The Redbows Promotional Gifts Blog

All too often promotional gifts are thought of as simple freebies and giveaways. Market research (available from the PSI – The International Network for the Promotional Products Industry) whom we have just joined – shows how promotional items are invariably being used as part of a wider communications strategy within a fully-deployed marketing communications mix. Off course companies deploying such a strategy are the ones who are riding out this recession. They will emerge stronger and fitter, and far more competitive when market growth returns. We like to consider that Redbows is also one of these companies, as we continue to invest in our marketing programmes and some interesting micro-websites. The first of these will be announced very soon…

Well the other day I actually had a field visit from one of our international promotional gifts suppliers. It was actually great to be face-to-face with someone from a global manufacturer and merchandise supplier – a company with whom we normally only correspond and communicate through voice comms (mobile and telephone) and email. When you strip any relationship down, it always distills to the basic of how much you ‘connect’ with that person. We live in a world where all too often the inputs we require to ‘connect’ are missing. Even with video conference calls, video cams and software packages such as Skype, nothing makes up for meeting face-to-face. At Redbows we also try our hardest to have some ‘banter’ with all our stakeholders and clients, and try to establish a meaningful rapport. Not because we are sales people but because we just ‘love to be loved’ and connect. After all even a promotional gifts consultant is human. Nothing can digitize that. And what about the supplier? Well, I am now inspired to push more promotional pens and paper pads business their way – their rep or road warrior or whatever is the most politically correct term these days – was lovely! She also loved her Blackberry and was keen to let me know how it saved her time and helped to de-stress her day. I can see that iPhone getting that little bit closer.

So the other half came back from Barcelona and the Catalunya Moto GP last week and for once he managed not to get sunburnt. I put this down to the welcome pack he received which included (thank goodness) a baseball cap. Now he has quite a selection of caps and hats but never remembers to pack one. So I got to thinking about corporate events this summer and what to suggest to clients to include in their welcoming packs. The thing is, if your event covers a conference and then some sort of activity – you always manage to remember to include pens and paper pads, but there is so much more in the world of promotional gifts to consider. For example in addition to branded baseball caps, you could consider a lightweight backpack bag, and perhaps some branded lip balms and clic clac mint tins. We can even provide branded flip-flops and beach chairs. So if you are holding a corporate event this summer, remember think of it as a PR activity, which can generate a substanstial amount of goodwill. Besides having everything planned like clock work, companies also get remembered for providing those extra little ‘goodies’ that make the whole event that little bit extra special.

Yesterday being Father’s Day I was wondering if we should have an International Promotional Gifts Day? Why you may ask? Well there are two aspects to consider. Firstly, days such as these are intended to recognise the unsung heros and take the time out to reward and recognise them. If you consider staple promotional items like pens, mugs and mousemats then all too often they can become the unsung heros. Part of the issue is that they play their roles well but at a subconscious level, reinforcing brand names and marketing messages whilst providing a more explicit function. Secondly, ‘promotional gifts’ are international by their very nature and are part of a global supply chain. There are very few promotional items these days that are soley sourced (components and materials), manufactured and supplied within a single country, without crossing international boders and supply chains. Just a quick afternoon thought….whilst washing the lunchtime dishes with the males in my house enjoying a snooze and the British Grand Prix.

OK so here are my top tips built up from years of experience within the promotional gifts industry. When you put artwork onto a promotional product there are, straight away, three defining characteristics: (1) the imprint area, (2) the imprint colour and (3) the product background colour. Let’s just forget about imprint methods and focus on these three first.

When you look at a product on the Promotional Gift Store you will see that we define a print area. This is generally stated in terms of (mm) and defines the area within which your imprint will be applied. Take these dimensions and put them into a Word document or Photoshop or even just cut them out to represent the print area. Now you can see this area in isolation and start to think about just what you want to have there in terms of a logo, contact details and marketing message. Try to leave a little blank space as ‘less if often more’ and it may be more important to have a large website address and phone number than company logo. Also will your logo suit the shape of the imprint area or will it need a new layout?

