Screen Printing
Screen Printing: Everything from 153 Expert Interviews This article isn’t just based on theory because many other blogs on screen printing do a great job at describing screen printing in...
Rajat M |
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H umans have been around for a long time in which we have invented, built, and evolved dramatically. Originality is what we strive for, which can be understood as “the power of independent thought or constructive imagination” or “being the first instance or source from which a copy, reproduction, or translation is or can be made” (Merriam-Webster). But it’s difficult to imagine things we haven’t thought of yet. This is a fear for many industries. When thinking about maintaining the success of companies, we think of promotion and awareness. This promotion tends to be conducted through promotional products. However, not only does the company itself need to be original to be successful but its promotional products as well. Thus, the big question is, what makes them different from others? What makes them unique? This research paper aims to explore the elements that create unique giveaway products that ensure the success of companies. We will start by looking into a company’s message and purpose. Through this, we look at promotional products and their relationship with the purpose. Lastly, after a few examples, we will explore the role of customers.
To be unique in promoting one’s business doesn’t start with the promotional
products but with the company’s purpose and message. Companies are successful
when they have a clear message and purpose. Most companies’ messages and
purposes can easily be found on their website. For example, Ben and Jerry’s:
“We love making ice cream—but using our business to make the world a better place gives our work its
meaning. Guided by our Core Values, we seek in all we do, at every level of our business, to advance
human rights and dignity, support social and economic justice for historically marginalized communities,
Purpose acts as a motivational and engaging force for employees and their audience.
Research has shown that companies that have a strong purpose perform better on the
stock market. In a study with 20,000 employees, 100% were more likely to stay in the
organization when the leaders were clear about the purpose (Meister & Bach, 2021).
After defining its purpose and message, it has to have a product. For example,
for Starbucks, it is coffee, and for Budweiser, it is beer. Now, the company has a
purpose and a product but to be successful; promotion is needed. Promotional products
are the answer, but it can’t just be any product. Many companies resort to the basics,
such as water bottles, keychains, writing tools, and products of that sort. However, it is
not unique and does not grab people’s attention. The promotional products must be
personal to the company, align with its purpose and product, and be useful. Several
examples (Mertes, 2022):
These examples are quite creative, but it can also be as simple as Starbucks mugs that
are personalized to each city. All these promotional products have in common that they
relate to the company’s purpose and original product in a way. They promote the
company through useful and personal products but in a fun and quirky way.
Customers play a vital role in the continuation and success of the company. They
help promote and purchase the products, which keeps the company standing. Thus, the
company has to create a strong relationship with its audience. This is done by
welcoming feedback and knowing one’s audience. Welcoming feedback from its
customers allows for development and progress. In essence, there is no better and
more reliable source about a company and its products than customer feedback. This
shows that the company values and appreciates its customers. The appreciation found
on both ends creates this cycle of feedback and response. Additionally, the company
needs to know its audience. This can mean an average age range or profession in
which they attract. For example, Tim Hortons, a Canadian multinational fast-food chain,
attracts an extensive and varied audience. As a promotional product, they have done
two collaborations with pop artist Justin Bieber for their coffee and donuts. This product
attracts younger ages, but as their product is useful to everyone, it works with everyone.
In conclusion, for promotional products to be unique and successful, it demands
effort from the basics of the company to its customers. The company has to have a
clear purpose and message. Then, promotional products align with the company’s
purpose and original products as a form of production in a personal, useful, fun, and
creative way. Lastly, to maintain the success of the company, it prioritizes its customers
by listening to their feedback and understanding their audience to promote personalized
promotional products. To summarize, it’s a whole process.
Ally Hatcher
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Conclusion
Psychology Blogger,
The Shared Secrets Lab,
GiftAFeeling Inc.
Read The Official Research Paper On - How can one be different in a world where everyone is giving away promotional products?