"Computer Accessories: Need An Upgrade?"
By Cynthia Ironson
Advantages: 2004JULY
No matter what kind of business they run or service they perform, clients will appreciate having their logos closely located to a computer - one of the most essential pieces of office and home technology. Achieving that close proximity is possible with imprinted computer accessories.
Next time you walk into a business or store of any kind, heed the old real estate mantra - location, location, location - and note where you see computers. They are everywhere. Cashiers have them. Customer service people stand behind them. Receptionists answer phones in front of them. They probably sit on the desk of every cubicle. And, they are in just about everyone's home. Many families have more than one these days!
So, apart from imprinting an actual computer, your client can get his logo on or near these home and office fixtures by distributing logoed computer accessories for his next promotion. "At work and at home, the computer has become the primary means for accomplishing everyday tasks and communication," says Monique Favreau, marketing director at Digispec (asi/49716). "It's now absolutely necessary for marketers to consider the desktop in their advertising mix."
Since many people use their computers daily, they'll feel good about a company that makes them more comfortable while using a keyboard, helps them stay organized, makes it easier for them to view information, enhances the look of their workspace or even helps them transfer valuable information. These are just some functions of the computer accessories available in the industry. You and your client have no shortage of products to consider. A quick search in the computer accessories category on Promomart (http://www.promomart.com/) yielded 82 different product lines. An ESP search netted 4,092 products.
Products With "Byte"
You can present computer accessories as an option to any client because they have wide appeal. After all, computer users are young and old, male or female. Yet, individual accessories have features that will appeal to certain audiences and perform well in specific promotions.
Let's say the promotion recipients are company employees. A good choice would be an accessory that sticks to the computer and performs multiple functions. Michelle Michelsen, marketing director at Dard Products (asi/48500) points out that the company's computer clip with mirror has an adhesive back that sticks to a monitor. "It allows the user to see what's behind them at any given moment . It works out really well with people who work in a cubicle setting and have their backs to passersby." The clip acts as a document holder so workers can clip up personal photos or reminder notes while the company logo stays visible. Companies with new phone extensions or procedures can imprint and distribute the attachable clip or similar document holders to employees so the info is readily available.
Another computer accessory that sticks to monitors and can convey a lot of information is the monitor corner information center from Finn Graphics (asi/54290). Bob Finn, marketing executive at the company, describes it as a pinless bulletin board that can hold messages, pictures and information. "It's a billboard right in front of the target audience," he says. The shape of the product, as well as the information printed on it, can be customized. Four-color graphics or spot colors can be used, while calendars, schedules and team logos have all been printed on the face of the product. The amount of information clients can display is only limited by its size, he explains. Potential markets include travel companies, pharmaceutical companies, schools and universities, financial firms and much more.
One example of a product that can be sold to any firm, but will get noticed by some very specific industries is the USB Prestige Pen from TechFx (asi/pending). The product is high-tech and upscale. Mike Oliver, the company's president, describes it as a writing instrument that's also a USB drive which can store valuable documents and emails for transfer between computers.
Oliver says the USB pen is perfect for travel situations and sales meetings, and has piqued the interest of the pharmaceutical and financial industries. "It's the ideal product for any sales meeting because you can pre-load your presentation, sell sheets, product specs and offer onto the pen, and after the meeting it makes a very practical, unique gift," he continues. The pen plugs into the USB port on a PC or Macintosh computer. The user simply drags and drops files to transfer them. It's engravable and comes with a satin-lined black gift box which can be foil-stamped.
Ever-Evolving
One asset of turning a client on to computer accessories for their next promotion is that salespeople can focus on product innovation, new features and new materials. For instance, the mousepad, with more than a decade of history in the industry, is evolving. Digispec's Favreau says the company has introduced more sophistication in terms of materials, choice and imprinting techniques over the years. "Fifteen years ago silk-screened mousepads were the primary choice," she says. "Today the preferred mousepad is split between sublimated fabric and hard-surface mousepads." Production and printing advancements enhance the mousepad, she notes.
Another strategy is to offer clients who want to project a cutting-edge image the newest and latest in computer accessories. TechFx, for instance, has introduced a line of digital cameras. Oliver says the JB1 model is a conversation piece that can take both low- and high-res digital photos and can be used as a Web camera, a surveillance camera and voice recorder. Also, TechFx offers the L'espion Mini II, a digital camera so small it can be attached to a keychain. The camera also takes low- and high-res digital photos, records video clips up to 12 seconds long and can be used as a Web cam. These digital cameras can be used as executive gifts and sales incentives, etc.
When selling computer accessories, one of the most important things to remember is that a client doesn't have to be technology-oriented to buy them. "Too often, people mistakenly believe that mousepads are suitable only for the computer or software markets," Favreau offers. "Not true. Most of our mousepads are made for unrelated industries and business campaigns."
Promotion Download
The following ways clients can use computer accessories are just some of the limitless possibilities, and almost all are culled from suppliers.
- Direct mail: Because it's flat and lightweight, the computer monitor clip can be mailed out to promote a new Web address or an online retailer like Amazon. Or it can be used as a mail-in offer or as a thank-you for filling out a survey.
- Gifts-with-purchase: Mousepads, wrist rests and other computer accessories can be gifts-with-purchase when buying or upgrading computer hardware or software.
- Tradeshow giveaways: Recipients appreciated it when Finn Graphics gave out monitor information centers at a promotional products show. Other computer accessories that are light and flat and easily packed in a suitcase or briefcase will also make good booth traffic generators.
- Encourage trial: High-tech accessories like the Prestige USB Pen has been given by high-end auto manufacturers as a gift for taking a test-drive.
- Product demonstration: A luxury window and door retailer used the USB Pen to demonstrate its product line to potential consumers.
- Fundraisers: The monitor information centers can be printed with school schedules or important dates in the school's colors. They can also be printed with a team logo and game schedule to spark team spirit or be sold as a school or club fundraiser.
- In-pack promotions: Mousepads can be inserted in consumer packaged goods, like cereal boxes. They can also be inserted into video games, magazines, etc. And don't forget media kits!
- Increase bookings: Travel companies of all kinds, including cruise lines, airlines and resorts can give the monitor information center to travel agents to increase bookings. They can be printed with calendars - always essential information for travel agents - or made in a custom shape like a plane or ship.
- Leave-behinds: Pharmaceutical reps can leave behind mousepads or monitor info centers printed with product information at doctors or dentist offices. Salespeople of all kinds can use computer accessories as leave-behinds.
- Customer service tools: A grocery chain put monitor information centers on every checkout monitor so cashiers could post up customer coupons during checkout.
As you see, there's no shortage of situations where computer accessories come in handy. So when it comes to this product niche, be sure to "monitor" all opportunities to use them in promotions.
Cynthia Ironson is a contributing writer for Advantages
Used with permission of The Advertising Specialty Institute copyright 2005
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