Contact Information
uginrapoport.com
  • Home
  • Experiential Marketing Articles

Generic Versus Brand Specific Premiums

5/21/2019

0 Comments

 
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. 
  
0 Comments



Leave a Reply.

    View my profile on LinkedIn

    Author

    Ugin Rapoport is a highly-motivated and passionate Experiential Marketing tour manager. He has worked with a number of Fortune 500 companies in showcasing their brand messages and creating a unique brand experience for attendees at various high-profile live events. Ugin has experience managing activations at concerts, outdoor festivals, sporting events, trade shows, conventions, and street team promotions. 

    Archives

    June 2019
    May 2019
    April 2019
    March 2019
    February 2019

    Categories

    All

    RSS Feed

Proudly powered by Weebly