Packaging ideas gone wrong

Well, the other day I got a package in from ExaGrid Systems, for their disk-based backup solution. Normally, you can get crap-loads of this stuff every day. Usually, you get the standard window envelope addressed to the systems or network administrator. This will include a short white paper talking about how great their product is, and then a little ad letter or reply card with a URL to go to for more information. Just the standard stuff.

Now, the package I got from ExaGrid promised so much more. How? Not because the packaging actually promised anything, but the package it came it screamed schwag!

Note: I have come to use the term schwag to refer to promotional items given away by companies, usually at conferences or other gatherings, where Wiki defines schwag as referring to low-grade marijuana while promotional items are swag. I have linked to their swag definition, but I will still call it schwag.

Now, this box said a flash-based thumb-drive, cool pens, or at least a lanyard, something… anything with the company’s name and logo. Here, look at the box and tell me that it doesn’t screen iPod Nano!

So, I grab this thing, run back to the office, close the door, and prepare to receive my ill-gotten goods. But there was one small problem, the thing felt too lightweight. Maybe it wasn’t and iPod, but just a 1GB flash drive, thats still good. So, I flip the box over, and make sure it was addressed to me ( I don’t want someone tracking down some software or hardware they ordered ) and yes, it was for me. There was an interesting thing about this box, here look at it…

Did you see it? Yes, they are environmentally “thoughtful” that they included a little notice that the packing was recyclable. That was nice, at least they didn’t ship whatever it is in a plastic box or something not as recyclable as cardboard.

So, I break the seal, open the box and find…

Yeah, that was it. Just a product info card. Hell, not even that. It’s a one-sided card that mentions their software, the online presentation and white paper. Beneath that, was an Amazon logo on a business card that said to register for the web demo at the URL on the “enclosed insert card.” Oh, the insert card did say you could register to win a $100 gift certificate from Amazon.com.

So, I am just wondering, but couldn’t ExaGrid done a better job for the environment by just sending a post-card, or an envelope with the info card inside?

Thanks ExaGrid, but I think you missed the point.

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