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OYS AND GAMES BRING OUT the fun—and
the kid—in everyone. Brands that associate
themselves with fun by thoughtfully including
toys or games as part of their internal or exter-
nal marketing efforts are instantly more engag-
ing. But it’s always important to be strategic.
“So many sales associates misunderstand or underesti-
mate how to effectively use these two categories,” says
Dan Livengood, senior national account executive for
Chanhassen, Minnesota distributor Business Impact Group
(UPIC: Busin946). “Creating the right campaign using
channels like these is more comprehensive than slapping a
logo on a rubber ball.”
For example, it’s critical that the target audience’s
attention span is taken into account. “Attention span
today is much shorter than five years ago,” Livengood
says. “Regardless of the target demographic, the prod-
uct—and the campaign around it—have to be com-
pelling.”
For ever-popular desktop toys, it’s important to think
about the senses since the product is something the recip-
ient could be using nearly every day. “You want some-
thing that people will hold or play with on a daily basis. It
will give you the power to literally put a brand in their
hands,” says Johanna Gottlieb, senior branding specialist
in the Chicago office of New York City-based distributor
Axis Promotions (UPIC: axispromo). Gottlieb touts the
paper mouse pad as one of the most popular desktop
promotional items. “While it’s not necessarily considered a
toy, people can doodle on it and it’s so useful because
every sheet is removable. Putting your logo, special event
dates, or a call to action on something like that is very
effective and inexpensive,” she says.
Just make sure to do your research and choose ven-
dors who are compliant and who have tested any products
that are considered toys, Gottlieb adds. For more informa-
tion, visit
ppai.organd search for product safety and com-
pliance.
T
MAKE A PLAY FOR PROMOTIONAL FUN
By Julie Richie
EDITOR’S PICKS
48 •
PPB
• OCTOBER 2015
GROW
Game Plan