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ROC Weekly Marketing Minute
Creating Effective Tchotchkes to Increase Awareness and Reputation for your Rehab Center
Marketing items are a great way to stand out among competitors, especially at trade shows and conferences. However, they can be a waste of money and reflect poorly on your brand if you choose one that doesn’t align with your business and target audience.
What is a tchotchke?
You probably have a few in your office right now, even if you don't know what they are called. A tchotchke (choch-key) is a small bauble or miscellaneous item. The term also refers to free promotional items distributed at trade shows, conventions, and similar large events.
Elements of an effective tchotchke
Here is a list of aspects to consider when deciding on an effective tchotchke for your next event:
Value: People may consider how much it would cost them to purchase the item in a store. Aim to offer an item that they are likely to spend their own money on.
Size and weight: People are going to be less interested in an item if it is bulky or heavy, especially if they have to travel to the event. Aim to have a small and lightweight item that is easily transportable.
Logo use: Be mindful of where and how you incorporate your logo on the item. While pens or toys are generally safe places to include it, people are probably less likely to appreciate a t-shirt if it has your logo on it.
Uniqueness: There is a high chance that others at the event are offering the same item as you, especially if you go with generic pens or notepads. Try to offer an item that is different from the rest. Your tchotchke should get people talking about your booth and your company. If you can offer something that is unique and useful, you are more likely to impress your audience.
Utility: Your tchotchke should offer value and be useful. If recipients can’t picture using it once they walk away, chances are they won’t take it or will throw it away shortly after they do.
Tips for an effective and memorable tchotchke
Here is a list of tips to help you create an effective tchotchke to promote your business:
Relate the item to your business
Although it may be hard to relate a product to a drug and alcohol rehab centre, try to keep it in line with the interests and needs of others in the industry, alumni, or clients. For instance, it is unlikely that a USB drive with your company logo will appeal to alumni, but a gratitude journal with your logo on it might be more useful for them.
Work with a reputable provider
While you shouldn’t spend your entire marketing budget on tchotchkes, be sure to offer high-quality products for your budget.
Pay attention to color
Your tchotchke should reflect on your brand, but be mindful of the colour trends that are most appealing to your target market and consider incorporating them if possible.
Know your audience
As a rehab facility, you probably have a few different target audiences that you can envision receiving your items. Be mindful of what appeals to each and how they might make the best use of your item.
Think about your goal
Before making an order for your tchotchke, think about what you hope distributing the item will achieve and assess whether your product is likely to bring you closer to your goal.
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