You’ve drunk tea out of them, packed your shopping in them, written notes with them, used them to save files from your computer, and even had a bath with them. Promotional giveaways come in many forms and despite trends evolving, it looks like they’re here to stay.
“It’s about brand awareness - it’s putting your name in front of clients on a regular basis and it is a massive industry,” says Jeff Nicholson, a travel stalwart who founded Nicholson Promotional Supplies around 25 years ago. The company is one of the main suppliers to the travel sector, which accounts for the bulk of its clients, including such companies as Classic Collection, Cosmos, Funway, Myferrylink and Getabed.co.uk.
Nicholson previously worked for Intasun as national sales manager and it was his marketing responsibilities, including organising point-of-sale materials, that led him into the promotional products arena.
It is a business that has changed over the past couple of decades, he says. Whereas at one time theme parks were awash with branded T-shirts and bags given by operators to every child on arrival in resort, now consumer freebies are likely to be given more sparingly in an effort to keep holiday prices low. Instead, travel companies are more likely to aim their branded material at drawing in new custom or raising awareness with those distributing their holidays.
"The better the quality of product, the less obvious the logo should be. It’s more of a ‘thank you’ than a brand awareness product"
Product demand too has changed over the years. Recent trends include branded iPad and iPhone covers and eco products such as reusable shopping bags.
Useful travel-orientated products Nicholson can supply include travel mugs, hand sanitisers, first aid kits, sewing kits, golf umbrellas, water bottles, travel adaptors, key ring bottle openers, can coolers, toothbrushes and lip balms.
The company can also create bespoke products. “We’ve done air-fresheners in the shape of sombreros and stress balls in the shape of palm trees - silly things,” he says.
While it’s difficult to tell what works and what doesn’t, it’s worth bearing in mind that sweets and chocolate are welcome but shorter-lived (though tins of mints prove popular due to longer usage time and good printing surface). Other popular items include calendars and fridge magnets. Pens are unoriginal but have remained a top bulk order product for 25 years.
Eco shopping bags are “definitely the way forward”, says Nicholson.
For those selling higher-end travel a different and classier level of freebie may be required. “If a local travel agent books someone a £10-12,000 holiday I would recommend a nice leather ticket wallet. That’s a nice touch for £10-20,” says Nicholson. “The better the quality of product the less the logo should be obvious, because it’s more of a ‘thank you’ than a brand awareness product and if the logo is discreet, people will use it.”
Classic Collection, which also uses business-to-business promotions for its agent roadshows, has placed orders with Nicholson for wallets. Nicholson also recommends children’s rucksacks as nice presents for more substantial bookings. Meanwhile, at the cheaper end of the scale, lollipops can keep the children happy while their parents talk holidays.
New business promotions for agents
A local tradesperson targeting builders had a proactive idea using mugs, Nicholson explains. “He wanted to drum up trade so we did him some mugs, which come in cartons of 36. He dropped three or four cartons into 10 cafes in his area and got 1,000 out there. It worked for him because he then came back and bought another 5,000 to expand through the borough. That could work for a local travel agent. They could have 108 mugs and take three cartons into three local cafes or sandwich bars.
“As a marketing ploy for individuals who work from home, I’d highly recommend a little fridge magnet that could be easily posted or dropped through letterboxes rather than just an introductory card. That way it can be used as a product and kept,” he adds. He also suggests small value shop giveaways: “If they’re going agency to agency it’s worth investing in a £1 item with a logo as a goodwill gesture to help tempt them back.”
And if you just want to give your customers something fun to remember you by, there’s no need to shell out for your own branding. Why not ask suppliers if they have any fun collateral? As a benefit of its business partnership with Virgin Limited Edition, Abbotts Travel in South Woodford keeps a stock of the company’s own rubber ducks, themed on Richard Branson’s luxury hotels, to give away. Ulusaba duck, for example, has zebra stripes, and Necker Island duck wears a bikini and sun cap.
Manager Sharon Roat says: “We have a few on the counter, and they are a talking point. We keep some spares out the back and it’s great to send children away happy.”
Investing in branded promotional gifts is an effective way to get your name out there. Debbie Ward chats to Jeff Nicholson, from Nicholson Promotional Supplies, about what works for travel clients
