With a consumer being exposed to many thousands of advertising messages every day, it is understandable that they not only tune out but can be quite put off.
In the world of promotional products, this is a quandary we come off across when deciding how to brand a promo item. Do we embroider, screen print, plastisol transfer, laser engrave, etch, et cetera. But just as important as this is, what size and colour we choose, The Jamie Oliver cutting board is an example where subtle branding works better.
Being bold and brazen with large colourful logo’s will certainly garner awareness, but this is diminished if the branding is too gaudy or lessens the perceived value of the promotional item. It may be a smarter move to go tone on tone, or a single contrasting colour so that the branding is there but “not in your face”. Remember that the value in promotional products is their repeated use, longevity and the fact that the clients’ friends and workmates are all exposed to the branding. If the client is not using it then the promotion is wasted.
As a rule of thumb we like to look at 3 aspects:
1) Where will the product be used? ie: home, office, outdoors
2) Does the promotional product have a high perceived value?
3) What level of exposure are you looking for?
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Matthew Bywater
Marketing Strategist
For more marketing insight from Matthew check out his blog – www.matthewbywater.com
