The book I’m reading nudged a thought in my direction.
The author, reminiscing with nostalgia about an event that happened over a decade ago (that sparked the book to be written in the first place) spoke fondly of the experience and stated they still had the promotional pin from the day.
That got me thinking about how promotional products act as a souvenir – not from a holiday but from an event or experience with a brand.
This post is going to go into a little bit about why we love collecting souvenirs and what that means for your promotional products.
The Psychology of collecting souvenirs
Souvenirs act as a physical token of our memories, experiences and adventures – typically purchased while away on vacation.
They’re a tangible manifestation – offering a link to past events and a concrete reminder. Memories fade but souvenirs are forever.
Souvenirs also have a significant role in self-expression and identity formation. Think about the type of person that has trinkets and souvenirs on display from around the world in their living room and how that might communicate who they are as a person.
How do souvenirs relate to promotional merchandise?
Souvenirs and promotional products are more alike than you might think.
They both are physical items and their primary purpose is the same. To act as a reminder of a place, event or experience.
Just as a souvenir from one of our favourite travel destinations can transport us back, so too can a promotional product remind us of our experience with a brand.
The goal is lasting impressions beyond just the immediate moment. So in a way, promotional merchandise can be seen as a form of souvenir from our encounters with businesses and brands.
What does this mean for promotional products?
Thinking of your promotional merchandise as a souvenir for your brand can give you a better frame of mind for utilising merch in your customer journey.
What are important moments or experiences you want to have associated with your brand? Is it a business retreat, event, tradeshow, activation or even the first time working with your company?
Life milestones are also huge opportunities such as a: new car/home, a new job, graduation, becoming a parent, or the first day of school… You get the point.
If you can associate your brand with a positive milestone you’re guaranteed to always be remembered.
The other thing to consider is factors that make a “good” souvenir can also be applied to promotional products. Typically these include Memorability, uniqueness, practicality, quality and most importantly connection.
Promotional products are a “memory anchor” that keeps you top of mind.
Summing Up
And there you have it. Promotional products and souvenirs really are more alike than you might think.
They are the physical embodiment of our experiences, inviting us to relive those moments over and over again. Whether that’s a destination or an experience with a brand.
Do you want your brand to be a story worth remembering? Get branded merchandise that your target audience will beg you for.
Speak with one of the team to get the ball rolling on creating memory anchors for your brand!
Matt has spent over eight years in Australia’s promotional products industry. As part of the Promotion Products marketing team, he manages product catalogues and content, keeping brands up to date with what’s new and what works. A contributor to the APPA Magazine, Matt brings practical insight into how quality merch helps businesses stand out.