Original promotional products: moving beyond the pen and mug without falling for gadgets

An original branded item surprises through its choice, not through its uselessness. The difference comes down to one question: what will the recipient do with the product the following week? A gadget has only one effect, that of discovery. An original and useful product has two: the surprise when it is handed over, then a regular presence in the person’s life.

Originality can also come from several places. From the product itself, first, when it is unusual in your sector. From how well it fits the moment, next: an ordinary product becomes relevant when it is perfectly timed, like a poncho handed out at the entrance to an outdoor event on a rainy day. From the marking, finally, when it is refined or playfully subverted. Keep these three levers in mind before looking for the rarest product in the catalogue.

The tech and multimedia family offers products people take everywhere: a power bank, a charger, a small speaker, a phone accessory. Their strength is daily use; their risk is perceived quality. An electronic product that breaks down associates your name with disappointment: favour simple, proven uses rather than the most unexpected function.

On the home, decor and garden side, originality often lies in the world it evokes. A scented candle, a throw, a kitchen utensil or a seed kit to plant enter the recipient’s private life, where few corporate products venture. They are more personal gifts, suited to clients you know well and to the end-of-year festivities. The marking benefits from staying discreet: people readily accept an understated logo on a product they put in their home.

Outdoor and rainwear products relate to specific moments: hiking, the beach, the unexpected shower. An umbrella, a picnic blanket, a hand fan or a camping accessory are rarely expected in a professional context, and that is precisely what makes them memorable. They also travel a lot, which exposes your brand in very varied places.

The sport, games and leisure family brings a playful dimension. A marked board game or card game is shared with family or colleagues, and comes out again at every game. A small puzzle placed on a desk arouses visitors’ curiosity. These products are particularly suited to companies that want to show a relaxed tone, or that are looking to bring a team together at a seminar.

Three other families remain underused. Health, beauty and well-being products, such as a toiletry bag, a hand cream or a relaxation accessory, speak of attention paid to the person: a strong message for an end-of-project gift. Drinks and treats, tea, coffee or confectionery, are consumed and shared; they suit occasions when you want to please without cluttering. Textiles, finally, go beyond the simple T-shirt as soon as you look at accessories: a scarf, a pair of gloves, sunglasses or flip-flops for a summer event.

In these families, originality lies as much in the combination as in the choice. A mug is nothing surprising; a mug accompanied by a carefully chosen tea and presented in marked packaging becomes a real gift. Think in sets rather than in isolated products.

Before approving an idea, put it through these questions. If it fails more than one, go back to a safer option.

• Use: can the person use it regularly, without effort or instructions?
• Audience: does the product match the age, job and lifestyle of the recipients, or only the tastes of the team choosing it?
• Lifespan: will it withstand use, and will it stay in fashion for more than one season?
• Link with the brand: can you explain in one sentence why it is you who is giving it?
• Marking: does the product offer a surface where your logo remains legible, without spoiling its look?

This last point is often overlooked. Some original products have a very small markable surface or a shape that limits the possible processes. Check the marking area on the product page before getting attached to an idea.

Originality involves an element of risk. To reduce it, show two or three ideas to a few people representative of your audience and watch their first reaction: a smile followed by a question about the use is a good sign, a smile followed by silence much less so. For a major campaign, start with a modest run at a first event, then scale up if the product went down well.

Also keep an eye on the new arrivals in the catalogue, where product families rarely seen at trade shows regularly appear. And if you want to know whether your original product performed better than the classic one, our guide to measuring the return on your branded merchandise gives you a method.