The pleasure of receiving an item as a gift, regardless of its economic value, has always been a part of the human race; gifts are used and have always been used in different cultures to establish dialogue and to promote one's way of life; in great diplomacies exchanging gifts was and still is a proper practice.
We could say that the act of giving has been used as a means to establish dialogue and to promote oneself since the beginning of time (the Magi brought the Messiah gifts of gold, incense and myrrh). Then with the industrial revolution, the economic boom and lastly with the technological era, this human peculiarity was shaped into advertising.
An item with multiple advertising functions
"Two flavours are better than one" was a famous advertisement quote and when we receive a promotional gadget, on top of feeling pleasantly gratified, our mind unconsciously starts to work out everything that is related to that object, especially who gave it to us.
Some of the biggest producers of promotional items are film production companies and fast food chains: anyone who is a fan of a TV series or a movie saga will surely have an object in his home that is dear to him and that reminds him of his passion. In fact behind every great film production, gadgets are accurately designed to contribute to the film's economic success.
Big fast food chains build customer loyalty by adding free gadgets to their menus: think of Mac Donald's Happy Meal (which often anticipates the release of a movie with the characters associated to it) or Burger king gadgets, just to mention some of the most popular ones...
A huge advertising container where simple objects become promotional items for a number of different people. Animation characters and "re-animation" characters (think of those characters now dormant in people’s memories) who attract the attention of children and adult fans, and direct them in one place as opposed to another where there is no gift to be expected.
In fairs or events, a free promotional item always attracts the attention of people who, even if they decide not to keep it, are captured for a moment by the people offering it to them and therefore focus on the product and the brand behind the product. A message in a bottle where the bottle itself turns into an advertising message (you may not read it, but the content will come to you anyway)
Promoting promotion, which acts as a driving force for the production of endless gift items or promotional gadgets that we cannot resist to, if not with a good dose of self-discipline. Leaving aside the intrinsic value of web-marketing nowadays, which cannot be ignored, promotion using retail items takes advantage of our ancestral pleasure in receiving a gift and it is certainly one of the most effective ways of promoting one's company.
And this action is precisely what we at Stegip4Communication focused on right from the beginning and started off with. By turning a simple object into something more, and by giving it a double meaning; on one hand it was promotion using an item, on the other it was a gift that would bring back a nice feeling associated to your company.