Wednesday 15 December 2010

Promotional gifts that stir emotions

Christmas time is a time for gifts - enormous amounts of money will get spent on presents for loved ones this Christmas.

But all year round marketers use thoughtful promotional items to enhance their marketing. A recent study by the Institute of Promotional Marketing measured people’s responses promotional gifts. They found a high emotional reaction to well-pitched promotional items: a reaction normally associated with pornographic images, in fact. This has been backed up by other studies. Whilst the pornographic bit grabs headlines, that's not really the point. The point is that they stir positive emotions in us.

This is interesting. In business, just like at children round a Christmas tree, we love getting gifts. And if it’s something useful/pretty/nicely packaged, we respond very positively to it. And we remember the positive feelings associated with the promotional gift.

This is extremely important for marketers. If you are going to give something away, make sure it gets the response you want from the person who receives it – whether that be loyalty, remembering your company or buying your product or service.

Recently I was on the receiving end of two promotions that were giving away £20. Both companies had worked out what it was worth to get my custom, and were offering £20.

In the first case, the offer was made in a letter that had clearly been sent to a large list of people. As it turned out their computer systems weren’t good enough to recognise when I responded, and I had to argue with them to get the money. No warm feelings there. But it still cost them £20.

In the second case the £20 came packaged as a beautifully branded plastic card. It was enclosed in a laminated card folder with “We appreciate you custom – here’s a gift” printed on it. It was beautifully produced and a joy to open. It will be a joy to spend too. This company perhaps spent a little more than £20 but gets wave after wave of warm feelings from their promotion.

In a world that is increasingly digital, it is a useful reminder that people still respond to physical gifts; whether they may be a voucher, certificate or package with a well-chosen item inside. We may be older than when we first hung up a stocking for Santa, but it seems our emotions are still the same.

25 comments:

  1. geffnerkersch.com Divorce Attorney Nassau County NY, Prenuptial Agreements Nassau County NY. Call us now: (516) 268-9898

    ReplyDelete
  2. content=Diskdatadestruction.net offers hard drive destruction, Paper shredding at Hauppauge NY, Suffolk County NY, Long Island NY, Ronkonkoma NY, Melville NY, Huntington NY, Garden City NY, Farmingdale NY, Westbury NY, Bohemia NY, Stony Brook NY,
    and Nassau County NY

    ReplyDelete
  3. Nyallpurposepaving.com offers Paving Contractor, Parking Lot Repairs, sealing, striping, Oil and Stone Driveways at Riverhead NY, Quogue NY, Hamptons NY, Southampton NY, Sag Harbor NY, Green point NY, Wading River NY, East Moriches NY, Center Moriches NY, Mannorville NY, Miller Place NY , Mt. Sinai NY,Greenport NY

    ReplyDelete
  4. Bedbugprocpc.com offers Bed Bug Exterminator, Bed Bug Inspections, Bed Bug Elimination, Bed Bug Inspection for Hotels and Residential and Commercial Bed Bug at Palo Alto CA, San Mateo CA, San Jose CA, Belmont CA, San francisco CA, Redwood City CA, Sunnyvale CA

    ReplyDelete
  5. Complete-pest-control.com offers Pest Control, Exterminator, Rodent Control, Rodent Elimination, and Pest Elimination at Palo Alto CA, San Mateo CA, San Francisco CA, Redwood City CA, Sunnyvale CA, and Belmont CA"/>

    ReplyDelete
  6. Davispestmanagement.com offers Pest Control, Exterminator, Bed Bug Removal, Inspections, Rodent, Pest Elimination, Commercial, Residential, Professional, Licensed Exterminator , Scorpion, Bee Hive, Hornet, Fire Ant Removal by Service Area, Las Vegas NV

    ReplyDelete
  7. Atopcommercialpaving.com offers Commercial Paving, Asphalt Contractor, and Parking Lot Resurfacing at Queens NY, Nassau County, Bayside NY, Jamaica NY, Middle Village NY, Ozone Park NY, Howard Beach NY, Little Neck NY

    ReplyDelete
  8. Viceroy Investigations and Consulting LLC is a member of the Chamber of Commerce of the Massapequa's offer security consulting, assessments and training to large and small businesses. Let us help you design and implement policies that aid in Safe hiring, Work Place security and Information Security. Call us: 516-694-0093"

