Guess Who’s Coming To Dinner
Whereas fad and novelty items often are discarded or forgotten in a short period of time, kitchenware maintains exposure. As noted by Lipic, “[Kitchen products] are different from other gimmick items … [they aren’t] given away and
forever lost in a
desk drawer.”
Another factor making kitchenware a long-term means of promotion is its ability to amass over the course of several months or years. “One of the neat things about our line,” explained Kielman, “is the opportunity for continuity. … One year you can give a paring knife, and the next year you can follow it up with a steak knife. Each new gift reinforces the last one and adds to the collection.” Furthermore, this strategy of continuity can be implemented with both individual kitchen items and packaged gift sets. In both cases, the result is a promotion that leaves a lasting impression.