Most of us have been to an event, exhibition or launch and had thrust into our hands that small token of promotional merchandise, complete with a brand logo. Pens, pads, USB keys – the list goes on. Almost anything nowadays can be printed on.
The UK promotional merchandise industry is booming and provides a solid go-to solution for many brands. It’s marketing that is easy, safe and recognised. It’s something consumers have come to expect. However, more consideration should be given to whether the use of this merchandise is right in every instance. A giveaway for a giveaway’s sake can be costly and have very limited, or next to no impact, in achieving the objective.
While I’m all for branded merchandise - it can achieve great things - it should not be used as a knee-jerk reaction without consideration. When considering using promotional items, look first at what the objective is. Ask yourself three things: how will it engage with the audience; how will it help create stand out against the competition; and will it build brand love?
Rather than use the budget allocated to brand as many items as possible to reach as many people as possible, think more closely about the impact of the activity and what message it will convey.
When done well, branded merchandise can evoke a great reaction among consumers. If the item is clever, relevant to the brand or makes people smile, then it has the potential to create impact beyond the initial experience. This is the kind of merchandise that is worthy of the investment.
For example, during the Robbie Williams Take the Crown Tour, Samsung needed to engage with consumers to educate them on the capabilities of near field communication (NFC) technology. A branded NFC-enabled wristband created the initial conversation, demonstrated the technology and its benefits, linked to a microsite with exclusive content and gave the consumer a free keepsake. The perceived value of the wristbands was so high that some were sold on eBay after the event.
Campaigns such as this deliver strong engagement and enhance the brand. It’s worth considering this and asking yourself the next time you’re tasked with a promotional brief: “to giveaway or not to giveaway?”
Hayley Lawrence is director of events at Brand & Deliver
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