People ask us on the down low:
“Is it better to send something they can keep using, like a branded mug, than alcohol or food, which once they polish it off, that’s it? Like, at least with the thing they keep using, your logo keeps creating brand awareness.”
If this urban legend is taking up your brain space, we’re here to break the myth.
First of all, the goal with gifting isn’t brand awareness; it’s goodwill and loyalty.
And second of all… the answer is neither. Or both. Consumables and non-consumables serve different purposes in gifting.
Something to eat creates instant gratification.
It creates a sensory experience because it engages smell, taste, touch – and sensory experiences make for a stronger memory. You’ve likely experienced hearing a song and it reminding you of an old memory, or a scent reminding you of a person. That same effect is powerful if you’re seeking to build goodwill.
The trick is… it has to be quality. You don't want them thinking of you as they scrape a bad taste off their tongue! We preach “novelty from a safe category”. Use food categories that most people like to eat, but find gourmet brands that taste better than usual. As opposed to chocolate-coated coffee beans, which you’ve been lied into thinking most people enjoy. Fine to send artisan chocolate or a great coffee blend. Skip the bitter beans-as-a-snack.
Something to keep creates a long-term reminder.
No, they won't be musing on your brand the way they do a nostalgic childhood memory, every time they see your logo as they sip or scribble, etc. But it can anchor to the first impression caused by a happy unboxing and instantly gratifying items that are long gone. Obviously, you should brand items that WILL get used, aren't too generic, and won't cease functioning within weeks (aka don't suck). It’s more subconscious than anything you could accurately measure, but we’ll reward you with a tip to make it more front-of-mind, soon.
So which should you send?
Be like Easyquip. Send both. Make an impression both short and long term.
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Yeti thermos in their brand colours, and their logo added in a classy way
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A variety of snacks – some sweet, some savoury, some to have now, some to have later. Branded cookie to notch up the novelty. All in the brand's colour scheme to max out the immediate sensory experience
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Wrapped up in a magnetic gift box with blue ribbon and bow, so that the sensory experience begins as soon as the recipient unties the bow. This luxe unboxing experience is especially worth it as we ship the gifts directly on their behalf, so it means Easyquip has their full attention, even though nobody is present to present the present to them!
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They still have budget considerations, but get around this by having 3 variations of the same gift for different clients.
“You guys make it a whole lot easier and whole lot more premium 😊😍” Roanna
Something to use if you want to go pro.
The missed opportunities we often see are:
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Making branded items more front-of-mind by including an industry/insider joke, motivational mantra, or recipient personalisation, alongside your logoed items. Strong emotions are goodwill builders. You're not aiming for brand recognition (what brands on supermarket shelves aim for, because they are literally lined up next to other brands and vying for your business), you are going for brand loyalty. And loyalty is very much built on emotion. Don't underestimate the power of uplifting them with giggles or pep talks.
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Include a card or letter that uses emotive words. Avoid generic. Pull on heartstrings. Make ‘em laugh, make ‘em cry, make ‘em remember.
We have a pro copywriter with training in both these areas. You’re in safe hands.
