Why Promotional Products Should Have a Perceived Value
Promotional products must have a perceived value and preferably a high perceived value if the recipient is going to feel grateful for your gift. However, the actual impact is often reduced by the way a promotional product is presented.
The old saying, “Mutton Dressed as Lamb” is often true of much inferior advertising giveaways but even worse is “Mutton Dressed As Mutton” when the promotional products are poorly presented.
There is a real difference between the actual value and perceived value of any promotional item and the impact is undoubtedly reduced by the manner in which the goods are presented and packaged.
It is not always possible to personally hand over a promotional item to a prospect or customer but it is up to you to make sure your gift – because that is what it is – looks the part.
So, bearing this in mind, what can you do about it?
Certainly give a lot more thought to the packaging of the goods which will enhance the perceived value of any promotional merchandise. For instance, the perceived value of even the cheapest pen can be boosted if presented in an inexpensive cellophane wallet. The trick is to make your product stand out from the crowd and a little thought will soon uncover some presentation ideas that do not cost a lot of money.
Even a mundane item like a calendar at Christmas can be made to look a trifle superior when presented in an attractive package. Any direct mail specialist will come up with a legion of ideas to enhance the envelope containing the calendar. Anything from colored envelopes, pictures on the package to unusual materials for the packet.
One of the most popular of all giveaways is a ceramic advertising coffee mug – a classic case of an everyday product that increases its perceived value when presented in an attractive package. And just like a calendar, the perceived value of an advertising coffee mug can increase when the product is posted to your customer or prospect packaged in an imaginative and attractive manner.
Most mug manufacturers stock extremely attractive packaging for individual mugs in polystyrene and other materials so that the mug will arrive safely at its destination. However, talk to the manufacturers who will be happy to help you present the product in the most attractive way. This kind of attention to detail is something that will help you get the most out of your promotional products. You are spending good money on promoting your company, so it makes sense to get the most benefit out of them that you possibly can.
