L’histoire de l’objet publicitaire aussi appelé, le Goodies.

Once upon a time, there was a man named Josiah Brown….

We have to go back a long, long way to discover the beginnings of promotional items! Have you stepped back in time with us? The story begins in the 18th century, in Great Britain, with Josiah Brown, a cigar maker with a revolutionary idea...

But what is this idea?!

He imagined a way to personalize his cigars by adding an embossed inscription on the bands:
"Mr. X wishes you a very happy new year."
This action made him the founding father of promotional items!

Now, let's jump forward a little, say a century.
We arrive in the 19th century, at the height of the industrial revolution. It was during this period that promotional items experienced their true boom. 
The establishment of standardized production then made it possible to mass-personalize items destined to become new communication media.

(Source: France-Amérique )

Is this concept still unclear to you?
We'll give you a very telling example, so that you can fully immerse yourself in our story:

In 1886, France presented the United States with the Statue of Liberty. That's how we French are, we love giving gifts! The French company Gaget-Gauthier, commissioned to carry out Bartholdi's project, came up with the idea of producing a miniature figurine to promote the statue in the United States while repaying its financing.

How many mini statues do you think it takes to pay for one Statue of Liberty? 

The name of the Gaget company engraved on the base was adopted by the Americans to designate this type of object, but pronounced it in the American way "gadget".
A notable example that would give rise to the word "gadget"!

(Source: Vermot and Associates )

Another leap in time to have another example of the ancestor of our current promotional item:
Let's find ourselves during the Second World War, where advertising metal boxes appeared for preserving food and beverages.
Displayed in every kitchen, yes, yes, look carefully! Banania, Lustucru, Poulain, bouillon Kub, ... became true ambassadors for brands and the craze even made them a collectible item.

One last example, because we love this one! 
Do you remember the pin? Everyone remembers this unprecedented phenomenon of the 90s, the era of Pin Mania . It was one of the first promotional items to be mass-produced and today some have impressive collections.



The evolution of the communication object
"Until today, advertising media through objects are multiplying and offering more and more possibilities for personalization thanks to the improvement and precision of different marking techniques  as well as the advent of digital printing."

Aujourd’hui le mot générique pour parler cadeau d’entreprise, objet publicitaire, objet personnalisé, objet personnalisable, cadeau d’affaires, Goodies, Goody est le mot Goodies.

Tel que le définit la 2FPCO (Fédération Française des Professionnels de la Communication par l'Objet), le terme goodies devrait laisser place au terme objet média. Cependant, l’objet média regroupe aussi bien les métiers du marketing opérationnel, que ceux des achats. Les interlocuteurs sont nombreux et il est difficile de parler le même langage. Imposer le terme « d’objet média » pour parler du Goodies, ce n'est pas encore pour demain, mais on y travaille !

Toutes les belles histoires ont toujours une part plus sombre... Avec l’apparition de l’objet publicitaire de masse, malheureusement et par conséquent la qualité des produits a baissé de manière significative et les productions de goodies se sont délocalisées dans les pays à bas coût de main d’œuvre.

(Source : 2FPCO)

Une nouvelle ère pour le cadeau publicitaire
Depuis le début des années 2000, le marché du goodies s’oriente vers les produits innovants et de qualité. Et il était temps, car ce dernier souffre d’une mauvaise image : cheap, inutile, voyant, vulgaire, mal fait, « Chinoiserie ». Bref, il n’est pas du tout au top de sa forme. On le boude. =( 
Le secteur de l’objet publicitaire sait se remettre en question !
Après plusieurs années de goodies en masse souvent de mauvaise qualité, voire de mauvais goût (si vous saviez !), l’objet publicitaire des années 2000 et surtout de nos jours veut redorer son image avant de redorer celle d’une marque ou d’une entreprise : il se veut alors plus responsable, plus utile, plus innovant et surtout plus DURABLE ! 

Chez PantaCom, nous croyons en lui, il a de l’avenir et reste un excellent moyen de véhiculer un message ou d’améliorer votre notoriété.

(Source : 2FPCO)

Quel objet média en 2020, chez PantaCom ? 

The big trend is CSR Goodies .
Not only is it a useful object, but not only that!… It is an advertising object on which we come to affix your communication. A new major challenge!
The promotional Goodies must bring a real benefit to its user and to the planet in terms of design, use and image.

The numerous studies devoted to the effects of the different advertising media affirm that communication through the object on CSR Goodies , is the advertising most appreciated by consumers, if it respects the challenges of our societies .

At PantaCom, we believe that it is important for us and for our partners to offer products in accordance with our values .

Today, we are proud of our offer, to be able to offer a catalog with 80% of products responding to a responsible approach with:

• a composition of products which limits their ecological impact (natural fiber, bio-plastic, etc.)
• a majority of products from Europe  with a large share from France .
• products with responsible use (reusable, sustainable, etc.).

Why does promotional items still have a place in communication strategies? 
A promotional item is the only one with a real function. If it's truly useful, it allows you to stay in your customer's mind for the long term and remind them of your brand. It's also the only form of advertising for which you'll be thanked.

Finally, thanks to a promotional item, a brand can convey its values through product design. This is where quality comes into play. An ethical and eco-responsible product conveys strong values and increases a brand's equity. Moreover, the durability—in the sense of longevity—of promotional items ensures the brand's long-term presence.

Still not convinced by promotional items?
If you'd like, we'd be happy to discuss the topic over the phone or in person.

But, remember that:

(Source: 2FPCO )