Promotional products infiltrate and solidify a strong message throughout most any campaign, while taking the brand perception to a deeper level in the consumer’s mind. Here are three ways using promotional items will take your message to the next level:
1. Deepening Impact
Physical items inherently make a deeper and more unique impression in our minds. This is due to a phenomenon known as tangible sensory recall. When people see and feel certain textures, materials and objects they tend to associate a feeling along with them. It’s an advertiser’s job to ensure that those feelings are positive. This is where the psychological impact of advertising and the physicality of promotional products meet head on. Combined, their message is able to create greater impact and longer recall than either could on their own.
Studies show that recipients of promotional products remember who gave them the item 75% of the time up to a year after receiving it. When you can bring your message to life with a well-conceived promotional product campaign, content is felt and a deeper connection is made with the brand.
2. Creating Excitement
There are moments in life that are arguably more exciting than others. Even if it’s a small change of pace, we look forward to certain events throughout our day. If it’s a positive event, consequently we tend to associate a positive perception of the person, place or brand that enabled it. Example: You know that moment when a delivery truck pulls up to your building and a package arrives with your name on it? Doesn’t your heart race just a little faster? Isn’t that the definition of excitement?
This is the exact goal of a great promotional product: to create a lasting positive mental impression or prompt to respond with action. The advantage of a great promotional product is the ability to TOUCH, FEEL and USE it, thus the message has been successfully delivered.
3. Selling the Right Message
Like so many endeavors in life, finding the product that best delivers its message lives somewhere between an art and a science. It all starts with industry seasoned professionals who know how to pull all the pieces together, and just as importantly, where to find the pieces to begin with. Audience, message, event, size, cost, deadlines, color, texture, branding, packaging – all of these aspects are what has to be placed under the microscope when considering a product campaign. Attention to the smallest detail is essential to successful outcomes, and it takes a unique person or set of people to pull it off. A determined, passionate product team understands this process and will filter through thousands of product possibilities and suppliers to come up with just the right product vehicle to deliver your message.
As with any campaign, an advertiser must consider all aspects with which the target demographic comes in contact with the message. That is why it’s so imperative to select a product that not only conveys the idea of the brand but that also reflects the quality of the brand’s commitment to its consumer.
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Chris Bowen is Senior Vice President and Group Account Director for The Tombras Group.