The role of ‘everyday carry items’ in brand promotion

Staying top-of-mind for consumers is an essential goal for any business. Traditional advertising methods still hold value, but the rise of digital media and the increasing need for sustainability have shifted the focus toward more practical items. Enter the concept of Everyday Carry (EDC) items—simple, useful objects that individuals carry with them daily. They serve a functional purpose and present a unique opportunity for brand promotion.

Understanding Everyday Carry (EDC)

Everyday Carry, or EDC, refers to a collection of items that people consistently carry with them to manage daily life. They are chosen for their utility, convenience and necessity. Common EDC items include wallets, keys, phones, pens, notebooks and bags. The essence of EDC is practicality; these are things that people rely on regularly, making them perfect vehicles for brand messaging.

Their power in brand promotion

1. Constant visibility: One of the primary benefits of using EDC items for brand promotion is constant visibility. When a consumer uses an item daily, the logo or message is consistently in sight. This frequent exposure helps to ingrain the brand into the user’s routine, making it a natural part of their daily life. For example, a branded keychain or wallet ensures that the consumer interacts with the brand multiple times a day.

2. Practicality and usefulness: EDC items are, by definition, practical and useful. Consumers are more likely to appreciate and use a promotional product if it serves a clear purpose in their lives. Unlike promotional products that might be discarded or forgotten, these articles are integrated into daily activities, ensuring long-term use and continued brand exposure.

3. Positive brand association: When a company provides a useful object, it creates positive associations. The user perceives the brand as thoughtful and considerate, enhancing loyalty and trust. For instance, a high-quality logoed pen that writes smoothly can leave a lasting impression, leading to positive feelings towards the company every time the pen is used.

4. Mobile advertising: EDC items travel with the consumer wherever they go, turning them into mobile advertisements. A branded tote bag, for instance, is carried around town, to the office, and even on holidays. This increases the brand's reach and introduces it to new potential customers who see the object in use.

5. Social proof and word-of-mouth: When consumers use these products  in public, they provide social proof of the brand's value. Others see the item and, consciously or unconsciously, acknowledge the brand's presence. This can lead to word-of-mouth promotion, where the user might recommend the business or the product to friends and family, further extending its reach.

Selecting the right promotional merchandise 

Choosing the right EDC items for promotion requires careful consideration of the target audience and your company’s  identity. To select effective objects, start by understanding the needs and preferences of your target audience. Identify what items they use daily and consider their interests and lifestyles. For a tech-savvy audience, items like branded USB drives or phone chargers might be ideal, whereas a more general audience may appreciate pens, notebooks or bags.

The quality is crucial, as it reflects on your brand. Investing in durable, high-quality products ensures that consumers will appreciate and use them for a long time, reinforcing the perception of your business as reliable and high-quality.

Prioritise practicality over novelty; while novelty items can be fun, they often lack the usefulness needed for EDC. Practical pieces are more likely to be incorporated into daily routines, providing consistent exposure.

Additionally, ensure that the logo or message on the merchandise  is clear, attractive, and durable. The design should be appealing and aligned with your corporate aesthetics. Subtle and tasteful is often more effective than loud and overt, as it encourages use without feeling like an advertisement.

Examples of effective choices

1. Branded keychains: Keychains are a staple EDC item, used multiple times a day. A well-designed keychain with a logo can serve as a constant reminder of your organisation.

2. High-quality pens: Everyone needs a good pen. A high-quality, smooth-writing pen with your logo can become a favourite tool, carried and used daily.

3. Notebooks: They are perfect for jotting down notes, ideas and to-do lists. They are especially popular in professional settings, ensuring regular visibility.

4. Bags: Promotional tote bags are versatile and used for shopping, work or leisure. A stylish, durable tote with your logo can be seen by countless people, providing mobile advertising.

5. Phone accessories: Items like branded phone chargers, stands, or cases are highly practical and ensure daily interaction with your business.

In the context of promotional products in Australia, organisations can benefit significantly from incorporating everyday carry products into their marketing efforts. These simple products offer a unique and effective way to keep your company top-of-mind. For businesses looking to make a lasting impression and extend their reach, integrating them into their promotional strategy is a savvy move. Whether through trade shows, customer loyalty programs or even employee gifts, the potential is immense, making them a valuable addition to any marketing toolkit.