The main thing is a gift
Promotional items I With increasing professionalism, the "stand-alone solution" has become a popular promotional item. It is now impossible to imagine the marketing mix without it.
Promotional items I With increasing professionalism, the "stand-alone solution" became a popular promotional item. From the marketing mix
it has become indispensable.
The countless promotional product retailers in Switzerland are convinced that gifts keep friendships alive - and the brand top-of-mind. Marketing managers derive the fact that this theory has proven itself, especially in oversaturated markets, from the fact that the hybrid consumer particularly appreciates dialogical communication. As promotional products are perfect for relationship marketing, they have become one of the most important tools. And this despite the fact that promotional gifts appear superfluous and cheap to many recipients at second glance. Nevertheless, there is hardly any other signal stimulus in communication that raises awareness and can control attention more directly than the promotional "gift".
While many experts in Germany now see giveaways as the third most important advertising medium behind the daily newspaper and the television, here in Switzerland such positions are viewed somewhat more cautiously. For example, Sibylle Siegrist, Managing Director of Langenthal-based Siegrist Werbeartikel AG: "Even if reliable figures are not available in Switzerland, we can assume that the trend is rising and that promotional products are among the top ten." The uncertainty is due to the fact that promotional items are difficult to define: does workwear already fall into the category of promotional items or does it only include customer gifts? And can all promotional items be included, even if they only have a gag function like a dog cookie? The thieving behavior of an increasing number of hotel guests who steal labeled "hotel souvenirs" is also evidence of an advertising medium that is difficult to differentiate.
Boom in gadget mailings
Despite the increasing professionalization of the industry, this diffuse situation is also reflected in the qualitatively different surveys and market analyses, which lead to extremely divergent results. The vague definition is compounded by the lack of transparency in the market. It is no wonder that the Promoswiss trade association, in which 28 promotional product distributors are organized, arrives at different sales figures than the AG für Werbemedienforschung Wemf. While the latter last reported net sales of 121 million Swiss francs in the "promotional products" category in 1999, Promoswiss President Fabio Dal Molin is working from completely different, more up-to-date figures: "Our fairly reliable estimates assume a volume of between 550 and 600 million Swiss francs." A remarkable discrepancy, which is not surprising given the fact that hundreds of small to micro businesses are active in this market. According to Promoswiss estimates, after the telecommunications and IT hype, this market has been growing at a more moderate rate of one to three percent for several years - mainly thanks to the above-average use of mailing inserts.
Experts believe that hardly any of the ten or so large companies in the highly fragmented Swiss market reach the 20 million turnover mark. There is no such thing as a market leader. However, the association, which bases its statistics primarily on German figures, is now pushing for clarity and reliability. "We are now in the process of redefining the statistics," Dal Molin clarifies.
The idea that the promotional product business is highly seasonal and is particularly at its peak now, before the end of the year, also needs to be refreshed, this time among laypeople. "In the past, promotional gifts were more of a reward. At the end of each year, the best-selling and most loyal customers were given
a promotional gift as a thank you and a token of appreciation," says Sibylle Siegrist, looking back. "Nowadays, promotional items are increasingly used as an accompanying advertising measure in the communication mix to make the message tangible." Harry Hes from Hes Idea AG adds: "Promotional items are important for advertising success today. They have become a must in the advertising mix and are therefore in constant demand."
Since his company has been working for advertising agencies and industrial companies with their own advertising department, he has been using promotional items in as many different ways as possible: from promotional items, giveaways and VIP gadgets, to mailing inserts as reinforcement, gifts for children when shopping and gifts for new openings, to event or sponsorship items, trade fair giveaways, fan club items and merchandising. Promoswiss President Dal Molin says that the use of promotional items is no longer based on the watering can principle: "The focus is on the communication strategy, the target group and the message to be conveyed."
