In today’s blog post, I’ll share ideas about how to highlight your business via custom plaques. I’ll introduce you to what they are, why they are important and the most common types of material.
Plaques are recognition items used to highlight achievements, show gratitude, or acknowledge contributions. Plaques have a long tradition. They play a role in different settings. For example in governmental organisations, NGOs, the corporate world, schools, and sports. They usually carry a particular logo, image and text, e.g. the name of the recipient, the award title and date.
Plaques are often displayed in public areas, homes, or offices. To showcase exceptional deeds.
When you recognise someone’s exceptional achievements or contributions, you want to show that person how much you care. Custom versions of plaques do that because they prove you’ve gone the extra mile. By personalising the plaque in such a way that it speaks to the individual recipient.
Receiving a custom plaque can mean a significant boost in morale and motivation. Not only for the recipient but others, too. Because it proves that achievements are being recognized. As social beings, this is particularly the case when the plaque is being handed over on stage. In front of other people.
Custom plaques are important since they represent an investment into relationships. They have a long tradition of serving as a symbol of appreciation and respect. Presenting someone with a plaque is a feel good moment.
As physical objects, plaques serve as lasting reminders of achievement. They are durable items that will stand the test of time and are often placed at visible spots such as e.g. a desk, shelf or wall.
Custom plaques that show details about an organisation, e.g. the name and the logo, contribute to successful branding. This conveys a professional image about the brand.
Plaques can be made from many different materials. Either from one single material or a mix of several. The best option will depend on your brand’s identity, timeline, budget and what you believe the recipient will appreciate most.
Acrylic is a transparent plastic that for plaques is often used instead of glass. Because it is easier to shape, whilst being cheaper and lighter. Printing and engraving offer excellent options for personalising an acrylic plaque. Additionally, one can choose from many different color options.
Out of all materials mentioned here, metal is the most premium one. The perception of value you’ll achieve by using metal is high. One can shape it via different technologies, e.g. casting, forging and CNC. Metal offers the possibility of detailed 3D shapes and diverse finishes.
Wooden plaques are chosen for their warm and elegant look. Natural grain patterns add a unique character to each individual plaque. There are many wood types available which can be stained in various colors. Branding can be done via CNC or laser engraving, printing or plates made from metal or plastic. At the end of the production process, wooden plaques can be coated in a protective lacquer. To further enhance durability.
Glass plaques do exist but it is a tricky material. Due to its weight and the fact that it can break into sharp pieces. Logistics are kind of a nightmare with this material.
Plaques made from mixed materials can be particularly elegant. Our favorite is to mix wood and metal. Both are premium options that together look sophisticated. This combination often results in a wooden back panel and a metal element on top. It could be a medallion or an engraved or printed plate.
There exist many materials and manufacturing technologies to choose from. This means endless possibilities for creating plaques. The emphasis needs to be on the initial concept development phase. To first determine a creative solution.
Engraving is a useful technology for personalisation. Because it is very cost-effective for low volumes. And it works with many different materials. If it is the best option depends on the design. For larger volumes of metal plaques, it will often be better to first invest into a tool. For casting the product. A supplier will be able to tell you which technology is the most cost-effective for your project.
Plaques made in the traditional way never contain electronics. But hey, you don’t have to stick to tradition. Plaques can for example offer illumination. By adding LED strips or other types of light sources.
Our in-house product design and development team has brought a lot of custom plaques to life. They aim find new ways to get the most out of a product. Always from an aesthetic perspective. Sometimes from a functional perspective, too. But it has to make sense. Let’s face it, a lot of plaques don’t even end up on a desk, shelf or wall, but in a drawer. A well chosen function can add value. One needs to be careful to choose the right type. Not something that trivializes the item or occasion.
Custom plaques are about recognizing someone’s achievement but about branding, too. You don’t want to invest money into a custom product without your brand gaining a fair part of the spotlight.
Plaques made from glass or acrylic material are transparent options. They are very common items in the health industry. I recall visiting a doctor who had about a hundred of them in his office. The commemorative product version that has a laser etched 3D object “floating” within.
Plaques are a product category with a very long history. I'd say more than 700 years! There exist a broad range of materials, finishes and manufacturing technologies. Which give you a lot of options. With a custom solution, you'll be able to communicate the unique character of your brand. And show your appreciation for the people who receive them. In case you need any further advice, do let me know.
Ivica Baraba - Sales & Marketing management
"In PES I get to work on many custom branded merchandise projects. I’ve been doing this since 2004. It intrigues me to delve into brand worlds and determine what products can help a client achieve their business goals. It is an exceptionally creative and dynamic industry to be a part of.”
