Are you familiar with the marketing tactic used by Le Bon Marché, known as the Trojan Horse? Since 1852, the founders of this department store chain, Marguerite and Aristide Boucicaut, had been offering inflatable balloons to the children of customers who visited their stores. Indeed, it was rare for a child to refuse such a gift. These balloons were cleverly marked with the prominent "Le Bon Marché" logo. Upon returning home, the children unwittingly contributed to spreading the brand's name by showing off their balloons, thus sparking envy in other children.
In the 21st century, BASIC-FIT has revived this strategy. Upon joining the gym, a free gym bag is offered. This initiative not only creates an excellent impression of BASIC-FIT (after all, who doesn't appreciate freebies?), but it also transforms customers into brand ambassadors on their way to the gym, while simultaneously allowing them to promote their own "athlete" status.
The Trojan horse in this story is offering an accessory, an object, a goodie to generate "referral," that is, recommendations, whether voluntary or involuntary, through these customers.
Choosing your promotional item to promote your brand
It all depends on your company's sector; there will always be a promotional item that can represent your brand or even your business. Take Basic-Fit with its gym bag, for example; you just need to find the right item that truly connects with your image.
3 steps to follow to know how to communicate in a "Trojan Horse" strategy:
Choice of object: Brand enhancement is achieved through a meaningful object, integrating practical utility into the daily lives of your customers.
The object's aesthetics must be appealing enough to blend seamlessly into your customers' daily lives. Its quality is also a crucial factor.
Strategic positioning of the logo, ensuring maximum visibility , while ensuring an appropriate size for easy recognition.
Explore our catalog of customizable promotional items. Find the perfect promotional product to suit your brand.