What is a promotional item?

Advertising through objects is a fully-fledged form of advertising, on a par with a poster or a television spot. The advertiser gives their targets an object that symbolises their brand, bearing their name, slogan and/or colours. Whilst the promotional item can be extremely varied — from textiles to stationery and a range of accessories — it must always have two essential characteristics. It bears an indelible advertising message and is given free of charge to the target, without any preconditions.

The fundamental objective of any advertiser wishing to use object-based advertising is always the same: to find the item or items with the highest advertising mileage. That is to say, items with a long lifespan, so that the brand's name and message become more firmly embedded each day in the mind of the target and their circle. The promotional item, although given free of charge, must not be confused with a simple gift, which can be silent. A gift that bears neither the brand's name nor slogan has zero advertising mileage. If you are going to give something to your clients and prospects, you might as well make it promotional!

How to choose the right promotional item for your targets?

When it comes to choosing a promotional item, many factors come into play. The nature and quality of the product, its usefulness in relation to its targets, and finally the message it conveys — nothing should be left to chance. There is no perfect promotional item for all businesses and all audiences; every advertiser must analyse the behaviours and habits of their targets in order to offer them a suitable item that will ensure the best possible advertising mileage. You would avoid, for example, giving branded lighters to a non-smoking audience. Similarly, you would favour sunglasses in California and gloves in Alaska.

Paying close attention to the quality and design of promotional items is essential to maximise the chances that the target keeps them rather than throwing them away, uses them, and ideally shows them in public. However, it is important to find the perfect balance between originality and usefulness. An item that is useless to the target will have zero advertising mileage, as will an item that is too generic and given away by countless businesses. Imagine a prospect receiving five diaries or calendars from five different companies for the year 2016–2017. All five products will not be used — they will probably select one based on quality, practicality, colours or other criteria that are entirely subjective, and throw the rest away.

Making an impact on the target by playing on the unexpected is the challenge for advertisers. Opting for a highly original item can be impactful if the target audience is very specific. A company giving branded French electrical adapters to American tourists arriving at the airport is a good example of originality succeeding. Very uncommon among promotional items, its usefulness is nonetheless undeniable and the target's appreciation is obvious. The advertiser can also choose a more classic item and stand out through the message. A French advertising consultant, for example, once gave a very high-quality pen to his audience, inscribed with "This pen used to belong to Company X; it now belongs to one of their friends." It is therefore clear that a well-chosen promotional item generates far greater impact than a simple business card.

What are the major advantages of the promotional item over other media?

Object-based advertising has many advantages over other media such as television, radio, outdoor advertising or direct mail, for example. The first strength of the promotional item is its ability to capture the target's attention with certainty, since the target is static. Outdoor advertising is aimed at a moving audience, which may briefly glance at the message as they pass in the street. Television addresses an audience that is assumed to be static, but which very often does not pay attention to adverts, especially given that controlling the segmentation of the target is impossible.

The promotional item is highly effective at bringing an advertiser and their target closer together, by creating a connection and a sense of goodwill that no other medium can generate. The item passes from hand to hand, giving the target a feeling of privilege that triggers a "thank you". Do we thank companies for allowing us to see their advertising on television or on a poster? No — object-based advertising is the only form that generates recognition from the target.

The promotional item creates no waste, unlike direct mail, for example, which involves considerable wastage through discarded envelopes and incorrect addresses. Furthermore, if well chosen, it has very high advertising mileage, since being retained by the target means it can be used or seen daily. A very high-quality, refillable pen, for example. Investing in a relevant promotional item is therefore equivalent to renting a small space on each of your targets' desks.