The most popular promotional items of Swiss marketers

Promotional items are an often underestimated tool in the marketing mix. In 2015, net advertising sales of promotional items in Switzerland amounted to CHF 692 - more than ten percent of total sales (source: Advertising statistics Switzerland, WEMF). Reason enough to ask MK readers about their preferences for giveaways. Over 70 marketers took part in the MK opinion poll.

Stationery such as pens and office supplies are the classic promotional products - and still the most in demand. In third place are digital gadgets such as USB sticks or power banks for mobile devices. Umbrellas, bags and sweets were also frequently mentioned. Lighters used to be extremely popular giveaways. But those days seem to be over. Only 18.5 percent of respondents still consider lighters to be particularly suitable as promotional items. (Pocket) lamps and toys are also not popular.

When selecting promotional items, the marketers surveyed pay particular attention to ensuring that they fit in with the company's image. Other important criteria are quality, reusability and practicality. Promotional products should also be innovative, have a good logo presence, trigger a wow effect and offer good value for money.Comments: How relevant are promotional products in the marketing mix?"In keeping with the customer image, a sustainable, environmentally responsible promotional gift wins over customers and promotes customer loyalty on another level."Jolanda Hagnauer, MEC marketing, event & consulting GmbH"An absolute must for live marketing and competitions. Also a good tool as customer loyalty or reward for customer loyalty. Easy ambassador and multiplier for the brand."Marco Moscatelli, Biella Switzerland AG"Quite relevant as a customer loyalty tool after all. with the right gadget, you also stay top-of-mind emotionally."Bruno Mauron, EXTRAMET AG"Good way to be remembered by customers or even as a MERCI."Katja Gut, EXTRAMET AG"Depending on the business: important - but we don't have any."Ursula Brunner, Mattel AG"Very important. With the right choice, i.e. the recipient accepts the gadget and uses it for as long as possible, the brand is always present. If the promotional item is used in public, the brand may reach thousands of potential customers. They are also very suitable as mailing amplifiers. There it is important to create a "wow" effect. While a standard letter usually ends up quickly in the waste paper, mailings with a "wow" gift get a lot of attention and generate a correspondingly high response rate."Beatrice Aliu, Fischer Schriften AG"Impress familiarity and image on customers. To be remembered well."Steve Petersen, Malbec"Recognition effect. Good cooperation, customer retention, customer acquisition."Verena Buser, verena.buser.ch"Promotional items can be quite relevant if they are conceptually integrated into the communication mix. Single* shots" fall flat..."Gottfried Keller, communicart - the art of communication"Promotional items are very relevant if you choose them in such a way that the customer automatically associates the company with them. So not just any sweets, but the sweets from XY. Of course, the best thing is if you can create a demand "Do you have your special candy with you again today?""Marijana Sladic, isolutions AG"Promotional products are sustainable and can be customized to meet the customer's need."August Rüegge, Plumor AG"For customer relationship / retention & acquisition, promotional products are particularly relevant in the marketing mix."Corinne Hardegger, Parsenn Products AG"Promotional items must fit the MM and be fit for purpose, not a "dust collector" for the user."Christoph Häfliger Cruspi"Extending the brand presence with matching haptic items that can be used over the long term helps to ensure that the brand remains present after the event. The brand thus anchors itself in the minds of the target group."Vivian Baumann Biketc AG - FLYER E-Bikes"Small gifts and gadgets are often a practical door opener. Additionally, they lend themselves to reinforcing sustainability."Fredy Zurflüh cce-partner"The memory value and the connection of positive feelings is uniquely guaranteed with an apt promotional item."Christoph Zindel Rastal Sahm & Co."Promotional items can add character to a company, a product or a brand. Matched to the image and with the necessary benefit for the end consumer, promotional items are a measure in the marketing mix that should not be neglected."Tobias Treichler St.Gallen-Lake Constance Tourism"Very important, as it is of longer promotional effectiveness."Peter Kaiser Kaiser Promotion AG"Promotional items leave the 2nd dimension of poster, advertisement, radio spot etc. and give the recipient one more sense to memorize the advertising message. Promotional items complement the means of communication in a campaign and add the haptic factor to the marketing mix."Adrian Schmidhäusler Office Factory AG"Promotional items should never be used simply to have some. They must be suited to both the company image and the customer, only then will they be sustainable and remain in the customer's memory."T. Suhner"Very - The highest of feelings - a customer is willing for the benefit to "associate" herself with our company logo over a long period of time. She thus publicly stands by our values, etc. and associates hers with our image."R. Sandrieser Terre des hommes - Children's Aid"They can be the icing on the cake in the marketing mix, ideally triggering both a wow and an aha (recognition) effect at the same time."Fabio Colle Galenica Ltd."With high-quality, practical promotional items that match the company's image, the attention paid to the other promotional items used increases accordingly. An image gain is virtually certain."Susan Schmid CADES"Important by longer presence, not only the gift recipient sees the advertising, but also others eg. umbrella."René Wüst Chic-Management AG"The promotional item generates a multiple of qualitatively valuable contacts and is a sympathetic advertising medium if used correctly. A promotional item reaches the target group competently and specifically - and with virtually no wasted coverage at a low price per contact."Mischa Schott m+b trading gmbh - promotional and advertising articles*****You can read more about promotional items in the upcoming MK 04/2017 issue. Subscribe now!