We live in an ever-evolving digital world but be careful not to overlook some of the good old routes to promote your brand.
When it comes to physical promotional items studies show that they compete well with the digital world in terms of visibility, longevity and number of impressions – and consumers still love them!
The studies showed that outerwear typically generates around 5,125 impressions, results not to be sniffed at. Consumers rated writing instruments (like the lowly pen), t-shirts and calendars as their favourite promotional items. 79% said they prefer promotional items that are useful, like umbrellas which they typically keep for an average of 14 months! Not bad when an email or social post is lucky to survive for 14 seconds.
In the B2B world if you want to keep your brand or message front of mind, 61% of desk accessories like calendars or USB fans are kept at the workplace. Calendars obviously top the longevity charts, being kept on desks for an average of 12 months, whilst other desk accessories still get kept for around seven months and writing implements manage to make it for six months.
In a world where the average office worker is now receiving 121 emails per day having a promotional item sitting on your target audiences desk for up to a year is a pretty good return on investment!
So, what about the younger generation? By 2020 Generation Z will account for 40% of consumers – how do the generation known as ‘digital natives’ feel about promotional items? Numerous studies show that the next generation have a great love for authenticity, and when digital channels may be at saturation point, a promotional item could be the key to getting their attention. Generation Z is the most socially conscious and environmentally aware generation yet, so to help position your brand favourably, choose high quality, useful, and even recyclable products to win them over.
As cost-effective and useful as t-shirts, umbrellas and pens might be at promoting your brand, they are low-tech. If that’s not the message you’re trying to portray, don’t worry, there are also plenty of innovative products that bring together both the physical and digital worlds. From video mailers to solar powered chargers and web keys, and from branded drones to branded Bluetooth trackers that can be attached to your keys to help find your phone.
All in all, the moral of the story is – don’t be the brand that overlooks the physical world while we all drown in the digital noise.
If you need some ideas to bring your next campaign back into the physical world, get in touch.
And really, who doesn’t like a freebie?
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