Inventiveness and effectiveness for digital communication
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Inventiveness and effectiveness for digital communication

The promotional sector has also had to adapt its communication to a digital and web-based approach. The new catalogues, some of which are still paper-based, are being presented through webinars and video conferences until the return to direct contact with partners

by Chiara Gentileschi

 

The world is evolving, markets have different needs and, in addition to the traditional forms of communication, which have been temporarily suspended due to the pandemic, the approach to customers requires new ideas and efficient, safe systems. In this kind of scenario, the word digital has gained ground also in the promotional field which, despite this transition phase leading to an acceleration of web-based projects and online catalogues, is eager to attend fairs and events. Some important companies such as Stricker, Get impressed and Xindao testify to this.

 

Being present with the web

These complex times have led Stricker to study creative ways engaging with their partners. Contact and knowledge remain the basis of a good customer relationship because to give them the best service, it is important to understand their needs, how they work and what projects they are implementing. The option? Organize virtual visits through meetings or conferences.

The same strategy is implemented for catalogues that, in the specific case of Hi! Dea 2021, opens with the presentation of new items and proposals. In addition to protective equipment (which will continue to be required), green innovations represent a global trend that is attracting growing interest. These are complemented by new unique brands from Stricker Ekston, Branve and Original Lanyards focusing on specific targets and segments. Also worth emphasizing is the desire to use digital communication in a creative and effective way—like showcase products and emotions—and, at the same time, how to interact with partners. A great change which has taken place in a short space of time.

 

Sparking curiosity and interest

Get impressed has decided to print the 2021 catalogue on paper, increasing its presence on the market thanks also to products in line with current trends. This is borne out by the approximately 200 additional pages for a total of 300 new products available.

A business approach that remains faithful to a more “traditional” communication model, always used in an area where contact with customers is one of the strengths. However, being faced with the lack of events, Get Impressed has also launched a parallel communication strategy, mainly consisting of webinars, a commitment that aims at preserving the key aspects of its approach.

 

Online magazines and desire for direct contact

Xindao, which has been designing and distributing promotional items for decades, has also gone online. In fact, you can use a web magazine containing all the latest developments and mix and match them to meet the customer's needs, simply and quickly: menu, build your own flipbook, select the products for your flipbook, create your own flipbook URL to share with customers, including the option to download the pdf.

For the 2021 catalogue – available from the end of February – the desire to disseminate also focuses on several fronts, including communication by phone, email and video conferencing, aiming to give prominence to the things that make the difference. In the specific case of Xindao, two key words have always been part of its DNA: innovation and sustainability. A collection made more user-friendly thanks to videos, downloadable flyers and the possibility of having a customised online catalogue.

And although items linked to technology, electronics and fitness continue to be successful, the company is leveraging the optimization of time that web-based communication can give, while eagerly awaiting trade fairs and the resumption of full direct contact with the customer, a source of absolute, irreplaceable wealth.