Even as the digital world’s impact continues to grow, some traditional aspects of doing business remain untouched and as valid as they always were. We can include trade shows and business exhibitions in this, as they offer the opportunity to network and build more personal and multi-dimensional relationships than can ever be when conducted via keyboards and screens. They exist as shining beacons in the annual plans of many companies, allowing them to showcase products and entice potential new clients and business partnerships. However, standing out from the crowd is not plain sailing, and as people throng past hundreds of stalls, they can easily fail to notice the business in question. Unless that is, they have availed themselves of some premium-quality, innovative promotional goods and giveaway products from Goodgear Australia. 

The key to success in this endeavour lies in selecting the right promotional products and targeting your intended recipients. A ‘scatter-gun’ approach of handing out thousands of low-end, throwaway items is unlikely to reap the rewards you aim for, and a more nuanced, strategic approach is required. This blog examines the benefits of creating bespoke custom products to give away at marketing drives and some core ideas and strategies to consider.

Creating memorable promotional products

The concept of promotional products as mere giveaways to sweeten people who pass and try to create positive associations with your brand is not entirely inaccurate. However, it misses the mark in a more advanced understanding of marketing materials and how they function psychologically. The most successful, effective promotional products are tangible expressions of your brand and everything it represents. They must continue to remind the recipients of your brand long after the event and create positive, subconscious associations as they do so. This is not always easily achieved, but the team at Goodgear are past masters at helping companies select the perfect items to represent them and adding their branding or marketing message of choice using high-quality application methods. 

The power of the subconscious

Although studies have confirmed how crucial our subconscious minds are in influencing decision-making, many companies underestimate the power of tapping into that subconscious. Only through doing so can we foster loyalty and surreptitiously guide our clients and business partners to trust our brand and select it over others in any circumstances. Creating a promotional product that produces frequent, unnoticed positive associations is much more effective than one grand gesture that wows the recipients briefly but is soon forgotten. 

Objects that are practical and useful to the owner are particularly good at this, and the power of a branded corkscrew or bottle opener that is conveniently at hand when required should not be underestimated. Compare it to a scenario where the bottle of wine is the gift instead. Your company might create an expensive range of custom-branded wines at great expense and present them in lavish wooden boxes as gifts. And there is something to be said for that in the right circumstances. It would be a magnanimous gesture in private business meetings that would not go unnoticed. However, on a grand scale, not only is it impractical to give every stranger who passes an expensive bottle of wine, but it is unlikely to have the desired effect. 

Those bottles will be consumed and recycled before you know it, yet the humble corkscrew that opens them might sit in the drawer and be used repeatedly for decades. Each instance creates a minuscule amount of brand recognition and positivity, yet those build up over time and become a powerful ally in directing that person towards your brand in future. Are they likely to remember the delicious wine five years after the event? If they see one of your products randomly, they may be transported back to the gratitude they felt upon receiving and drinking the wine, but those feelings will soon evaporate again. 

This example illustrates how it is not always the company that throws the most money at its promotional products that will win the race in the long run. Each industry is different, and promotional products must be targeted accordingly by understanding your audience, aligning your products with your brand’s identity, and strategically balancing innovation and creativity with down-to-earth practicality.

Know your audience

Before throwing ourselves headlong into selecting and ordering promotional products, we must fully understand the audience we hope to attract and how we want them to react to the gift. Careful consideration before the fact makes it easier to tailor promotional giveaways to the right people and forge lasting connections. Some aspects of your audience to consider include: 

• Demographics—Consider age, gender, ethnicity, education, marital status, income, and employment. Creating a promotional giveaway item that will appeal to everyone equally is impossible, so you must research and identify your target audience well ahead of time. 
• The nature of the event—If your company produces guitar strings and you’re exhibiting at a guitar trade show, it’s fair to assume that your visitors will be interested in guitars and other instruments. In this case, creating a set of promotional kitchenware for this particular event makes little sense. 
• Hobbies and interests—This can be tricky to ascertain if the nature of your business is not directly related to hobbies and pastimes. If the general theme of an event is ‘outdoor pursuits’, it is safe to assume most people have some affinity for the great outdoors, even if they are attending on a professional basis. However, an expo on the latest insurance software programs might only attract people working in the industry, and it will be more challenging to appeal to the outside interests of the individuals who attend. 

