Easy Cruising: 3 Automotive Promotions That Work
Long work commutes and heavy traffic patterns cause automobiles to be second homes to some people, which means the automotive market is large for promotional products. We spoke to Janet Trachter, vice president of sales and marketing for Superex, Toronto, Canada, and Paul Dubois, general manager for Ready 4 Kits, Keene, N.H., to find out what three automotive promotional products sell best.
Maybe we’ve watched too many horror films here at PM, but the thought of having a dead phone when your car breaks down on a vacant back road is our idea of a nightmare. USB chargers are good to have in the car, whether you’re just running to the grocery store or going on a road trip. “Smartphones and mobile devices are a staple of everyday life,” Trachter said. “According to Nielsen, over 171.5 million people (71 percent) own mobile devices and [according to the Pew Research Center], 46 percent of smartphone owners say their smartphone is something ‘they couldn’t live without.’”
Trachter said USB chargers work for almost any promotion because most people are in a car daily. “Our business is helping businesses deliver their messages through the distribution of meaningful, everyday gifts,” she said. “This product appeals universally, regardless of industry. It travels with our customers whether they are on the road or at home and helps them stay connected.”
Trachter also mentioned that safety is an important factor in choosing USB chargers. The Home/Auto Dual USB Charger has an intelligent chip to prevent overheating and overcharging. It’s FCC-certified.
Auto safety kits make things easier for the end-user by putting necessary items all in one place in case of an emergency. Dubois listed three reasons why auto kits are so popular. “First, it is an item that is gender- and age-neutral, so it can safely be given out to everyone,” he said. “They are also practical items that most everyone needs, but do not already have. And lastly, it is an item that is going to be retained in a visible place, so the recipient will constantly be reminded of the brand that is imprinted on the product.”
Dubois explained what automotive kits have been gaining popularity recently. “We have, in recent years, seen a large increase in products in the $30 to $50 sell price range,” he said. “These would include comprehensive automotive kits to assist motorists in the event of a minor emergency. This price-point seems to be gaining popularity as you can get high-quality components and a larger assortment of items.”
Trachter explained that safety is the No. 1 priority, but there are other pros to auto kits as well. “A car safety kit is not usually high on our personal shopping lists. Gifting a safety kit, therefore, presents a huge ‘wow’ factor by putting the outcomes we all want in reach, by providing a product we don’t already have.”
“Safety is always an important factor,” Trachter added. “You can’t put a price on the value of safety. Products that improve people’s lives and protect their families reliably generate positive reactions. When clients choose to send their messages with a safety product, they’re viewed as responsible and caring,” she said. “And that’s the sort of effective messaging that will set your client apart from the competition.”
Ice scrapers and snowbrushes are items we never think about until we wake up one winter morning and see that 3' of snow fell overnight. “It’s necessity is authentic,” she said. “According to Weather.com, 47 of the lower 48 [states] still had snow on the ground in March 2015, and adding Alaska and Hawaii makes it 49 out of 50. Snowbrushes are like flashlights—when you need one, little else will serve the purpose. You can never have too many. Utility is the name of the game.”
Ashley Chiaradio is the Senior Content Strategist at Total Retail. Ashley has been creating content for more than 7 years, and provides a unique insight in covering the retail industry having worked directly for retailers in the past. She’s passionate about profiling women leadership in the space.