Keeping Branded Giveaways And Promotional Products Relevant During COVID-19

With many parts of the world facing a second wave of COVID-19 infections, company owners are forced to rethink their traditional approach to business. Many organisations have had to transition to an online model or create hygiene protocols at their offices, stores or outlets. When it comes to marketing, branded giveaways and offering promotional products to clients have always been one of the cornerstones of generating brand awareness and new business. The global pandemic has, however, changed the way people behave. For instance, due to lockdowns around the world, people can no longer congregate in large crowds, many are shopping online instead of going to the store and social events like festivals and fairs are something of the past (at least for now). Marketing is crucial for the survival of businesses. A question company owners might have is whether it is still worth it to make branded giveaways and promotional products a priority as part of their marketing strategy amid the “new normal”. At Brandability, we had a look at the viability of this form of marketing and argue that it is still highly relevant, but they do need to be used creatively. 1. Perform giveaways online While people are encouraged to stay home as much as possible, the use of social media has increased significantly. Globally, it is estimated that the use of social media platforms like Facebook and Twitter have increased by nearly 43% during 2020. This clearly shows that consumers’ eyes are fixed on their screens, which is why a company’s marketing needs to meet them there. Surveys have also shown that since COVID-19’s arrival, more consumers are following their favourite brands online to stay up-to-date with their offerings. Branded giveaways can be done online in a very successful way. People still enjoy winning competitions and getting their hands on unique items. Traditionally, marketers might have reserved the use of branded giveaways to in-person activations at festivals or conferences. Now, however, this can be done on social media. By creating a simple campaign, companies can get potentially thousands of users to engage with their content. An example would be by creating a post that users have to share and tag their friends in. After a certain period of time, a lucky winner will be drawn who will receive what is being offered, like branded apparel. This serves as a great way of reaching new clients and increasing your page’s online presence. 2. Choose products that are useful under the new normal Although traditional promotional products are still a great way of marketing a brand, COVID-19 restrictions have led to certain health-related products becoming part of our everyday lives. These items include face masks, hand sanitisers and wet wipes. The global demand for these kinds of products has increased dramatically. The face mask industry alone is set to be worth more than $21.6 billion by 2026! During the planning phase of a marketing campaign, considering which products to purchase to be used as promotional items is paramount. Thinking about what clients will end up using on a daily basis is a good way of making sure that they see your brand on a near-daily basis. Branded face masks have the further benefit of showcasing your logo to the world, seeing as others will see it when clients wear their masks in public. By getting items like these, it also positions a company as one that cares, seeing as these items do offer a benefit in the fight against COVID-19. Other than that, it shows a sense of forward-thinking and flexibility. 3. Find unique ways of getting promotional items to clients The most obvious reason why businesses still have to utilize promotional products in their overall marketing strategy is to promote brand awareness. The challenge during a global pandemic is getting these products to customers. A creative way of getting promotional items to clients is by including it in delivery parcels. In 2020, online transactions in South Africa increased by more than 40%. Many companies have had to transition into the digital space, becoming online retailers. When packing shipments, slipping promotional products into a parcel is a great way of getting your branded items to customers. Even if only doing this for every first-time shopper shows thoughtfulness and might just be what leads a client to order from a certain store again. Promotional items are often compared to business cards. They serve as a means of making sure clients stay reminded of a business. Slipping in items like branded pens or notebooks could keep your brand in front of their eyes and in their minds for longer. 4. Target your audience correctly When a company decides to start distributing promotional items with a strong digital-first approach, it means that they can target their audience with precision. This can be done through a number of ways. For instance, if social media ads are being run, one has the opportunity to carefully select attributes and interests for the ideal audience one has in mind. If promotional items serve as some sort of incentive, an online store can easily be set to indicate that a customer buying products worth more than a certain value must get a promotional product in their shipment. By doing this, businesses can effectively reach people most likely to take interest in their brand, products and services. Usually, handing out promotional products at in-person events meant that a portion of the recipients is not relevant members of a company’s desired audience. With digital marketing, however, one has the ability to effectively use promotional products to reach a highly relevant target group. Final thoughts Whether we like it or not, the world is a different place. Restrictions to curb the spread of COVID-19 are bound to be around for at least the foreseeable future. Promotional products and branded giveaways remain an important part of any marketing strategy. Sure, online marketing is gaining relevance, but sending a client a physical item gives them something tangible to remind them of a company. Incorporating promotional items as part of a brand’s new marketing strategy is doable, as long as one remains creative and thinks outside the box. Brandability offers a range of products that can be branded with a company’s logo and corporate identity. 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