One of the constant balancing acts marketers walk is the need to maintain a fresh and relevant modernity about their brand without losing the hard-won authority built with many years of marketing investment. Most large companies regularly update their livery every decade or so to keep up with trends in design and corporate imagery but this option does not necessarily suit smaller organisations. That’s why many marketers believe choosing the right promotional product which reflects the commercial zeitgeist is a proven way in the interim of associating their brand with developing social and business trends. It may not be possible for many companies to make short-term changes to consumer perceptions of their brand however the simple act of applying company branding to an up-to-the-minute product is a cost effective way to enhance consumer perceptions and take advantage of the latent energy of market trends.

One of the many advantages of promotional activity is that it allows for niche marketing to a range of market segments with little or no wastage. While your brand may be seen as out of date or appealing to an older generation, customising a product with your logo and offering it exclusively to a younger demographic of potential clients permits you to avoid confusing the perceptions of your regular clients or risking them experiencing dissonance through mixed messaging. For instance offering a product like a promotional power bank with your logo engraved or printed would be an ideal way to create the impression that your company has a modern perspective while also providing a constant, practical reminder of your contact details and corporate message.

Similarly, by taking advantage of social trends and events by choosing a matching promotional merchandise idea a small scale marketer can hitch their brand to a larger-scale idea. For instance, right now as the Rio Olympics are splashed across every media outlet around the world offering your clients sports related products which reflect the success of the national team will immediately strike a chord with recipients. The recognition which such an offering will receive is far beyond what would be generated without the event occurring and people will appreciate the gesture of connecting their business day with an international event. By planning promotional activity this way and choosing a suitably matched product the likely return on investment in both brand recognition terms and client enquiry is enhanced.

Most companies are risk averse when it comes to choosing promotional merchandise, opting for products which are mundane and “safe”. Choices like key rings, pens and notepads are the norm and while these practical products have many advantages, if you want to get the most from the developing trends in the market it pays to think creatively. It’s only natural that while people are engaged emotionally with an event or phenomenon which has captured the public imagination that reference to it will have an additional impact and be more likely to enter long-term memory. As most branding and marketing exercises are about long-term recognition and recall taking advantage of a larger theme for small-scale marketing is a proven way to leverage a higher rate of return from promotional investment.

If your company is looking to enhance brand values with a segment of its client base choosing the right promotional product is a great way to engage with the market and guarantee you will be noticed. Not only can you take advantage of the social environment but as with all promotional marketing you can provide a practical gift which will become a constant reminder of your products and services.

By Eddy

Eddy is the editorial columnist in Business Fundas, and oversees partner relationships. He posts articles of partners on various topics related to strategy, marketing, supply chain, technology management, social media, e-business, finance, economics and operations management. The articles posted are copyrighted under a Creative Commons unported license 4.0. To contact him, please direct your emails to [email protected].