What became an even stronger force in daily lives amid stay-at-home orders, remote work and ongoing personal safety concerns? Technology, of course. “We all witnessed certain industries go dormant in 2020 and part of 2021. Not tech!” says Phillip Simson, director of sales and corporate strategy for The Branding Agency Powered by Proforma (asi/491894).
-1.5%
Percentage decrease in 2021 technology market promo sales compared to 2020
(ASI Market Research)
Based in Richmond, VA, Simson says many of his firm’s tech clients thrived during the pandemic as society clamored for innovations and tech adoption rates soared. As a result, tech companies dedicated more capital to branding than forecasted.
In a competitive environment for talent as well as sales opportunities, many tech firms invested in impactful branding opportunities designed to stir awareness and engagement among both internal and external stakeholders. Some purchased kits for virtual events, often to incentivize attendance, enliven the gathering and curry favor. Others committed to high-quality branded items outside the traditional logoed product mix, especially items like sneakers or socks, to drive employee loyalty and foster corporate culture.
“Companies are concerned they’ll lose talent, especially when requesting they return to offices,” says Jacques Marais, managing director of the San Jose office of CreativeMC (asi/170631), “and so they’re using swag to help show their appreciation and to ease employees back into the workplace.”
Product Picks
Tried & True: Drinkware
Jeremy Parker, co-founder and CEO of Swag.com (asi/287954), says tech brands can’t go wrong with drinkware, especially durable, high-quality items with a distinctive look. Drinkware, he says, is easy to ship, bypasses the sizing challenges of apparel and makes a big impact, as people often use drinkware daily.
Product Picks
Shiny & New: Massage Guns
The Theragun, a handheld percussive massage device designed to reduce pain and aid in muscle recovery, has been a notable hit, Marais says. Though costly – MSRPs on Theragun products range from $199 to $599 – the wellness device is a highly desirable item that fits with tech companies’ accelerating budgets for gifting.
Three Hot Sales Opportunities
Employee Wellness
Tech companies want to keep their talent engaged, healthy and happy, so Marais sees appreciation-related products focusing on wellness and preventing burnout as especially valuable. “Think loungewear, picnic sets, diffusers and yoga-related items,” says Marais, who predicts tech firms will move funds from marketing to HR departments this year to address human capital concerns.
Cause-Connected Products
Millennials and Gen Z comprise much of the tech workforce and these generations love a worthy cause. For instance, Simson has found success with eco-friendly apparel products from tentree (offered by Polyconcept North America, asi/78897), which plants 10 trees for each sale. “This shows a sense of corporate responsibility, which resonates in many tech organizations,” Simson says.
Telehealth
Once a fringe category, telehealth exploded amid the pandemic as a way to contain the spread of COVID-19 and drive safety. As it turns out, people accepted the digital format, positioning the telehealth niche for rampant growth. Among telehealth players, Simson notes “real demand” for branded desktop items.