Communication and advertising are key to the success of a business or product. It is important to consider and investigate all the available channels of communication in order to weigh up the pros and cons of each. Traditionally, the most used are direct marketing, television, press and more recently the internet. The one that interests us today does not immediately come to mind when we talk about media, but it offers very attractive advantages: it is the advertising object.
Discover the advantages of this unique communication solution.
It is important to note that promotional items are not an end in themselves and must be part of an overall communication strategy.
The benefits
The advertising object differs from other communication channels in several ways.
Variety of materials
Firstly, through the variety of media he can use. Indeed, the limit is your imagination, whether it is electronic products, clothing, leather goods or even the classic mug or key ring.
This flexibility allows theadvertising object to be integrated into all communication strategies and to target a specific market in a personalised way.
Longevity
Another advantage of advertising objects is longevity. They offer a long-lasting exposure for your brand and all this directly at your customers' homes or workplaces. In addition, unlike traditional advertising media which can seem intrusive and forced, the advertising object is part of your prospect's daily life, who chooses to use it. Your brand image or your message is therefore transmitted in a discreet and much more effective way.
Finally, the production cost of these personalised goodies is very low nowadays, thanks in particular to the many specialised websites that can produce large quantities of varied and fully personalised objects in a very short time.
Impact and public perception
Advertising goodies have good press for simple reasons: they are useful, practical and free.
A study conducted in France in June 2017 by the 2FPCO on the perception and impact of promotional items reveals that the French are very keen on this type of product.
We learn that the French own an average of 12 promotional items and that 66% of them use them once a week.
The study confirms the effectiveness and longevity of these products, which are kept or given to relatives in 95% of cases and for a period of 1 to 5 years depending on the type of object.
Respondents say they keep items if they are: useful, original, fun, or from a brand they like.
3 key figures
- 89% have a positive opinion of promotional items
- 77% would like to receive more
- 75% say they remember the associated brand.
The stars of the media object
Not all promotional items are created equal, and some categories stand out.
First of all, in terms of global criteria, it is important to customers that the object is part of an ethical and ecological approach and that it is produced in France.
The big winners in advertising objects are electronic accessories. We spend more and more time in front of our computer, so anything that can be connected to it will be useful (e.g. personalised USB keys).
Another area not to be underestimated is that of everyday objects. This includes mugs, pens, notebooks and beach bags.
What do they have in common? They are simple, useful, and follow your potential customer everywhere. These are qualities that appeal and offer great visibility for your brand.
How to choose the right promotional item?
For an effective advertising object you need to ask yourself the right questions. Nothing could be easier, put yourself in the shoes of your customers.
If I were offered this gadget, would it be useful to me?
Would I wear this shirt?
Does it give a good image of the brand (aesthetic aspect, originality, quality)?
Does it fit with the message I want to convey?
It is important to have a strategy in mind when buying promotional items. For example, at a trade show, look for products with good visibility that are eye-catching and will bring prospects to your stand, keeping in mind that they need to be cheap to be produced in volume.
Read our article : How to organise your trade show
For business meetings with important clients, opt for better quality items produced in smaller quantities.
In conclusion, promotional items are a very effective marketing tool but are often misused. Take the time to define your objectives in order to integrate them effectively into your overall communication strategy. Allocate a sufficient budget to produce quality items and do not waste them by distributing them randomly or to your own employees.