Communication through objects - The Trojan horse

- Categories : Custom-made goodies

Do you know the marketing tactic used by Le Bon Marché, Le Cheval de Troie? Since 1852, the founders of this chain of stores, Marguerite and Aristide Boucicaut, had been offering inflatable balloons to the children of customers visiting their stores. Indeed, it's rare for a child to refuse such a gift. These balloons were cleverly marked with the imposing "Le Bon Marché" logo. On their way home, the children unwittingly helped spread the brand's name by showing off their balloons, thus arousing envy in other children.

In the 21st century, BASIC-FIT has taken up the strategy. When you sign up at the gym, you receive a free sports bag. This initiative not only creates an excellent impression of BASIC-FIT (after all, who doesn't appreciate free gifts?), but also turns customers into brand ambassadors on the way to the gym, while enabling them to promote their own "sporty" status.

The Trojan horse in the story is offering an accessory, an object, a goodie to generate referrals, whether voluntary or involuntary, through these customers.

Choosing a promotional item to promote your brand

Depending on your business sector, there will always be a goodie that represents your brand or even your activity. Just look at Basic-Fit with its sports bag: you just have to find the right object that has a real connection with your image.

3 steps to a Trojan Horse communication strategy:

Choice of object: Brand enhancement is achieved through a meaningful object, integrating practicality into your customers' daily lives.

Theobject's aesthetics must be sufficiently attractive to blend harmoniously into your customers' daily lives. Its quality is also a factor not to be overlooked.