High tech vs. high touch – What works for promotional products at events?
October 7, 2011
By Heidi Thorne
I’m often asked about what’s the hot new “it” promotional product out there. Usually what these folks are looking for is an answer about the latest whiz bang e-gizmo that everyone just has to have. Then I usually tell them something such as T-shirts. You can just feel their disappointment at that response.
Why do I respond to their inquiry with something as mundane as imprinted T-shirts? Because the numbers prove it. In the Advertising Specialty Institute 2011 State of the Industry Report, the very top revenue-producing promotional products were the items that have been popular for decades, such as shirts, hats, mugs and pens.
Would it surprise you to know that the number one promotional product in terms of revenues is shirts? It is. By a large margin. By contrast, computer-related products make up a few percentage points of total promotional revenues according to this industry survey.
And pens? Really? Isn’t everyone using tablets or smartphones to write down their brilliant ideas? Fact is, no matter how fast even teenagers can text, writing down a quick note with a pen on a notepad is often faster and more convenient. Granted, more and more documents are going paperless and pens will be used for limited purposes in the far future. But for the near term, pens will still be a part of our daily lives… and an enduringly popular promotion.
Aren’t mugs passé? Yes, standard “C-handle” ceramic mugs might be. But newer, more functional and more portable versions of them are very hot in the promotion arena today.
What connects all these surprisingly no-tech promotions? Creature comfort. We’re still human animals who drink, sign our names and need clothing. So when today’s gotta-have-it electronic or mobile promotion has fallen out of favour, these types of high touch items endure.
How do you decide whether a high tech or high touch promotion is right for your event?
- Right here, right now – If you are planning to integrate a special tech promo into an activity at the actual event, then it’s probably worth the high tech investment.
- The tech du jour problem – With tech platforms changing even within the span of months, realize that any tech promo investment could have limited lifespan after the event, thereby reducing the value of your investment. If going for long-term use, consider high touch.
- One size does not fit all – With multiple mobile platforms and devices, it’s difficult to select tech accessories that will accommodate them all. Take for example custom mobile phone cases or “skins” (removable adhesive logoed panels for phones). Should you get them for iPhone, Blackberry or Android? Which year’s model? If going with high tech, make sure it’s something that can be used on several devices or platforms (e.g. earbuds or music download cards). Otherwise, go with a high touch choice.
 About the author
Heidi Thorne is a promotional products marketing expert and speaker and has a background in the tradeshow and hospitality industries. She is also editor of the Promo With Purpose Today blog (www.PWPToday.com) and author of SWAG: How to Choose and Use Promotional Products for Marketing Your Business, available through major online booksellers or at www.BuySWAGBook.com.
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