Abstract / Resumen
Corporate gifts, popularly known as merchandising, are important to enhance the image of any company, mainly B2B, but also B2C.
Merchandising products, which in most cases are given as gifts when the user meets certain conditions, do not only fulfil a mission to please the customer (receiving a gift always pleases the recipient), but it is one of the best ways for that person to keep us in his or her mind.
Merchandising should be framed within the marketing and sales strategy of the company; for this reason, it is not a matter of choosing a product at random to give as a gift, but to analyse our customer, our sector and choose the right item that can meet our branding objectives.
Undoubtedly, studying our competition is also essential. In addition, you have to be very clear that corporate gifts should reflect the philosophy of your company, which does not mean that they are directly related to your industry, but that they have a relationship with those values linked to your brand (modernity, health, sustainability, etc.).
Most common merchandising products
Unfortunately, many companies make the mistake of choosing their corporate gifts based solely on the cost of production. The positive side of this decision – in most cases wrong – is that these gifts can reach more people. However, there is also a downside, and that is that the user of the product may not think of your brand (even if they see your logo) when they use it.
T-shirts, USB sticks, mugs or notebooks are, without a doubt, some of the most common corporate gifts but, at the same time, they rarely fulfil the objectives that any marketing action should have established.
Can you imagine, for example, a brand of trainers giving away pens? What added value does this type of gift have for its customers? It is true that, to a greater or lesser extent, we all use pens, but… who associates a pen with sport? Nobody (or almost nobody…). It would be very different to give away a backpack, a water bottle or even a case to carry your mobile phone when you go running; these products, although used by far fewer people, are certainly used by people who also use (and will use) sports shoes, which is why we are not only providing value to our customer, but also capturing the attention of our target audience.
The fact that we don’t always go for the right marketing strategy means that most of us have the same type of merchandising products at home, some almost identical, from different brands. In fact, if we Google the string “merchandising products”, one of the first suggestions is “cheap”…
(Real) benefits of corporate gifts
The moment you announce to your customers that “for a purchase of more than X” they will receive a gift”, you are making an investment. If you’re going to make it, why not make the most of it and end up making a return on that expenditure?
It is clear to any business owner that seeing someone using a product with your logo on it brings a smile to their face and fills them with pride. However, it is important to bear in mind that this satisfaction is much greater if you see that, thanks to this use, the customer is allowing your brand to speak through him, and this is what happens when you take advantage of all the real benefits of corporate gifts.
- Better customer experience.
- Excellent customer loyalty method (customer loyalty is the most powerful strategy for any company and can even lead to increased profit margins).
- Positive brand image
- Advertising medium (the customer is not charged for displaying your brand).
Any of these advantages – together or separately – end up contributing to what should be the main objective of any merchandising strategy: an indirect increase in sales (either through existing or new customers).
Importing corporate products from China or Asia
Once you have decided which merchandising products you are going to give to your customers, it is time to find where to manufacture them, and undoubtedly many companies choose to do it in China in order to reduce their costs as much as possible.
Producing corporate gifts in Asia is a very good option, especially considering the diversity of options and the wide range of possibilities to customise your products, not only with your logo and colours, but also with clearly differentiating elements.
In general, merchandising products are usually inexpensive items that, in many cases, companies take advantage of to manufacture during orders of other goods, an opportunity that not only allows them to further reduce the cost, but also to optimise transport costs.
If you need help to manage the purchase of your corporate gifts, a purchasing agent can advise you not only on suppliers, but also on the best options for your type of company and sector.
At S3 Group, which has been managing international purchases for over 15 years, we take each new project as a challenge and, precisely for that reason, we can help you find your perfect corporate gifts at the best price and with all the guarantees of a safe import.