In today’s blog post I’ll talk about the top promotional product ideas and how important they are for your sales success. There don’t exist product categories that will work for every brand and every occasion.
I’ve therefore chosen examples that primarily work for the drinks industry because that’s the industry we here at PES have, since 1992, gained the most experience in. At the end of this blog post, I’ll give you a few tips on how to choose the right promotional products, and the options you have for sourcing them.
Promotional products are crucial to sales success because they are a physical extension of a brand, they facilitate customer loyalty, and improve brand recall.
Promotional products provide long-lasting brand visibility. Compared to digital ads, customers actively use and engage with a promotional product. Whilst others who are not using the item might still notice the product. This means your brand is getting reinforced. Over weeks, months, or even years.
A person who receives your promotional product is likely to remember your brand over other brands and feel a need for reciprocity. This is a deeply engrained part of human culture. It means the person is more inclined to trust and ultimately buy from your business.
Promotional products can serve as on pack gift items, significantly increasing the perceived value of your offer. “Buy X and get a free keyholder.” This directly increases sales.
Using promotional items as giveaways pre-purchase can serve as conversation starters which facilitates sales. Whilst being used as a post-purchase gift item, promotional products make customers feel appreciated. This in turn increases the probability of customers remembering the interaction, and in the future opting for a repeat purchase.
A quality promotional product will help your brand stand out. At event booths they can help attract traffic, thus facilitating customer engagement. Unique promotional products can create a buzz, encouraging people to show them to others and talk about them.
There doesn’t exist a specific list of promotional products that in general will be the best. It always depends on the specifics of a brand, its target audience and how they go about marketing.
As an example, here are eight product ideas that will work well for drinks brands
Bottle glorifiers are one of the first products drinks brands invest in, when it comes to being present at the Point of Sale, e.g. a bar or a supermarket. Depending on the brand and the budget, glorifiers will be made from either plastic, metal, wood or MDF.
Bottle glorifiers are one of the first products drinks brands invest in, when it comes to being present at the Point of Sale, e.g. a bar or a supermarket. Depending on the brand and the budget, glorifiers will be made from either plastic, metal, wood or MDF.
In bars bottle openers are an essential tool. If custom designed, they represent visually appealing items that draw consumer attention. Made from metal, they can reach a high level of durability.
Keyrings are a cost-effective promotional product that can serve as a gift or giveaway. Most keyrings are made from plastic or metal. The branding is done via print, laser engraving, stickers or a custom shape, e.g. a relief which comes from the custom mould.
Everybody likes to receive a medal. It symbolises exceptional achievement and serves as a physical reminder of all the effort exerted. Mostly round in shape, medals are made from metal and branded via a print, a label, laser and CNC engraving, and/or a custom shape.
Pins are communicating a brand via a logo, name or slogan. Mostly small in size, ca. 15 to 25mm, they are made from metal and fixed via a butterfly clutch, a pin or a magnet.
Every brand has certain elements that are linked to its industry. One could say these elements are part of its iconography. Within the whisky domain, three such items are a bottle, a barrel and a still. These are well known products that many consumers already expect to be part of a brand's communication. To support their visibility and storytelling efforts, organisations invest in product replicas. Often these are mini replicas.
An important distribution channel for drinks brands is the On Trade channel. Bars, cafes and restaurants will often use menu holders and coaster holders to communicate what they are offering. Menu holders are made from wood, MDF, plastic or metal. Coaster holders mostly from a sturdy cardboard material, metal, MDF, plastic or leather.
Menu and coaster holders occupy prime Point of Sale territory. Placed in the middle of tables, they are right in front of consumers who are about to make buying decisions.
Be it on a shelf in a supermarket, on a bartop or part of a promotional booth, product displays are used in many different channels. They are a vital Point of Sale material category which increases brand visibility.
Branded utensils are, in the context of drinks brands, bar tools or tableware that carry the logo, name or design of a company or brand. Items like spoons, shakers, jiggers and cheese boards.
These items are mostly being used in bars, during retail store tastings, at events and as Gifts With Purchase.
When it comes to choosing the right promotional product there are many things to consider. Most notably quality, timeline and budget.
The product needs to match your brand’s positioning. This in turn will influence what good material options are. Do you e.g. choose metal, wood, MDF or plastic? To a high degree quality is subjective. This means you need to look at this from your target audience’s perspective.
What promotional products would they appreciate? Which ones match their needs and desires best? Do the products offer a high functional and aesthetic value?
I remember a project during which we won a new client who managed a whisky brand. He trusted us with a purchase order to make custom bottle glorifiers, although our price was the highest amongst a few competitors.
