Promotional gadgets are one of the most commonly used forms of promotion. They are invariably associated with a company pen, lanyard or mug, which – despite the dynamic development of the advertising market – are still very eagerly chosen by marketers. What is the magic of these "immortal gadgets" and do they still fulfil their function?
Standing out… the traditional way
It has long been known that well-designed small gifts can be an excellent carrier of an advertising message. A good gadget can effectively deliver a message to a specific group of recipients and stay with them for longer. Manufacturers of promotional materials are outdoing one another with ever new ideas for creative solutions that will set companies apart from the competition. The eco trend, new technologies and the desire to interact with consumers make gadgets increasingly elaborate and advanced. Does this mean that traditional promotional pens are going out of fashion? It turns out they are not.
The great power of small gadgets
Keep in mind that a gadget should be matched not only to the character of the company or brand, but also to the circumstances of its distribution.
More expensive, more elaborate gifts are usually intended for regular customers or handed out when signing a contract or during an important meeting. In the case of mass campaigns, mailings, trade fairs or at points of sale, small, casual gadgets still work well: pens, notebooks, mugs – says Magdalena Gut of Pink Pepper Media – The deciding factor here is the relatively low cost of a mass-produced gift, but not only that.
With a gadget every day
So what, besides price, makes a traditional promotional pen still fulfil its role and be eagerly ordered by marketers? Let us not forget that the direct function of a gadget is neither to sell nor to persuade the recipient to cooperate. A branded gift is above all meant to fix the brand in the customer's memory. A good gadget should therefore be, first and foremost, useful. Daily use of an item bearing a given company's logo guarantees constant contact with the brand's visual identity.
A pen, a notebook, a mug or a mouse pad are items used every day by almost every office worker. Notice how often these are in fact promotional gadgets rather than specially purchased equipment – says Magdalena Gut of Pink Pepper Media.
A small gadget – great quality
So is nothing changing on the gadget market? Have company owners and marketers been ordering the same "freebies" for years, the kind each of us has already received thousands of?
The approach to the quality of gadgets is definitely changing, even the small ones – says the specialist from Pink Pepper Media – We pay more attention to the aesthetics of the design and the workmanship of the items – we want the recipient to really want to use them every day. Besides appearance, it is also worth taking care of the gadget's functionality. A notebook or a notepad is in itself a useful item. However, sometimes a company's visual identity makes it difficult to use the gift freely – for example, the logo covers most of the writing area. This is just a simple example, but it shows how, instead of a desire to interact with the item every day, irritation arises – says Magdalena Gut.
