Customizing, not personalizing, giveaways at activations engages consumers in ways that personalization alone cannot do.
MIAMI, FL Feb 1, 2021 – Picture in your mind….a pen, personalized with your name, given to you at a tradeshow, that you stuffed into your desk drawer at home. The next time you reach for that pen to use it, what is the likelihood of the pen evoking memories from the day when you got the pen. As a company, what sort of ROI, if any, would be expected from investing in that experience.
Set that visual aside and now imagine spring cleaning your closet at home to rid it of old clothes that you never wear. As you are discarding items, you come across a t-shirt you got years earlier at a music festival activation. Worth noting that the activation, where you got the shirt, included an interactive customization experience that enabled you to not simply personalize your t-shirt, but better yet, to fully customize it. The customization options let your imagination run wild and made it easy for you to create a unique one-of-a-kind creative t-shirt that clearly conveyed your personality. True customization provides the consumer with all the easy-to-use tools to design their t-shirt ( or any other item ) by selecting backgrounds, graphics, icons, text and even importing photos from their mobile device.
Fast forward. The event now having passed years earlier, you find yourself standing in your closet, holding that t-shirt. In an instant, the memories come back which instantly prove that customization will withstand the test of time. It is a fact, when you are emotionally connected to something you will cherish it and keep it, possibly forever. Every time you see, or wear, the t-shirt will take you back to the memories you experienced years earlier while customizing the shirt, the event itself and the sponsoring company ’s brand. That is a ROI that will keep on giving dividends.
Customizing, not personalizing, giveaways at activations engages consumers in ways that personalization alone cannot do. When planning for a giveaway at your activation, think beyond typical swag that provides little, if any ROI. Select a giveaway that will 1) engage 2) entertain 3) provide an experience 4) Be relevant and 5) Be useful. By incorporating customization, you will not only generate record traffic to your activation, but you will be providing a giveaway that will be cherished as a bespoke gift and be used for many years.
Customization is so much more than simply designing a really cool giveaway. It ’s about creating a true interactive experiential experience and memory where the experience itself is cherished as much as the giveaway itself, while associating with and strengthening the company’s brand every time the giveaway is seen, used or worn.
Reinforcing Digital Events commitment to customization is research that states “80% of consumers are more likely to make a purchase when brands offer customized experiences.” Digital transformation is no longer optional. It is required for brands to improve customer experiences and remain competitive. The research findings are further evidence that providing an in-store retail customer with a unique experience and customization has a direct impact on a brand’s bottom line.
Digital Events looks forward to helping our clients become industry leaders in providing Interactive Emotional Customization Experiences ( Both at activations and in-store retail ) that excites customer’s senses and emotions, while enabling company’s to better serve their customers as a result.