Do you know the marketing tactic used by Le Bon Marché, Le Cheval de Trojan? The founders of this chain of stores, Marguerite and Aristide Boucicaut, had been offering inflatable balloons to the children of customers who visited their establishments since 1852. In fact, it is rare for a child to refuse such a gift. These balloons were cleverly marked with the imposing “Le Bon Marché” logo. On returning home, the children unwittingly helped spread the brand name by showing off their balloon, thus arousing envy among other children.
In the 21st century, BASIC-FIT took over the strategy. When registering for the gym, a sports bag is offered. This initiative not only creates a great impression of BASIC-FIT (after all, who doesn't appreciate free gifts?), but it also turns customers into brand ambassadors on the way to the gym , while allowing them to promote their own “athlete” status.
The Trojan horse in the story is offering an accessory, an object, a goodie to make a “referral”, that is to say a recommendation , whether voluntary or involuntary, through these customers.
Choose your promotional item to promote your brand
It all depends on the sector of your business, there will always be goodies that will represent your brand or even your activity. See Basic-Fit with its sports bag, you just need to find the right object that has a real connection with your image.
3 steps to follow to know how to communicate in a “Trojan Horse” strategy:
Choice of object: Brand enhancement is accomplished through a meaningful object, integrating practical utility into the daily lives of your customers.
The aesthetics of the object must be attractive enough to integrate harmoniously into the daily lives of your customers. Its quality is also a vector that should not be neglected.
Strategic positioning of the logo, ensuring maximum visibility , while ensuring an appropriate size for easy recognition.
Explore our catalog of goodies to personalize. Find the promotional item that fits your brand perfectly.