In the business world, it is common to give out novelty items for promotional purposes. However, simply handing it out will not be effective; it must be implemented strategically.
In this article, we will explain the meaning and effects of handing out novelty items, as well as the preparations needed to implement them. If you are considering creating novelty products, please refer to this article and use it to increase sales of your company’s products and services.
What is novelty?
Novelty refers to small presents and goods distributed free of charge by companies and organizations for advertising and promotion purposes. Presents and goods may also have the logo or company name of a company or organization printed on them.
Novelty items are often distributed as items commonly used in daily life, such as ballpoint pens, memo pads, key chains, water bottles, mugs, and eco bags.
Novelty and other differences
In addition to novelties, there are also other gifts and goods distributed for free, such as:
These are different from novelties, but we will explain each difference in turn.
Difference from premium
The difference between novelty and premium is whether the customer is purchasing and using the product or service.
Novelty items are distributed to customers who have not yet purchased or signed a contract for a product or service to increase awareness, whereas premium items are distributed to customers who have already purchased or used a product or service for the purpose of customer follow-up. It is common that
By the way, in either case, it is a “sticky premium” that is offered to all users of products and services and visitors to the store, and the following restrictions apply under the Premiums and Representations Act.
| transaction price | Maximum amount of prizes |
| Less than 1,000 yen | 200 yen |
| 1,000 yen or more | 2/10 of the transaction price |
Source:
Consumer Affairs Agency homepage – Overview of premium regulations under the Act on Premiums and Representations
Differences from promotional items
There is a difference between novelty items and promotional items in the purpose of distribution.
While the purpose of novelty items is to “increase awareness” of products and services, the purpose of promotional items is to “promote sales” of products and services. Promotional items are distributed free of charge, just like novelty items, but they are often samples of the product.
The meaning and purpose of giving out novelty items
The main meanings and purposes of companies giving away novelty items for free include the following:
I will explain each in turn.
Image improvement
Some companies actively hand out novelty items to improve the image of their company, products, and services. This is because if you distribute novelty items that customers often use in their daily lives, they will be happy and your company will have a better impression.
For example, regularly used stationery and practical items such as eco bags become tools that customers use on a daily basis. If the product is easy to use or distributed at the exact time they needed it, customers will be happy and their impression of the company will be positive.
However, novelty items are not just gifts, they are also a “promotional tool,” so it is important to use them strategically rather than giving them out inadvertently.
Expansion of awareness
Novelty products are also useful in increasing awareness of companies, products, and services. This is because most novelties have a company’s logo or brand name printed on them, and by distributing them to many people, the company’s name and logo can be widely promoted.
If the novelty is noticed not only by the person to whom it is given, but also by those who see the person using the novelty, it will have an even greater effect in increasing awareness. For example, if you receive a ballpoint pen with the logo of a certain product on it and are using it at the company you work for, other employees may notice the logo on the ballpoint pen and become interested in it, so they inquire about it or look into it.
Novelty products are an extremely effective means of increasing awareness of companies, products, and services.
Gather information on prospective customers
The purpose of distributing novelties is also to collect information from potential customers. The reason why novelties can be used to collect information from prospective customers is because when distributing novelties, you can encourage them to take surveys and exchange business cards.
For example, if you want to take a survey from people attending an exhibition or seminar, you can collect valuable information from potential customers by telling them, “Everyone who answers the survey will receive a free gift.” You can. In addition, based on the information collected through surveys and business card exchanges, you can understand
the needs
and interests of potential customers and create
marketing strategies
tailored to them.
In this way, using novelties to gather information from prospective customers has become one of the most beneficial methods for companies.
Effects obtained by distributing novelty items
There are three main effects that can be obtained by distributing novelty items:
I will explain each in turn.
Rub effect
By distributing novelty items, you can expect to have the effect of getting to know potential customers. This is because novelty items are often used on a daily basis, so there are more opportunities to see company and product logos printed on novelty items on a daily basis.