What he liked best, though, was the quality of the prototype we delivered. I’ll never forget what his feedback was: “If the product doesn’t match at least 95% of my quality expectations, it will rather hurt than help us achieve our business goals.”
In today’s fast paced world, brands are constantly racing to outdo their competitors. Be the first to launch a specific campaign, one that is innovative and not a copy of something that has already been seen. Terms that are being used in this context are “speed to market” or “agility”.
All of our clients here at PES have clear deadlines in mind. When preparing a brief, it is helpful to define a timeline with several checkpoints:
By when do you need to receive quotes?
By what date would you want the concept, the prototype and the PP sample to have been approved?
By when do you need the goods to have been delivered to your warehouse or to the individual outlets?
The more detailed of a timeline you have prepared, the easier it will be to check if you are on track. Not just for you but all the project partners you work with.
How much time and money you can dedicate to a project, will directly impact what you get out of it. As I’m certain you’ve already experienced, it isn’t linear. A larger budget doesn’t necessarily equal bigger success.
The same way a football team with a relatively low budget, think e.g. Leicester here, can win the Premier league title, some suppliers will be able to create more value for you than others. When bringing a custom promotional product to life, many things can go wrong.
Clarity about your budget is valuable but the key is to manage the project, starting from the initial brief, the right way and using your resources in a cost-effective manner.
The vast majority of branded promotional products are standard items that are then customised via the application of a logo, visual and/or text. This could be done via many different technologies, e.g. print or laser engraving.
Which technology is the best choice will depend on your budget and the type of product you’re sourcing. Custom products can be bought from many different companies. Online. In physical retail stores. Via a vendor with a standard product catalogue that can personalize them.
Custom shaped items, in the UK they use the term bespoke, are a bit more challenging. Your product does not yet exist. There is no sample you can assess. To bring custom shaped promotional products to life, often requires a tooling phase which can take up a substantial portion of your budget.
There exist different organisations who can help with custom shaped items. The best fit will depend on your needs and preferences. Firstly, apart from the product itself, what type of additional services will you need? Concept development, prototyping, product testing, licensed merchandise, retail activations…? Secondly, I recommend assessing the ethos of a supplier, how they communicate and if their organisational culture fits how you like to do business. Thirdly, does the project scope and type of product fit what the supplier does well?
Your choice might be a large aggregator, a creative agency or a manufacturer like PES.
Promotional products are one out of many marketing options you can choose from. In order to get the best value for price you need to think about different aspects.
This means taking into consideration your brand characteristics, the people the products are for and how you will get these promotional products in front of them. Luckily there are many suppliers out there who can help you with this
Ivica Baraba - Sales & marketing management
"In PES I get to work on many custom branded merchandise projects. I’ve been doing this since 2004. It intrigues me to delve into brand worlds and determine what products can help a client achieve their business goals. It is an exceptionally creative and dynamic industry to be a part of.”
Pins seem to have been around for ages. And for good reason. In today’s blog post I’ll first explain what branded pins are and the different types you can choose from.
After this, I’ll cover how to use them effectively, for different occasions, and what to consider when designing them.
Branded pins are custom pins visually communicating a particular brand. Via a logo, name, slogan or any other element that represents the brand.
Pins serve as a cost-effective promotional product that can impact all of the following aspects:
- brand awareness / visibility
- employee recognition
- customer loyalty
- community building
- sales (as an onpack gift or merchandising item)
There are three main categories of pins. Each has its own unique advantages and disadvantages.
Enamel pins are small metal pins coated with colored enamel, a glass like coating. These are very durable products. One distinguishes between soft and hard enamel.
Soft enamel is added to the recessed areas of the pin but not all the way up to the metal edges. This means soft enamel leaves a slight texture. One can use different colors on the same pin because metal edges are separating them from each other.
Hard enamel is baked at high tempreatues and results in a polished finish. The enamel is added in layers and then polished down to the height of the metal border.
This production technique is more expensive but offers a premium quality. Both in terms of material and visual appeal. Hard enamel is primarily used for luxury products that are meant to last an extremely long time.
Lapel pins are small pins, as the name already suggests, attached to the lapel of a jacket, suit, coat, or other clothing like ties or hats. They represent a fashion accessory with which to show one’s affiliation or simply a means of self expression.
Lapel pins can be manually painted, enameled or domed. Domed pins are metal pins with a doming sticker inside. The sticker, often called 3D label, too, is coated with either epoxy or polyurethane, a transparent, dome shaped element which assures the pin is durable and protects the visual beneath.
Button pins are small, usually circular types of pins made from light metal. Most of the time its edges are slightly rounded.
