Quick, when you think of your top tool for branding, what is it? Now, how many of you said my supply of chotchkies aka promotional products?
Admittedly, I’ve not been a big fan. I don’t like getting them. They’re next to impossible to keep in stock for a sales team. And discovering the latest and greatest “it” chotchkie is an endless task.
Let’s talk marketing reach
In order for consumers to see advertising across various channels, Das asks you to consider the following when defining consumer reach. Broadcast needs consumers to be in the right place at the right time. Print relies on access, mobile apps on downloads and online ads require browser loads. However, promotional products are measured by ownership.
Think about that in our brand universe: ownership. It’s not chance, timing or a hoped for action. The product – and therefore brand – is already in your customer’s hands. Promotional products are also the most welcomed form of advertising by all generations, per PPAI Research.
Engagement and extension
Did you know promotional products are used daily and 83% of consumers use them more than once a day? True statement according to Das.
Now, think of your own brand. What engagement rate are you aiming for? How often would you like your customers to interact with your brand? In my mind, 83% is an amazing rate and one I would not typically equate with chotchkies. Social media, yes. A pen or huggie, no.
Here’s another interesting data point. If consumers decide they no longer want their promoptional product, a whopping eight out of ten give it to someone else. Again, I have to ask – can your brand claim this pass-along rate?
“Because of their extended shelf life and their ability to be used in everyday activities, promotional products allow consumers an opportunity to absorb the content at the pace and time they choose,” says Das.
In this cluttered and frentic world, this statement speaks volumes. Consumers absorbing your brand when they want, as they want, is the ideal pursuit, right? Perhaps it’s time to rethink the value of a chotchkie simply for its longetivity and practicality when it comes to brand engagement.
A score for brand recall
We’re constantly looking for new pathways to provide our customers with a meaningful brand interaction. Citing PPAI Research, nine out ten of consumers recall the branding on promotional products. This ratio is 67% greater than broadcast and 78% greater than online, print and mobile.
Do the math ya’ll. If a single marketing tool can deliver an 83% engagement rate and a 90% recall rate, buy enough product to stock your library and share every chance you get. And then repeat.
Growing customer engagement
Truth be told, I remain wholeheartedly dedicated and committed to storytelling as the prime way to grow customer engagement. That said, I’m also rethinking the marketing mix. Given the reach, recall and engagement rates, promotional products can be a valuable tool in your marketing arsenal.
I welcome your chotchkie experiences. Please chime in and weigh in!