When it comes to promotional items, there is a constant battle between what is trending now and timeless items with a proven track record. How do you choose which way to go with your next promo?  Here are a few tips to help you make the best decision as to which is right for your next promo:

Know Your Audience 

Is the audience you are marketing to on top of the latest trends?  Are they likely to get more excited about what is hot and new or something impactful but familiar?  Age, gender, interests, profession, and geographical location are just a few of the factors to consider. 

An example of how this is relevant includes the athleisure trend.  It is expected to continue to going strong through 2021 as people continue to work from home.  According to Pew Research, the athleisure trend is still hitting hard with Millennials and Get Z. However, Baby Boomers are still looking for more classic styles like collared shirts and more tailored looks.     

Always have your target audience in mind when choosing what type of promo campaign to start and do research (or let us help you) before choosing.  This will ensure that you engage your intended demographic and meet your marketing goals. 

Think About Context

Trendy items are great for launches and events that are date-specific. Even when the trend dies down, the promo will continue to have a nostalgia factor that will remind your audience of your company long after the event.  I bet you can remember where you were the first time you danced the Macarena. 

On the other hand, classic promos allow you to order a larger quantity at once,  distribute slowly over time, and reorder as needed.  They won’t feel dated to new recipients 2 years from now.  This option can save you money and time by avoiding new setup charges each time and having something tried and reliable to send out to your audience. 

Work on Strategy 

Are you looking for a promo with a big impact right now or something that will last a while?  There are moments that are right for the huge bang that comes with trendy items, like opening a new location or rebranding.  However, if you are working on building long-term client or employee relationships a timeless item that will be kept and used for years to come may be a better choice.  

Something new, unique, and trendy can show your audience that our brand is new, fresh, and exciting.  That makes on-trend promos perfect for annual events that need a refresh, rebranding, grand openings, and launches.  

On the other hand, going with a classic item can increase your brand exposure over time.  The longer the recipient uses or wears your promotional item, the longer they will be a walking billboard for your brand.  Something classic is likely to be worn or used longer because it doesn’t feel dated when the trend passes. 

The Advertising Specialty Institute has found that most promos are kept 10-18 months; however, they also report that over 57% of consumers have a promo item that they have kept for over 5 years!  So think about your goal, do you think your particular campaign will have a higher return on investment with something that hits hard even if it is shorter-lived or a promo with less initial buzz but a longer life.  The answer really depends on the occasion. 

Whether you go with the latest trend or something classic, ABC can help you find the promo to engage your audience.  Just let us know your audience, occasion, and goals and we can provide solutions that will get you the highest return on your investment.