Playful Branding & Creative Promotional Ideas

Promotional products do not always have to be traditional. Depending on your audience and marketing objective, a creative, unexpected or lighthearted item can add personality to a campaign and give people another way to interact with your brand. The key is choosing something that fits the occasion rather than selecting an unusual product simply to attract attention.

What Is Playful Branding?

Playful branding uses creativity, humor or an unexpected idea to present a company in a more informal and approachable way. It can be incorporated into promotional products, event themes, packaging, direct mail, employee programs and other marketing activities.

It does not mean every business needs to be funny or unconventional. The approach should still be appropriate for your organization, audience and message.

Choose Something Your Audience Will Appreciate

A creative promotional product works best when there is a connection between the item and the people receiving it. Think about the audience's interests, the setting in which the product will be distributed and what you want the item to communicate about your company.

A playful item selected for a school event may be very different from one used at a technology conference, healthcare promotion, company picnic or customer appreciation program.

Use Unexpected Products to Support a Theme

Promotional products can become part of a larger campaign theme. Puzzles, games, novelty items, stress relievers, toys and other distinctive products can be used when they complement the message or activity.

For example, a puzzle might accompany a problem-solving theme, while a sports-related item could support a team-building event or athletic promotion. Connecting the product to the campaign gives the giveaway a reason for being there.

Create Conversation at Events and Trade Shows

Trade shows, conferences and community events provide opportunities to use promotional products that are a little different from what attendees may expect. An interesting item can give booth staff a natural way to begin a conversation or introduce a campaign theme.

The giveaway should still support the purpose of the event. Attracting attention is useful, but the product should not become more important than the message, conversation or business behind it.

Make the Product Part of the Message

Some of the most creative promotional ideas begin with the message rather than the merchandise. Think about a phrase, theme or concept associated with the campaign, and then look for a product that helps communicate it.

This approach can be used for product launches, employee programs, customer appreciation, sales meetings, fundraising events, direct-mail campaigns and other promotions.

Creative Does Not Have to Mean Complicated

A familiar promotional product can still be used creatively. An unusual message, thoughtful presentation or connection to an event theme can make a simple item more relevant to the campaign.

Likewise, an unusual product does not automatically make a promotion effective. Consider usefulness, audience, quantity, budget, distribution and the overall marketing objective when making your selection.

Keep Playful Branding Appropriate for Your Business

Different organizations have different personalities. A children's program, restaurant or entertainment company may use playful branding differently from a law firm, financial institution or healthcare organization.

Creative marketing should still look and feel like it belongs to your company. Your logo, colors and overall presentation can remain consistent even when the promotional idea is less traditional.

Look Beyond the Usual Giveaway

When a campaign calls for something different, consider promotional products that encourage interaction, complement a theme or simply provide an unexpected change from everyday business merchandise. The goal is not to be unusual at all costs, but to find an item that makes sense for the audience and the promotion.

Garrett Specialties offers a wide selection of promotional products for trade shows, events, employee programs, customer appreciation and creative marketing campaigns. For help finding an item that fits your audience, theme and budget, call 1-800-320-1510.