It is very important that companies look for new and varying ways to have their brands marketed to the public. Often, marketing teams will assume that the money spent on strategies will mirror the level of success of the advertising campaign. Yes, television adverts and highway billboards promote their brands on a grander scale; but sometimes, the simplest strategies can garner just as much success. Neck lanyards are often overlooked as an ineffective way to promote a brand. The reality of it is that it costs much less than a TV advert and other campaigns, but the potential for market outreach is potentially larger. Here are several reasons why.
Highway billboards and television advertisements are highly advantageous for companies, yet even though so many people own televisions, have access to internet TV and travel through highways, this market is still rather limited. There are still thousands of people who do not watch TV or even own television sets. Also, there are certain times when the advertisements are run, meaning that only a specific demographic will get to watch it. If that’s the intention, then the strategy worked; but if the goal is to expand, then it’s not enough.
Billboards have a few advantages over the commercials because it can be seen 24 hours a day and seven days a week. They do, however, also have their limitations because of the placement. Companies often choose highways, city centers and financial districts, but having multiple billboards will accumulate costs and still will not reach populations in the suburbs and some regions. That is why a promotional campaign like neck lanyards could work as a way to reach those populations without having to spend a copious amount of capital.
Most people will identify the usage of neck lanyards as a carrier of important items like a company ID, a security pass or keys. They are extremely functional in that way and they are also useful in brand promotion. Trade shows, conventions, and exhibitions that are open to the public are just a few events that neck lanyards can be distributed to. They can be customized to have the company logo and name printed on them, or even the tagline or specific product they would like to promote. Whatever is printed on the lanyards, the company that uses them has the opportunity to distribute them to people that come from all walks of life and come from different regions or even countries.
The brand can geographically extend beyond TV advertisements, billboards and celebrity endorsements. Those do have the potential for global brand promotion, but for the most part their influence will still remain locally, regionally, and nationally. Lanyards, on the other hand, can be taken to different countries when tourists attend local events of a country. Even community fairs where businesses have a stand or are among the sponsors of the event are good places to hand out these lanyards. Marketers have to expand their coverage, and promotional lanyards might just be the way to do it.
In addition to its expansive coverage, lanyards are also cheap to produce and can be manufactured in mass quantities, allowing more people to have these lanyards and further promote the company brand by using them, albeit their intention of using them is not to be an extension of the advertising campaign. It’s also good to note that even having company staff wear their company lanyards at trade shows gives enough exposure to the public, there are still more ways that lanyards can be applied in brand promotion strategies. It works well for those who haven’t raised enough capital for the more expensive campaigns, so lanyards are a way to build on a budget without having to sacrifice marketing opportunities.