Why your business should incorporate promotional confectionery in 2022

Photo by **Karolina Grabowska** from **Pexels**

Marketing has changed a lot over the years. Even so, there are still some tried-and-tested approaches that hold good in the modern era. One of them is using promotional merchandise, especially promotional confectionery and no stranger to corporate confectionery is Adele Thomas, owner of Distinctive Confectionery. Here, Adele shares her insight into why your business should incorporate promotional confectionery in your marketing strategy for 2022.

Everybody loves a treat

A lot of the value of promotional confectionery ultimately boils down to this simple fact. It helps that confectionery manufacturers have updated their offerings to suit modern needs and wants. For example, it’s now easy to find confectionery suitable for vegans and allergy sufferers. You can also get fair-trade, organic and sustainably-packed options.

Easy to manage

Another reason why promotional confectionery is so popular is that it’s easy to manage. Even though it’s technically perishable, use-by dates tend to be long enough for this to be a non-issue. Similarly, the fact that confectionery tends to do best in cold storage also tends to be a non-issue. In fact, it can even be useful, especially in winter.

Just as importantly, confectionery is easy to hand out (even with COVID19 restrictions in place) and easy to post. In fact, you can get promotional confectionery in packaging designed to be letterbox-friendly. Confectionery also tends to stand up well to going through the post.

Suitable for most businesses

Even health-orientated businesses can use promotional confectionery. The trick is to use the right confectionery in the right way. In other words, choose a fairly healthy option (such as dark chocolate) and present it, appropriately, as a treat.

Businesses with less of a focus on health will have a huge range of promotional confectionery from which to choose. There really is something to suit all needs, wants and budgets as well as all business types and occasions.

One useful point to remember is that promotional confectionery doesn’t have to be gifted in large quantities. It can be very useful to use it as a conversation starter. For example, you could leave a bowl of branded confectionery at your table if you’re visiting a trade show or exhibition. If you have real-world premises, you can put one there too.

The idea here is to use your promotional confectionery as an ice-breaker/conversation starter. People will come for the confectionery and stop to chat. They may bring their friends over too and/or take away some confectionery for themselves and/or their friends to enjoy later. That all helps to promote your brand.

Very cost-effective

One of the major benefits of promotional confectionery is that you can get high-quality confectionery at budget-friendly prices. This matters because modern customers are unlikely to be impressed by, or even tolerate, low-quality promotional merchandise, particularly if it’s unsustainable.

Even if it is sustainable, realistically, customers are only going to value promotional merchandise if that promotional merchandise adds value to their life in some way. Many of the items which used to be routinely offered as promotional merchandise have now been abandoned due to over-saturation. For example, many people have kitchen cabinets full of promotional mugs.

Businesses are therefore focusing more on promotional merchandise which is designed to be used. Food and drink are the obvious choices here and promotional confectionery is the stand-out option.

Great customizability

Confectionery is available in all kinds of shapes, sizes, colours, textures and flavours. Possibly, more importantly, it’s available in a wide variety of different packaging options. This gives businesses of all sizes huge scope for customization.

For example, if you’re on a tight budget, you might go for recyclable packaging but make sure that it has all the relevant contact details on it. If, however, you have a higher budget, you might go for packaging which is intended to be reused as storage to give your promotion more longevity.