Promotional products and business gifts are often the poor relation of “above-the-line” marketing activity, but corporate gifts have long proved that they can be far more targeted and cost effective.
A recent survey showed over 45 per cent of respondents chose live events, roadshows or promotions as the most cost-effective method of marketing a product. This compares with just 33 per cent for TV; fewer than five per cent for direct marketing, three per cent for Internet advertising and zero per cent for distributing flyers as the best method of promoting a brand. So why do brands still allocate so much of their marketing budgets above the line?
When compared with the number of consumers reached by mass media techniques, these methods cannot hope to compete. However, when the quality of the target and depth of engagement for promotional products with a brand is considered, the long-term benefits are more obvious.
50 per cent throw flyers away. Add a money-off coupon to the flyer and still only 15 per cent of respondents will be influenced to note the contents. However, when a promoter uses a more engaging “experience” to interact with people, the number of respondents usually encouraged to take and read the flyer as part of a wider “experience” jumps to around 50%.
Above the line activity armed at the wrong target market is more likely to turn a costumer against a brand or company than not targeting them at all. Interaction between a company and its potential customer with a corporate gift or promotional product has greater long-term benefits when it comes to building brand loyalty. Hence, it’s more cost-effective.
Here is a list of The Corporate Gift Company top 10 best selling promotional items (in no particular order):
1. CDC01/CH Chrome Business Card Case – perfect to keep those business cards in pristine condition.
2. KYR25 – Silver Plated Cushion Keyring – very cost effective product, great branding area.
3. DSK01 Desk Set – perfect for all sort of offices.
4. FRM53 Photoframe– Ideal to embellish your favourite photos! – Great at work or at home.
5. AWD02 Star Paperweight – Perfect for to be a veritable star at work!
6. AWD04 Star Trophy – Great award and really cost effective.
7. GLB01 Globe Puzzle – Ingenious item with great “fiddle-factor”.
8. WOT01 World Timer – Perfect to put it on your office and know the time in all countries you want.
9. PEN15 Floating Pen – Original and very innovative item.
10. PEN06 Milan Pen in Chrome Box – great item – you can incorporate your promotional message or logo.
Call our sales team today on: 0845 430 2902 to see how The Corporate Gift Co can add value to your marketing activity.
