Personal is what really works

Personalisation in marketing: when it comes to promotional items, choosing the right ones is key

According to a representative Marketagent study, 72 per cent of respondents perceive marketing as overwhelming [1]. At the same time, artificial intelligence is opening up new opportunities for companies to tailor messages to individual target groups. In this context, personalisation is becoming increasingly important. However, when it comes to tactile promotional items, the Association of Austrian Promotional Products Distributors (VÖW) believes that personalisation goes far beyond simply including a name or a personalised design. As stated in a press release from the VÖW, “it is crucial that the gift actually meets the needs of the intended recipient”. According to the study, even personalised advertising does not automatically meet with approval: 23 per cent of respondents view it positively, 43 per cent neutrally and 34 per cent negatively. A personalised approach alone therefore does not guarantee a positive effect. Above all, it must be relevant and offer recognisable added value.

Personalised is what really suits

“A name engraving can be a nice touch. However, a promotional item only becomes personalised when it suits the life or work situation of the person receiving it,” says VÖW President Klaus Pohn. “Simply printing a name on something merely personalises the surface. Good personalisation begins with the choice of product.” This does not mean that every promotional item has to be produced entirely as a bespoke item. Simply offering a choice between different products, colours, sizes or materials makes it possible to take different preferences and usage scenarios into account. Modular gift sets or variants tailored to specific target groups could also help ensure that a promotional item is perceived as personal and well thought-out. The more precisely a gift meets an actual need, the more likely recipients are to feel understood by a company or brand. At the same time, the likelihood that the item will be used willingly and regularly increases.

AI supports, people decide

AI-supported applications can help companies analyse voluntarily provided preferences or feedback and derive suitable product and design variants from them. However, deciding which selection makes sense and what level of personalisation suits the respective relationship remains a human decision. “Good personalisation doesn’t say: ‘We know as much as possible about you.’ It says: ‘We’ve been listening’,” summarises Pohn. “AI can recognise patterns and facilitate planning. Whether a gift is truly useful, appropriate and appreciative must still be judged by people who know their target audience and the communication objective. ”

[1] Source: Marketagent: “Between Appeal and Reality – How Austria Really Views Marketing”, December 2025 (https://b2b.marketagent.com/media/q0tplctf/pressecharts_wie-oesterreich-marketing-sieht_dezember-2025.pdf)

About the VÖW

The VÖW represents the interests of promotional product importers and manufacturers in Austria. The Association of Austrian Promotional Product Distributors was founded in 1991 with the aim of promoting the importance of promotional products within the communications mix in the long term. The VÖW’s remit includes, amongst other things, targeted public relations work to enhance the image of the sector and the association in the long term, improving the legal and political framework, playing a constructive role in shaping new legislation at both European and national levels, and coordinating suppliers across Europe. Furthermore, the VÖW acts as a service centre and point of contact for all sector-related matters. The association currently has 18 retailers and 33 supplier partners as members.
Further information is available at: http://werbemittelhaendler.at/