Gone are the days of giving away pens, key chains and simple items that have your logo on them. According to a recent article in USA Today, traditional media like television and radio ads are no longer working like they once did. Consumers need to be engaged and brought into your marketing for it to take an effective hold.
All along tech gurus were touting digital media as the next big marketing avenue, new technology was going to broaden the market and make advertising accessible everywhere. Little did they realize that all of this over stimulation was going to backfire and start turning the very consumers they craved against their efforts.
People actually wait thirty minutes before watching their normal programs on TV, this way they can simply fast forward through the commercials with their digital recorders. Radio ads, a thing of the past with satellite radio and MP3 players. Billboards, bus ads, subway ads? Who needs them with DVD players, GPS units and MP4 players to hold our attention? So what is a company to do to get their edge back?
Enter the Sticky Drive®, WOW Card® and Traffic Ticket®, the new line of engaging advertising specialty products. These products and many more like them, bring the consumer into your marketing by entertaining, tracking, impressing and playing with your target prospects and customers. This is technology in action, the old school way.
Promotional products have been around for as long as anyone still alive can remember. Starting from a simple burlap book bag to calendars, pencils and the ever popular ball point pen, the notion of getting something for free has always been the hook for these products. Even today at every trade show, booths that are giving away the best “free” stuff tend to get the most visitors. But, like the new technology, is it getting their message any farther than in a bag and then in a drawer once they return from the trade show?
Marketing people need to look beyond the show, past the mailing and outside the sales visit. There are too many things in today’s culture to immediately distract the recipient once they are out of sight. Products that are anchored in correctly to their marketing initiative and have repeat need or want of engagement will prove more effective than any ad, brochure or sales visit. These products are the new era in “chotchkie” land.
One market that is about to be in great need of engaging products is the pharmaceutical arena. With new Pharma guidelines (self policing rules to help keep companies in check) coming into play, these companies will no longer be able to give out the pens, clocks, notepads, etc. like they once did by the truckloads. Now the products they present must be of an educational nature for the intended recipient. Not a problem when utilizing the new tools available through some of the products mentioned above. All can be used for educational purposes while not only getting the logo and brand in the prospects face but ingrained in their mind as well, with additional information on top of that.
Technology has helped the promotional product industry come full circle; back to the days where receiving them was a pleasure and using them just as much fun. Simply the way it should be when marketing products and engaging prospects and customers alike.