How to prepare to create or order gadgets that correspond with the business we run, subject matter of the project we wish to promote and a marketing effect we want to achieve? The recent years was a great success for companies producing gadgets, especially thanks to customers with the EU money. Implementers of the projects financed from European funds have been putting down promotional activities in the application requests, and those were focused mainly on the production and distribution of gadgets such as leashes, mugs, pens, bags, briefcases, etc. The task was completed and the money from the EU were spent so it can be written down into the reports that the promotion of the project was carried out.

But what to do to make the gadget actually being useful in achieving the purpose that we established for the ongoing project and not just to feign promotional activities? The answer to this question is to identify the target group of media promotion. It is also important to recognize the potential number of customers, which allows to schedule the proper budget. It is the result of two factors - the peculiarity of the product that has become a gadget (including the price), and the number of potential buyers. In the case of EU projects (spending public funds) it is determined mainly by price which negatively affects the quality, including aesthetic or workmanship quality. Fortunately, the situation is changing. This is particularly evident at the level of government administration in Poland. An example could be gadgets that were ordered for the Polish presidency by the Ministry of Foreign Affairs and gadgets prepared by the designers for the promotion of Operational Programme Human Capital and ordered by the Ministry of Regional Development.



Preparing a proper gadget is a creative process, which requires a co-operation between designer and the purchaser - in this case the person responsible for promotion - but also people who decide about finances and orders proccessing. Employer determines the choice of the designer, design studio and company or specifies the requirements for selecting the most appropriate offer. In turn, the designer that is properly prepared to cooperation should have a background with which creating a series of gadgets will not be a problem and the price of the product will be adequate to its quality.

However, in the case of co-operation with designers we must realize hindrances, such as e.g. a long processing time or a limited number of units possible to produce. We can not expect from the designer to start a mass production of gadgets, but we can expect their uniqueness. The unique nature of the product and skillfully responding to customer demand seems to be crucial for the efficiency of promotion with the use of gadgets. 



Durable, functional, aesthetic gadget seems to be an ideal tool of building the image of project we implement. However, note that the gadget is just one of many tools that should be used in the campaign we conduct and its form must be consistent with creating a promotional message. 



Database of designers and craftsmen ready to prepare gadgets based on their own creativity is in the publication Hand Made by POKL



Text: Maciej Mazerant