A client just cced me in on an email he sent to an event he sponsors with a sports product.
Part of the deal is logo placement on the event web site and in the event e-newsletter.
This hasn’t worked very well at generating web site traffic and he was asking the event director for for reasons why.
Here is my response to the client below.
Logo placement by itself is boring as hell. And almost completely irrelevant to the audience.
There’s no context. There’s no story. It just ain’t interesting.
Tell some stories about your product in use – like EXAMPLE A, like EXAMPLE B, like EXAMPLE C, etc.
Stories resonate with people. They make sense. And they’re relevant.
Don’t you tell people how great your products are – because no-one believes you.
Show examples of your products in action and the benefits people get and, very importantly, have other people tell their stories that show how great your products are.
Then your marketing has some credibility and relevance. That’s when your marketing get believed.
A logo stuck on a page is irrelevant.