Aligning promotional products with your brand

Remember that any product you adorn with your brand reflects your company overall. Giveaways must share your identity and closely relate to your products and services. Those connections should extend but not be limited to the following:

• Ethical values regarding sourcing and sustainability—It is counterproductive for a self-proclaimed eco-friendly company to give out small plastic items, or those made of non-recyclable plastics, for example.
• Brand colours and styling— Visual consistency promotes brand recognition and attracts attention. It also communicates a sense of cohesion and vision within your company and displays attention to detail and professionalism.
• Company message—If applicable. Not all companies have an ethos or ‘message’ (they should), but if your products and services focus on active pursuits and outdoor adventures, a set of cosy fireside slippers will not convey that message. 
• Logo position: Your logo should be placed in such a way as to maximise visibility without overwhelming the item or shouting ‘look at me’. There is a subtlety to be had in even the most in-your-face marketing strategies, and although bold, brash statements are sometimes the order of the day, it is not always the best tactic to employ.
• General product range—Giving away custom-branded water pistols is inappropriate for a company that provides self-help services and mental health products. Ask yourself if the product sensitively and accurately represents your brand, and dismiss those that don’t. 

Speak with your Goodgear representative, and they will discuss all these issues with you in detail. Careful, extensive research beforehand is crucial if the final product is to be effective, and the time and effort it takes will pay for itself many times over. 

Practical objects

The number of times any individual interacts and creates positive associations with your promotional product directly correlates to its usefulness. No matter how flamboyant, impressive, or expensive an item is, if it has little practical application in the real world, its appeal will not endure. This is why many companies opt for items that will receive daily usage, such as:

• High-quality water bottles
• USB drives
• Pens and stationery

The balance between innovation and practicality can be challenging because it’s hard to imagine that many practical items haven’t already been used as promotional products by other companies. Although that may be true, there is nothing wrong with putting your twist on a tried-and-tested method with proven results. None of those items lasts forever, and getting your brand and message in front of people with such frequency is the key to success.

Quality not quantity

When imagining the vast numbers of people who will pass your stand and potentially receive your promotional products, it’s easy to understand why many companies mass-produce cheap objects and hand them out like candy. But this is a false economy. As we have already mentioned, cheap, throwaway items are nothing more than that in the eyes of the recipients, and you may even damage your brand by associating it with inferior, disposable products. 

Your promotional products must reflect your dedication to high standards and the pursuit of excellence in all you do. If handing out your items only to those who interact with your staff is more logistically complex, then so be it. Those who receive an object will be exponentially more likely to remember the company that gave it to them, especially if your on-site staff are confident and friendly. 

Durability and perceived value

The perceived value of any object is not always directly related to its actual value or cost. The key is to find the perfect custom-branded products that remain affordable in large numbers but give the impression of high value. Items with high durability are particularly good at this, so a stainless steel water bottle will have a higher perceived value than a plastic one. 

Customisation

You may have a well-established company logo or brand that is the natural choice to apply to your promotional giveaways, or your brand may need assistance in being livened up for recognition purposes. Most ‘serious’ service providers have rather austere names and logos that do not necessarily lend themselves to raising the heart rate of anyone who comes into contact with them. This is where the experts at Goodgear step up and shine. They can give you all the advice and guidance you need to transform your promotional products into highly desirable items that promote your brand, commensurate with your products or services and the image you wish to project. 

Some other elements of your customisation to consider include:

• Messaging specific to the event in question—If appropriate, it can’t hurt to mention the event where your promotional products will be given away. Tailoring them to the occasion in this way helps to create a connection with the attendees and enhances recognition and memory of your brand. 
• Social media—Adding a unique hashtag or QR code to your promotional products can help further their reach, especially if there is a giant giveaway in the form of a contest or lottery. This clever technique turns your physical objects into digital ones that spread the reach and perform dual roles. 
• Clothing—People who wear your custom-branded clothing outside the event act as walking advertisements for your brand. No other item offers such widespread physical reach, so seriously consider hats, T-shirts, and other clothing that can prominently display your brand or marketing message.
• Eco-friendly materials—Lean towards reusable, sustainable items and materials if possible. The world has taken a long time to realise the importance of environmentally responsible products, but it is getting there. The last thing you need is to be associated with irresponsible practices.

Final thoughts

The accurate measure of success when producing promotional products for a mass event is not in how many of them you can give away or even how many callbacks and network connections you garner. The real success of your campaign may not be quantifiable in those terms but will be cemented in the loyalty and positive associations people begin to feel for your brand incrementally. Looking at it as a marathon rather than a sprint is a helpful analogy, and you want your company to have the endurance and staying power of a long-distance runner, not just the bursts of unsustainable energy sprinters possess.

Contact us

Please take a few moments to browse our extensive collection of products that can be given your branding, and you will begin to understand Goodgear’s obsession with innovation and practical, durable items. If you feel overwhelmed by the sheer range of options, please do not hesitate to contact us, and we will gladly discuss your exact requirements and offer all the assistance you need.