According to the report "Perception of promotional gifts" conducted by IPSOS for the Polish Chamber of Promotional Articles (PIAP), the key features of promotional gadgets are their functionality and quality of workmanship. Considering these two factors, a promotional cap seems to be the ideal gift.
Functionality of promotional caps
In the first part of this article (here) we discussed the quality of promotional caps, and in today's post we will focus on their functionality. What is a functional promotional gadget? In a nutshell, it can be said that it is one that performs its function well.Here, one must answer the question of what functions it should perform. promotional capAs the name suggests, its main function is advertising functionSince a cap is an item of clothing, it should also have high stylistic and aesthetic qualities. In the case of printed caps, their advertising and stylistic functions overlap and are closely intertwined.
Advertising features of caps
One could say that promotional items (including caps) are the longest-lasting and most relevant form of advertising. Their main advertising function is to build and create a positive image of the company. They are a tool that can be used to build long-term business relationships and are excellent at supporting customer loyalty to a given brand or company. Promotional items are also perfect for various types of sales promotions and promotional campaigns.
How does a promotional cap fit into these functions?
- 10 months – this is the average period of use of a promotional cap – meaning that the advertising message displayed on the cap will influence the recipient for a period of ten months. It should also be mentioned that this message is not only received by the cap wearer, but also by all the people with whom they come into contact.
- 3400 – this is the average number of times the cap's advertising message is seen by recipients during its lifetime. In other words, the advertising message displayed on the cap will be seen 3,400 times. It is worth mentioning that this is one of the best results among all types of promotional items.
- CPI (cost per impression) – comparing the cost of producing one promotional cap with the number of contacts it can generate (3,400) results in a very low cost of reaching the target audience with the advertising message.
- 69% – taki procent ankietowanych deklaruje, że posiada i użytkuje gadżet reklamowy w formie czapki.
Summarising the above data, it can be safely said that the cap fulfils its advertising functions in an exemplary manner. It is a gadget that generates a large number of contacts with the advertising message over a long period of time. These functions can be further enhanced by using high-quality caps in your advertising activities, which are enriched with aesthetic and high-quality decorations.
Stylistic and aesthetic features of promotional caps
Since a cap is an item of clothing, it should also have high stylistic and aesthetic qualities. It should fulfil most of the functions assigned to clothing products. A promotional cap should be a high-quality product, finished with good-quality materials. It should also be a product that is easy and comfortable to use. Although a cap is a rather traditional item of clothing, it is important that it is fashionable and simply attractive. All these elements influence its advertising functions. If the cap is of poor quality, poorly finished and uncomfortable, it will not be used – which means that it will not fulfil its advertising functions. It is worth mentioning here that the reason why the cap is kept and used by the recipients is its attractiveness – this was indicated by 63% of all respondents..
In summary, for a cap to fully fulfil its advertising function, it must be a good-quality product.
Source: data from the "Global ad impressions study (2019 edition)" conducted by the Advertising Specialty Institute
