A defining 'moment of truth' occurs when after weeks or months of planning you distribute your chosen promotional gifts. This critical juncture in a promotional campaign is sometimes one of the least thought out and can dramatically affect the overall impact intended. Get it right and the benefits are exponentially positive but get it wrong and things can start to go down hill very quickly. There are two fundamental aspects to consider for promotional gifts - packaging and distribution.
Packaging is a fundamental aspect to consider. We all look at promotional items on websites but few consider the impact of packaging. Clients may be environmentally conscious and looking for biodegradable packaging. The type of packaging used will also vary dependent upon the form of the promotional items in question.
The primary role of packaging is to protect a product in transit. This is a fundamental and for promotional gifts this means not just protecting from breakage but also ensure that there is no rubbing or chafing of the imprint. For this reason gifts tend to be bulk packed but with a level of protection that is defined by their fragility and imprint method.
Promotional pens tend to be bulk packed in large polythene bags containing say 150 pieces. These bags are then placed in a wooden box for shipment. The imprint is generally screen-printed and it is highly unlikely that the pens will suffer wear in transit. It is common for gadgets such as USB flash drives and MP3 Players to be individually packed into a polythene bag with a cardboard outer. These are then once again put into a larger box for distribution to the client. This will protect the product in transit and the imprint itself. Electronic items may also be packed with a small hygroscopic bag of crystals to protect them from moisture. More fragile items such as ceramic mugs may also have molded polystyrene fitments to protect them. For large weights the packaging may be shrink-wrapped to a pallet and this in itself will require off-loading facilities at the final point of delivery.
Packaging can also have a secondary role - that of reinforcing a brand and marketing message and the promotional campaign itself. Here the packaging may be printed and personalised to add another dimension of expectancy for the recipient. Basically, retail point of sale marketing theory is applied. A classic example would be promotional mice and mouse mats packaged together in a sealed clear cover with a printed cardboard insert. Outer packaging in the form of envelopes and mailers can also be personalised with a logo and marketing message. Even the colour of the packaging can affect the overall impression - brown envelopes tend to infer bills and invoices, where as white seem somehow more official and professional.
Distribution is the delivery of items to a client. This may be done direct or through a third party mailing house. It is more important if using the latter to ensure there is an agreed process for the mailing including all special storage and processing instructions. For example, if supplying confectionery, storage prior to dispatch may be an important consideration.
The timing of the distribution is just as critical. If a consumer-orientated campaign then you probably want the goods to arrive for a Saturday morning. If a work-related campaign then a Tuesday or Wednesday is probably better. Within commerce, research shows that Monday and Friday campaigns produce the least impact as most people are preparing for the week or winding down from it. Other important factors to consider include public holidays, potential bad news days, school holidays and religious festivals. Check out a promotional gifts calendar or use the internet to find out what could be happening within a timeframe of say 5-10 days around your planned delivery date.
Product packaging and distribution are therefore key aspects to consider in promotional gifts marketing. The packaging should be designed to ensure the products get safely to the recipients and should reinforce perceived values. Distribution methods and timing are also critical aspects to consider if a campaign is to hit at 'top of the bounce'.
Dawn Koffler is the MD of Redbows Ltd - one of the UK's leading promotional gift suppliers. Redbows started in 2005 and has experienced tremendous growth in its internet related activities. As well as running her own business Dawn is a working mum, house renovator, taxi driver, life-coach to 3 wonderful kids and somewhat eccentric husband, and dog trainer. Dawn also writes the Promotional Gifts Blog and provides marketing consultancy and services to an ever growing client base.
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