Towels are a surprisingly common promotional tool, especially in Australia where the ‘outdoorsy’ nature of the population mean that we get hot, sweaty and wet are generally in need of a towel at some point during the day. Of course, the most common uses for towels are at the beach, at the gym, at the swimming pool and at home. Whilst they are rarely deemed newsworthy (and perhaps should remain that way by the looks of that link!), custom towels are a relevant and effective promotional tool that should be considered by any organisation that has a focus on sports, leisure or fitness. Keep reading to learn more about the growing demand for custom towels.
Towels as Merchandise
Due to their low cost and high retail sale value, towels are often used within the hospitality industry as an item of merchandise at gift shops. A popular choice in this regards is a full colour beach towel; with the right creative designer working in conjunction with your branding and retail teams, an attractive towel design will sell like hotcakes, especially to tourists who love to pick up a souvenir on their travels. The added benefit of a towel is that the souvenir is actually useful!
The key benefit of such a product is the high perceived value, especially when the custom towel is of an exceptionally high quality. Consumers are used to paying $20-40 per towel via retail outlets, so when presented with the same product on holiday, the purchase is a simple decision. This perceived sense of high value is fueling the growing demand for custom towels as a promotional product.
Beach Towels for the Summer
While it may feel like a long time from now as we shiver through winter here in the southern hemisphere, it is actually quite warm in the summer. Especially here on the the sunny Gold Coast, where the culture is very much beach, sea and boat driven, beach towels are one of the most popular up-market promotional products used by organisations wishing to target a wide range of demographics; from young to old, poor to rich and everyone in between, there is no common denominator for who may be sitting next to you soaking in the sun, or splashing around the water.
Towels that are “feeling the burn”!
Australia is a country now dominated by the 24 hour fitness centre. Around the corner from our office there are three facilities, one literally on top of the another, and one more across the road. The demand is there though, and it can still be tough to grab time on the rowers due to the sheer number of people. With so many centres in the area, competition is high for clientele, and one way that this is being achieved is through the use of branded promotional products at “trial days” and “open days” where the public are invited to visit the centres for free.
Of course, while they are there, they are bombarded with branded gear; some good, some not so good. As you might expect custom towels are a very popular item used by fitness centres, and for good reason. Of all the promotional products handed out, custom towels are the one product that is actually compulsory at fitness centres. The benefit for the fitness centre is the branding gained from the use of the towel, but also the reduced laundry costs vs the traditional model of supplying clean towels for all patrons, everyday.
In addition, it is likely that the recipient will use the towel at their other fitness related activities such as boot camps, personal training sessions, group training sessions, team sports and more, thereby generating further exposure for the brand on the towel and associating that brand with the fit, active individual in question.
Like a duck to water; Custom Towels at Aquatic Centres
We have all been to a pool at one time or another. Have you ever asked to see the lost property room? Well we can tell you there is nothing but different towels in there! As a result, many Aquatic Centre’s now supply custom towels to their members as part of their membership, or provide them as an item of merchandise that can be purchased. Like fitness centres, there is strong competition amongst aquatic centres for custom, and any opportunity that can be taken to further promote the brand/venue makes sense.
Fore! Towels on your Golf Bag
Who doesn’t love a golf day? We all love those Ambrose days where you get to catch up with other clients and have a laugh when your shot goes in the water. Have you checked your golf bag recently? Most people will vouch for the fact that their golf towel is from a golf day they went to but can’t remember which one because it was plain and not customised. A branded golf towel if a strong product; it never fades and if marketed correctly that golf towel will be exposed at numerous courses as it is permanently on the bag.
I recently saw a golf towel on a golf bag in Thailand that was branded to the Querencia Golf Club in Mexico – the exposure gained from these types of items is exceptional, especially amongst communities and social groups of like minded people. Buy custom towels and watch them travel the globe!
Towels marketed at kids
Pester power is a term coined to explain the power that children have over the purchases that their parents make for them. It is quite literally the influence that children can exert by pestering their parents with regards certain products. Full colour custom towels have become one of these products, especially when branded to popular cartoon characters or Marvel superheroes. In an attempt to replicate this effect, we have worked with clients, especially in hospitality or consumer goods, who have generated their own cartoon style characters that are then associated with their business. In a “captive” market like a resort, the children are exposed to the characters on a daily basis and the branded products available become must-have items. At which point, the pester power strategy commences!
Are towels relevant to your goals?
Here on this blog, we regularly write about the relevance of a product to your goals. Towels are not cheap if you’re looking at using them as a free handout, so your budget needs to take that in to account. But they can be extremely effective as a promotional item is used wisely and with relevant target markets.
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