Promotional Products for Generation Y: FWIW, It's Not Easy

Confused by a part of that title? For what it's worth. To most of us, it's a jumble of letters… To a member of Generation Y, FWIW is as clear as ABC.

Just communicating with Generation Y can be confusing enough; trying to reach them with promotional items can be downright mind-numbing. They are a canny and informed generation and have been first-hand witnesses to dynamic social and technological changes. Grasping what appeals to them can be complicated, to say the least. Here are a few rules to keep in mind when creating promotional products for Generation Y.

Rule # 1 - Don't let them see you coming. You would think that this would hold for any marketing campaign, right? Well, Generation Y is savvier than any generation yet. You have to be extra careful with them. They don't want to feel, hear, or see the sell.

Rule #2 - Create a dialogue. The single, defining characteristic of generation Y is interaction. Whether through a social network or just texting on the phone, generation Y must be in contact and in conversation. The best promotional items for generation Y are ones that engage them interactively. Give them a download card for a song that they can access by joining a music club on your site, for example. It has to be about interaction.

Rule #3 - Be Subtle about Branding. If you go the more traditional route with T-shirts, hats or other clothing items, there is one thing that is mandatory - make sure your promotional products for Generation Y look current. In terms of graphic design, current means subtle. No Gen Y-er wants a giant logo smack in the middle of their t-shirt. The design must be subtle. Why not place a smaller version of your logo near the hem of the shirt and off to one side? Indirect is best.

In terms of copy for your brand, current means brief. This is the generation who perfected the art of abbreviation through texting and online communication. Don't get wordy. The shorter and more direct the message is, the more they'll get it.

Rule #4 - Be Ethical. Make sure that your promotional item reflects an ethical approach. Use recycled or organic materials whenever possible. Use sweatshop-free or free-trade production… and make sure it says so on your product. Members of Generation Y think of themselves as political and they want other people to see them as political, too.

Communicating effectively with Generation Y through promotional products can really keep you on your toes. By following these few ground rules, however, you'll have a great base from which to build a productive dialogue with this new generation of consumers.