Maximum Brand Benefit Through Minimalist Approach

Minimalism brings the simplest and fewest elements together to create the maximum effect.  When building a corporate brand through a promotional merchandise program, the motto less is more becomes a good guide for product selection.

I have always encouraged clients to narrow choices for logo products in their on-line stores to those items that are needed often and must be delivered quickly.  When making the initial product selection, the program administrators are working hard to please all the internal buyers.  Since the premise for the program generally begins with centralized buying for this category of spend, it is always tempting to create a long list of items that presumably appeals to everyone in the organization.  But while the intention is noble, the outcome often creates unnecessary inventory obsolescence and expensive year-end product buyouts.

Stock items should be limited to essentials like pens, padfolios, t-shirts or inexpensive give-aways that are often ordered at the last minute for meetings, trade shows and community outreach.  These items would represent the staple products that everyone in the company recognizes as approved branded material, like stationary or business cards.  Other than those few staples (and the word “few” is relative to the size and reach of the organization) all other logo items or premium appreciation gifts should be purchased with a fresh approach and aimed squarely at the audience it is intended for.

The brand identity is reinforced every time a logo product is received.  But to keep those product choices fresh, minimizing stock items in order to maximize the opportunity for new, creative ideas is a concept that should be considered the next time the company store merchandise selection is being refreshed.

(image via Smash&Peas)

Gen Y and The Corporate Brand

Generation Y (those born between 1980 and 2000) is now estimated to be the largest consumer group in US history.  That age group provides an astounding 80 million potential buyers, referred to as Millenials, who are confident, connected and open to change.  (Source:  Pew Research Center)

This generation is well-educated, digitally saavy and more passionate about causes they care about.  With a generational personality like that, corporations need to embrace the idea that free t-shirts and branded sling bags alone are not going to drive the desired behavior.  In terms of product choices, there are numerous options that will appeal to the Gen Y consumer.  But without a focused marketing strategy aimed at truly engaging the recipient, that giveaway alone will be just another piece of swag (“stuff we all get”).

Consider some of the following characteristics about Generation Y when designing a brand strategy aimed at this group:

  • Embrace all things digital – 90% use internet; 75% use social networking
  • More highly educated – 54% have at least some college education
  • Eco-consious – 53% buy green products; 36% buy organic foods
  • More likely to exercise – 68% of men vs 48% of women
  • Support consumer activism – 34% buy a product when they agree with the company’s social values

Source:  Pew Research Center

Companies like Apple, Red Bull and Toms have been enormously successful in marketing to these young consumers.  They market through appealing product design, high energy engagement and social awareness.  Regardless of the product, the concept is the same.  Give a gift that appeals to the tech saavy recipient; sponsor a local marathon, bike-a-thon or walk-a-thon; or tie in a campaign with a social cause.  The corporate logo can be attached to almost anything – just be sure that the message that logo inspires promotes the action your company intended!

Marketing To The Yogi

Fifteen million people practice yoga in the United States.  77.4% are college graduates and 44% earn more than $75,000 annually, with 24% earning more than $100,000 annually (www.statisticbrain.com).  Considering the weight of these statistics, it seems likely that at some point some of the branded merchandise aimed at the corporate customers during any given campaign will end up in the hands of a yoga enthusiast.  So why not consider a marketing theme and associated products that are aimed directly at this health-conscious audience?

Offering a branded yoga mat, hydration bottle or bamboo towel as part of a wellness campaign, employee motivation program, or gift-with-purchase giveaway are all perfect opportunities to reinforce your company’s support of healthy lifestyle choices.  Presenting the gift in eco-friendly branded packaging materials maintains a consistent message that will radiate out to your audience. Even the most casual exercise buff will recognize the value of the gift, and associate the giver with positive feelings of health and well-being.

With the many health benefits that come with the bending, stretching and deep breathing exercises taught in every yoga class, it is likely that this ancient form of low impact exercise will continue to attract growing numbers of followers.  Marketing to those yogis may also help grow the corporate client base.

Clients Want Solutions

So-lu-tion:  a means of solving a problem or a difficult situation.

When a promotional products provider is working with her or his corporate partner to solve a problem, products, or tangible goods, should not be the only focus of the discussion.  Creative ideas, responsive service and flawless execution are even more valuable than the one-time purchase of a branded piece of merchandise.

The customer is not expected to be the expert in the sourcing, production and delivery of promotional items (which is the only reason this partnership makes sense), so it is the responsibility of the vendor to get a full understanding of the issue at hand, and offer well-considered, insightful advice for the most effective solution.  A few of the obvious questions that should be asked and answered up front:

  1. What is the problem? (last-minute request?  special event?  new marketing idea?)
  2. When is the event?  (this week?  next month?  next year?)
  3. Who is the audience? (trade show participants?  preferred customers? board of directors?)
  4. What is the marketing strategy behind this request?  (one and done?  setting stage for future initiatives?  employee or customer appreciation?)
  5. What is the overall budget?  (not just for promotional product, but for freight, packaging, storage, etc)
  6. What quantity is needed?  (large quantities can be sourced at lower costs with longer lead times)
  7. Are there special packaging needs?  (gift wrap?  eco friendly? custom inserts?)
  8. Are there special fulfillment needs?  (ship all at once?  kit with other items?  store and ship as needed?)

