It’s small, yet indispensable. Often practical, sometimes useless, they accumulate on desks at trade fairs and meetings. Goodies, or by-products, are the little tykes of communication. Here are some tips from Wilo on how to find the right item for you.
Let’s face it, goodies have never been a favourite medium for communicators. Considered as an accessory, derivative products are seen as a formality in the communication strategy. There’s a simple reason for this: until recently, the choice was relatively limited and made up of items of very average quality, chosen for their profitability on very large volumes.
With smaller structures, it’s possible to choose better quality goodies without breaking the bank. All the added value will be in the choice, the number and how the item fits in with the company’s more general approach. Yes, a derivative product can do more than just display your brand. Depending on its nature, it can become an accessory to your commitments or promises.
If you’re “green”, opt for eco-responsible products; if you’re “local”, opt for local production; if you’re “ethical”, highlight the controlled origin of the object; if you’re “tech”, bet on a digital gadget, and so on.
These objects make your day-to-day commitments a little more tangible. But beware of green washing! You can’t become a responsible company with just three bamboo pens.
Eco-responsibility in everyday life
Goodies are an essential accessory when setting up a company or rebranding a brand. In this context, originality is not really the primary objective: it’s hard to ask an employee or customer to write with an essential oil candle. So the focus is on a range of practical everyday items: pens, notepads, diaries, USB sticks, mugs and other office classics.
Nothing too original? It all depends on your approach. For example, if you’re ecologically minded, imagine a set of office items made from eco-responsible materials (wood, recycled plastic, etc.) and make them available with an explanatory leaflet: the item’s ecological credentials, a reminder of the company’s environmental approach.
Over and above the advertising objective, these goodies also have the advantage of limiting their renewal over time: sustainable goodies are made to last, aren’t they?
To get you started, Marqueurs Français offers a wide range of Made in France and/or eco-friendly goodies.
The origin: practical and authentic
The origin of the goodies also gives them meaning within your company. Responsible” goodies, whose origin and manufacture respect certain ethical standards, show your interest in human causes.
But, once again, be careful! Goodies are not a CSR policy in themselves: the choice of ethical goodies must be part of a wider CSR approach specific to your company.
Still on the subject of origin, it is possible to find very well-made goodies made in France. With the promise of local support, the choice of French goodies is perfectly appropriate. Even better, you can offer goodies produced in a region covered by your business. What about goodies produced by one of your customers? You’ve reached the holy grail of proximity.
A final word of advice: quality comes at a price. The range of goodies on offer today is vast, but the fact remains that quality goodies cost more than the eternal plastic pen. To avoid breaking the bank, calculate the right volume for your company. It’s better to offer a few well-made goodies with a meaning and a story, than a whole stock of cheap goodies that your customer is unlikely to keep.
