The Similarities Between Promotional Products and Hallmark Holiday Movies
♪It’s the most… wonderful time… of the year!♪ Even in 2020, surely we can find some joy and comfort in the holiday season. This is the time of year where we relish in tradition and fondly remember years’ past. We take time to remind ourselves what is really important and look ahead to the new year with hope and excitement.
I am not ashamed to admit, one tradition I look forward to every year is Hallmark Channel’s Countdown to Christmas. I love the predictability of each movie, with the tearful happy ending that is always guaranteed. It’s not uncommon to see a Hallmark movie where someone’s business is saved, multiple people get promotions, family rivalries are squashed and love is found in the most unlikely of places. Who wouldn’t want to get lost in that kind of world for a couple of hours?
Another predictable happy ending can be achieved through promotional products. In an industry that has an estimated value of over $23 billion, this medium is ranked the most effective form of advertising across all generations. According to a PPAI Consumer Study, 82% of product recipients had a more favorable impression of the giving brand, and 81% kept their promotional product for over a year, guaranteeing repeated brand exposure. ASI Central notes that the cost per impression (CPI) of promotional products can be as low as 1/10 of one cent, which is lower than nearly any other way to advertise.
Similar to that feeling the big city girl gets when she discovers the importance of love and family while snowed-in at a small-town ski lodge, promotional products also have the ability to make us feel good. The top 3 reasons people keep them around are: they are fun, functional and trendy. Giving promotional products to employees or customers not only makes them warm and fuzzy about working for/ with you, but it also demonstrates appreciation and goodwill. According to PPAI Media, over half (57%) of the US workforce is more likely to stay with a company that provides promotional products over a company that does not, resulting in higher employee retention, engagement and a positive moral and culture. Furthermore, promotional products create a more personal relationship with the brand, creating lasting loyalty. 85% of people do business with the advertiser after receiving a branded gift.
I’m not alone in my love for Hallmark’s festive flicks, either. In the 4th quarter of 2018, Hallmark was the most watched cable network among women 18 to 49 and 25 to 54. Psychologist Pamela Rutledge sited these movies as “escapism entertainment”. Promotional products may not give us the ability to escape, but they do have the ability to spread holiday cheer and put a smile on peoples’ faces.
Now is the perfect time, especially given the current circumstances of the world, to spread some joy to your customers or employees. Whatever the budget or deadline, we’ll work with you to create the right solution for your needs. Contact us today for help with ideas and to learn more about flat rate home delivery options! Happy Holidays from HATCH!