Every brand wants attention, but not all attention is the same. Some brands go for the body. They give away shirts, notebooks, mugs, and bottles. These things will stay. A cup on a desk is like a salesperson who doesn’t say anything. A shirt in a drawer waits for someone to wear it, and then your name is all over the street. Then there’s the other way. Ads. Quick and crisp. They show up on screens. They show up on phones during lunch breaks, disappear by evening, and leave behind nothing except a brief impression. Two distinct tracks. Two distinct speeds. Continue reading!
Things that are physical have a strange weight. People remember things they can feel. A bottle taken out of a bag is a soft push. A pen on the table at a meeting can repeat what you said without you having to say it. It is there, doing its job, even if you don’t notice it. It’s subtle marketing that works, even if it seems devious.
Digital ads are always moving. They love change. Change the picture, change the text, and change the audience. They are versatile and work well for short bursts. Great for testing a concept or getting a lot of attention. But the digital world is loud. People are scrolling faster than before. Ads have to compete with a never-ending stream of postings, jokes, news, and pandemonium. It’s hard to be heard in a crowded stadium.
Money changes things again. A good notebook might not cost much but could last a year. On the other hand, ads need to be fed all the time. People quit paying attention when the budget runs out. Things you buy last a long time after you pay for them.
Data can fill up the gaps. A simple item can become a door with a small QR code on it, like a shirt or a bottle. When you scan it, you will see a video, a discount site, or an invitation. You can see patterns in the scans. Those patterns can indicate what works, even though they aren’t perfect.
A combination is generally the smartest thing to do. A little kit to get people interested. Ads to keep the message going. The present should open the door, and the ad should keep it open. Pick something that people will use. A durable bottle, a comfortable tee, and an excellent pen. Put in something basic, like a code, to make it worth more. Be careful with your money, stay practical, and every now and then throw in a surprise to keep things interesting.