Must Read | Vjom / Shutterstock.com When It’s Time To Celebrate, Elevate The Vibe With Promo Promotional products can amp up the fun at parties and leave a lasting impression on attendees. By Audrey Sellers THE CELEBRATORY SEASON is upon us. From Thanksgiving and the holidays all the way through New Year’s Day and the Super Bowl, there are all kinds of opportunities for brands to add to the festivities and foster deeper connections with their audience. Using promo is one of the best ways to make those lasting connections. When people attend parties, they want to feel like they’re part of the event, not just another name on the guest list. Research shows that 64% of people believe immersive experiences are the most important element of an event. In other words, they want to engage with other attendees and create memories that matter. At a company holiday party, an immersive experience might look like custom mugs at a hot cocoa bar or trivia games with company merch for the winners. At a boutique’s grand opening celebration, it could involve custom tote bags and a selection of branded gear for attendees to choose from. A restaurant hosting a soft-launch party could offer signature cocktails in branded glasses, giving guests something to take home to commemorate the event. When promo is involved at a party of any kind, 64% of people walk away with a positive impression of the brand, and 77% say they trust the brand even more after this kind of interaction. From cups to coasters and T-shirts to totes, when brands incorporate promo into parties, they can enhance the overall experience, making the celebration not only memorable but also meaningful. This is especially true when celebrating achievements, like job promotions or other career milestones. Research published in the Journal of Public Policy & Marketing finds that celebrations that involve eating or drinking to intentionally mark a positive life event can boost attendees’ overall well-being. Whether it’s a corporate holiday party, a classroom celebration or a community festival capped off with a holiday tree lighting, incorporating thoughtful promo can enhance the atmosphere and help brands forge lasting connections with attendees. In the pages ahead, we share a few ideas on how brands can engage partygoers with promo. 40 • NOVEMBER 2024 • PPAI
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