Remember a couple of years ago when sonic rocks were all the rage in tradeshow swag? Two pellet-shaped magnets, covered in something that looks like hematite. When thrown in the air they connect (they’re magnets, after all) and make an odd, otherworldly sound. This sound could be heard all over the tradeshow floor; they were the most sought-after pieces of swag at the show.

Cool and fun, but did they help promote the products and services of the company that gave them out? Maybe they did, if people actually stopped and spoke to the salesperson in order to get the rocks. Or maybe they really didn’t serve a purpose at all. The rocks have no connection with what the company does (the company not being a magnet manufacturer). And because of what they’re made of, the rocks themselves can’t even be imprinted with a logo - only the box they came in had the company name on it.

It’s easy to be seduced by that which is cool and fun in marketing. I try to be cognizant of this slippery slope all the time. That new online ad concept? Love the photo! But what does it mean? Does it convey the appropriate message? Is it the image we want to project? Will it be memorable? And if so, will it be memorable for the right reasons?

How many times have you seen a great commercial on TV or heard a great ad on the radio, but can’t remember the company or product those ads were meant to promote? Of course it happens all the time. I myself am in the midst of trying to create a new ad campaign for one of our brands, and I’m struggling between creating something fun that is heavy on image/branding, or something that is not perhaps so hip and cool, but does a good job of conveying important product information and benefits.

It can be a real tightrope sometimes, and even the highly paid marketing and advertising folks in New York City (and elsewhere) sometimes lose their balance. What can you do? Try to take a step back, and don’t be seduced by sonic rocks. Unless you sell magnets.

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