On the front there is a printed piece of paper, covered with a transparent plastic foil. On the back there is a safety pin or clasp via which one attaches the product to e.g. a shirt or a backpack.
Button pins are commonly used as promotional products, representing a company, cause, or event. They are widely used during political campaigns and as memorabilia.
In comparison to enamel and lapel pins, button pins are, regarding its price, more on the economic side. They are more casual than these other two pin types, too.
Button pins almost always use a safety pin style mechanism on the back, while the other pins use a butterfly clasp, stick pin or magnet.
There are several purposes for which branded pins can be used as an effective marketing tool.
Corporate and networking events
Many corporate and networking events you’ll attend will feature pins. Why not join the party? I remember a business event here in Zagreb which was organised by the British Embassy. I was wearing a lapel pin which was showing both the UK and the Croatian flag. It served as a great conversation starter since people asked me where I got it from.
Employee recognition
People being the greatest organisational asset, pins can serve as a small element via which to celebrate achievements and foster team spirit. It could be for a milestone like X years of being part of the company, a special achievement, e.g. a sales goal or completing a project, or you could award pins to someone who is embodying your company values. In any case, pins will serve as a lasting symbol of recognition.
Customer loyalty
Pins can be used as a tool to communicate with your customers, create a sense of connection and encourage repeat business. Particularly when you’re offering exclusive pin designs that make them feel special. Some organisations use tiered designs. These are different pin designs, each representing a different level of loyalty. As a cost-effective and small item, pins can easily be used as a direct mailing gift. One of the keys of using pins successfully is its design. You need to make sure they are both practical and visually appealing enough that customers choose to use them. When investing money into pins, the last thing you want is that they end up in the trash.
Design plays a crucial role in creating branded pins. If you don’t have an in-house designer, it is a good idea to work with a supplier who does. The process starts with a brief after which you’ll receive a full color render visualization.
This will help you align with the designer in regards to what you like and dislike. Before starting any bulk production process, it is wise to first receive a prototype or a pre-production sample.
The first decision you’ll need to make is what type of pin works best for your brand, your budget, the people who will receive the pin and the occasion. If your brand is a premium one and you’re organising a VIP customer event, an enamel pin will be the right choice.
If your target group are children for whom you are organising a large promotional event, you will want to rely on a cost-effective solution like a button pin.
The type of pin you choose will, to a great extent, already determine the material.
Lapel or enamel pins are made from metal, either cast, e.g. from a zinc alloy named ZAMAC, or laser cut from sheet material, e.g. steel. Combinations of different materials are possible, like we did here. For the Tullamore D.E.W. whiskey brand.
Like with any marketing material, you will want to make it your own. Differentiation is a key in brand visibility. If your brand has a long tradition, you’ll probably want to choose an antique metal finish. If your brand is a modern one, you’ll want to choose a more contemporary look.
Pick an element from your visual guidelines which will work well with a pin. If your logo has too many details for such a small object, use a simplified version or choose a slogan.
Most pins are somewhere between 15 and 25mm in size. The most common shape is a circle. Many pins are rectangular, oval or even custom shaped. Choose the size and shape that works best for your particular visual.
If you choose to communicate your brand logo, it will often automatically determine the shape of your pin.
There exist several mechanisms for attaching a pin you can choose from. The most common ones are a butterfly clutch and a magnet. A butterfly clutch is safer but some people don’t like to create a hole in their clothes, albeit it being a very small one.
Magnets assure you avoid this but, unless you use a single unit packaging like a box, logistics will be messy. Because pins with magnets will attract each other and, within the export carton, create a “ball” of pins. Besides, a pin with a magnet on its back, tends to fall off easier. My personal favorite is therefore the butterfly clutch.
There are occasions when having your pins packaged into polybags, of 50 or 100 units each, will work fine. In other occasions you will want to use a single unit packaging option.
Instead of single unit polybags we recommend either paper bags or cardboard boxes. The good thing is these can carry a printed label or direct print which can even be personalized.
As a promotional product, pins have a long tradition and offer you many options to be creative. Since a pin is a small object, you can easily distribute them. It is a product category where you can, with a relatively low investment, create a custom version.
Ivica Baraba - Sales & marketing management
"In PES I get to work on many custom branded merchandise projects. I’ve been doing this since 2004. It intrigues me to delve into brand worlds and determine what products can help a client achieve their business goals. It is an exceptionally creative and dynamic industry to be a part of.”
Whenever you collaborate with On trade outlets, e.g. a restaurant or a bar, you have a vested interest in providing them with your branded menu holders. After all, outlets need to present their products and a menu holder is an essential Point of Sale material with which to do that.
