24 January, 2024
Weathering the Storm: Success Stories of Promotional Golf Umbrellas
In a world dominated by digital advertising, it's easy to overlook the potential of physical promotional items. However, when done right, tangible goods like promotional golf umbrellas can be highly effective for increasing brand awareness and driving sales. Here we explore five different case studies from Australian and overseas companies that have successfully utilised them to achieve their marketing objectives.
Australian Companies
- Case Study: Qantas Airlines
The Strategy
As Australia's flagship carrier, Qantas aimed to increase its brand awareness among international travellers. The company gave away branded golf umbrellas at key international airports and popular tourist destinations.
The Outcome
The initiative proved successful, particularly among tourists who were unprepared for sudden weather changes. Moreover, as travellers used them at various international destinations, Qantas gained brand exposure in markets far beyond Australia, effectively turning these umbrella-wielders into walking billboards for the airline.
- Case Study: Boost Juice Bars
The Strategy
Boost Juice, an Australian chain of juice bars, decided to use them during the summer festival season. They were branded and specially designed to include a holder for smoothies.
The Outcome
They were an instant hit at festivals, where attendees were grateful for the shade and the convenient smoothie holder. Photos of festival-goers with Boost Juice umbrellas were widely shared on social media, offering free advertising and increased brand awareness for the company. The added functionality of the smoothie holder made them a sought-after commodity, setting Boost Juice apart from other vendors.
- Case Study: Commonwealth Bank of Australia
The Strategy
Commonwealth Bank used them during their sponsored events like community fairs and outdoor financial seminars. They offered these them as giveaways for attendees who opened new accounts or subscribed to their newsletters.
The Outcome
They served a functional purpose at the outdoor events and provided ongoing brand exposure as attendees continued using them daily. The effort significantly increased new account openings during the events and led to more newsletter subscriptions, meeting immediate and long-term marketing goals.
- Case Study: Bunnings Warehouse
The Strategy
The Australian household hardware chain Bunnings Warehouse included them in its rewards program. Customers could redeem points they earned from purchases of Bunnings-branded umbrellas.
The Outcome
The strategy proved to be a hit, especially for the weekend DIYers who found themselves at Bunnings almost every weekend. The brand enjoyed increased visibility as these popped up in various parts of Australia. This also encouraged repeat business as customers were more inclined to return and earn more points.
- Case Study: Telstra
The Strategy
Telstra, Australia’s largest telecommunications company, used them as part of their corporate gifts. These umbrellas featured not just the Telstra logo but also a QR code, which, when scanned, led to a landing page with special offers on their services.
The Outcome
Telstra was able to track the success of this campaign through the analytics on their landing page. They found a significant spike in traffic and a subsequent uptick in new subscriptions, proving that they were stylish and effective.
Overseas Companies
- Case Study: A High-End Fashion Retailer - Burberry
The Strategy
Burberry, the British luxury fashion house, launched a campaign offering them as a complimentary item with purchases over a certain amount. They were not just any umbrellas; they bore the iconic Burberry check pattern.
The Outcome
They became an instant fashion statement, elevating the brand's status and driving customer loyalty. With people proudly carrying them during rainstorms, Burberry received free advertising and a boost in sales. Moreover, the exclusivity of receiving one with a high-ticket purchase encouraged customers to spend more to meet the threshold.
- Case Study: A Local Café Chain - Pret A Manger
The Strategy
Pret A Manger distributed them at high-traffic tube stations in London during the rainy season. The umbrellas featured Pret's logo and a catchy slogan related to enjoying a hot beverage on a rainy day.
The Outcome
By capitalising on London's infamous weather, Pret provided a solution to a common problem and found an ingenious way to direct footfall to their cafés. People carrying them effectively became walking billboards, increasing Pret's local brand visibility.
- Case Study: An Insurance Company - Aviva
The Strategy
Aviva distributed them during a sports event they sponsored. Given that the British weather is notoriously unpredictable, this was a smart move to ensure brand visibility regardless of the conditions.
The Outcome
They were a big hit, offering practical utility and encouraging positive sentiment towards the brand. Photos of spectators holding Aviva umbrellas filled social media, resulting in significant online engagement and boosting the company's reach beyond just those in attendance.
- Case Study: A Tech Startup - Deliveroo
The Strategy
Deliveroo, the food delivery service, gave them away to their top customers as a token of appreciation. They featured a city map, with highlighted routes leading to popular restaurants partnered with Deliveroo.
The Outcome
This creative approach served multiple purposes. First, it acknowledged loyal customers, encouraging brand loyalty. Second, the unique design created a talking point, increasing word-of-mouth advertising for Deliveroo. They became a sought-after item, resulting in more people aiming to become top customers.
- Case Study: A Bookstore Chain - Waterstones
The Strategy
Waterstones distributed them that had famous literary quotes printed on each panel. These were sold in stores, with partial proceeds going to a literacy charity.
The Outcome
Not only did Waterstones generate revenue from them, but they also showcased their brand's alignment with literature and social causes. They appealed to the bookstore's target market, building brand affinity and increasing customer loyalty.
Conclusion
Promotional umbrellas have proven to be a versatile and effective tool in these companies' marketing strategies. From high-end retailers to local cafés, the success stories show how thoughtfully designed and strategically distributed umbrellas can achieve a wide array of marketing objectives. So the next time you're looking for a tangible way to boost your brand, consider the humble umbrella—sometimes the best way to weather the storm is to help others do the same.
The Umbrellas Only Team