As a key member of the HR team, you are in a unique position to understand and express the company’s culture and core values through the items gifted to the team or distributed at events. Are you demonstrating the “why” behind the company through these items, or are you supporting the brand ethos? Does Susan in accounting really need another USB drive emblazoned with the Widgets & Cogs International logo? Will she use it, or will it be tossed aside? What about another stress-relieving squishy ball or a cheap pen? Does anyone truly need these items? Do they uphold the brand’s values or reflect the team’s atmosphere? Chances are, they do not provide any real value or legitimate use. How can we rethink the idea of promotional or team-building products?
A company represents more than just a logo. It should convey stories, visions, promises, and show us why we should care and identify as members of the team. When it comes to custom products, the choices made can either elevate a brand or consign it to a sea of mediocrity. How do you want people to perceive the company?
It’s crucial to understand the distinction between promotional products and fully custom products & merchandise. At Alchemy, we classify “merchandise” as a fully customizable product with control over all aspects of the design. Promotional products are meant as giveaways, whereas good quality merchandise is intended to either be sold to or to faithfully represent your brand vision. Promotional products take an existing item, such as a water bottle, and add a logo within restrictive, set sizes. Fully custom merchandise allows the control to design and print it exactly as envisioned, offering a level of customization that makes it unique to your brand.
Well-designed products can serve as a tactile manifestation that represents your identity. Is a water bottle useful? Absolutely, but a higher quality bottle will be used 10 times more than a cheap one that no one would choose to buy at a store. A simple litmus test is asking yourself if you would use the item or if you would buy that quality of an item from a store. If your answer is no, then you may want to shift your thinking.
Creating interesting products is a way to step up the branding faithfully and an opportunity to stand out. If you can make merchandise that your team wants to wear or carry, the number of impressions and the long-term value is orders of magnitude higher than what a poorly thought-out or cheap product will deliver. It’s worth spending more time and thought to create products your team will proudly use. It’s important to be intentional.
Why would your team want these bits of merchandise? Breaking away from the norms requires thinking outside the box. Instead of relying solely on logos, delve into the “why” of the brand’s vision and values. Brainstorm innovative ways to incorporate these into interesting graphics and designs that transcend bland advertisement, becoming statements of and true representations of the brand. Consider the items you’ve received in the past that you were happy to use. Your local hip restaurant probably does a good job of focusing on how their image is conveyed and has incorporated some playful ways to express their vision. How can you bring energy and thoughtfulness into the items you choose to make? Would you personally prefer one medium- to high-value item as a gift rather than a bunch of cheap things?
There is no single catch-all gift that will satisfy everyone with immutable functionality, but you can make something they want, or at a minimum, appreciate and value. The next time you think about making another $0.10 pen, stop and ask yourself if it’s providing any real value or use. Consider if it’s adding to or detracting from the brand image and message. If it’s not, then it’s a great time to focus more on what fits your team best. You can make a one-color tan tote bag, or you can make an all-over printed, custom-handled, brand-logo-tagged tote for about the same price. One is more interesting, but it requires creative thinking and can be a vehicle to capture the essence of the company. The other is just a tan tote.
Greg Kerr is the Owner of Alchemy Merch (https://alchemymerch.com/), which creates custom merchandise for creatives and companies. Alchemy has made over 4 million custom products for artists, brands, and creatives in all fields. Greg guides artists and corporate clients through the process of creating quality custom merchandise that helps them achieve their goals of increased brand awareness, customer loyalty, and more. Alchemy eliminates the pain points of sourcing materials, production, quality control and design that most people encounter when making promotional products versus investing in custom merchandise. Prior to expanding his business and evolving it into Alchemy, Greg founded Pin Game Strong, making custom enamel pins for artists and corporate clients.
Art and creativity are in Greg’s blood. He is a musician and performs in a heavy hardcore band. He first started creating merchandise for brands while touring with his punk rock band in the early 2000s. The belt buckles he made for the band caught the attention of other musicians and soon turned into Greg’s first foray into custom merchandise.
The post <strong>Evaluating Promotional Effectiveness</strong> appeared first on HR Daily Advisor.
