Whats in your pocket?

If you ask people to empty their pockets and briefcases they will usually have at least one branded item - but how easy is it to achieve this valued position in such a highly competitive environment? There is a limit to how many branded items a person can carry, and so products need to be distinctive, informative and interactive.

Marketing managers are constantly trying to ensure that prospects take in messages, retain and remember them. Lack of awareness and comprehension of messages are the two main issues for all promoters to address. Marketers spend millions of pounds on promotions, yet sometimes their messages do not get through. The only way to overcome these issues is to make sure that your prospects have a reason to hang on to the material and refer to it.

Two elements are essential for guaranteed retention of promotional material. The first is that the content is relevant, informative and useful. The second element is that it is practical and pocket sized so that it is not a burden or awkward to keep.

However, retention is not the only factor for successful merchandise. A simple logoed keyring does not communicate messages, even though it is generally retained. Emphasis should therefore be placed on the key drivers for retention and continuous message delivery. By being multi-faceted and informative, and targeting the content to your audience’s interests and needs, the material will be both retained and referred to.

Of equal importance is that the item must match the brand in terms of quality and positioning. It was to meet this end that we recently developed the iKyp - information to keep in your pocket. One of the first clients to use this pioneering new product was The Driving Standards Agency (DSA) who produced a Driver’s Guide to assist and inform young drivers participating in the DSA’s ’Arrive Alive Road Safety Programme’. The client believed that the iKyp was the perfect communications vehicle for the DSA as it presented important information in an entertaining yet insightful format.

By having a distinctive promotional item that has a high value because it is useful and interactive, and so is retained and referred to, you are getting better value for your budget.

Nicholas Miller, CEO/Joint COO, Kyp Systems