Then start to think about your imprint colours. Are you having a 1, 2, 3 or 4 colour imprint? Is it being embossed or laser engraved. One you have this defined you can move onto the product colour itself. Now this is important because it will provide a contrast background to your imprint which can be strong or weak depending on your preference.

Some people want their background colour to be one of their corporate logo colours but this can often mean that you need to produce a ‘neutral’ version of your logo i.e. in white, black or silver. If you choose an imprint with a weak colour set and a weak product background i.e. translucent or a frosted plastic pen, then you may end up with an imprint which is only really clear during certain light conditions or at certain angles.

So if in doubt get a full colour virtual visual or order a one-off sample. Though one-off samples are expensive (and they may use a slightly different imprint process to a mass produced item) at least you get the chance to verify before committing to a large print run.

OK we have now started to Twitter and have a Redbows feed available on http://www.twitter.com/redbows. We have only just started and are amazed at the number of people that are following us already. I guess this is a form of viral marketing and wonder what it will do for us. The way I see Twitter is that it is a micro blogging website that allows you to connect with a host of people, especially those on the move via a PDA or iPhone. We will see what happens.

As a female entrepreneur I am very proud to be associated with Network She. Ruth Lloyd-Williams started this novel approach to networking when she found that the only meetings available for business people were generally breakfast briefings and meetings. Great for blokes but not so hot for mamas with kids to get ready for school etc. So Ruth founded this new organisation which meets generally in the evening. She has done an excellent job promoting her organisation and running out fun packed networking events at a host of venues. Also she has made it open to men to join and my other half loves attending when he can drag himself away from his two passions: Tae Kwon Do and his beloved Apple Macs. Sure it is a different type of promotional marketing but one Redbows is very actively involved with – we just started our first space advertising with them. I am not a great fan of space advertising and much more prefer the quantified approach offered by internet PPC advertising. However, Network She offers us the chance to engage with a specific target market witin a geographic area. We will see what happens. Perhaps it will change my view of space advertising.

Promotional gifts is a boom industry even within the current climate and there are many companies now offering promotional gifts. As with any such items it is all to easy these days to pack a website full of products, publish it and wait for the digital patter of electronic fit to come flooding through your website doors. However, there are many examples where start up companies that run this sort of operation fail due to a lack of infrastructure and ‘in-house’ services. These are what differentiate a true ‘promotional company’ from the also rans within many industries and certainly within ours. You see we do not just supply products to clients we advise them, help generate and get their artwork into shape and deal with a host of printing technologies and methods, logistics companies, third-parties and suppliers to ensure our clients get their goods, right first time and when and where they want them. This sort of operation takes time to create as does a culture that focuses on customer service. Technology adoption is a must for any organisation but nothing can detract from the need to create the right team and systems to deliver effective promotional marketing.

There is something about a teddy bear that appeals to the ‘inner child’ in us all. Maybe because for the majority of us a ‘teddy’ was our first toy, even if we cannot truely remember then. Somehow they emote compassion and feelings within us. So it is not surprising that for many organisations promotional teddies are the promotional product of choice. There is a wide range to choose from in terms of shape, size and colours. Off course they can also be branded with a sash, bow or t-shirt. Several from our own range are also available in micro versions on keychains. As with any promotional marketing it is important to get a real synergy between marketing cause, effect and message and for me teddy bears work the best when it comes to ‘soft’ promotions for children, charities and health issues. We were recently asked for some free samples for a client whose cat just loved to play and chew them – well that was a definite ‘no-no’ as I am sure you could imagine. I am sure that a Rambo version of Paddington Bear would have its uses sometimes…

Well this June our promotional gifts blog is two years old. Boy that means we have been writing thoughts and ideas down for 24 months. So a big thank you to everyone at Redbows who has contributed and even authored the odd post here and they. During this time our blog has been imitated by many, hacked and plundered for it concepts and content. However, we remain vigilant and look forward to being creative and doing what we do best – effective promotional marketing for ourselves and our clients.