Premiums are the branded giveaway items that consumers receive upon participating in some aspect of the activation. There are two types of premiums used in experiential marketing: generic and brand specific.
Just about every activation will consist of giving out branded generic premiums (drawstring backpacks, key chains, chip clips, pens, sunglasses). These giveaways are fairly inexpensive to mass produce and allow for easy branding for consumers to walk away with. However, generic premiums rarely leave a memorable impression amongst consumers and are often seen as just a step above fliers.
To create a more memorable impression, brand specific premiums should also be incorporated into the activation. Examples of brand specific premiums might include carpenter pencils for a power tools brand, mouse pad for a gaming product, aprons for a cooking utensils company, or a screen cleaner for an electronics brand. These are functional items, therefore consumers are more likely to recall the brand as they use the premium long after the activation.
Another option is to use special premiums as a way to incentivize consumers for participating in different parts of the activation. For example, if you are doing a motorcycle program with multiple event stations, you can give out a branded face mask or kickstand plate to consumers that complete all of the stations. Providing some kind of a unique premium, such as a branded hat or t-shirt to current owners of the product or service, is also an excellent way for the brand to show customer appreciation.
Just about every activation will consist of giving out branded generic premiums (drawstring backpacks, key chains, chip clips, pens, sunglasses). These giveaways are fairly inexpensive to mass produce and allow for easy branding for consumers to walk away with. However, generic premiums rarely leave a memorable impression amongst consumers and are often seen as just a step above fliers.
To create a more memorable impression, brand specific premiums should also be incorporated into the activation. Examples of brand specific premiums might include carpenter pencils for a power tools brand, mouse pad for a gaming product, aprons for a cooking utensils company, or a screen cleaner for an electronics brand. These are functional items, therefore consumers are more likely to recall the brand as they use the premium long after the activation.
Another option is to use special premiums as a way to incentivize consumers for participating in different parts of the activation. For example, if you are doing a motorcycle program with multiple event stations, you can give out a branded face mask or kickstand plate to consumers that complete all of the stations. Providing some kind of a unique premium, such as a branded hat or t-shirt to current owners of the product or service, is also an excellent way for the brand to show customer appreciation.
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