Tag Archives: Promotional Products Work

Promotional Products Do Work – A Modern Approach to Practical, Useful, Thoughtful “Conference Swag”

As a trusted leader in the promotional products industry, it is our responsibility to advocate for our members and to deliver to others the essential knowledge they need to understand the inner workings of our medium. I have been reminded today after reading the Fast Company piece that there still remains an excess of misconceptions and doubts about our industry—ones I would like to take this opportunity to address. I will be responding to Fast Company on behalf of the Association, our members and this amazing industry.

The influence of promotional products cannot be underestimated, with more than 65 percent of advertisers citing promotional products as highly effective in reaching consumers and contributing to brand recall, and 88 percent of marketers recommending promotional products. Unlike the article suggests, promotional products are not toss away items—in fact, more than 80 percent of promotional products are used for more than a year. Eighty-three percent of consumers have a more favorable impression of the advertiser, and that increases to 88 percent for Millennials. Additionally, eight out of 10 consumers pass along promotional products versus carelessly throwing them in the trash. These are only a handful of the statistics we have proving promotional products are a strategic and influential medium that resonate with our audiences. Promotional products are welcome in places and spaces no other advertising medium can touch and deliver pass-along rates that are the envy of the advertising industry.

Our industry has evolved and grown over time, and consumer preferences and behaviors have also changed. We have pioneered many studies as an industry, and at PPAI, to ensure we keep up with our end-users and to understand the role promotional products can play within their current lifestyles. Most modern promotional products are designed to be useful, practical and enjoyable—their shelf life is far more extensive than meets the eye. For example, the “flimsy totes” we receive at conferences have become more and more useful with the adoption of plastic bag bans that are rolling out in states across the U.S. Many consumers have made them an essential part of their everyday lives. Our industry has also connected to consumers’ tech-savvy side by integrating technologies such as AR and Near Field Communication, which will only continue to advance in the future.

We also want to address one of the reporter’s main points: the environmental footprint of promotional products. As the leading voice for the promotional products industry, PPAI is committed to making a positive impact on the global environmental crisis. We have identified environmental responsibility as a core pillar, with mandatory product responsibility education and the ongoing development and sharing of best practices with our members and industry partners so they can recognize and address the impacts of their operations and supply chain on the environment. This is not restricted to emissions reduction or lowering the impact of manufacturing, but also encompasses a larger set of affirmative protocols that promote human rights, and worker health and safety. With the right resources and tools, promotional products organizations have been adopting policies to offer more environmentally-conscious assurances for their customers and employees. From green and compostable products to sustainable textiles, the promotional products industry has taken a proactive stance (including a “green” pavilion at our annual exposition) in bringing to market products that make the consumers’ experience more enjoyable and better for the environment.

As we always say, promotional products are truly the only advertising medium that reaches all five senses, plus a sixth—the sense of ownership for consumers. We do not want to deprive the majority of consumers (83 percent) who enjoy and are inspired to take action upon receiving a promotional product. Rather, we want to grow and evolve along with them so both brands and their audiences can continue to see this as a positive advertising medium in all aspects of their lives.

PPAI Presents ‘THIS IS MARKETING’ With Seth Godin At Advertising Week

Advertising Week New York

Oct. 1-4 | AMC Loews Lincoln Square

I am pleased to announce that PPAI is once again joining together with author, entrepreneur and marketer, Seth Godin to host a master class seminar at Advertising Week in New York.

In the master class interaction, Godin will open attendees’ eyes to how the industry has profoundly changed as brands now have the opportunity to market with people, rather than at them. An exploration into a variety of topics, the seminar will cover subjects from the building blocks of effective marketing to creating work that matters for people who care. Following Godin’s detailed discussion, I will join the author for a deeper dive into the shifting environment of the marketing industry.

I hope you are able to join me for this master class and Q&A with Seth about his new book, This Is Marketing: You Can’t Be Seen Until You Learn to See.

Reserve complimentary tickets here. Tickets are reserved on a first-come, first-served basis.

PPAI is proud to celebrate the launch of Godin’s new book and is excited to present the author’s newest insights that will continue to motivate and inspire the industry.

WHEN: Tuesday, October 2 at 10:30 AM EDT; Not going to be in New York? View the live stream here.

WHERE: AMC Loews Lincoln Square, Realtor.com Stage, 1998 Broadway, New York

There’s more.

