Consumers are consistently subjected to various promotional tactics every day. In the US alone, American consumers are exposed to more than 2,500 advertisements daily. The costs of advertising today manifest that promotions and marketing have already reached a saturation point among these consumers. Custom marketing products thereby had become an indispensable tool for the modern businesses to standout.
The fact is consumers pay attention to specific details or components of the advertisements due to selective perception. There are situational elements that can impact how the individual consumer processes the message that an advertisement is trying to convey. One such element is known as advertisement congruency.
The concept behind advertisement congruency is simple. The advertisement must conform to the product category’s norms. For instance, a lip surgery business may give out completely free and unique Custom Marketing Products such as custom-made lip balms in mint and original tropic flavors to enhance the core business.
Nonetheless, if your business wants to demonstrate in congruence, make sure that the advertisements and the products used are carefully thought of. For example, if you are in the banking business, you may distribute logo-bearing beach towels especially during a campaign launched on summer. Somehow, there is still a hint of congruency among the product or service offerings, marketing campaign and promotional giveaways.
Another element is the uniqueness of communication. In an era where social networking sites continues to dominate the browsing time of users, modern companies tend to rely on the power of these sites to communicate their brand messages. The more unique the message is, the better the brand recall.
The gauge of the success of the communication is brand equity. This means when a consumer hears your product category, he or she will think of your brand (i.e. toothpaste – Colgate, photocopy – Xerox, Lip Balms etc.). Brand communication must be consistent. For example, for custom lip balm product, every time that your clients reapply the freebie, she will be reminded about your business.