For example, if you are using a ballpoint pen with a company name or logo on it, the company’s name or logo will come to mind every time you look at the ballpoint pen. The more often you use the novelty you receive, the more likely you are to see the company’s name or logo.
In some cases, it can give the same impression as the TV commercials and online advertisements that you casually watch.
Retaining effect
Novelty products can be distributed not only to prospective customers but also to existing customers, and can be expected to have a retention effect. This is because existing customers are often satisfied with the company’s products and services, and by receiving novelty items, they remain attached to the company, products, and services, and are expected to make repeat purchases.
It also sends a message from the company that they value their customers. Novelty is also an effective tool to maintain good relationships with existing customers.
Can be advertised effectively
Handing out novelty items also leads to efficient advertising. This is because you can promote your company, products, and services to many people at a low cost.
Also, as mentioned above in “Awareness Expansion”, not only the person receiving the novelty but also the people around them may become interested in it. You can advertise effectively without incurring huge costs like TV commercials.
Four important points when choosing novelty items
Some people may be confused about what kind of novelty to give out, but here we will explain four important points when choosing novelty.
- Understand your target’s preferences and interests
- Choose those related to your company’s services
- keep up with trends
- Choose things that are practical
I will explain each in turn.
Understand your target’s preferences and interests
Before deciding what kind of novelty to use, it is important to first understand the tastes and interests of the target audience. This is because by distributing novelties that match the target’s tastes and interests, the novelty will be used more frequently and the effectiveness of advertising will increase.
For example, novelty items tailored to the usage and occasion are effective, such as sports towels and drink bottles for sports-loving targets, and highlighters and ballpoint pens for businessmen. On the other hand, if the novelty does not match the target’s tastes and interests, it may have the opposite effect, so you need to be careful when choosing.
It is very important to choose a novelty considering the tastes and interests of the target, as this will greatly influence the advertising effectiveness of the novelty.
Choose those related to your company’s services
If you are distributing novelty items, it is effective to choose items related to your company’s services. This is because the person who receives the novelty will naturally remember the service.
For example, if a car dealership distributes keychains in the shape of a car or with the company’s logo, customers will be more likely to remember the company’s services. It is important to choose novelty items that are related to your company’s services so that the person who receives the item will easily associate it with the service.
keep track of trends
When choosing novelty items, it is important to keep an eye on trends. This is because by choosing items that are popular in that age and season, you are more likely to get more people interested.
For example, during the summer season, cool novelties such as hats, towels, and cool towels with UV protection tend to be popular. Additionally, items related to social concerns, such as eco bags and masks, have become popular in recent years.
By choosing novelty products that follow these trends, they will be more easily accepted by more people. However, people who are sensitive to trends tend to change quickly, and trends may change after a certain period of time, so be careful.
Choose things that are practical
It is important to choose novelty items that are practical. This is because by distributing practical novelties, recipients will be able to use them for a longer period of time, increasing the likelihood that your company’s logo and message will be appealing to a wider audience.
For example, practical novelties such as everyday stationery or mugs that can hold drinks can be used by recipients on a daily basis, so they will see your logo or message more often. It also increases the chances of being seen by other people, which increases the effectiveness of advertising.
It can be said that it is very important to choose a novelty item that is practical.
summary
In this article, we explained the meaning and effects of handing out novelty items, as well as points to consider when choosing one. By distributing novelty items, you can improve the image of your company, products, and services, increase awareness, gather information about potential customers, retain existing customers, and promote efficiently.
When choosing novelty items, it is important to choose items that are related to the target’s tastes and interests, those that are related to your company’s services, that are on trend, and that are practical. Also, when distributing novelty items, it is important to clarify the purpose and target, and decide on the appropriate distribution location, timing, and number of distribution items.
If you are considering making novelty items, please refer to this article and make effective novelty items.