Aside from the things that a great promotional product should embody, consider putting in some extra thought to make your leave-behind truly magical. Engaging your clients’ senses will delight them and enhance your bottom line.
First, what is a leave-behind? A leave-behind is any item you literally leave behind to keep you and your company at the forefront of your potential client’s mind. This might be given after a formal presentation, after an initial meeting or consultation, at an unannounced drop-by, or at the end of delivering the final project.
Depending on the situation, you’re likely to choose different leave-behinds. A formal presentation is likely to conclude with high quality printed materials and possibly other items, while an informal introduction might be a single clever item.
With this said, what can make your leave-behind magical, evoking positive emotions in your client, sparking their imagination and pulling them in?
According to Jinsop Lee, an industrial designer, who gave a TED talk in February 2013 about the power of sensory design, the best experiences are those that maximize all the senses. Incorporating design that engages as many senses as possible in an enjoyable way, enforces positive memories. This can equate to feelings of reassurance, satisfaction, confidence and delight.
Further, A Study on the Influence of Senses and the Effectiveness of Sensory Branding, by Rupini RV and Nandagopal R, published in the Journal of Psychiatry, states “It is evident from studies that customers make buying decisions based on the perception of the brand and that the perception is formed by a collection of stimulations that come from the sensory receptors. A strong brand is one that can capitalize on the human senses that can enhance, affirm and create trust with the customers.” And, “It is necessary for firms to come closer to the five human senses to allow a sensory marketing approach to become more profitable and successful.” The study gives several examples of how companies have used sensory marketing to increase customer satisfaction, positive experience and ultimately brand profitability.
Keeping these things in mind can be advantageous to making a great impression on your clients. Consider the sensory impact of the items you leave to represent you. Making an enjoyable impact on your potential client can keep you at the forefront of their mind.
The leave-behind, of course, must be relevant to your business. An excellent example, that is relevant and utilizes the senses, would be a cleaning company leaving behind a scented candle or artisan soaps.
What types of things can be related to your business? Be creative. Your leave-behind items should not only be relevant but be unique and memorable.
When it comes to high quality printed materials such as presentation brochures and the like, they should reflect your best work and be consistent with the look of your brand. Everything that has your company name on it must have a unified look and message while being unique. Think about how all the senses might be incorporated. Consider using images that evoke positive emotion, incorporate interesting shapes and textures, consider including lightly scented and/or tasty items. It’s also worthy to note that how an item feels enhances the perception of quality.
Again, be creative — and be consistent.
Consistency evokes comfort, positive feelings and trust. Some companies who’ve delighted their customers and enhanced their bottom lines through consistent sensory marketing with their own distinctive scent are Singapore Airlines, British Airways, Peninsula Hotel and others. Singapore Airlines also uses special flavor foods.
What brands do you automatically think of when experiencing certain sights, sounds and smells?
Your leave-behind can be a magical multi-sensory expression of your brand or presentation. Not only can it make the statement that your company thinks ahead in imaginative ways that your client can benefit from in the future, it can instill a perception of delight, quality, comfort and trust by engaging the senses.
Need help choosing and customizing your leave-behind items? We’re here to help! Contact us today!
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Author, Jeanne Scholz-Snyder, is the webmaster for Trophy Award Co. She’s created and managed websites and worked online since 1997.