These questions should set the stage for a productive discussion between customer and provider.  Sometimes the product is secondary to the presentation and delivery, and other times the product IS the presentation, but in every case the tangible item that carries the corporate logo is only a small piece of the overall solution.  When meeting with a customer on a special project, catalogs and samples are great for brainstorming product ideas, but nothing beats creative problem-solving for getting the whole job done!

(Image via Comm’n Sense)

Thanks-Gifting For Corporate Appreciation

Fifty five shopping days left!  For those companies that want to express their gratitude to customers during that all-American holiday season of thanks, now is the time to solicit ideas for small, but meaningful gifts of appreciation.

While employee gift choices are guided by company policy and budget, most corporate customers will have a vendor gift policy that limits the dollar value of the gift – usually $25.00 to $50.00 – or restricts the type of gift to something that can be shared in the office, such as a food or beverage item.  The added benefit of no wrong sizes or colors makes food, in a creatively designed package, a perfect appreciation gift for valued customers.

With this in mind, one of my favorite ways to share food without worrying about all the multiple hands diving into the same box of goodies is a new version of the old-fashioned gumball machine.  Fill the glass jar (imprinted with the company logo, of course!) with jelly beans … place it in the break room or reception area … and your brand will always be associated with sweet things!  Jelly beans are gluten-free, some are sugar-free, and they come in a variety of flavors that allow for equal-opportunity snacking.

Thanksgiving is November 22nd – don’t wait for the December holiday season to say “Thanks for being a great partner!”.

Whisper, Don’t Scream

Delivering subtle, yet effective, brand messages to the corporate target market is not often associated with typical promotional merchandise options. However, a saavy promotional merchandise provider knows when to suggest a product that whispers, rather than one that screams.

For instance, when sending a thank-you gift to key customers, consider gift options that don’t come off as yet another blaring advertisement for your company logo.  A coffee mug or duffel bag in your corporate color with a logo that is printed to the maximum imprint area allowed is less likely to impress than a keepsake National Geographic book featuring stunning photographs from famous photographers.  The book can still be customized with promotional inserts that will deliver the brand message, and then that message becomes seamless and natural instead of loud and overwhelming.  The difference between these two approaches is, the discriminating recipient will appreciate the gift and remember the giver long after some other vendor’s coffee mug has been placed in the company break room.

Subtle branding drives a more thoughtful response. It’s not in-your-face or shouting so loud that your customer is tempted to walk away.  It’s a bit complex and somewhat intellectual, and the products that carry that message should have the same qualities.  Products that are designed to scream the corporate tidings work well for large, uninformed audiences.  But for that slightly more sophisticated customer base, try whispering – it almost always makes us want to lean in a little closer.

(image via National Geographic)

Exclusive Vs Preferred Provider

Preferred supplier status indicates the vendor has been approved by the customer, but does that mean the corporate buyers cannot entertain proposals from other vendors for the same product?  The answer depends on how the contract is written – if there is a contract – and the nature of the purchasing arrangement.

In the promotional products industry, when a customer decides to outsource the corporate store for branded merchandise, a contract is necessary to protect both the customer and the vendor.  And somewhere in all that legal text should be a simple sentence that states whether this relationship is exclusive or preferred.  There should also be a definition of those terms, or the intended meaning could be open for interpretation – and therefore open for possible future conflicts between the customer and the provider.

I have participated in drafting and negotiating many contracts for the right to perform the duties of either the preferred or exclusive promotional products supplier.  I have generally fought for exclusive provider status, and often have won.  However, over the years I have seen how blending the best of both business procurement relationships can help build a stronger partnership with the customer, improve the service level and maintain competitive pricing.

If a vendor maintains a corporate store for the customer, a certain amount of exclusivity is necessary.  No experienced branded merchandise supplier would, or should, invest in this type of e-commerce solution without an assurance from the client that a certain level of purchasing commitment will be honored. That level of commitment will vary depending on the size of the organization, annual spend, geographical footprint and/or number of internal buyers, but having another resource for competitive ideas and pricing will keep freshness in the product suggestions and incentivize both vendors to give their best level of service every day of the week.

The argument for narrowing and refining the corporate vendor base remains as compelling as ever – the best service and pricing will come from the economies of driving more dollars to fewer suppliers.  But every supplier has its strengths, and if the corporate procurement team makes a conscious effort to blend the best of two or three providers to come up with a preferred vendor “team”, then they will have designed a more practical solution for the varied demands of their internal customers.