Receiving a gift or freebie is always nice. It makes you feel special and gives that “something for nothing” triumphant feeling. But what can make that gift go from nice to fantastic?
Selecting a Promotional Gift
When selecting the type of merchandise to provide you should first think about what is valued and meaningful to your receivers.
Product Value
Value doesn’t just mean the price of the product; it includes both intrinsic and extrinsic value. A good understanding of your target market can be used to brainstorm ideas for what is important here. One example would be the perceived value of merchandise branded with a company that is important or relatable to the individual; think about the amount of money spent on a famous sports team’s merchandise every season. This could mean being selective of who receives customised merchandise and identifying those who value your brand for deepening loyalty. Another approach to increasing value is to customise merchandise to the individual as well as your brand. This could be their name, their team, the team’s moto; anything that enhances the intrinsic value for the receiver. These are just two examples, but every brand and promotional strategy is different so think specific.
Meaningful Gifts
Giving meaningful gifts is vital for the effectiveness of personalised merchandise. Consider general concepts like if it is useful for the individual and if it aligns to their self-perception. Looking broadly at millennials as an example, reusable eco-friendly coffee cups made from recyclable materials are a good example of a truly meaningful gift. This can be used every day (possibly many times) and align to the ethical views and therefore self-perception of many in this generation. Looking to go the extra mile? Deliver merchandise individually with a personalized note; everyone likes to feel special, and these positive feelings will be attached to the merchandise and thus your brand.
The Effects of Giving Personalised Gifts
The thought may have crossed your mind; why are we doing this anyway? You see companies giving out branded merchandise on a regular basis but what are the benefits of doing this? Gift giving promotes positive feelings towards your brand, increases liking, triggers the desire to reciprocate and, if your merchandise is used, encourages receivers to commit to your brand over others when there is a purchase choice.
Happiness in Gift Giving
There are many effects of gift giving which cumulate in positive emotions such as happiness. Okay, but why do we need happy customers? Happy customers are more receptive to recommendations and more likely to say “yes” to signing up to a newsletter, making a purchase, committing to a subscription, and more. Simply, they will associate happiness with your brand.
Enhancing Your Image
Receiving a gift increases your liking for the giver. This is the same for merchandise; free stuff equals liking of the person and the company you receive items from. This liking increases the desire to agree and say “yes” to proposals. The receiver is likely to feel friendly and good-natured towards the person or brand and wants that feeling to be mutual. It is good to remember that people are hardwired to build friendships and social connections which come from liking.
Reciprocity
The best way to understand the phenomenon of reciprocity is to think of an example when you have consciously or unconsciously been subject to it (and trust me, it’s all of us!). Think of a time when someone has bought you something, whether you wanted it or not, and you have nothing to give back. It feels awkward and, even if you try to turn down the gift, they will often insist meaning you feel even worse. This often ends with the conscious or unconscious desire to give or do something in return, even if you didn’t want the gift. Weird right? Society dictates the correct response to receiving is giving, and for most of us, this is hard to ignore. For merchandise this means that if you give, say a free pen, the receiver will feel motivated to do something in return; in this case sign up, make a purchase, or at very least smile at you!
Consistency
People like to identify with a brand or group and commit to this choice to appear consistent. Consistency is a cornerstone of social interaction as it affects others’ perceptions of you. If you can get a potential customer using branded merchandise daily, they are more likely to choose your brand over others. Even better, if this product is seen by others, this reinforces the desire to appear consistent in front of work colleagues and/or friends. Nobody likes a flake!
So, what does this all mean to you?
Pick the right branded merchandise, and your business can capitalise on all the benefits of gift giving. Want to increase customer loyalty? Merchandise! Want to develop your employees’ identification with their team and leadership? Merchandise! Want to reach out to a new customer base? Merchandise!
We all love a freebie, and now you know how that helps you!
