The proliferation of gift bag opportunities has created an overwhelming array of product placement opportunities for companies to consider. The practice of placing a company’s product into select event gift bags has spawned cottage industries among marketers, event producers and PR folks. The question becomes, when does it make sense to place a company’s product into a gift bag and how do you determine if it’s the right opportunity?
For most start-ups or small businesses it’s a matter of scale – can you ramp up enough units of a quality product and deliver on time? Many of the biggest, high profile ones i.e. celebrity events such as the Oscars, People’s Choice, Grammy’s and the like charge a hefty “sponsorship fee” on top of the products themselves and then there’s the shipping costs to consider. Shipping is almost always expedited, which only compounds the cost benefit analysis.
Generally, I am not a fan of gift bags. You are competing among many products and if your product isn’t stand out and well branded (unless the brand is Tiffany, who wouldn’t keep anything silver with Tiffany logo) no one wants your logo pen, calendar or t-shirt. Really, sorry, no. So then why place your product if the brand is not clearly communicated on the product itself or packaging?
I do gift bags only when I know I can position the product in a special and identifiable manner. Sometimes, this rare gem of an opportunity does present itself and everything aligns — core audience, right influencers, right event platform, alignment of brand values, ability to execute large quantity of products AND the price to place is not ridiculous (Sometimes the case can be made to waive a fee or at the least, negotiate it down by a reasonable amount so that everyone still feels good the next day).
Recently we procured such an opportunity for our client, BlueAvocado. BlueAvocado is a young, passionate and authentic eco impact brand noted for its stylish and sustainable shopping totes and accessories. The company eliminates many of those single-use, landfill-building, products we use and throw away every day.
We placed two of their most-popular products in the celeb /VIP gift bag at Global Green USA’s 10th Annual Pre-Oscar party held at the Avalon Hollywood. This event brought eco-minded celebrities and Hollywood activists together for a night of entertainment, collaboration and celebration. The evening was a benefit for Global Green USA’s work to build greener, more resilient homes, schools and communities in areas hit by Hurricane Sandy.
But of course to make the most of the product placement you have to leverage the opportunity. I decided to focus on the live social media aspect of the event. To prepare, my team and I wrote content for Facebook and Twitter, the two strongest and most active audiences for our client, to post before and during the event. We first explained what the event itself was on our client’s page, leaving a teaser as to why the event mattered to our client. During the event itself, we posted about our product’s placement in the celebrity gift bags.
We began our Twitter campaign by wishing Global Green good luck on their event and began engaging with them as the host. During the event, we shortened Facebook posts to leverage on Twitter as well. I also had my team live tweeting and monitoring Twitter for appearances of the hashtag for the event (#solarforsandy). As you can see, we hit twitter gold with this exchange. Note to self: Calling someone a rock star eco chick is liable to get you retweeted!
Overall, this event was clearly and most definitely The Right Gift Bag opportunity for our eco client. Plus now that we’ve worked with Global Green and have witnessed the high-quality event they put on, it will be an easy decision to make next time. Done and done.