Brands go to great lengths to create a lasting impression. Some enlist expert songwriters to craft the perfect jingle. Some cast Hollywood stars to pitch their products. Others spend months setting up the next viral social media sensation. Much of this work is done to create connections between brands and target audiences. And with good reason: 62% of customers say they feel an emotional connection to the brands they buy from. That relationship matters—and it’s something that is also attainable through the use of unique promo items.
Combining cool promotional products and a creative marketing strategy can be an effective way of attracting eyes—and linking emotions—to your brand. Here are four ways to use unique promo items to create a memorable brand experience.
Link promo products to an event
Put a twist on the traditional branded promotional product by tailoring it to a specific event. For example, imprint your swag with the name of a conference, trade show or festival, along with your logo, turning it into a cherished keepsake. When people keep a promotional product for more than five years, 38% of the time it’s because it reminds them of an event or experience. This strategy can strengthen that emotional connection.
Already-popular summertime promo products, such as sunglasses or can coolers, can become a unique souvenir by incorporating an event-specific design. A running belt can be branded for a community race or walk, making it an exclusive handout for participants. At a conference or other networking event, a laptop backpack or padfolio can be a meaningful gift for attendees to commemorate the occasion for years.
Unite a group using promo products
There’s power in community—and one way to foster that spirit is to offer promotional products that unite a large group of people. At any public event, from community festivals to concerts to sporting events, sponsors offering an item that recipients want to wear in the moment can bring people together and add to the fun while increasing brand awareness.
A group of fans can rally under a swirl of color by waving spirit towels at a sporting event. Select a color to match your brand and imprint the shirts with a fun team message to make a lasting connection. Bonus: research shows there is an 80% increase in brand recognition with the use of a signature color. (Your favorite soda or retailer, for instance, might immediately bring a color to mind.) A foam cowboy hat in your brand color makes a perfect prize or handout for a country music festival or rodeo and is bound to help make some memories.
Give usable and unique promo items
Offer cool promotional products that recipients can use immediately. The No. 1 reason people keep a promo product for more than five years is because they find it useful. So zero in on practical products with a purpose. After all, when a product is being used, chances are it’s being seen.
Something small, like lip balm or hand sanitizer, can bring welcome relief in a variety of situations, especially long running events or gatherings heavy on shaking hands. Under the right circumstances, be it surprise rain or sustained sunshine, an umbrella can come in handy at an outdoor event. A fanny pack could be a giveaway that saves the day when hands-free storage is needed. Same for an ice scraper that’s included in a swag bag on an icy winter night.
Connect cool promotional products to the location
Create unique promo items by incorporating your geographical location into the design. Focus on a noteworthy aspect of your organization or event location and play it up—whether it’s a building, neighborhood, city, state or country. Like event-specific swag, coming up with promo products around this type of theme makes them mementos of a positive experience.
When sponsoring a community night market, don’t just offer patrons a simple pint glass. Make it unique by imprinting the location on a frosted glass and giving tourists something to bring back home. If you’re pitching in for a welcome packet at an auto event that requires people to travel to attend, imprint a pint funnel or auto safety tool with an image of the state or a local landmark.
Make a lasting impact
Eighty-eight percent of consumers say the experience a company provides is as important as its products and services, making the creative use of promotional products more important than ever.
By offering unique promo items—whether designed with an event or location, to unite a group of people or with immediate use in mind—the experience your brand provides is sure to resonate.