| How much information do we get from | | | | 1990's. The product became so popular that the |
| advertisers and marketing professionals that we | | | | name "Z cards" became a synonym for the |
| never look at? We know that it's there. We know | | | | many folded paper products of that ilk that soon |
| that there might be something for us to read but | | | | flooded the market, thereby giving birth to the |
| we treat it like junk mail and confine it straight to | | | | term "printed pocket media". Nowadays, examples |
| the waste bin. | | | | of credit card-sized pocket media can be seen |
| Imagine this - you have bought a shirt from a | | | | everywhere. Z cards have been produced as |
| popular High Street store. You take it home and | | | | bottle media so why not other similarly-sized |
| remove all the see-through plastic packaging. You | | | | ideas? |
| remove those strips of cardboard that stiffen the | | | | A small swatch book would work well as a bottle |
| collar. You take off all those plastic clips and | | | | promotion, as would a bottle hanger combined |
| remove the leaves of tissue paper. Then what do | | | | with a starburst-fold style of product. People will |
| you do with the tags that are held on with string? | | | | not only look at a swatch book, they will keep it, |
| I personally cut off the string with some scissors | | | | particularly if the product was designed so that |
| and then recycle the whole lot. | | | | the pocket media was detachable from the bottle |
| So why don't I read the tag when it might contain | | | | hanger once the bottle had been purchased. This |
| care instructions? No matter, washing and ironing | | | | would ensure that the consumer would be |
| care instructions will be sewn inside the shirt. What | | | | encouraged to put the swatch in a pocket or |
| ever was on the tag I will never know. However, | | | | handbag. |
| what if that tag wasn't a tag at all but some kind | | | | Another beauty of a swatch book is that it would |
| of pocket media, a product with a bit of bulk | | | | give the advertiser many different options. For |
| about it that was not at all like every other shirt | | | | one thing, they could vary the amount of cards in |
| tag that you have ever seen? That's a totally | | | | the swatch. For another, the cards can be custom |
| different matter. That is something that I would | | | | shapes, there is no need for them to be |
| have at least had a look at and at least glanced | | | | rectangular, they could be square, round or an |
| through it. Does the same not apply to bottle | | | | abstract shape. The size is limited only by the size |
| promotions? | | | | of the bottle and the arrangement with the |
| For some reason, advertisers seem to favour | | | | packers and with the supermarkets. |
| promotional items on bottles that are easily | | | | Swatch cards are attractive to the consumer |
| ignored. Is that because they can't think of | | | | because they offer an interactive way of looking |
| anything other than a tag with a loop of string or | | | | at the cards. The fan action is a satisfying thing |
| a card with a big hole in the top to act as a bottle | | | | and the cards also feel good in your hand. This is |
| promotion? Surely there must be better products | | | | a massive plus for bottle media. It allows the |
| than those plain conical sleeves that act as bottle | | | | advertiser to grow the brand and it authenticates |
| collars. | | | | the actual bottle promotion as the swatch itself |
| Pocket media has long been acknowledged as a | | | | feels substantial. |
| successful way to pass on information that will be | | | | From my point of view, this would be the way |
| retained by the recipient. Just look at the terrific | | | | forward for advertisers using bottle promotions. |
| success of Z Cards which were introduced to the | | | | At the very least, the bottle hanger would not be |
| UK by Runcorn-based Z Finishing back in the early | | | | slung straight into the bin! |