  • This Is Marketing by author Seth GodinThe first 100 attendees at the session will receive a copy of Godin’s new work, “This Is Marketing”, scheduled for release in November.
  • In addition, PPAI is presenting all attendees with a one-of-a-kind Castelli journal and Riteline pen featuring a bound galley previewing the first chapter.
  • A book signing with Godin will immediately follow the seminar.
  • SPECIAL OFFER FOR PPAI MEMBERS: ‎AttendAdvertising Week, October 1-4 | PPAI Members receive a 20% discount on a ‎Delegate or Super Delegate pass using Promo Code ‎PPAI20OFF.‎

Advertising Week is a long-standing partner in PPAI’s mission to reach buyers in an influential and highly targeted way.  This week-long gathering of the advertising industry’s best and brightest brand marketers, creative visionaries and media leaders and influencers is an ideal setting for us to initiate thoughtful conversations, inform meaningful decisions and inspire consideration and buying of promotional products advertising. This is just one more positive and powerful way the Association engages in buyer outreach to drive the industry’s business forward and position it with strength now and in the future.

We are pleased to partner with Advertising Week to bring this master class experience with Seth Godin to you.

I hope to see you there,

Paul

P.S. A word from Seth

Are you In Touch?

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DOWNLOAD | Get In Touch! Toolkit

We are nearly three months into the launch of Get In Touch!, the first-of-its-kind industry branding campaign, and I am pleased with the positive response from so many industry professionals supporting the initiative and equally appreciative of the worthwhile feedback and suggestions from those who would manage the program differently.

To grow your business and raise awareness download the Get In Touch! toolkit today. The toolkit includes collateral and materials to which you can add your logo and website such as digital ads, social media graphics, infographics, print ads, research videos and more. For questions or assistance with Get In Touch! campaign contact Kim R. Todora at KimT@ppai.org.

This multimillion-dollar long-term strategy extends over the next five years, and I look forward to updating you on the campaign’s progress and highlights. In the meantime, I welcome your thoughts and ideas along the way.

That said, I thought it worthwhile to share a very thoughtful blog post written by Robert Fiveash, PromoKitchen Chef and current board president.

Enjoy!

Paul

~~~~~~~~

Should you get on board with PPAI’s Get In Touch! Campaign?

Originally published September 19, 2016 via PromoKitchen

You’re a physician. You went to med school. You are trained well to take care of your patients and sworn to uphold the ethical standards of the Hippocratic Oath. Your compensation is determined by your production, peer reviews, and patient feedback. Despite your busy schedule, you’ve found the time to teach and perform research at the local university. Years ago, you and some of the brightest young minds in medicine developed a novel new treatment for childhood asthma. It’s as effective as any prescription treatment on the market, doesn’t use steroids, and costs about half as much as the market leader for an annual regimen.

But the competing products and procedures are entrenched – their powerful lobbying efforts have kept your product, SWaG (Stop Wheezing and Gasping), off the shelves and out of the hands of other physicians. SWaG isn’t even listed as an approved treatment available to physicians, depriving millions of children of an effective, low-cost treatment for asthma.

The analogy to our industry might be a stretch, but when Marketing Managers report ad spend, promotional advertising is not listed as a separate medium, alongside its entrenched brethren: TV, radio, Internet, newspapers, magazines, and a handful of others. We’re a $20.8 billion ad segment, and “cinema” gets the nod ahead of our medium.

Cinema!

How do we get included in the marketing mix, so that we’re invited to the crucial budget meetings and strategy sessions, just like our more entrenched brethren?

Since PPAI hired the Saxum nearly a year ago to help promote the industry to a wide range of advertisers (corporate departments, HR departments, ad agencies, etc.), those of us waiting to see how the effort would play out now have a few answers. In conjunction with Advertising Week New York, the industry branding initiative will officially launch September 26th.

The primary messaging for the Get In Touch! Campaign speaks to the power and value of promotional products. Exposure in national publications such as AdAge will attempt to show advertising buyers the ROI of promotional products vis-à-vis the other media competing for those dollars, such as TV, digital, radio, etc., and gain a larger share of advertising spend. Importantly, the elements of this campaign will be available to distributors to support the campaign in their local markets.

A secondary message, important but not to be overstated, is promoting and encouraging the use of promotional product consultants.

So, how does the PromoKitchen community, and beyond, Get In Touch?

  1. Engage with the information PPAI is sharing to help us (individually and collectively) promote the industry.
  2. Emphasize to clients and prospects that promotional products are a high-ROI medium.
  3. Embrace the critical role we (you!) play in helping make the initiative a success.
  4. Envision the new you: the promotional consultant capable of making any campaign come alive.

Nuts and Bolts

  • 16-week roll-out designed to create momentum and continue the conversation
  • Every other week (or so) new branding elements will be presented to PPAI members
  • Members will receive digital “toolkits” with Power Tips that describe how to use and when to use the elements of the campaign
  • The toolkits will include print (“click to act”) and social (“click to act”) graphics – professional, high-quality artwork, advertisements, icons, and (eventually) multi-media video that can be used for individual campaigns to a distributor’s clients and prospects
  • Social elements (including graphical statistics and talking points) will be pre-sized for Facebook, twitter, LinkedIn, Google+, and Instagram

Several evergreen webinars will be available to train those interested in the campaign on how best to utilize the tools

This five-year, fully-funded (a huge difference from past awareness campaigns), multi-million dollar initiative is an unprecedented investment in the industry’s future.

Thank you, PPAI, for recognizing the need to promote the industry’s ROI as an advertising medium, and our collective ability to touch the end-user recipient in a way that’s clearly different. Promotional products are a slam dunk (when well-executed), as other media simply do not have the staying power and ability to create an emotional connection through physical touch. It truly is “Advertising that lives on”. Consumers are bombarded literally every few seconds with ephemeral media messages and digital distractions, and there has never been a better time to espouse the benefits of promotional products. Seize your opportunity now!

Read Robert’s full article here.

#GetInTouch! Campaign News | U.S. Calls In Promo Industry To Raise Its Profile | Guest Post

I am pleased to share with you this Product Media article excerpt reprinted courtesy of the British Promotional Merchandise Association covering PPAI’s new industry branding campaign, Get In Touch!

We are excited to see the Get In Touch! campaign getting international attention. Designed for the entire promotional products industry, we hope to see Get In Touch! take hold around the world and become a global movement.

Paul

