Tag Archives for brand

Cold Weather Staple: Fashion Fleece

fashion fleeceWhen it’s important for your brand to be seen in more places than just the customer’s backyard, fleece garments with fashionable styling, lighter weight fabrics and better fit are an option that has grown in popularity.  And since branded apparel purchases are generally more costly than the average promotional product, selecting a style that many consumers would choose for themselves is the best way to get the biggest return on those limited marketing funds.

The trends in retail fashion influence the corporate clothing market, and now that market offers styles that range from rustic, casual fleece jackets to polished, sleek options with contrasting drawcords and white metallic zippers. Performance fabrics provide warmth with less weight, and moisture-wicking technology draws perspiration away from the body in order to maintain warmth and dry skin.  Color choices range from earth tones to jewel tones, while always maintaining the classic white, black and navy for the more conservative crowd.  Even with classic college-style crewneck and hoodie sweatshirts, corporate apparel suppliers have answered the call with distressed fabrics, hockey style laced fronts and retro styling.

Gone are the days when the choices for branded sweatshirts and fleece jackets were limited to four basic (or some might say “boring”) styles offered in three colors and the five standard men’s sizes.  Enlist creative thinking and consider your audience when choosing the best fashion fleece for that next executive premium or customer gift-with-purchase – the improved brand awareness and customer appreciation will be worth it!

(Image via Tri-Mountain)

The Book Of Flies Helps Reel In Clients

od013_book_of_fliesAccording to the American Sportfishing Association, with more than 46 million anglers, more than twice the number of people fished in 2011 than attended every NFL game combined.  To put the financial impact of those numbers in perspective, if fishing were a company, the amount spent by anglers to support fishing related retail sales would rank 51 on the Fortune 500 list.  With that information in mind, it may be time to consider corporate gift options that appeal to the millions of fishing enthusiasts in this country.

The list of fishing related promotional merchandise options is long, and there are items that will appeal to every recipient and every budget.  For example:

  • Handmade leather Book of Flies is a styish way to store and organize fishing flies
  • Hook & Tackle microfiber Fishing Shirt with UPF 35+ sun protection, rod holder and utility loop
  • Waterproof pouch to protect fishing license
  • Eagle Claw collapsible open cast Rod & Reel
  • Bobbers to keep the line afloat
  • Fishing Clipper with knife and line pick includes 36″ neck lanyard
  • Rapala Fishing Lure in 3 different sizes to attract different types of fish

With figures that prove more Americans fish than play golf and tennis combined, this is a demographic that deserves your attention.  Freshwater or saltwater – lakes, oceans or streams – the avid angler will find the time and the place to enjoy this sport.  Give him or her a reason to connect your brand with such an enjoyable part of their lives!

Taking It To Extremes

1349975049According to the Global Industry Analysts, Inc (GIA) report on the popularity of extreme sports, the global demand for these high adventure activities is expected to surge. No longer reserved for the eccentric, the customer base is broad and comprises of teenagers and young adults to more mature, mainstream sectors of the population.  Some extreme sports have even surpassed more conventional sports in popularity.

What does that mean for corporate marketing departments?  For one thing, it means that companies targeting daring, sports-minded consumers should be conscious of the fact that some of those sports may fall into the the extreme category, and the promotional merchandise they give away should be able to stand up to the same elements these sports enthusiasts endure.

A few products that can hold their own under extreme conditions:

Eco Extreme Speaker Case:  Durable, high quality speaker case that can be used by snowboarders and hikers – but is also perfect for golfers and boaters.  It’s a waterproof case that floats, with built in speakers to carry the sound of an iPhone, Ipod or other MP3 player, and can withstand falls, drops and the elements.

Quench Hydration Packs:  Made from durable 840D polyester, this ready-for-anything backpack offers a large main comparment and a separate rear compartment that holds a 2-litre water reservoir.  Extra pockets for storage and padded back panel, waist belt and adjustable straps gives the sports enthusiast the ability to stay hydrated while climbing that last 100 feet.

Sunglasses by Coleman:  Polycarbonate frames, polarized lenses and rubber molded detail for comfort make these sunglasses an essential part of the arsenal when the sun is shining off the helmet of the biker in front of you.  Shock proof case provides protection and microfiber cloth keeps them clean.

Extreme sports are gaining in popularity for participants and spectators.  Sports of all kinds have been popular since the beginning of time.  Corporate marketers looking to get their brand in front of an active, aggressive audience need to consider products that can keep up with their lifestyles.   Ask for samples and take them for a test drive – if you dare!

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!