Unleash your brand advocates

We typically look at promotional gifts as a way to build our relationships or gain brand exposure, and that’s great. However, the more powerful reason to give promotional gifts it to create another opportunity for your best customers, supporters, employees or students to share their stories with their friends & peers.  Promotional marketers’ biggest mistake is overlooking the opportunity to create a reason for their most vociferous advocates to tell their story about their experience with the brand. Word of mouth remains one of the most powerful tools, we need to look at promotional items as a way to foster that engagement.

Seek the unexpected. We talked about trade shows and how to differentiate our treatment of key customers vs the walk ups. It is not about an expensive or flashy item (although that may be warranted). It is about treating key customers differently, letting them know you value the relationship. The way you present a gift can create as much positive residual impact as the item itself. You’re really looking to give the person something to talk about.

As we look at promo items, we have to take a step back to see how we can foster the conversation. When PPIA did research, there was a focus on how recipients feel about the company that gave them the item, that it was positive. The idea is that you give an item and the person likes you more. Our take is that you look for the people who like you more and give them a gift. We explored the strategy with logoed shirts but the opportunity is pervasive. The ideas stems from the realization that promo products don’t make someone love your brand, but they do give those who love your brand a reason to talk about it.

As you consider promo gifts, you must consider the way you are going to give the gift as much as the gift itself. Let the gift and experience be the catalyst for conversations. Your brand advocates are looking for reasons to talk about you and will enthusiastically display your brand. You just need to give them a way.