In the promotional gifts industry, there are two distinct strands of
ordering – firstly, the staple products and methods, utilising classics such as
printed pens and mugs and, secondly, the trends and ‘crazes’. The latter often
originate from fashions outside the promotional industry, which then filter
down and become applied to promotional gifts. Being current and on-trend can be
of very clear benefit to promotional gifts, making them more noticeable and
sought-after. Not only can the product itself fit into the category of
‘on-trend’, but so too can the marketing approach and the personalisation.
The current top five identifiable trends in the promotions industry
are as follows:
1. Social Media
Social media can be leveraged in many ways - from adding social addresses
to promotional gifts - to generating online image
shares. The former is not such a new technique and is currently being applied
by many businesses; however, increasing social shares requires a bit more
thought.
One approach is to incentivise customers to ‘share’ images of your
branded merchandise through the use of competitions. Visitors to your Facebook
page, for example, could be sent a t-shirt printed with your logo; then asked
to upload a picture of them wearing the tee. The funniest/most creative/stylish
photo wins a prize – and you benefit from all the social interactions.
2. Aurasma
Aurasma is generally considered the cooler cousin of QR codes
(small digital barcodes), which have been a popular addition to promotional
products.
Not only cooler, Aurasma is far more technologically advanced. It
works by allowing marketers to embed audio or video content to physical objects,
which can then be viewed using the Aurasma browser (a free app that can be
downloaded onto smartphones or tablets). The user simply points their
smartphone or tablet towards the object and the rich media content plays.
The implications for promotional products are significant since it is possible
to bring marketing messages to life and engage on a much more human level.
3. Technology Products
Any promotional gifts which are technology based have a high perceived
value, and as such as more likely to be used and kept. Indeed, a recent report
by the BPMA confirmed that USB’s are considered the gift most appreciated by
recipients.
Using the latest gadgets or technological advances to display your
branding will increase the perception of your business as modern, up to date,
and professional. From microfibre screen wipes and touchscreen gloves, to
smartphone/tablet holders and cases, there is definitely a hi-tech option for
all budgets.
4. Health and sports
related promotions.
Perhaps a little predictable, but with such a huge emphasis on sport
for 2012, a whole year of promotions have been inspired! Whilst the main
sporting focus of 2012 is now ending, the hype is still very much alive, and
other sporting events will of course play out during the year. This has
inspired a huge increase in promotional gifts such as sports bottles,
pedometers and a sudden but vast upturn in frisbees.
5. Colour
Every year, PANTONE Inc
determines the trend colours for the season, the results of which quickly
infiltrate into everyday life. Many promotional products can be printed with a
pantone match, in addition to a stock range of colours, making it possible to
tie in company colours with the latest hot trends. The up and coming colours
for autumn are based on a contrast between neutrals such as rose smoke and
titanium, and vivid hues such as tangerine orange and bright chartreuse. For
any business looking to make
Lorna Walkden is part of the marketing team at Ellenell, a promotional products company
based in London.