The wide range has practically leveled out the seasonal fluctuations. Just as the range has been expanded in line with the motto "if it has a logo on it, anything can be used as a promotional item", a change in values has been observed among customers. The high standard of consumption in industrialized countries is forcing them to adapt their purchasing behavior. "The time of unimaginative and interchangeable promotional items is over," explains Thomas Vollmer, founder and Managing Director of St.Gallen-based Polypins.
Nothing is impossible
Retailers can get an overview of new products and opportunities at international trade fairs. In January at PSI in Düsseldorf (one of the largest trade fairs) and at its offshoots in Paris and Warsaw. The latter is attracting large numbers of visitors due to the booming manufacturing industry in Eastern European countries.
It is not easy to identify trends in the masses. The only thing that can be said with certainty is that in addition to mailing boosters, which are particularly eye-catching due to their high volume, individualization is the big topic. "You are definitely on the right track with high-quality items that have the right design and appeal emotionally in addition to their advertising message," says Kaspar Benz, Managing Director for Premiums at Pandinavia in Bassersdorf, summarizing the main trends. This explains the increased expenditure per advertising item recipient that clients have made in recent years. "With its high standard of promotional products, Switzerland is definitely one of the world leaders, while it is more of a traditional country when it comes to innovation," says Dal Molin.
The list of requirements for promotional items has grown. "Originality, uniqueness with a high fun factor and a memo effect have long been taken for granted," says Sibylle Siegrist. The increased pressure to succeed is reflected in the expectations placed on retailers. "Major customers are also paying more attention to the type of production, which should meet stricter EU standards and take ethical and moral aspects into account," says Harry Hes (see also article above). Irrespective of these image-boosting requirements, the promotional gift brochures, which weigh several kilos, contain a range of products to suit every taste: Classics such as lighters, calendars, umbrellas and writing instruments - or more unusual gadgets such as inflatable piggy banks, which were recently used in a mailing in a Swisscom campaign for SMEs, or computer mice with
3-D floating elements in the shape of a logo to elegant golf equipment or cigar boxes.
"Of course, the promotional products industry has also felt the effects of the economic downturn. Nevertheless, high-quality promotional products have shown considerable resilience during this phase," says association president Dal Molin. Advertising clients have realized, especially in the current climate, that promotional products cause less wastage and can be used more specifically for target groups. As this guarantees an efficient allocation of the advertising budget, promotional products have generally been able to maintain their share in the communication mix, and in some cases even increase it. Hes makes this trend dependent on whether the gadget continues to succeed in triggering a positive moment in the recipient. If this is the case, then it can be considered a popular gadget. His tip: "The client should avoid spending money on an anti-sympathizer as much as possible - and not just in tense times."
Promotional product manufacturers estimate the Swiss market volume at up to 600 million francs.
The demands on promotional products have increased, but the function remains the same: to trigger positive moments for the recipient.
Promotional item building blocksWhat are the aims of the campaign?
Regardless of whether it is used to increase sales, create a memo effect, invite customers or establish contacts, the promotional product is a powerful reminder and activator for consumers.
What are the target groups?
These should be defined according to age group, profession or lifestyle, for example. From the recipient's point of view, promotional products are a modern advertising tool with high contact quantities and qualities.
What are the expected measurable outcomes?
Whether contact volumes, additional sales or visitors to trade fair stands, it is important to know that the effect depends heavily on the creative idea of the promotional item. Useful items with symbolic value are in demand.
What funds should be invested?
Whichever basis is used for budgeting, whether total budget, budget per run, amount in francs per head of the target group, amount as a percentage of sales or expected additional sales: It is not the material value of the promotional item that is decisive. Even relatively inexpensive items can have a big impact on recipients.
How long should the effect last?
Every promotional item has a maximum lifespan and therefore achieves a certain multiplier effect.
Although standard promotional items such as notepads or ballpoint pens are less popular, their utility and recall values are still high.
satisfactory.
How does the handover take place?
