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4 September 2006
Do promotional gifts necessarily have short PLC?
I have noticed a common stigma amongst local marketers - to treat promotional gifts as a one-time off gift with no due regard to its long term potential. Do promotional gifts necessarily have a short Product Life Cycle (PLC)?
Purple Sage, a boutique corporate caterer that I know, cleverly offered a promotional gift as part of their standard offering. What they did was have an unusual graphic design on the sugar sachet – little ants climbing around. The message is clear, that it is a sugar sachet. How the promotional element comes in is that event-goers are so intrigued by this sugar pack that they take some away with them. The special sugar pack becomes a talking point and consumers can retain for use at homes or pass over to friends. By this, the company has achieved the very objective of publicizing their business without spending on more items; and provision of sugar sachets is a must-have in catering events hence there is no need for a separate budget in getting these up. The PLC of this promotional gift is extended because you have redefined the significance of the item.
The next time you need to brainstorm for a promotional gift, try looking at the basic elements of your offerings. Think of one item that allows a longer PLC which will in turn maximise returns on that limited budget you have.
A. Gill, 4 September 2006
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September 2006
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