In today’s blog post I’ll explain all the reasons why a menu holder is important, the different types that exist and present a few product ideas to get your creative juices flowing. I will talk about them in terms of relevance to someone who is managing a brand, be it within the organisation that is the brand owner, e.g. Diageo, or be it as their marketing execution partner who is taking care of designing, developing and/or sourcing menu holders for them, e.g. HH Global.
Menu holders serve several purposes. Not only do they help present menus in an organised way, so that customers can make more informed decisions. They protect menus from scratches, spills and stains, too.
Menu holders are one of the top Point of Sale objects that you’ll want to manage. Typically located on tables and bar tops, menu holders are easily visible to consumers. They’ll actively use them to read what products/services are being offered. It is in your interest to use menu holders to communicate with consumers and position your brand as the top choice.
An aspect that is often neglected is that your menu holders should not only represent your brand and appeal to your target audience, but they need to work well for the outlet owner, too. In terms of the interior design and what the brand of the outlet stands for. Too often I’ve been in outlets where this aspect has been completely neglected. A sleek, minimal menu holder in a steampunk themed bar? Yeah, that does not work well. A custom solution will work well here.
A personalized model is different. Some people refer to them as custom or, in Britain, they call them bespoke keyrings. They are unique, in the sense that nobody else is using the exact same model. They might even go beyond that, containing e.g. the name or the person that is receiving it.
Within the world of menu holders, there exist three main categories.
Tabletop menu holders represent the most common menu holder category. As the name itself already reveals, these are menu holders that are placed on top of the tables customers sit at. It is important that they do not occupy too much of the table surface. Otherwise there wouldn’t be enough space space for plates, cutlery, glasses and, last but not least, for guests to rest their arms, keys, wallets or phones on.
Some restaurants prefer to use wall-mounted menu holders. It is typical in fast food type of restaurants. Whilst consumers wait in line to place their order they are reading the information about the menu on holders that are hanging on the wall behind the cashier(s).
The most common menu board you’ll come across is the so-called A-board. Looking at it from the side, its shape looks like the letter A. I’m referring to the boards you often run into whilst passing by a restaurant or bar. More often than not these are either made from a white plastic panel one can write on with a marker, with an aluminium frame, or from a black chalkboard panel that has a wooden frame.
There are a lot of different menu holders out there. The easiest way to categorise them is by material. Here are five options.
Wood is a high quality, robust option. From lighter to darker wood types, it offers a broad range of color options, particularly since one can tone wood. The most common wood types for menu holders used in Europe are beech, alder and walnut. Personalizing them is easy and done via printing, hostamping or engraving.
MDF stands for Medium-Density Fiberboard and is an engineered wood product where wood fibres and resin are compressed at high temperatures. Natural wood is more durable than MDF and withstands wear and tear better. MDF, though, is the more economic option. It is easier to cut and shape, too, and less prone to cracking when drilled or screwed into. From a sustainability perspective it is considered to be better than wood, since MDF is made from recycled wood fibres. Although one has to point out that the production of MDF involves chemicals that can emit harmful gases. In any case, you’ll find a lot of menu holders are made from MDF.
Another economic option for menu holders is acrylic glass. These are typically laser cut from premade, flat acrylic glass plates. These exist in many different colors and thicknesses, e.g. 3mm, 5mm and 10mm. One can bend flat acrylic glass pieces via applying heat and easily print onto them. If you need a true 3D shape, plastic menu holders are the way to go.
With plastic menu holders we are referring to 3D shaped menu holders. These are often not made by laser cutting premade acrylic glass plates but rather by first developing a stainless steel mould and then using a manufaturing technology called injection moulding. By using this technology one injects heated material into a mould. It is akin to baking muffins. You need a mould to create the desired shape.
Menu holders made from metal are even more robust than wooden ones and extremely durable. The most common types of metal used are aluminium, stainless steel, copper and brass. Metal versions are a good choice if your goal is to use modern looking menu holders.
Managers building a new brand that focuses on the On Trade distrubition channel, think e.g. a beer or soft drinks brand, often consider menu holders as one of their first investments into Point of Sale material. It is that important of a product category.
After all, since menu holders are placed in the middle of tables, it is the promotional product that is the closest to the actual consumer. It stares him or her right in the face when they are about to make their purchasing decision.
Ivica Baraba - Sales & marketing management
"In PES I get to work on many custom branded merchandise projects. I’ve been doing this since 2004. It intrigues me to delve into brand worlds and determine what products can help a client achieve their business goals. It is an exceptionally creative and dynamic industry to be a part of.”
