Given the group’s imaginative image, it’s no surprise that their promoters would want to be different, too. That’s where one agency was able to help.

“The marketing department at Blue Man Group was looking for a cool new way to promote their corporate-events division,” says Michael Frank, VP of creative and strategic marketing at this agency. “They usually utilized DVDs for their sales videos but wanted a break from the norm.”

Frank’s team suggested putting the information on a USB flash drive, which would be more compact and more useful to recipients. The agency sourced a sleekly styled flash drive imprinted with the group’s logo. The product was then loaded with eight files, including videos, MP3s and PDFs.

“The USB drives were distributed from the press department to various members of the media,” Frank says. “They are also being used for large press events and also whenever file and information sharing is necessary.”

The presentation has not only impressed recipients but caught the eye of other staff members at Blue Man Group Productions. “Everyone really likes the drives,” Frank says, “and there is a buzz amongst other departments.”

Dos and Don’ts Got Slogans?

By Deborah Jeanne Sergeant

The right slogan can propel any item from so-so to sensational.

Do:
• Include the client’s company name in the slogan.
• Use literary devices such as alliteration, assonance and poetic rhythm.
• Consider the scope of the client’s operation so that the slogan doesn’t pigeonhole the company in their customer’s eyes.
• Employ humor with care.

Don’t:
• Use words that are hard to pronounce or spell or come across as slick or snobbish unless that’s part of the joke.
• Make unfounded assertions.
• Use sexual innuendo, unless the client clearly asks for it.
• Spin off previously used slogans.

Quiz: Do You Remember?

Which of these companies goes with each slogan?

1. “Leave the driving to us.”
a. Hertz
b. Greyhound
c. Amtrak

2. “The choice of a new generation.”
a. Coke
b. Dr. Pepper
c. Pepsi

3. “Above and beyond.”
a. FedEx
b. Prudential Financial
c. FTD

4. “What the big boys eat.”
a. Wheaties
b. Chef Boyardee Beef Ravioli
c. Wonder Bread

5. “Something special in the air.”
a. Chanel No. 5
b. American Airlines
c. Airwick

6. “The right choice.”
a. Sprint
b. Bell
c. AT&T

7. “We’ll leave the light on for you.”
a. Super 8
b. Sheraton
c. Motel 6

8. “Makin’ it great.”
a. Pizza Hut
b. Domino’s
c. Little Caesar’s