Let Your Brand Speak To Your Target Audience Through Custom Promotional Products
- Created on Thursday, 27 October 2011 09:27
Newspaper Ad: Perfect if your target audience is over 55 years old
E-mail Advertisement: Delete & Mark as Spam
Television Commercial: 40% of U.S. households now have 1 or more Digital Video Recorders and are fast forwarding past commercials at lightning speeds and it is projected that this number will increase to 60% of households in 2013
Sitting next to the news paper is a case for her glasses with “Main Street Opticians” printed on it. The mouse scrolling over the delete button on the “Refinance Your Home Now” titled e-mail is sitting on a mouse pad with “Main Street Savings and Loan” printed on it. While the DVR fast forwards past the casual dining restaurant chain commercial featuring overly-eager and overly-stimulated flair touting servers the viewers other hand holds a cold beer with a “Main Street Brewing Company” full color logo printed on his favorite glass.
What I am getting to here is that all of these overpriced advertising avenues are missing the point to grab consumers in 2 major areas: Perpetual In-Home Impressions and In-Hand Impressions.
Let’s start with In-Hand Impressions. The strongest asset of custom promotional products is the frequency that the branded products are used, viewed, or referred to. Some of these custom products end up in office or work environments and others end up at events, fundraisers, or as contest giveaways. The intrinsic value of these custom products is the multisensory association they create specific to your brand. For example, a large coffee chain based in a cold region of the United States invested in custom logo high-end scarves for giveaways. Why not coffee cups? Been there done that. This strategy was twofold; in cold weather scarves are worn quite frequently and if they have some quality to them they are utilized even more frequently than other scarves in the wardrobe. This leads to the brand name being viewed more frequently and the custom branded name on the scarf associated with quality and warmth. Just like the coffee brand itself. This is a classic case of multisensory association.
Perpetual In-Home Impressions are items displayed or utilized in the home or work place. Many of these products are complementary promotional items but many are Value Added Promotional Products. Value added promotional products are items purchased that add value to sale. Let’s go back to the cold beer in the hand of the gentleman fast forwarding with his DVR remote control. When he was about to purchase the 16oz pint glass of beer at the Main Street Brewing Company the server asked him if he would like that in the 23oz custom logo pilsner glass for just $3 more he could keep the glass. So for an additional $3 he received 7 additional ounces of beer and high quality glass to keep. The logo on his glass is not just a reminder that he likes cold beer, but also a reminder as to how much he liked the beer specifically at the Main Street Brewing Company. Many of these custom branded promotional products are intended to re-embrace the feeling of a good time or good meal we had at a particular place or time. And not only does your restaurant or venue generate revenue from these products but the best value to your company is the cost effective perpetual branding In-Home and In-Hand.
For almost 25 years RP & Associates has designed, developed, and delivered custom promotional and value added programs for some of the most successful brands in the world.
Gary D. Merten
Global Brand Specialist
RP & Associates
2205 Pacific Coast Highway
Hermosa Beach, CA 90254
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www.rpandassociates.com
