Replace-ability: Will they replace theirs with yours?
At a recent trade show, I was handed an iPhone case branded with a company’s logo. It seemed like it could protect my phone well. It was prominently decorated with a logo of a company that I liked. My immediate thought as they handed it to me, “Nice giveaway. This is a trendy, in-demand piece of swag.”
Then I tossed it.
Yes, I have an iPhone and I care about protecting it. But like most people, I already have a case that I like, trust, and that I chose for aesthetics. As shallow as this sounds, my phone is a status symbol, highly visible to friends and co-workers, that sends a message I want to control. It would take a lot for me to replace the case I have. It would have to be a case that appears to be of greater quality and reflect my unique and personal sense of style. Good luck with that, swag pushers.
Replace-ability risk can kill your ROI.
When your promotional project’s ROI depends on impressions, knowing that your product will be adopted is a factor you need to consider. One of the biggest reasons that a product isn’t adopted is because people aren’t willing to replace the one they currently own with one you’re offering. And if your product isn’t adopted, impressions are lost.
When is replace-ability a risk?
- Most of your audience already owns one. If only 5% of your audience owns this to begin with, then don’t consider replace-ability a threat. If they already own one (no matter what product – pens, mugs, etc), there is always some risk that they have enough and don’t feel they need another.
- Your audience tends to own only one. Assuming risk factor #1, this really puts the pressure on your giveaway to be more valuable than their alternative; a product they are likely comfortable with and personally chose.
- Items used for status or personal expression. If the item is considered fashionable and is highly visible to peers, then by adding a logo, you may be diminishing one of the key points of value. This would be more common with expensive or brand name items, like adding a corporate logo directly on an iPod.
Recommendations
If you’re using a product that has higher replace-ability risk, then we recommend the following:
- Make your logo attractive on the product. If the logo color and design goes well with a product, it’s easier to compliment the product with your logo.
- Be discreet with logo treatment. It doesn’t have to be an eye sore to get noticed. If they are using it every day, they’ll notice.
- Have passionate, loyal customers. You can consider yourself immune to this replace-ability risk if you do.
- Employee Gifts. Your employees are the most likely to care about an item with your branded logo, and be advocates. Employees using products with the company logo generate conversation and can be great promoters of the Brand.
What items have higher risk?
- Cell phone cases
- Business Card holder
- Headphones (not ear buds)
- Key chains
- Wallet
- Golf club covers
Conclusion
It would be nice if our customers could just politely say, “no thanks, I already have one”; allowing us to distribute our goodies to only those that desire them. But we’re programmed to accept just about every piece of free we can get our hands on, only to discard most of it later as we decompress from “stuff overload. “
So if you’re considering branding something that they already own, that is better quality, more fashionable, more personal, or more trusted…you might as well just give them cash.