Corporate merchandise: traditional or trendy?
By: PRAVEEN SAMRA

A large number of companies and organisations use corporate merchandise in order to show appreciation to long-standing customers, to make a positive impression on prospective customers or to reward employees for their hard work and loyalty.

There are many different types of corporate merchandise available to choose from. However, for maximum success and effectiveness it is important to carefully match the selection of gift to the profile of the target market and the desired brand image to be conveyed.

Mention the words corporate merchandise or business gifts and most people will immediately conjure up an image of elegant cut glass crystal decanters or posh designer pens. Other popular and traditional examples of corporate merchandise are leather travel and desk products, paperweights, clocks, watches, cufflinks and silver plated accessories such as business card holders.

This type of sophisticated corporate merchandise is ideal if the recipient is of a certain age that would appreciate and recognise the intrinsic value of the item, as well as the thought behind it. It is also a good match for companies and brands that are well established in the market place, with a solid and classy reputation.

If, however, the target audience is younger and more fashionable, and the brand image is meant to portray a dynamic and trendy company, then it would be better to go for one of the many high tech corporate merchandise products, which are becoming increasingly popular.

In short, corporate merchandise – whether trendy or traditional – will be most effective if it is appropriate to both the audience and the brand.

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