CUSTOM PROMOTIOnaL ITEM
When B2B meets BBQ in Texas.
NetApp wanted to meet with channel partners for a Texas cookout—and to make it special.
Some of us New Hampshire folks are proud of our ability to grill outdoors through a frigid winter amid six-foot snowbanks. For our client’s sake, though, we put our grilling pride aside and consulted vendors from locations better known for delicious barbecue.
MarCom Gold for Marketing/Promotion Special Item
Design, Project Management
Howdy, channel pardner.
In for a grilling
For their Texas event, our client wanted a custom branded version of the much-loved ceramic grill, roaster, slow cooker, smoker, and outdoor oven—the Big Green Egg®. We were intrigued by the request but had only 17 days to get cooking.
We realized fast that the dimpled ceramic surface of the Big Green Egg wouldn’t be easy to brand. Then we moved our attention closer to the fire.
We found a Georgia metalwork shop specializing in outdoor cooking equipment to craft a stainless-steel cooking grid bearing the NetApp Partner Solutions Champion logo. Then we adorned the outside of the Big Green Egg with a NetApp-branded wooden handle handcrafted in Mississippi.
Project management, well done
Though a product of our New England imaginations, the NetApp-branded Big Green Egg never travelled north of BBQ country. We coordinated fast shipping between our Georgia and Mississippi craftspeople and a Big Green Egg dealer in Texas. MarketReach got the assembled grill to the right Austin backyard with time to spare.
"I like to grill, and I own a Big Green Egg, so this project was particularly fun for me. The trick was finding the right vendors and then communicating everything with speed and efficiency—from design and shipping details to scheduling and final delivery. We handled it all and provided our client with a fun, turnkey product.”
With inexpensive swag everywhere in B2B marketing, attaching your brand to a known and loved high-end product, as NetApp did, can be a tasteful move.
Logo-seared beef, anyone?