In our fast-paced world, creative promotional items still manage to capture remarkable attention.
“Coffee to go” has long been a cult favorite. “Sushi to go” is no longer a secret tip. Even supermarkets now offer “REWE to go,” not to mention fast food – today, almost everything comes “to go.” So why not advertising?
As Hans-Joachim Evers, Chairman of the German Association of Promotional Products Wholesalers and Consultants (bwg), explains: “In our fast-moving times, there is hardly a quiet moment for coffee or a meal. Potential customers rarely pay attention to advertising they see or hear. You can’t take the TV along, and reading a newspaper on the go is risky. But promotional products capture full attention – even in just a brief moment.”
The choice of giveaways usually depends on a company’s marketing budget. Confectionery as a promotional item is a powerful tool: affordable for any budget and capable of reaching large audiences in a short amount of time. “Advertising to go” proves especially effective at trade shows. At busy exhibitions and international fairs, giveaways literally travel along with visitors. The same applies to open-house events, store openings, summer festivals, or street fairs – whenever large crowds gather, promotional items “to go” make their mark.
The key in these brief interactions is not lengthy explanations or in-depth consultations. Instead, it’s about perception of the sender – and the value of the item itself. A promotional gift’s usefulness and quality determine whether the customer will remember and return to the brand.
The phrase “He came, he saw, he conquered” applies just as well to giveaways. Small, handy, useful. The art lies in the detail: what convinces a potential customer not to toss the gift aside at the next corner? Above all, quality. Tasty chocolate giveaways, for example, are unlikely to be thrown away or forgotten. Retailers who hand out chocolate gifts tied to their brand remain top-of-mind. And when the chocolate also carries a logo or information, customers can easily reach out later – sweet proof that advertising to go truly works.
