Last week, Jeremy Epstein from the Never Stop Marketing blog posted about a cheerful tagline on a paper coffee cup from Alaska Airlines. His positive experience reminds us that even the smallest marketing effort can have a lasting impact.



The fact that I took a picture of this coffee cup from Alaska Airlines and am sharing it on the blog is the real reason that every touchpoint matters.

It's because ANY touchpoint can be amplified (for better or for worse) by anyone with whom you come in contact.

There's a flattening of marketing impact.

It used to be that the BIG stuff got amplified because it was expensive and garnered "press" attention.

Now, everybody is the press so anything can be amplified.

I just amplified the impact of a cute little slogan on a coffee cup.

So, every and any moment we have where we have the attention of our community is an opportunity we shouldn't pass by.

And it's an opportunity to reinforce your story at the same time... which Alaska Airlines did very nicely, btw.

Jeremy's last line- "and it's an opportunity to reinforce your story at the same time..."- brings me to another point. If the imprint area will allow, make sure to include a tagline on each and every branded item.
One of the biggest advantages to promotional products as a form of advertising (compared to radio, TV, print media, etc) is the length of time a person holds onto an imprinted item. You have more than a few seconds to make a connection, so make sure your message is one that will resonate with the customer. Had Alaska Airlines only printed their logo on the cup, they would have missed the opportunity to connect with Jeremy mid-flight.