By mail or in person at an event, with or without a verbal message. The process of distributing promotional items alone has a high attention-grabbing effect, especially at events. (la)
Source: Promoswiss and Professor Peter Hammann
Luca Aloisi
it has become indispensable.
The countless promotional product retailers in Switzerland are convinced that gifts keep friendships alive - and the brand top-of-mind. Marketing managers derive the fact that this theory has proven itself, especially in oversaturated markets, from the fact that the hybrid consumer particularly appreciates dialogical communication. As promotional products are perfect for relationship marketing, they have become one of the most important tools. And this despite the fact that promotional gifts appear superfluous and cheap to many recipients at second glance. Nevertheless, there is hardly any other signal stimulus in communication that raises awareness and can control attention more directly than the promotional "gift".
While many experts in Germany now see giveaways as the third most important advertising medium behind the daily newspaper and the television, here in Switzerland such positions are viewed somewhat more cautiously. For example, Sibylle Siegrist, Managing Director of Langenthal-based Siegrist Werbeartikel AG: "Even if reliable figures are not available in Switzerland, we can assume that the trend is rising and that promotional products are among the top ten." The uncertainty is due to the fact that promotional items are difficult to define: does workwear already fall into the category of promotional items or does it only include customer gifts? And can all promotional items be included, even if they only have a gag function like a dog cookie? The thieving behavior of an increasing number of hotel guests who steal labeled "hotel souvenirs" is also evidence of an advertising medium that is difficult to differentiate.
Boom in gadget mailings
Despite the increasing professionalization of the industry, this diffuse situation is also reflected in the qualitatively different surveys and market analyses, which lead to extremely divergent results. The vague definition is compounded by the lack of transparency in the market. It is no wonder that the Promoswiss trade association, in which 28 promotional product distributors are organized, arrives at different sales figures than the AG für Werbemedienforschung Wemf. While the latter last reported net sales of 121 million Swiss francs in the "promotional products" category in 1999, Promoswiss President Fabio Dal Molin is working from completely different, more up-to-date figures: "Our fairly reliable estimates assume a volume of between 550 and 600 million Swiss francs." A remarkable discrepancy, which is not surprising given the fact that hundreds of small to micro businesses are active in this market. According to Promoswiss estimates, after the telecommunications and IT hype, this market has been growing at a more moderate rate of one to three percent for several years - mainly thanks to the above-average use of mailing inserts.
Experts believe that hardly any of the ten or so large companies in the highly fragmented Swiss market reach the 20 million turnover mark. There is no such thing as a market leader. However, the association, which bases its statistics primarily on German figures, is now pushing for clarity and reliability. "We are now in the process of redefining the statistics," Dal Molin clarifies.
The idea that the promotional product business is highly seasonal and is particularly at its peak now, before the end of the year, also needs to be refreshed, this time among laypeople. "In the past, promotional gifts were more of a reward. At the end of each year, the best-selling and most loyal customers were given
a promotional gift as a thank you and a token of appreciation," says Sibylle Siegrist, looking back. "Nowadays, promotional items are increasingly used as an accompanying advertising measure in the communication mix to make the message tangible." Harry Hes from Hes Idea AG adds: "Promotional items are important for advertising success today. They have become a must in the advertising mix and are therefore in constant demand."
Since his company has been working for advertising agencies and industrial companies with their own advertising department, he has been using promotional items in as many different ways as possible: from promotional items, giveaways and VIP gadgets, to mailing inserts as reinforcement, gifts for children when shopping and gifts for new openings, to event or sponsorship items, trade fair giveaways, fan club items and merchandising. Promoswiss President Dal Molin says that the use of promotional items is no longer based on the watering can principle: "The focus is on the communication strategy, the target group and the message to be conveyed."
The wide range has practically leveled out the seasonal fluctuations. Just as the range has been expanded in line with the motto "if it has a logo on it, anything can be used as a promotional item", a change in values has been observed among customers. The high standard of consumption in industrialized countries is forcing them to adapt their purchasing behavior. "The time of unimaginative and interchangeable promotional items is over," explains Thomas Vollmer, founder and Managing Director of St.Gallen-based Polypins.
