Ask any group the purpose of advertising and it is probable that the phrase ‘to sell more’ will be used frequently. Some would disagree, pointing out that, for instance, a promotional umbrella merely displays a corporate logo and perhaps a bit of colour. There is normally no mention of a product yet it is advertising.
Why should you follow the example of successful companies and just have your logo out there on promotional products? Why waste a display advert that merely gives an overall corporate message? Surely it is all about clearing shelves.
People scan. It is, we are informed, a survival instinct. Our brains are too small and restricted to take in all the detail available so we assess a situation quickly by way of an overview to see if there is any reason to, in essence, focus on it. Advertising can exploit this. You see examples every day.
A poster is not there to be read. Indeed, ‘a’ poster is normally not there at all. There will be lots of them. The purpose of the sensory overload is to get past this filter in the brain. Continual repetition beats scanning. You might not remember where you saw the posters for, say, a West End show despite seeing them everywhere, but the image will be clear in your mind.
When you log on to the ticket booking website you see a picture which replicates the poster, although in less detail. Research has shown, many times in fact, that you are more likely to click on something that you recognise. The constant repetition reassures.
That is what promotional products are all about. When shopping you recognise a logo that has been repeated so many times that it becomes an etched on your brain.
In order to flood the market it is best to use a variety of media. Everywhere a potential customer turns, there should be your logo.
When designing an integrated campaign the needs and restrictions of the various forms should be considered. A logo must be as easily replicated on a promotional umbrella as on a promotional pen. Used together they can provide reinforcement for each other at a very reasonable price.
If you are thinking of using a local weekly newspaper then check out their abilities with regards colour register. When it is a little hit and mainly miss then a logo which can be replicated in greyscale is an essential. If local radio is on the cards then remember that scanning applies to sound as well as sight. You will need a catch phrase or jingle that integrates with the visual aspect of the campaign.
If your are using promotional umbrellas as the lead it is tempting to design a logo that works best on them. This is an error. You will need graphics that work well in all.
Promotional products are excellent when used on their own. The cost per view is remarkably low and they continue working for longer than virtually any other form. However it is when used in an integrated campaign they show their best: they sell.