Usually, when corporate gifts are concerned, marketing strategists focus on the perception of value. Let me get one thing straight: your customer or audience members really couldn’t care less how much an item or an action cost you. Maybe you put up a billboard, maybe you’ve given away stuff, maybe you’ve taken out an ad online or offline, it doesn’t matter. They couldn’t care less about the actual cost. All they care about is how they were impacted.
You need to wrap your mind around this. Unfortunately, a lot of marketing managers and branding consultants focus on the cost of the campaign. That is the last thing you should focus on as far as effects are concerned.
Now, don’t confuse this with planning. With planning, you have to pay attention to your costs because you don’t want to run your company into the ground. However, when it comes to marketing, you have to shift the focus to the effect on the audience. What is their perception of the gift? What is their perception of the campaign? Does it add value to their lives?
Does it give them the impression that your company is worth trusting and doing business with? Or does the corporate gift or ad look generic? These are very important questions to ask, especially when it comes to key decisions points involving corporate gifts.
One key decision point involves choosing between Lanyard silk printing vs thermal heat print. You might be thinking that lanyard silk printing vs thermal heat print is kind of a nerd subject that is very geeky and technical, and people don’t really care about it. Well, that may be true at some level or other, but it all boils down to perception of value.
When you’re faced with a choice between lanyard silk printing vs thermal heat print, you should pay attention to the ROI factors involved. You should also pay attention to the overall impact it may have on your marketing and branding campaigns; otherwise, it’s too easy to come up with the wrong decision and pay the cost.
You would not want to put your company in a position where it spent all this time, effort, and energy on a branding campaign, only to walk away with little to zero results. That’s the worst kind of situation. Here are just some factors to consider when trying to weigh lanyard silk printing vs thermal heat print.
Thermal Heat Prints Are More Cost EffectiveLet’s get cost out of the way immediately. When it comes to cost, thermal heat prints are hands down the best choice. There is really not much going on with thermal heat. You just get a sticker, you get the surface of the item you’re going to be printing on, and you get a heat source. That’s it. That’s all you need to get a thermal heat print going. You can create shirts with this; you can create mugs; you can do all sorts of branded items through this process. It is very mechanical, it doesn’t take much skill, and it’s no surprise that thermal heat prints are much cheaper than silk printing.
Silk printing is more labor-intensive, it requires a certain level of skill, and there are a lot more things that can go wrong. All these factors add up to a much higher cost footprint for lanyard silk printing.
Thermal Heat Prints are Better for Volume-Produced Materials
One of the main reasons why thermal heat printing is so much cheaper than lanyard silk printing is because it’s more amenable to volume production. With thermal heat printing, you can print out tons of products in a relatively short period of time.
You might think that this is a good thing, but you also have to pay attention to perception of value. If the person you’re giving this gift to understands or has the impression that your gift is mass-produced, what do you think the overall effect is? It should be quite simple. They might think that you’re giving a volume-produced item so your relationship probably isn’t that big of a deal to you. After all, you’re giving something that is fairly generic. Now, when the person appreciates the fact that you have used something that requires skill and is produced in small batches, the perception of value might be quite high.
Thermal Prints Are Too CommonThe bottom line of thermal prints is that they’re too common. There are tons of Chinese factories cracking them out every single day. There are lots of shops in the United States and elsewhere that ship out thermal print materials every single day. Factors this in as far as perception of value is concerned.
If you want your brand to stand out and communicate to the recipient that your company’s relationship with that recipient is valuable, giving away thermal prints may not be the best way to do that.
Now, keep in mind that you have to pay attention to context. You also have to pay attention to the particular stage in the evolution of your relationship with a particular company. Maybe in certain areas and in certain contexts, it makes all the sense in the world to give away thermal-printed items.
Lanyard is CostlyNow, you might be thinking, just by judging from the subheading, that lanyard silk printing is out of the picture. After all, it is more costly.
Well, you might want to look at the situation from a different perspective. Since lanyard silk printing is obviously more costly, this actually gives you a competitive advantage. Its cost probably prevents your competitors, at least the smaller ones, from stepping up to the plate and offering the same silk printed corporate giveaways.
Second, it communicates to the recipient that the relationship is more valuable to you.
In fact, you view the relationship as important enough to pay a premium for. Do you see how this work? Sure, lanyard is more costly, but based on the totality of the branding signals you’re giving out, the cost may be justified. In fact, the cost might be recouped many times over if the gift is able to pack more value into the existing business relationship.
Focus on Durability and Multiple Branding OpportunitiesIf you get your lanyard-printed items from the right vendor, the product might be durable enough to allow you to brand your target audience members many times over. Durability is crucial because the longer your logo is visible, the longer it speaks to your audience members. The more you speak to your audience members, the higher the likelihood they can take action on your brand. It really is that simple.
Also, you get the added bonus of your recipient moving around and spreading your brand’s reach. Maybe the recipient will be going to Spain next week, and France the week after that. After that, they go to China. If your brand is visible enough, they may be able to reach three distinct markets. Assuming that your recipient tends to operate within well-defined circles, the eyeballs being exposed to your brand may be niche-specific eyeballs that you’ve been trying to reach. Do you see how this works?
The Bottom Line Is Perceived ValueNow, keep in mind that just because you paid extra for lanyard silk printing vs thermal heat print, the extra cost in of itself doesn’t mean that you’ve hit a home run. You also have to make sure that the silk-printed items’ perceived value is very strong. The product has to essentially scream out that it’s the product of a more labor-intensive process. Otherwise, if your target audience can easily mistake the silk-printed item with thermal heat-printed items, the overall perception of value might not be there.
Consider yourself warned. So it’s important to not just pay attention to your costs, but pay attention to the actual perception of value.