What is the interest of advertising objects in the communication strategy of a small business?

Sometimes overlooked, object-based communication is an effective way to build awareness and popularize the visual identity of a small business. Prized by marketing professionals, the advertising object makes it possible to enhance brand image, promote products and services and build customer loyalty.

Of course, advertising objects must fit into a more global strategy: marketing video, press release, etc…


According to a study carried out in June 2017 by the Federation of Professionals of the Communication by the Object on a thousand people, the British show a certain craze for advertising objects.

In fact, 89% find them attractive, 77% of those surveyed keep the promotional gifts they receive, and the recall rate of the brand present on company goodies is close to 75%. A record impact, which makes advertising by the object an essential lever of notoriety to be integrated into a marketing campaign.

All the more so as a high-performance object-based communication strategy can have a moderate cost. To do this, you must adapt the corporate gift to its target and anticipate the quantity of objects needed: a promotional object must appeal to the greatest number and be useful. The more it will be used, the more visible it will be, thus maximizing its impact. The major advantage of promotional gifts is that they become a lasting part of the daily life of your customers or prospects, promoting exposure to the brand.

With the increasing number of sellers of personalised promotional items such as the Printoclock online print shop for example, this means of promotion is becoming affordable for SMEs and allows them to communicate at a lower cost.


While the vast majority of goodies are distributed during events, whether a trade show, a conference, a street marketing operation or even a sporting event in which the company is a partner, they are also handed out in store to reward customers.

If they are original and useful, the promotional items distributed in this way can reinforce the company’s visual identity and set it apart from the competition. A beautiful promotional object will return a good image of the brand while improving its notoriety.

When they are given to a customer or partner, business gifts build customer loyalty and establish a special relationship.

As part of an internal communication campaign, rewarding employees with promotional gifts helps develop a sense of belonging and strengthens team motivation.

Whether you opt for the classic but always effective advertising pen, or whether you opt for the more original and high-tech gift such as an external battery for mobile devices, a well-chosen advertising object must be useful, aesthetic and original at the same time in order to become a true ambassador for your communication.