Remember that pen you picked up at last year’s conference? It might have been neon green or had a catchy phrase on it. I bet you remember who gave it to you, even if you don’t remember the name of the first speaker. Have you ever thought about why that is? Brands like corporate umbrellas that do well don’t just buy any stress ball with their name on it.
They pick gifts that are both strategic and conversation starters, it’s almost like they can read minds. You don’t have to find an item; you have to find the thing. Did you ever notice that your favorite coffee shop always has brand-name mugs? They know you’ll grab it before your “World’s Best Mom” cup. People aren’t getting dull pens from the places with the longest lines; they’re getting phone wallets and Bluetooth speakers instead.
Most people make the mistake of thinking that customization only means putting your logo on a bag. Big brands are crazy about the spot where smart design and usefulness meet. Does this keychain ever see the light of day, or is it headed for the trash? If people can use your branding gear every day, you’ve already won their hearts.
People keep things that they think are useful, thoughtful, or strangely popular. Have you ever seen a hot sauce bottle with a business’s name on it? More fun than a mousepad and much more remembered at Taco Tuesday. Put your message together with strange things. People talk, share, and show off with umbrellas, bamboo utensils, and fanny packs, even though they’re risky.
Don’t forget about the spread effect. One cool gadget at a gathering with a lot of people? All of a sudden, everyone is asking, “Where did you get that?” You can’t buy that kind of momentum, but the right promotional piece can start it. There is no bigger way to get people to talk about your business than with a mug that shows up in every staff Zoom call.
Don’t forget to feel things. We’re all people. A joke on a notebook or a funny sticker is a better way to make someone’s day than any marketing phrase. Have fun and be happy. That’s where real brand loyalty begins.
Don’t forget that it’s not about buying expensive things with your name on them. It’s about being useful. What would you do with this if you got it? Would you keep it in your bag, on your desk, or in the kitchen? If the answer is yes, you’re on to something that big brands already know.
Start out small. Test. Share stories with your clients. That’s what makes “just another trinket” into a way to connect with people. Let your promotional gear say, “Hey, we get you.”