food to glue.
American Tombow Inc. recently captured my attention. Their social media specialist found my blog and sent me an email. As someone who’s involved in the crafts industry, you bet I know Tombow. I have dozens of their fab tape runners in my studio and I pull them out every time I need a quick stick. Clean, reliable, refillable and perfectly sticky every time. A staple amongst my adhesives.
However, I admit it, I tend to forget about my glue. I mean, it’s glue, right? Like salt for my roux, my work wouldn’t be the same without it because it’s an absolutely essential flavor. But it’s a connection of one element to another. It’s not something I think about. Just something I keep stocked in my pantry and wouldn’t want to live without.
So imagine my surprise to get an email saying, “Hey Jen, I love your work. We have a brand new thing we’re doing called Sticky U and I’d love for you to be a graduate.” I looked at my computer, did a double take and broke out in a grin. Hand to forehead: What?? Why?? Ok Tombow, you got my attention.
I enrolled in Sticky U. Kasey sent me a welcome letter outlining the steps to take for my diploma, included the honorary university T-shirt and a sample of the new Xtreme permanent adhesive. I’m seriously excited to try it out because it works on paper, wood, fabric, plastic and rubber. A mixed-media artist’s dream. I have until Oct. 15th to complete my homework assignment (a DIY project) and then they’ll share it on Tombow’s social media channels. I even get an exclusive blog button that is only for Sticky U graduates. Good little motivation — like a Gold Star I got on my elementary school papers that says I’m special.
There are a lot of things I like about this campaign:
It’s clever. If Tombow had taken the traditional route, it’s marketing manager would have simply sent me an XTREME tape runner to use along with the obligatory info sheet. I would have used it. I certainly would source it in my magazine articles/blog hops/etc., but I wouldn’t have gotten overly excited.
It’s essential. Tombow folks made me think about glue and remember how important it is to my art. It’s not just glue. It’s the sticky stuff that holds everything together. Why, without Tombow, my collages would be a hot mess!
It’s fun. Without a lot of effort on my part, I get to be one of the company’s inaugural Sticky U graduates. I even get a diploma and a badge to show loyalty to my alma matter. I get bragging rights.
And the best part, in my opinion, it’s just plain out-of-the-box thinking and I like that. I like it a lot.
Stay tuned to see what I make for my Sticky U thesis.