Just to be clear: this is not another article about the pandemic. This is an article about how to get out of the shadow it’s cast over us: our livelihood, relationships, mental health.
Obviously, promotional products will not produce a vaccine (unless Paul Bellantone and Tim Andrews have a secret side hustle that we don’t know about…). But they can help us bounce back from our economic and emotional funk. Promo will not save the world, but what it conveys can help get us there. To maximize impact, spread positivity and revive sales, there are several elements to consider:
Packaging & Design.
The act of giving a gift in person will be unlikely in 2020 – therefore, we must rethink the experience. How do we create a personal connection without connecting in person? Consider the recipient’s emotional experience. From excitement and curiosity to discovery and delight – unboxing needs to be just as (if not more) exciting than the gift itself. Some of my favorite vendors who accomplish this include Batch & Bodega (HPG’s new line), Handstands Promo, Gemline, Sweda and AdNArt.
Appreciation.
This is a common sentiment shared during the holiday season, but 2020 will be the mac daddy of all years to show extra love. The way I see it, the primary ways to drive this home comes down to:
1. Perceived value (How much does it cost or appear to cost?)
2. Sincerity (Does the messaging and approach feel genuine?)
3. Practicality (Will the recipient use it?)
No matter the combination, you always need to have at least two of the three.
Purpose.
While this appears to be the most preliminary, it’s perhaps the most important. Purpose is what separates a thoughtful promo strategy from “trinkets and trash”. If the reason for the application of promo is to boost someone’s spirits, show gratitude, change behavior or encourage engagement – it better accomplish it.
When aligned with the right message, application and strategy, we can make an incredible impact for our customers. This year has been and will be different from the others, but it’s no reason to shy away from what we do best – tell stories through products and imaginative approach.
Taylor Borst is Sr. Director of Marketing & Vendor Relations for American Solutions for Business. Joining the print and promo industry in 2015, she specializes in social media, promotional products, and supplier relations. Taylor is currently a Sous Chef with PromoKitchen, board member for UMAPP, on the PSDA Emerging Leaders Committee and is an advocate for education and youth involvement in the industry. Connect with her on Instagram,
TikTok and LinkedIn.