Printed lanyards, or promotional lanyards, are often used as giveaways or advertising gifts. The function they perform, in terms of what they hold and why they are given out, may differ from promotion to promotion. The substance of the lanyard itself may also differ from item to item – and can have an effect on the overall feel of the promotion.
Some lanyards are made from recycled materials; others are made from silk or bamboo. Some may be made from dehydrated milk powder. Others could be constructed from neoprene.
The feel of the material used in printed lanyards can have significance for promotions where the giveaway is targeted at an audience expecting, or used to, high end items and service. So maps and plans (for instance) given away at a high end trade show – perhaps a show for yacht building – must be strung from promotional lanyards that look and feel the part.
Actually, a yacht show is a good example of a case where more than one kind of material for printed lanyards would potentially be indicated. Neoprene, for instance, could be ideal. Neoprene floats and is used in many water sports applications – so for a company sponsoring a yacht show, using neoprene promotional lanyards could be a very good idea.
A different environment requires different considerations. Were there any organisation to use anything other than recycled printed lanyards, their motives and motivations could conceivably be called into question.
Clearly there are occasions where the purchasing or promoting company doesn’t realise that it has ordered promotional lanyards made from one material (which may be unsuitable) and has failed to order lanyards made from something else (which may be much more suitable). However, the foregoing is an illustration of the potential ways in which the actual material of the lanyard can reinforce or undermine the thrust of the promotion as a whole.
Because of course printed lanyards are not the be all and end all of any promotion. They are liable to be a part of a wider sponsorship deal, in which the branding company has paid to have its logo associated with an event or a festival in a number of ways. As such, the lanyard becomes a longer term reminder, to attendees (who are members of a defined target audience), that the company in question helped “bring” the festival, trade show or event to life.
The ultimate purpose of most promotional items is precisely this. The idea behind giving items away to target audience members is that the branding behind a company, its logo and its messages, become entwined in the mind of the subject with the emotion, event or product the advertisers are aiming at.
By sponsoring a festival, a company that produces anything with a rational link between event and item can make its public feel as though it has been in some way responsible for the fun they had. This is common, for example, to all summer festivals. They’re all “owned” by a brand – whose logo is almost certainly on the lanyards used to hold stage schedules and maps.