“They can be shared, it is not something that the recipient already has, and it is universally enjoyed. When you eat chocolate, your body replicates the chemical your body creates when you are in love,” says David Miller, president of Hicksville, New York-based supplier NC Custom, the PPAI 100 No. 18 supplier and home of the Chocolate Inn brand. Part of the fourth generation to work in the family business in Nashville, Tennessee, Aronoff uses chocolate for her company’s self-promos as well as recommending it to clients as a simple yet versatile – and delicious – giveaway. “You don’t have to worry about the demographics of your audience. You don’t have to worry about the industry. You don’t have to worry about sizing. There’s all different price points you can hit,” says Aronoff. “A lot of them have great packaging where there’s lots of room for messaging, and it just appeals to a lot of senses.” While the industry offers tons of great options, Aronoff advises her fellow distributors to always sample anything new. “Before I put our logo on something, I need to be sure it stands up to the quality, taste, whatever test, she says. “It’s got to be good – and our industry does have some really good chocolate and other products.” Also, she says, be sure to take full advantage of all the customization options, from custom-wrapped candy bars to unique, retail-inspired packaging in different shapes to imprints on the candies or cookies themselves. “The nice thing about some of these chocolates is you can make the packaging relate to whatever the holiday is, whatever the event is,” says Aronoff. “… There’s so much room on a wrapper. It’s not like you’re trying to put an imprint on a pen where you’ve got to tighten the amount of room. You’ve got a lot of billboard space there.” Another benefit of chocolates and other sweet treats is their shareability: Chocolates are often enjoyed in social settings and shared among coworkers, friends and family. “When you provide chocolates as promotional gifts, recipients may choose to share them with colleagues, friends or family members,” says Mitch Silver, vice president of sales and marketing for Chicago-based distributor Printable Promotions. This creates an opportunity for your brand or message to reach a broader audience through word of mouth.” Good Taste | Essentials PPAI • OCTOBER 2023 • 17
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