Promotional items: Create a bold brand identity through creative excellence
Promotional items publicize the targeted product of a company in bold terms among the chosen niche sector while conferring aesthetic delight to the receiver. They serve the dual purpose of forcing the brand in the feeble memories of the consumer while handing out items of utilitarian use to the target.
These items need not be emblazoned in overpowering colors with vulgar and conspicuous display of the brand logo that might distract the prospects and force to form a negative opinion about the product and policies of the company. The item should reflect the creative brilliance of the marketing staff and should be exquisitely decided upon by weighing carefully the taste of the targeted consumers, their social class, prominence and the budget. The items needs not be lavishly decorated at a high cost that may turn them into objects of possession and push the central theme of brand promotion to the back foot.
Promotional items should not be chosen in haste. An expert panel of efficient marketers should be constituted to deliberate over the pros and cons of various gifts, the most favorable location of the logo and the group of people to be targeted. The team should have the competence, expertise and experience to catch hold of the mood of the consumers, their behavioral patterns and the level of impact the item is going to have on the psyche of prospect to incline his thought process favorably in the direction of the company. This exercise is no child’s play and should be diligently executed. The items for promotion should not be subjected to profligacy and should be moderately planned on a reasonable budget.
The initial launch of the brand should be accompanied with limited distribution of the promotional items to a select class of the consumers. Based on the feedback received and the response of the selected group, decision should be made to stick to the same item or sacrifice the stuff in favor of something more bold and conspicuous. This will also save the company’s marketing budget from going haywire and provide greater turnaround time for the campaign.
Promotional items should exude a sophisticated charm that would hold an appeal for potential consumers of all classes cutting across social barriers. This will serve to promote a positive impression about the company that will buy the loyalty of consumers and make them stay in the customer fold for a longer duration.