L’objet publicitaire est un outil de communication simple et efficace, mais il est souvent mal utilisé par les entreprises. Pourtant, avec un peu d’astuce et un minimum de créativité, les cadeaux d’affaires peuvent devenir un véritable levier marketing. Ils peuvent même faire la différence avec les concurrents.
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La publicité par l’objet répond à trois points importants. Généralement, elle sert à fidéliser, à gagner en visibilité ou à attirer des prospects. En effet, la définition claire des objectifs est déterminante pour choisir le cadeau adapté à une campagne de communication. Dans une optique de fidélisation, le présent est une marque de reconnaissance envers la clientèle. S’il est utilisé à des fins promotionnelles ou de prospection, l’idéal est de profiter des salons ou des évènements de marketing direct. Dans ce cas, les objets remis aux visiteurs doivent être originaux pour les inciter à consommer un produit. Par ailleurs, on oublie souvent que clients et prospects ne sont pas les seules ressources qui font tourner une entreprise. En effet, une société n’en est pas une sans son personnel et ses partenaires en affaires. Ainsi, on peut offrir un présent pour motiver ses collaborateurs ou en guise de remerciement pour leur investissement. Toutes les occasions sont bonnes pour marquer le coup et optimiser sa communication institutionnelle envers les tiers.
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Le stylo 4 couleurs, les porte-clés, ou encore les t-shirts restent des objets publicitaires très appréciés par leurs destinataires. Le fait est que ce sont des objets pratiques et utilisables sur le long terme. Par ailleurs, la personnalisation est capitale. En effet, offrir un cadeau à ses clients ou à ses partenaires sans le personnaliser est une erreur de taille. L’enseigne donnerait l’impression de négliger la valeur du présent. Le geste sera mal perçu et les destinataires penseront que l’enseigne le fait par simple convention plus que par envie. Un message personnalisé est un minimum indispensable. Par ailleurs, l’instrument doit aussi rappeler les couleurs et contenir le logo de la société. Aujourd’hui, la gamme d’objets publicitaires s’est beaucoup diversifiée offrant à une entreprise une marge de manœuvre promotionnelle très intéressante et personnalisable. Si certaines proposent des bons d’achat, d’autres privilégient des gadgets high-tech comme des tablettes ou une lampe de bureau.
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