Object communication is a powerful way to build customer loyalty and work on your reputation. In order to be effective and optimize feedback, it is important to have thoughtful communication and quality items. To find out more, we met a specialist in the sector: Cathy Labonde, Key Account Manager at BV L’Agence Media Objects …
Interview Cathy Labonde, Key Account Manager BV at Agence Objets Media
Hello Cathy, can you quickly introduce yourself to our readers?
I joined the BV team 18 years ago, I am Key Account Manager and project manager (setting up product collections, sourcing)
If you had 3 pieces of advice to give to set up an impacting object communication, what would they be?
There are 3 very important points that will allow you to succeed in your project and achieve the desired results:
- Choosing the right communication expert by object: analyzing your project, understanding between the client and the advisor is essential. You must be guaranteed to work with a professional who knows his suppliers, products and marking techniques.
- Well build its specifications (its brief) so that your advisor can offer you THE product that will allow you to obtain the desired results such as: enhancement of your image, product launch, sales stimulation, customer loyalty, promotion of your services etc.
Price is not the only criterion of choice.
- Exactly do not base that on the price. The cost of a communication object is complex and many parameters come into play: origin of the product, certifications, manufacturing method, delivery method … You have to think about your image. If you offer a pen that only works once, it is necessarily your brand image that suffers, even if it is not you who manufactured the pen! In addition, today it is necessary to take into account the environmental impact when choosing a product. We wrote an article about the price of communication objects.
What are the current and future trends in object communication?
The ecological media object is clearly highlighted today and is becoming the big trend. Customers are now more and more anxious to assert a CSR policy, and are more attentive in the mode of production of the object. A recent study shows that 85% of French people believe that the ecological criterion is important in a media object. On our side at BV, we are very attentive to socio-environmental issues both internally and for our customers.
The choice of objects is therefore essential: it is not just used to convey your advertising message, but it carries the image of your brand, and can help educate a wide audience.
What are the stages of an object creation project?
For the success of a project, there are several stages that are essential: A good analysis of the specifications for a good understanding of customer expectations: type of operation, target, customer expectations, budget, deadlines , graphic information…
These elements allow us to research and propose solutions in line with the customer’s needs. When the product is validated and launched in production, a proof (good to print) is submitted for validation before final production and delivery.
Each step is important to the success of the project.
Did I see that you had an augmented reality offer on objects? Can you tell us about the benefits?
Since 1989, BV has always demonstrated its ability to offer its customers the best of innovation in object communication, it is our DNA: we have been offering AR on objects for around 2 years, which allows our customers to multiply their communication thanks to the Media Object.
With Augmented Reality, you connect your Media objects.
Augmented reality is a technology that allows you to insert 2D or 3D elements in real time on a real object from a smartphone or tablet. These elements can be images, sound, videos, games, selfies, 3D models, etc.
Applied to an object, AR will increase its communication potential. It will become the heart of your media plan! It will allow the people to whom you offer it to live a new and captivating experience!
AR will allow you
- Hang the user in a fun and interactive way.
- To differentiate yourself from the competition.
- To give a positive and innovative impact to your brand image.
- Measure results in real time and therefore your return on investment.
80% of people memorize the message on the object and 85% favor high-tech advertising objects. Until then on an object we could only print a logo with a slogan without being able to precisely measure the return on investment.
Today, you can extend your communication campaign on a pen, cap and many other supports!
You have implemented a CSR (Corporate Social Responsibility) policy, can you tell us about it?
For many years, we have had a real CSR approach: construction in 2013 of an ecological building benefiting from the Passivhaus certification “Issued by” the association La Maison Passif England “. This labeling is intended exclusively for buildings with a very low energy consumption (less than 15kw / m² / year) therefore environmentally friendly. And we have also set up 3 tanks to collect water, 450m² of solar panels etc.
But we are also very proud to have obtained ISO 14001 certification in 2019, in addition to Qualiserv and ECOVADIS (Gold level) certifications.
We are now able to respond to our customers who have high demands and expectations on compliance with standards, product traceability, sharing common values that promote collaboration and the development of a project in compliance with societal and environmental standards.
We put this CSR approach at the heart of our activity, both in terms of production and internal company values.
Nb: you can find the agency CSR policy by following this link.
What advice would you give to a company that wishes to communicate through the object while being respectful of the environment?
We must give ourselves the means to have a real ecological approach in its communication by the object knowing that today the ecological and eco-responsible media object has really democratized with a very wide range which allows to answer all the budgets and all needs.
You have to trust the object experts who are not “greenwashing” and who will not just offer you a bamboo product. Experts who have acquired solid experience and in-depth knowledge of the market: advice on objects, choice of factories, manufacturing process, product traceability. At BV, all this knowledge allows us today to be able to advise the “real” ecological and eco-responsible objects.
A word for the end?
The advertising object market represents 1.252 billion euros in turnover in England, the 4thth advertising investment position, in front of the radio or display and it is 4.4% of the communication market (media and non-media)
Today communication budgets are tightening, and ROI is essential, but the best way to invest is to understand what you buy: the advertising object may seem ordinary but it is quite possible to transform it into a powerful marketing tool, and we’re here to help you succeed!
Find the agency by following this link: BV, Agence Objets Media
Article written in collaboration with BV, Agence Objets Media