In honor of Valentine’s Day and Brand Love Week, we wanted to share a bit about our passion for promos and why we do what we do. We are people who love promos and are inspired by the creativity in our industry! Join us in sharing your stories this week using the hashtag #BrandLoveWeek.
What’s your favorite brand? Take a moment and really think about it before answering.
Did Apple or Disney come to mind? Or maybe you went for the inspiring fan favorite Nike? When you think about your favorite brands, do you ever wonder how they earned your business? For many, the overall vibe and personality a brand exudes is just as important as the product or service they are selling. For example, Apple makes electronics that are similar to Samsung and Sony, but it is their sleek designs and clever marketing that make them a fan favorite. (Ever see their epic 1984-esk commercial that inspired a generation to “think different”?)
Others choose a brand based on their mission statements and business choices. For example, companies like TOMS and Warby Parker donate on your behalf to someone in need with every purchase, earning them the business of millions of devoted customers.
No matter the reason why you chose the brand that you did, one thing rings true. There was a moment that solidified your loyalty… it’s what we at Boundless call a Brand Love moment, and it is the holy grail in Marketing.
So how can your brand connect with customers and create lasting Brand Love? The good news is that you don’t need to shell out millions to an ad agency or create an epic Super Bowl commercial to win fans over.
When it comes to Brand Love, there is no other advertising medium that gets the job done as effectively as a branded product. Think about it for a second, would you rather sit and watch an advertisement before your favorite music video on YouTube, or receive a free branded product that is useful and trendy? It’s a no brainer.
Not only are branded products well-received, but they are also cost-effective and memorable. On average promo products cost less than one cent per impression, and have an 85% brand recall rate with customers! And to put a cherry on top of this promo sundae, a product like a tote or a sweatshirt with your logo on it essentially becomes a walking billboard for your brand. So you’ve got a product that keeps earning impressions long after you gave it away, and a customer that is advocating for your brand simply by using or wearing the product.
But, to truly create Brand Love with your customers you can’t just hand out pens at your booth and expect for the sparks to fly. You need to be creative and thoughtful in your approach and give away branded merchandise this is the right mix of clever and useful and truly embodies the spirit of your brand.
Take the Sprouts swag box below as an example. Sprouts is all about sustainability and organic produce, so we wanted their promotions to reflect these values. The kit included a plantable pencil, a journal made completely from apples, and some playful custom socks with avocados. The wood crate packaging completed the look and really made it a #BrandLove worthy giveaway. You should strive for campaigns like this that not only put your brand front and center, but also highlight your company values.
So, how do you put the power of promotions to use, and what are some instances where they are effective?
Although they do make great giveaways, there are also tons of other ways you can use branded products to meet your marketing goals. Internally think incentive programs, uniforms, corporate gifts, and new hire kits! When you give your employees branded products it makes them feel like part of the team and turns them into brand ambassadors and advocates. And considering that companies with engaged employees outperform those without by up to 202% (MSL Group), adding promotional products to your marketing mix is a no brainer.
Externally, promotional products are also a great way to stay top of mind with both existing and potential customers and can be used as event giveaways, mailers, and can even be included as a gift with purchase to drive sales. Whether you are trying to generate leads, or retain current customers, branded products are going to be an effective and budget friendly touch point with fans of your brand.
I truly believe in Brand Love and the power of promotions and am inspired by the possibilities and creativity in our industry. Every year on Brand Love Week we here at Boundless like to take a moment to celebrate the brands that inspire us and those moments that solidified the love. Because we all have that old college sweatshirt we can’t bear to part with, or that durable branded grocery tote that somehow never breaks despite all the trips to the store we’ve taken. If your brand is lucky enough to make it onto a fave product, your customer is going to remember you for months and years to come. So from us to you, Happy #BrandLoveWeek! And cheers to the creativity and brand love moments yet to come!