2021 is fast approaching! That means that we’re almost done observing that 2020 has been a hard year.
It has been, though! In fact, 2020 has been such a hard year that by this point, saying so is almost a cliché. That’s all the more reason to make sure that your promotional products strategy right now is all about spreading positivity and joy to your professional community.
Before we dive into the nitty-gritty on how this can benefit your brand (and how to accomplish that), it’s worth reflecting just a bit on what it means to spread joy through gifting.
Ordering promotional products is a task, and tasks are never in short supply. But this task should feel a little different—it should bring joy to the gift-giver as well.
After all, gifting isn’t only an expression of appreciation for your community—it’s also a privilege that those without connections or resources aren’t able to exercise. Gifting isn’t something that your company needs to do (like invoicing clients) or must do (like paying taxes). Instead, it’s the necessary extra. It’s a joy-bringing bonus!
And in an unequivocally hard year, it’s a chance to make somebody smile.
Brand Loyalty and Emotional Connection
Think about a time when somebody cheered you up.
You probably won’t have to think too long—these instances tend to stick in our memories. Whether it was somebody holding the door because you looked sad, a colleague bringing you your favorite coffee to help you get through a busy week, or your dog putting his head on your knee, you probably felt instant gratitude and connection.
Cheering somebody up in a tough time is a way to say “I recognize what you are going through, I care, and I am going to do something constructive about it.”
There’s a reason these instances are memorable—and these principles extend to marketing efforts as well. Research shows that one of the best ways to earn brand loyalty is to generate an emotional response in clients. The most effective efforts generate heavy emotions like gratitude, inspiration, or empathy, or light emotions like joy or amusement.
Here’s how to use promotional products to spread cheer—and generate a lasting emotional connection with your brand.
Make Clients Smile
The key to spreading cheer is to make gifts personal, which means thinking a bit about what the recipient specifically might be experiencing.
If you work with business owners, they may be experiencing increased financial stress this year—you might give a consumable beverage or snack along with a branded promotional item. For example, a gift could include a tumbler or a charger and some fancy mixed nuts—the perfect combination of healthy and indulgent. Or perhaps a caffeinated beverage, a stylish desk clock, and a custom countdown calendar instructing your clients to hang in there for just a few more months.
If your clients are individuals, consider using a bit of humor. For example, you might assemble a 2020 virtual vacation kit—maybe a tiny bottle of suntan lotion, some branded sunglasses, a postcard of a tropical oasis, a blended drink kit, and instructions to keep the faith for just a little bit longer. After all, it’s important to have something to look forward to!
Of course, jokes are always contextual. Anybody might enjoy a pair of slippers—but what dental employee wouldn’t get a crack out of molar-shaped footwear? To get even more creative, consider adding your branding (or an inside joke) to the bottom of a pair of fuzzy socks. The text will only be visible when the wearer has their feet propped up, so you can feel free to get a little goofy with the inscription.
The Thought Really Does Count
One of the great things about spreading positivity and cheer through gifting is that it allows you to generate both heavy and light emotions in the recipient.
To do this try pairing a funny, lighthearted, cheerful gift with a more personal and serious note. These notes should be customized, and our fulfillment experts can provide handwritten cards for each client.
For example, you might address a business client personally by saying that the year has been hard for you, both personally and professionally, and that you know that this has been true for many business owners in your community. That’s why you wanted to send a little something to make them smile. After all, your business is pulling for their business—and here’s to making it through the year together!
A note like this (coupled with a light-hearted gift) shows that you care, that you recognize your client’s individual needs, and that you are committed to helping them through the tough times, both right now and in the rosier future.
Investing in this connection now can ensure that your customers emerge from 2020 with increased loyalty to your brand and eager to do business with you in the new year.