~~~

I am delighted that my good friend Paul Bellantone, and PPAI Chair of the Board, Tom Goos are speaking at the bpma Education Day at Silverstone, UK in September.  I think it’s really important that the promotional products industry works together around the globe to support each other, whether on end buyer campaigns like the #GetInTouch! campaign, product safety, research, education or best practices.

Gordon Glenister, bpma Director General

GIT - BPMA article image

Much like the work of the British Promotional Merchandise Association (bpma), the Promotional Products Association International’s (PPAI) core mission is to grow and protect the promotional products industry and enhance the professionalism and success of its members. To this end, PPAI has developed and delivered initiatives like Product Safety Aware, MAS+, MAS and CAS professional development industry certifications, as well as Promotional Products Work! Week which I know has also become a successful initiative for bpma members in the UK.

For its latest programme to drive growth and success, PPAI will officially launch the industry branding initiative, the #GetInTouch campaign, this month in conjunction with Advertising Week in New York City.

The #GetInTouch campaign was introduced by PPAI chair of the board, Tom Goos, MAS, and me at The PPAI Expo 2016. It is a five-year, multi-million dollar, industry-wide initiative targeting advertising buyers. It is designed to increase awareness and enhance the perception of the promotional products industry as well as communicate the benefits of working with promotional consultants. The overall goal of the campaign is to direct a larger share of advertising dollars to our industry.

Celebrate success

#GetInTouch, a joint initiative between PPAI and the membership, is important to the promotional products industry because, for too long, it has been an afterthought for many advertisers. It is seen as a medium of fun and useful ‘stuff’ that is not always recognised for its proven value and strengths. The industry knows, understands and communicates the power of promotional products, but it’s high time the rest of the world recognised the advertising power of promotional products and their place in successful advertising campaigns. Our research tells us that as other advertising media struggle to achieve year over-year growth and remain relevant, promotional products are perfectly positioned to grow – and have grown – in an increasingly digital world.

To help us achieve success with this initiative, we’ve partnered with a public relations and branding firm to deliver a creative and impactful campaign that breaks through the advertising clutter to reach and influence advertising buyers, from Fortune 500 companies to smaller local advertisers.

Tom Goos put it best when he said: “For years PPAI has worked on advocating for the industry, but never with a multi-year strategic campaign at this level. Industry promotion has always been bootstrapped with little budget or limited resources. With the launch of the #GetInTouch campaign, the board is saying we want this to be a primary focus and we should put funding and a strategic plan behind it. The board recognises that we are well positioned to capitalise on the changes in marketing and growth of the digital world.”

He added: “PPAI will not be successful if it pursues this initiative alone. It’s going to require companies like mine and yours to participate.”

Get involved

Along with an integrated paid, earned, shared and owned (PESO) strategy that includes major media buys in publications like Advertising Age, digital strategies and possibly an industry spokesperson, the #GetInTouch campaign will feature member kits available for download and customisation, including elements that members will be able to immediately incorporate into their own marketing efforts. The goal is to make sure PPAI members become an integral part of the #GetInTouch campaign.

