Now that the Rule of Reciprocation is a key part of the marketing tool box, it is time to get the ball rolling. As seen with the statistics associated with tipping, benefits skyrocket when the “gifts,” in this case extra money, take on a personal tone.
Personalizing promotional products is an easy way to show the customer that the company as a whole is willing to take time for the individual. It could be a simple as sending a handwritten note with a few items on a client’s birthday or handing out products when they come to visit. Showing people that they matter is an important part of building up company relations and brand loyalty.
It is well worth investing in nicer products that will have a longer ‘shelf life’. People tend to pick up promotional products based on their usefulness and the quality of the product. Too often companies end up buying an over abundance of cheap products simply to get the brand out. Ultimately, this is why promotional products get a bad rap. Cheap products quickly become a nuisance and degrade into junk that sits around the house or office creating unwanted clutter. In contrast, high quality products distributed through giveaways, contests, and prizes provide a more positive way to get people interested in the brand. They create demand for the product and increase a customer’s engagement in the brand itself. In the long run, it is well worth investing the extra money for fewer but higher quality products.
This brings to mind brand image. Anything that is handed out with a logo subconsciously becomes a representation of all that the distributor stands for. If the company is handing out an abundance of cheap and unreliable products, the person receiving the item will naturally assume that the company itself (or its services) is also cheap and unreliable. This goes back to the importance of making a good first impression. Conversely, distributing products that are fewer in quantity but of higher quality will have the opposite effect.
Now, this can be done in a variety of fun and inventive ways. It is up to the company to decide how to best represent their brand through something that can be held.
“Sometimes it’s the unique delivery of a simple item that sets it apart from competitors.”
- Nate Baldasaro (Co-Founder of The Element Group)
Part 3 of “The Power of Promotion” will display some interesting statistics behind promotional products to further tailor the brand experience.
Written and edited by Bryn Baldasaro for The Element Group.
Photography by Bryn Baldasaro and Julia Cole.