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Goodies, original advertising B2B objects

Finalizing a commercial contract, offering a business gift on the occasion of the holidays, this is the art of goodies… The COVID-19 crisis has also spurred new trends in the world of goodies. Always indispensable, from now on they adapt to the context of the health crisis that affects the whole world. Thus, we see the appearance of antibacterial goodies. Personalized masks, hydroalcoholic gels, protective kits, contactless key chains are the goodies that make their entrance. In addition, there is also a new trend towards ecological goodies that affirms a commitment in a period when society seems to have reached its limits.

Selling your business and at the same time its image on B2B occasions becomes crucial. From this perspective, the advertising object and its content should not be left to chance. The Observatory of Communication Professions in Nouvelle-Aquitaine carried out a study in 2017. Thus, advertising objects and goodies represent about 45% of the communication techniques used by companies and communities in the Bordeaux region.

However, there are inequalities in access to these solutions. It will be said that large companies often have the necessary resources to set up solutios. Thus, for these companies it is quite easy to deploy advertising on all media. They can be both print and digital.

However, for mid-caps and SMEs it is not the same thing. For the latter, access to these solutions is limited for budget reasons. They do not have a budget properly dedicated to their visibility. In addition, these structures often have difficulty knowing on which support to project. Faced with the many possibilities, they do not understand which medium could best correspond to their sector of activity. In this context and faced with a dilemma, the trend of personalized advertising objects is back. A comeback that refreshes the dusty and aging image of goodies. Indeed, these advertising objects suffer from a decadent image. However, the trend is reversed and goodies become real mobile “advertisements”.

The advertising advantage of goodies

Goodies are promotional B2B items that a company may have to offer to customers or prospects. These are the main advertising media used in France and Europe. Indeed, the advertising object represents 3.9% of the advertising market in France in 2018. This figure represents a significant share given its attractive price for mid-caps and SMEs. Yet advertising objects are often relegated to a weak marketing reflection. Indeed, companies that use these media objects often neglect the strategic objectives in the background.

The CSA Research/2FPCO survey was intended to positively their image. It also wants to demonstrate, the B2B and B2C craze induced by advertising objects. The survey thus reveals that they benefit from a high rate of memorization on the part of clients. They are also vectors of a positive brand image. Indeed, they offer themselves either as a token of loyalty as business gifts. Either he offers to communicate about a commercial event or the launch of a product. The advertising advantage of goodies is therefore twofold. It is both an opportunity to thank a customer or a prospect for his loyalty or his work. In addition, it is also a way to gain visibility.

By its originality, promotional textiles are quality advertising objects. This is a good way to acclaim a B2B clientele. Indeed they engage in a long-term and personal relationship by integrating the wardrobe of customers. Thus, personalized socks are a useful and promotional goodie to offer both within a company and a sports club. Indeed, they strengthen membership of the professional group and federate teams.

It must be said that the promotional textile is kept by the one who receives it. Unlike disposable goodies such as flyers or time-dated items such as calendars. According to a 2FPCO and CSA 2017 study, 75% of French people remember the brand affixed to an advertising object. The company invests in the promotion of its brand through these solutions. With a style, a personalized design and an identifiable color code they pose the brand. Nowadays, the act of purchase is no longer accomplished in a depersonalized advertising action. For consumers, proximity and trust are more powerful drivers. This dimension is also even more present following the COVID-19 crisis. Consumers seek to restore meaning in their relationships.

goodies covid anti-bacterial gel
Anti-COVID Goodies are born

Communication through objects responds to new constraints of companies

The advertising goodies market in France is made up of 2500 companies whose economic fabric is mainly composed of VSEs. To differentiate themselves, these companies offer faster and faster deadlines and attractive prices such as promotional textile companies, such as the Custom Socks website. The choice of promotional item supplier must meet the safety and quality criteria of these advertising objects, regardless of their nature. All the more so as companies increasingly have to take CSR objectives into account. Beyond the visibility it allows, the promotional object must therefore be appropriate to the image of the company and consistent with its societal and environmental commitments. Eco-responsibility thus becomes the key word in the development of promotional items.

Contrary to popular belief, the advertising market meets very strict regulations, including supplier obligations, chemical content and material traceability. Indeed, poor quality goodies greatly alter the image of the company concerned, even more so in a context where awareness of “too much consumption” is increasing. The reliability of the company specializing in advertising objects is therefore necessary.

The Horizon Source group, which offers custom socks, has fifteen years of experience in this area and handles both marking and packaging, all within a very limited time frame, i.e. four to five weeks of delivery for the order. The choice of material especially for the promotional textile sector is becoming a way to differentiate itself for companies specializing in “media” objects. Taking into account the new constraints of companies, advertising objects distill new temporalities into the communication strategies of companies. The promotion of a product and a service therefore combines both communication and marketing.

By making more sense of companies’ B2B marketing strategy, advertising objects are changing. The prediction of the massive arrival of connected objects in our daily lives also heralds a greater focus on promotional items. Especially since digital transformation allows companies specializing in advertising objects a more flexible storage capacity and simplified logistics. Thus, advertising objects allow a distance from digital and put the human relationship and creation at the center of the B2B communication actions of companies. Communication by the object therefore plays on springs of sympathy capital, vector of meaning, which unfortunately sometimes tend to disappear in the customer relationship.

Justine Angibaud

Sources:

CSA Research Study /2fcpo 2017, “Perception of the advertising object by the French”.

http://www.irep.asso.fr/marche-publicitaire-chiffres-annuels.php
https://www.degrafa.org/quid-du-marche-des-objets-publicitaires-en-france-en-2018/

Sources:

CSA Research Study /2fcpo 2017, “Perception of the advertising object by the French”.

http://www.irep.asso.fr/marche-publicitaire-chiffres-annuels.php
https://www.degrafa.org/quid-du-marche-des-objets-publicitaires-en-france-en-2018/
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