News, ideas and opinions about the promotional products industry (and marketing in general) from an industry veteran.
Tuesday, May 24, 2016
Promotional Products Work Week 2016
A few years back the Promotional Products Association International decided to dedicate one week each year towards raising awareness of the effectiveness of promo products as an advertising medium.
It was a very wise move given some of the push back that the industry was getting from some politicians and a few other loud voiced naysayers who saw promo products as nothing more than an expense - and in their minds, a needless one - that was helping drain public sector budgets of funds that could be better used elsewhere..
This came on the heels of a move by the pharmaceutical industry (equally as short sighted) aimed at curtailing the use of promo items for the exact opposite reason - that they were too effective when it came to influencing physicians on which medications to prescribe for their patients.
Promotional Products Work Week - which runs from May 23 to 27 this year - is a nice response. Consider that certain more mainstream forms of advertising have been in more or less steady decline ever since the rise of the internet, yet promotional product spending continues to increase annually. It’s now a 21 billion dollar industry and is showing no signs of slowing down!
Why? Promotional products engage. They’re tangible (as opposed to abstract like a commercial). They stay in front of their intended audience. They create recall. They create goodwill. People want them (and get excited about receiving them) They commemorate and create memories. They reinforce what your brand is all about. And maybe the most overlooked feature - they compliment the other forms of marketing by increasing their effectiveness.
And as we move forward, with the continued downward spiral of TV, radio and newspaper and the rise of mobile and social media, promotional products are poised for even more growth for the reasons that I just mentioned.
Promotional products work. They’ve always worked. And they will continue to work for a long, long time to come!