    ReplyDelete
  9. Jettonsgrading.com offers Grading, Excavation and Paving Contractor, Land Clearing Services, Septic Systems, Retaining Walls and Driveways, Drainage Systems, Construction Site Clean-Up, Demolition Contractor at Walhalla SC, Seneca SC

    ReplyDelete
  10. Bedbugprocpc.com offers Bed Bug Exterminator, Bed Bug Inspections, Bed Bug Elimination, Bed Bug Inspection for Hotels and Residential and Commercial Bed Bug at Palo Alto CA, San Mateo CA, San Jose CA, Belmont CA, San francisco CA, Redwood City CA, Sunnyvale CA

    ReplyDelete
  11. Jettonsgrading.com offers Grading, Excavation and Paving Contractor, Land Clearing Services, Septic Systems, Retaining Walls and Driveways, Drainage Systems, Construction Site Clean-Up, Demolition Contractor at Walhalla SC, Seneca SC

    ReplyDelete
  12. reliablecommercialpaving.com offers Parking lot paving, walk way construction, Commercial paving, asphalt, Parking Lot Repairs, Parking Lot Striping, Commercial Blacktop, Parking Lot Repairs, Commercial Paving Contractor, Commercial Asphalt Contractor at New Jersey at Hanover NJ, East Orange NJ, Newark NJ, Morristown NJ, Summit NJ , Union NJ, Hackensack NJ, Patterson NJ

    ReplyDelete
  13. Complete-pest-control.com offers Pest Control, Exterminator, Rodent Control, Rodent Elimination, and Pest Elimination at Palo Alto CA, San Mateo CA, San Francisco CA, Redwood City CA, Sunnyvale CA, and Belmont CA

    ReplyDelete
  14. Davispestmanagement.com offers Pest Control, Exterminator, Bed Bug Removal, Inspections, Rodent, Pest Elimination, Commercial, Residential, Professional, Licensed Exterminator , Scorpion, Bee Hive, Hornet, Fire Ant Removal by Service Area, Las Vegas NV

    ReplyDelete
  15. Realestatebydavidschoelles.com offers David Schoelles Real Estate, Cash for Homes at Arizona, Scottsdale AZ, and Phoenix AZ

    ReplyDelete
  16. johnnyontheshop.com offers Supermarket, Food , Costco ,Home depot , Supermarket home , groceries home , home delivery for seniors, shopping for seniors, Elder services, Senior services, BJS Home Delivery, Prescription Drug Delivery, Department Store Delivery, Fry’s Food Delivery, Lowes home Delivery Service at Scottsdale AZ

    ReplyDelete
  17. The Center for Body Wellness offers Massage and CBD Massage at Rochester NY. Call us now: 585-266-6730

    ReplyDelete
  18. HandRails | Security Cages | Steel Coating | Custom Ironwork | Welding at Tucson AZ

    ReplyDelete
  19. johnniescarwashonoak.com offer Best Car Wash on Long Island, Detailing Centre, Car Detailing, Brushless Car Wash, Full-Service Car Wash, Car Detailing, SUV Detailing, Best Car Wash, Auto Detailing, SUV Detailing, Lease Return Detailing at Copiague NY, Lindenhurst NY, Amityville NY

    ReplyDelete
  20. David Schoeless Plumbing, David Schoeless at AZ, Scottsdale AZ, Phoenix AZ

    ReplyDelete
  21. davidschoelles.net offersDavid Schoeless Plumbing, David Schoeless at AZ, Scottsdale AZ, Phoenix AZ

    ReplyDelete
  22. Carpet, upholstery cleaning, carpet stain, odor removal, carpet steam, ceramic tile, commercial carpet cleaning at mobile al

    ReplyDelete
  23. Kitchen cabinets and Kitchen cabinet supplier, remodeling, countertops, New Kitchen Cabinets, Wood Kitchen Cabinets

    ReplyDelete
  24. norwalkfloorsanding.com offers Wood Floor refinishing, Installation, Oak Floor Refinishing, Staining, Flooring Contractor, Wood Floor Sanding, Residential Wood Flooring in Norwalk CT

    ReplyDelete
  25. Fleet Tire Repair Service, Mobile Truck Tire repair, Fleet Roadside Assistance and Mobile flat Truck Tire repair at Queens NY

    ReplyDelete