Monday 8 June 2015

Promotional Gifts - How Not To Waste Your Money!

This came out of a discussion on the "Collaborative Cambridge" Facebook group, which seems to have become dormant in recent months.

The question arose: "Has anyone explored the world of corporate gifts (e.g. pens, coasters, etc.)? If so, what, why and did they achieve what you wanted?"

My conclusions: you need to pick the items that'll keep your details in front of the target the longest.

Pens are a waste of time. They get lost, chewed, run out of ink. Cheap pens aren't a good look in an exec's hand; neither are pens branded for someone else's company. And if they dump a load of ink in your customer's bespoke suit pocket, you won't make friends, to say the least.

Mouse-mats? Maybe, but how many do you use? One at most. So why would your prospects use yours instead of someone else's? Novelty items, like juggling balls? How are they going to keep your message in your targets' eyes for more than a moment? Same goes for coasters.

And don't get me on giveaway sweet packets...they've a half-life of ten exhibition stands away from yours!

No, the things that work, in my humble opinion, are useful items that don't shame an executive's desk. So let's talk about a few of those.

Memory sticks with a keyring attachment - important! - are good, particularly if etched/inscribed rather than printed (most screen printing gets worn off quickly). Only use ones with a decently useful capacity. "One gig? Seriously? Pointless!" Make sure they're pre-loaded with your sales literature.

Mugs are great. But remember that the top execs may not like having mugs rather than fancy china on their desks, so pick your target. Give them to everyone you work with at your clients, and donate to suitable organisations who will have visitors/workers/members in your target market areas, so they and their visitors see a cupboard-full of your mugs. Mugs have long working lives, promoting your biz. Don't forget contact information as well as branding! Consider QR codes.

Water bottles for runners will have your customers grateful to you every time they stop for a long, cool drink. Not so useful for a fifty-something besuited, overweight Board member, though - so, again, pick your target.

Desk clocks - but only the stylish ones. Added points for small displays of month's calendar, and temperature and pressure. Even if your customer gives them to her geek kid, it'll be seen by the customer regularly. My daughter has one on her laptop table. Amazingly, the vendor didn't bother to brand it. I can't remember who gave it now, just that it came from a cloud tech expo.

Visible to their customer daily? Achieved. Brand recognition? FAIL!

Tear-off notepads, like those spiral ones with a through-hole that acts as a pen-holder, with your details discreetly on each page. (Top tip: include a near-end page saying: "Running out? Give us a call, and we'll gladly send you a new pad!") The same goes for sticky-note pads...but with hundreds of leaves, not skinny ones with just 50 or 100. Remember, the idea's to keep that message in front of your customer as long as possible.

Leather folders with A4 notepads (again, details on each page, and a "refill" reminder). I still use one I got years ago. Looks stylish, and it's useful. But imprint with your details inside, not outside. Looks are everything in luxury goods, so keep the branding where it's seen every time the recipient opens it, even if they've replaced your pad with a generic. Oh, and think carefully about the leather. Calf-skin probably won't play well with Indian businesspeople; likewise pig-skin amongst Muslim or Jewish prospective customers. Did I mention, "Pick your target"?

Shoulder/laptop bags - but don't bother unless you're going to spend for a top-quality desirable item: you want your target to abandon your competitors' cheaper-looking ones for yours! So be discreet about logo and contact details. Embroider rather than print; it's a classier look.

Linen or hessian tote bags are surprisingly effective, and durable. Durable is good.

Even draw-string kit bags, the sort that kids take to school holding their gym or swimming kit, are useful. It'll be seen often around your customer's house, and the kids will remind them if they forget who provided the bag!

Basically, the take-away message (pun somewhat intended) is to think about what's going to promote you in the longer term - and don't cheap out. And that means being selective about who you give gifts to, too, otherwise you may as well hand out unbranded pound coins instead.

Make your give-aways memorable, useful and retained by their recipients, and they won't be a waste of money.