There’s a trend in the marketplace of brands targeting their young adult customers with innovative, collectible promotions, such as collectible figures, cups, stickers and plush.
We wanted to find out what consumers really think of these collectible promotions, so we conducted a survey of 400 Gen Z and Millennial men and women in the US. Here’s what they had to say:
When brands offer collectibles, what do you think?
81%
love it or like it
An overwhelming majority (81%) of respondents said they “love” or “like” it when brands offer collectible items as promotions. Why? Because collectibles make the brand experience more exciting and joyful. As one respondent put it:
“Collectibles create a sense of excitement and nostalgia. They add an element of fun to everyday experiences and give me something to look forward to [from] the brand.”
But it’s not just about fun and games. Collectibles also forge a deeper connection between customers and the brands they love by offering tangible mementos. In the words of another respondent, “It’s a part of the brand that you can keep with you forever!” By offering collectibles, brands can show off their creativity and personality in new and innovative ways.
The survey also found that the most motivating types of collectible promotions are:
Free gifts with purchase
Items that are “just too cute” to pass up
When the proceeds go to support charity
Collectibles based on popular licenses, characters or celebrities
Limited time offers that create a sense of urgency
Yearly/seasonal promotions that become a tradition to look forward to
The impact on brand perception is clear. 71% agreed that collectibles make them happy and 62% said they make them like the brand more. Collectibles also have the power to drive traffic: 76% agree that a collectible promotion “gets my attention” and a whopping 63% felt collectibles would entice them to visit or purchase from the brand.
When brands offer collectibles…
So if you’re looking to create a stronger bond with your customers, especially Millennials and Gen Z, consider incorporating contemporary collectibles into your marketing strategy. Not only will you add some excitement and joy to your brand, but you’ll also make your most loyal fans feel truly connected to you. C3 can help!
ABOUT C3 C3 is a Kansas City-based marketing and design agency that brings brands to life for families with children through experiences and entertainment. C3 uses insights, strategy and expertise to produce award-winning programs and custom products to help major restaurant, hospitality and service industry partners connect with families wherever they are—in person, at home or in the community at large.
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