Subconscious Marketing: Simple Promotional Gifts Can Have a Lasting Impression

If you specialise in marketing, then you know that some promotional items are just blah. And recipients know that they’re blah too because they often just throw them in the rubbish bin. On the other hand, there are items which are promotional gifts that people tend to use for a very long time. And there are also items which are remembered longer, even after the recipient has stopped using it.

Numerous surveys and studies have been made about branded concept, and some of the findings may either surprise you or confirm your suspicions.



What Makes Promotional Items Desirable for Recipients?

Some promotional items are considered keepers, while others are treated as trash to be discarded. One survey found that of all the possible attributes that contribute to the perceived value of a promotional item, only 23% consider the perceived cost very important or extremely important. In fact, the most compelling traits that make a promotional item desirable are its usefulness (69%), quality (59%), and attractiveness (52%)

The Value of Expensive Promotional Items

Customers, predictably react better when they think that they received an expensive item than if they got a cheap trinket. According to the study, 71% of recipients are somewhat or significantly more receptive to the giver when they think that what they received was worth more than $25. In contrast, only 33% of recipients felt that way when they received something which they thought was worth less than $5.

You have to remember, though, that this about perceived cost. It doesn’t mean actual cost.

In the survey, it was revealed that when people received items worth $25, most of them believed that the item was either an incentive or a business gift. Only 38% regarded it mainly as a form of advertising for the giver. On the other hand, when the gift was thought to cost less than $5, fully 74% realised that they were being targeted for advertising.

Promotional Item Failures

Sometimes the item you give away has no impact on how the recipient views your company, in which case you just wasted your money. It’s even possible that you can make them think worse of your company. Sometimes, it’s not the item but the way you give it away which is the problem.

Your promotional item is a failure when:

  • You give away something that the recipient already has too much of.
  • The promotional item is seen as insufficient. For example, you give away an item that a recipient thinks is cheap, while you supposedly reward a $10,000 purchase.
  • The recipient doesn’t need the promotional item at all. For example, you give away a confectionery to a health nut, or a ball pen to someone who works exclusively on a computer.
  • The recipient thinks you’re bribing them.
  • The way you give the item makes the recipient feel like an anonymous number (customer #2345) instead of a Mr. John Smith.

When you’re thinking about giving away promotional items to advertise your company and build strong connections, make sure you take these findings into account. That can help prevent you from wasting your money!



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