Nothing is impossible
Retailers can get an overview of new products and opportunities at international trade fairs. In January at PSI in Düsseldorf (one of the largest trade fairs) and at its offshoots in Paris and Warsaw. The latter is attracting large numbers of visitors due to the booming manufacturing industry in Eastern European countries.
It is not easy to identify trends in the masses. The only thing that can be said with certainty is that in addition to mailing boosters, which are particularly eye-catching due to their high volume, individualization is the big topic. "You are definitely on the right track with high-quality items that have the right design and appeal emotionally in addition to their advertising message," says Kaspar Benz, Managing Director for Premiums at Pandinavia in Bassersdorf, summarizing the main trends. This explains the increased expenditure per advertising item recipient that clients have made in recent years. "With its high standard of promotional products, Switzerland is definitely one of the world leaders, while it is more of a traditional country when it comes to innovation," says Dal Molin.
The list of requirements for promotional items has grown. "Originality, uniqueness with a high fun factor and a memo effect have long been taken for granted," says Sibylle Siegrist. The increased pressure to succeed is reflected in the expectations placed on retailers. "Major customers are also paying more attention to the type of production, which should meet stricter EU standards and take ethical and moral aspects into account," says Harry Hes (see also article above). Irrespective of these image-boosting requirements, the promotional gift brochures, which weigh several kilos, contain a range of products to suit every taste: Classics such as lighters, calendars, umbrellas and writing instruments - or more unusual gadgets such as inflatable piggy banks, which were recently used in a mailing in a Swisscom campaign for SMEs, or computer mice with
3-D floating elements in the shape of a logo to elegant golf equipment or cigar boxes.
"Of course, the promotional products industry has also felt the effects of the economic downturn. Nevertheless, high-quality promotional products have shown considerable resilience during this phase," says association president Dal Molin. Advertising clients have realized, especially in the current climate, that promotional products cause less wastage and can be used more specifically for target groups. As this guarantees an efficient allocation of the advertising budget, promotional products have generally been able to maintain their share in the communication mix, and in some cases even increase it. Hes makes this trend dependent on whether the gadget continues to succeed in triggering a positive moment in the recipient. If this is the case, then it can be considered a popular gadget. His tip: "The client should avoid spending money on an anti-sympathizer as much as possible - and not just in tense times."
Promotional product manufacturers estimate the Swiss market volume at up to 600 million francs.
The demands on promotional products have increased, but the function remains the same: to trigger positive moments for the recipient.
Promotional item building blocksWhat are the aims of the campaign?
Regardless of whether it is used to increase sales, create a memo effect, invite customers or establish contacts, the promotional product is a powerful reminder and activator for consumers.
What are the target groups?
These should be defined according to age group, profession or lifestyle, for example. From the recipient's point of view, promotional products are a modern advertising tool with high contact quantities and qualities.
What are the expected measurable outcomes?
Whether contact volumes, additional sales or visitors to trade fair stands, it is important to know that the effect depends heavily on the creative idea of the promotional item. Useful items with symbolic value are in demand.
What funds should be invested?
Whichever basis is used for budgeting, whether total budget, budget per run, amount in francs per head of the target group, amount as a percentage of sales or expected additional sales: It is not the material value of the promotional item that is decisive. Even relatively inexpensive items can have a big impact on recipients.
How long should the effect last?
Every promotional item has a maximum lifespan and therefore achieves a certain multiplier effect.
Although standard promotional items such as notepads or ballpoint pens are less popular, their utility and recall values are still high.
satisfactory.
How does the handover take place?
By mail or in person at an event, with or without a verbal message. The process of distributing promotional items alone has a high attention-grabbing effect, especially at events. (la)
Source: Promoswiss and Professor Peter Hammann
Luca Aloisi
