Nobody likes feeling under the weather – there’s just too much to do in any given day, with work, play, and always a spate of responsibilities. Now more than ever, our calendars are teeming with things to do.
As October revs up, pharmacies are aggressively advertising free flu shots. Last year’s flu season was particularly fearsome. Perhaps encouraging clients to utilize promotional healthcare items may be a good idea.
A current concept comes from Lavina Honeycutt, promotional products sales manager, OraLabs Promotional Products, who observes, “there has been a big movement in the promotional industry about product safety, you can turn that into a client campaign about ‘keeping yourself safe too, safe from germs.’”
“Each year everyone stresses the idea of protecting themselves in cold and flu season,” says Brandon Brown, vice president of marketing, SnugZ USA. According to the CDC, one in five Americans get the flu each year. “Be prepared to combat cold and flu germs throughout the day with a bottle of SnugZ hand sanitizer (#ZSCP, #ZS19), available in a variety of scents and easy to carry bottles,” he adds.
Use of hand sanitizers, echoes Jake Peterson of Webb Company, is one of the best ways to avoid getting sick, along with hand washing. However, we don’t always have easy access to a sink. “With the variety healthcare related items in our industry hitting every price point and various MOQs, this should be an easy and profitable conversation,” he offers. From hand sanitizers to water bottles, and cooling towels to sunscreen, Peterson notes, everyone may benefit from a conversation with your client about healthy choices.
Approximately 80,000 people died from flu-related illnesses in the US last winter, “so disease experts are ramping up efforts to get the word out about the flu vaccine as we head into cold and flu season,” asserts Carrie Lewis, trade marketing communications specialist, BIC Graphic. This is a great opportunity for promo distributors to build campaigns that promote wellness and prevention. “Items like hand sanitizer (#40407), heat packs (#45872) and thermometers (#40014) can be a big hit this time of year,” she says.
Lewis adds that self-care (prevention) and wellness is routine among Millennials and Generation Z, so health-related items can be impactful with these younger generations. If these are your client’s target, pill boxes won’t hit the mark, for example, but seek other items that would resonate, “such as sound spas (#41052) and yoga totes (#AP8022).”
It is easy to open the conversation about absenteeism and office wellness, which any executive or client would care deeply about. Workplace wellness impacts everyone, including visiting clientele or patrons and includes families when people go home, points out Tyler Robbins, marketing and sales project manager, Cloth Promotions. “Companies can improve internal brand loyalty, employee recognition using branded company gifts all while promoting health and wellness,” he says.
Cloth Promotions’ Opper Fiber® is a cleaning cloth that is anti-microbial and effective for wiping down computer screens, touch screens at medical facilities, phones, tablets, mobile devices, even doorknobs and other smooth surfaces commonly touched– all that can harbor germs. “Provide an Opper Fiber® cloth with company branding, tips on how to stay healthy during cold-flu season, and you have an instant office success that also promotes healthy workplace behavior,” he suggests.
Health awareness months (as well as weeks and days) are a great impetus for coordinating a marketing campaign with promotional products. This month, for example, is Breast Cancer Awareness month with the iconic pink ribbon symbol.
There are some unconventional products to think about presenting, that will be used. For example, Bay State Specialty Company’s K85 Multi-Use measuring spoon (#K85), describes Josette Bosse, program manager, “is a great give away to ‘get the scoop’ on early detection. It’s an affordable, well made, useful (measurements
on both sides) item that is under a $1 and USA made.”
Gwen Brey, marketing coordinator for Beacon Promotions, explains, “The products for health awareness can be everyday products that get used daily and keeps the cause top of mind. Cause marketing, she cites, can benefit your client because:
90% of customers buy from companies supporting causes
It creates an emotional connection with customers
It builds customer loyalty
It attracts new customers
83% of Americans want more of the retailers they use to support causes
She adds that Beacon Promotions created specific cause marketing flyers that feature statistics and product ideas.
Hand sanitizer can be used for awareness campaigns, such as breast cancer awareness, for example, according to Honeycutt. “The message on the bottle can be a simple reminder about doing a monthly self check or about scheduling a mammogram,” she suggests.
ProRose has added a pink penlight to its line of disposable flashlights, according to Ron Rosencrans, CAS, president. “Penlights are used by health professionals during examinations and emergencies to detect pupil dilation,” he says. “The pink penlight is a great breast cancer awareness product,” he points out.
Although currently it is Breast Cancer Awareness Month, “if you want to sell awareness campaigns all year, be sure to get out ahead of it early,” Brown advises. “Trying to push something on your clients the month of typically end in frustration. There are so many cause awareness campaigns throughout the year that can create opportunities for sales.”
Creating health awareness campaigns to promote healthy living demonstrates good social consciousness for your client that is sponsoring and distributing the promotional products, according to Robbins. You can help the client develop sponsorships on the promotional items for special events, bike races and fun runs/walks, as well as office wellness campaigns. “Consider also that many insurance companies will also reduce rates for companies that promote wellness campaigns. Fewer doctor visits equals less out-of-pocket expenses for both the insurance company and the employee,” he emphasizes.
Lewis agrees, noting that people are more likely to attend an event or donate to groups they recognize, and promotional products provide great visibility for a cause. Imprinted items at advocacy events, fundraisers and community events allow non-profit organizations to increase awareness and support their mission for better health.
Health care will always be relevant, and individuals from all walks of life appreciate items that help them stay well. As more people realize that they may need support to stay well during cold and flu season, or to waylay allergies in spring, to relax, to sleep, and to enjoy overall wellness, promotional wellness products should generate healthy sales!
CASE STUDIES:
Gwen Brey, marketing coordinator for Beacon Promotions: “The local hospital was sponsoring a 5K walk/run for Breast Cancer Awareness. One of the gifts included in the pre-registration gift bag was a pair of the Women’s Socks (#HC353CSW). The socks were printed with the pink Breast Cancer Awareness ribbon and the hospital’s logo. It’s a constant reminder to the women to go in for their annual physicals and mammograms.
"The Red Cross wanted an item to give to all of their blood donors. They used our bottle opener (#HW49BO). With the magnetic back and large imprint area, they were placed on the refrigerator and became a constant advertisement. The ad had the 800 number so it was a daily reminder to schedule their next blood donation.”
Lavina Honeycutt, promotional products sales manager, OraLabs Promotional Products: “A car rental business bought our .5-oz hand sanitizer on a silicon leash and attached it to each set of keys they gave out to the customers renting the cars. They had a message about not letting germs mess up their trip.”
Ron Rosencrans, CAS, president of ProRose: “Our Tissue Cover fits over disposable boutique tissue boxes and offers advertisers the opportunity to present their message or logo on a useful product. A nasal spray company distributed the covers with their cold/flu spray product in full color on the outside to doctors who put them in examination rooms. This exposure created patient/doctor discussion on their product and requests for that particular brand.”
Brandon Brown, vice president of marketing, SnugZ USA: “Citi Bank wanted to announce their new low introductory APR for their Cash Rewards Card and introduce the new card design. They were looking for a low-cost item to hand out at local branches to customers interested in the rewards program while reinforcing health and wellness for the upcoming cold and flu season. Using our Credit Card Style Hand Sanitizer (ZSCC) we used the shape and designed the label to look just like the new card design. We then added a 2nd label to the backside of the sanitizer where we placed a QR Code that linked to a commercial video put out by the Citi giving basic information about the introductory APR and contact information for their customer service line. The result of the QR Code on the back was an increase of volume in customer service calls inquiring about the new rates and an increase of customers signing up for the card.”