Matt Pluckrose is founder and MD of Desktop Ideas - the UK's leading promotional gadget supplier. With over 25 years in the tech industry, Matt lives and breathes tech - so we decided to pick his brain on what we can expect from the industry going forwards...
How has the role of tech products developed over the years in promotional marketing?
The use of tech items in promotional marketing has developed and changed drastically over the last few years, and its growth and popularity has been driven by several factors. Tech items are inherently useful, stylish, and they aid and assist connection to a busy digital lifestyle.
The tech world has developed a great deal in the last few years
The fact that they are kept and used by recipients more often than other more traditional promotional products has made them the fastest growing promotional product category, with a global share in excess of 12% of the market. Global introductions of new tech have driven the opportunity for marketers to use accessories to keep their brand or logo close to their target customer or prospect.
Just think - over the last 12-15 years, we have seen massive changes in the way we all work, connect, exercise, rest and play! Just think of a life before smart phones, smart watches, tablets, 4G, broadband, Bluetooth, etc. – it's hard to do!
How might a marketer argue their case for choosing a more expensive tech-based promotional item over a more traditional cheaper alternative branded product, like a pen or a mug?
I would say it depends how you measure your return on investment and how long you want your logo branded product to stay with your target. Low cost giveaways are just that - a product that will be collected or used, but often discarded or left lying around. The logo delivery is often good on such items but perception of the long term value of the item is low.
Perceived value of tech items are often much higher than more traditional products
When tech items are chosen carefully, they represent a positive impact on the users digital lifestyle and will be kept over time. A cool charging cable that lights up every time you use it, or maybe a corded cable that feels smart and cool and allows you to charge your phone whether in the car, office, home or while travelling is something that will stay with your client for a lot longer, ensuring long term brand delivery.
Many clients now tell me they are attempting to achieve this rather than a mass appeal, although of course every project, target and budget is different.
What would you consider the most popular tech promo product, and why do you think it's so popular?
Currently, tech items fall into a number of categories - Portable Power, Audio, Health & Wellbeing and what we call WOW tech items.
Power and charging is still top dog when it comes to promo items, but Audio products are gaining in popularity
Of these, the power items are still most popular at present which includes items such as portable power banks, charging cables, adapters, charging hubs, travel plugs, etc. This category is perhaps most popular as it appeals to a very wide cross section of business people whether working at the office, home or while on the move. This sector is getting very crowded now however, with many generic and commodity products (often the same as being bought at the garage!) which reduces their effectiveness and appeal to the marketer. This saturation is moving the popularity of Audio (speakers, headphones, earbuds) to the fore as clients are looking for a "lifestyle" gift which will appeal to both the business person receiving the product but sometimes more importantly the family group which the product might be "re-gifted" into – creating a positive buzz and energy for the brand.
Looking to the future, what new Tech trends (products) are predicted for the remainder of 2018 and beyond?
Good question, and I wish I knew the answer - I'd have five warehouses full of them!
I would expect to see further growth in some key areas over the next 12-24 months. These changes in consumer technology and behaviour would include products which support and are useful accessories to hot topic such as Smart Home Assistants (Artificial intelligence), the Internet of Things, Qi wireless charging, Bluetooth 5, Augmented & Virtual reality, Big Data, Autonomous driving, 5G... the list goes on.
These major Tech breakthroughs will change the face of our world over the coming years, and will all bring opportunities for the wise and connected marketer to choose and promote their brand with stylish accessories. To see some innovations that support and are driven by these changes, simply stay connected with Fluid Branding who are at the forefront of promo TECH...
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