The Invisible Gift
Feb 17, 2021
What is the “Invisible Gift” you give each customer with every interaction? Have you considered this level of detail as part of your marketing strategy? This is a relatively new concept I want to introduce you to as a valued client at Lasting Impressions. One of the easiest examples to recognize is Disney’s. Their invisible gift is “happiness.” Lasting Impressions’ invisible gift to you is “inspiration.”
When I attended the University of Washington Foster School of Business, marketing was simple. It was based on four principles: Product, Place, Price, and Promotion. The 4 P’s was a concept originally developed by Neil Bordon, an advertising professor at Harvard University in the 1950s. His concept was further promoted and published in the 1964 article, The Concept Of The Marketing Mix.
As marketers, we still talk about “the marketing mix.” However, the profession changed radically with the arrival of technology, Starbucks, and Apple in the late 1990s. Technology commoditized products, goods, and services. The megabrands of Starbucks and Apple created experiences for the customer. Together, a new economic value system was born called the “experience economy” and the marketing rules of engagement were elevated.
The Progression of Economic Value
Starbucks and Apple pushed the envelope. In the $25 Billion promotional products industry, savvy promotional marketing strategies have evolved from random plastic trinkets to cobranding with coveted retail brand merchandise like Nike, Carhartt, Moleskine, Contigo, etc. the brands people know, trust, and love. Strategically, Lasting Impressions elevated the types of promotional merchandise we recommend to you. We define a promotional product as an item of value that represents you, your brand, and the experience your client has with your firm. Our objective in serving you is to transform a typical product into a "memory hook." Our goal is to assist you in selecting products that will represent the idea or concept you want to impart or teach to your employees, clients, and prospects. For live events, smart branded merchandise commemorates the experience – so that every time a customer reengages with the gift, it instantly reminds them of the positive experience they had with you, your company, and your brand.
It has been 20 years since the experience economy was established. And while we are still working as marketers in the experience economy, it’s time to up our game again! Now, a two-prong approach is critical. Moving forward, the most successful marketers will combine the tangible branded merchandise they give with “The Invisible Gift” extended during every customer interaction.
At Lasting Impressions, we have over 20 years of experience in the psychology and strategy of sales, marketing, and gifting. What are you handing out? Both tangibly and intangibly? The “Invisible Gift” is the essence of your brand strategy. Does it strategically align with who you say you are and what you want to be known for?
Let’s discuss the invisible gift you extend, your brand message, and how it ties to promotional products while optimizing your budget to delight your customers. I am at your service: 425.822.6651 and Janet@LastingImpressionsGifts.net
To your success,
P.S. To view a history of marketing strategy, business best practices, and inspirational idea starters we invite you to read our blog.
“Advance Your Brand, Activate Your Employees and Add Customers for Life.”