Complementing the launch of this initiative is a newly redesigned and recently launched website (PromotionalProductsWork.org). It is targeted at advertising buyers, tells a two-part story about the power of promotional products and the importance of working with promotional consultants.

We know that our ability to clearly articulate the power and compelling value of promotional products and of working through promotional consultants is critical to the vitality and vibrancy of our industry. PPAI has a winning plan to reach advertising buyers through the campaign at the national level and will create the tools our members need to get involved and engaged with their customers and prospects.

#GetInTouch will be one of the most significant contributions PPAI has made to the strengthening of the promotional products industry, but as Tom noted, we must engage our members for this initiative to be successful.

Read the entire article here.

Redefining The Industry | #GetInTouch – Industry Branding Campaign

PPAI will officially launch the industry branding initiative, the #GetInTouch campaign, September 26 in conjunction with the 2016 Advertising Week in New York.

The #GetInTouch campaign (formerly referred to as the Industry Branding Initiative) was originally introduced to the PPAI membership by PPAI Chair of the Board Tom Goos, MAS, and me at the 2016 PPAI Expo. It is a five-year, multimillion-dollar industry-wide initiative targeting advertising buyers. It is designed to increase awareness and improve and enhance the overall perception of the promotional products industry and communicate the benefits of working with promotional consultants. The overall goal of the campaign is to direct a larger share of advertising dollars to the promotional products industry.

The #GetInTouch campaign was originally conceived by the 2014 PPAI Chairman’s Roundtable Work Group, and is the culmination of a year’s worth of hard work by a collection of PPAI staff, members and volunteer groups, including the PPAI Board of Directors, the PPAI Industry Branding Initiative Advisory Group and the PPAI Public Relations Committee.

Collaborating for Success

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PPAI’s #GetInTouch campaign launches during Advertising Week 2016

This joint initiative between PPAI and the membership is extraordinarily important to the promotional products industry because, for too long, we’ve been an afterthought for many advertisers—a medium of fun and useful ‘stuff’ but not always recognized for our proven value and strengths. Within the industry we may know, understand and communicate the power of promotional products, but it’s high time the rest of the world recognizes the advertising power of promotional products and their place in successful advertising campaigns. Our research tells us that as other advertising media struggle to achieve year-over-year growth and remain relevant, promotional products are perfectly positioned to grow—and have grown—in an increasingly digital world.

To help us achieve success with this initiative, we’ve partnered with SAXUM, a nationally known Oklahoma City-based integrated marketing agency to deliver a creative and impactful campaign that breaks through the advertising clutter to reach and influence advertising buyers, from Fortune 500 companies to smaller, local advertisers.

Tom Goos put it best when he spoke at the opening general session at The PPAI Expo earlier this year: “For years PPAI has worked on advocating for the industry, but never with a multi-year strategic campaign at this level. Industry promotion has always been bootstrapped with little budget or limited resources. With the launch of the #GetInTouch campaign, the board is saying we want this to be a primary focus and we should put funding and a strategic plan behind it. The board recognizes that we are well positioned to capitalize on the changes in marketing and growth of the digital world.” He also explained “PPAI will not be successful if it pursues this initiative alone. It’s going to require companies like mine and yours to participate.”

To that end, along with an integrated paid, earned, shared and owned (PESO) strategy, including major media buys in publications like Advertising Age, digital strategies and possibly an industry spokesperson, the #GetInTouch campaign will feature member kits available for download and customization. The member toolkits will include a variety of communications assets including print advertisements with several versions of copy along with various digital, social, promotional products, public relations and collateral elements that members will be able to immediately incorporate into their own marketing efforts—the key here is making sure PPAI members become an integral part of the #GetInTouch campaign.

The Messaging
While the overall message is about the power of promotional products and the importance of the promotional consultant, there will be several sub-messages which include:

  • Campaign tagline: ADVERTISING THAT LIVES ON
  • Campaign hashtag: #GetInTouch
  • Promotional products are a tangible representation of a brand.
  • Promotional products create excitement, surprise and delight.
  • Promotional products positively affect buying decisions.
  • Promotional products have staying power.
  • Promotional products, the only advertising your customers will thank you for.
  • Promotional products become a part of everyday life.

The campaign will also include sub-messages focusing specifically on Promotional Consultants:

  • Promotional consultants help design programs that get results and save time and money in the process.
  • Promotional consultants partner with you to promote and protect your brand.
  • Promotional consultants are industry experts and marketing pros.

A Redesigned Website | PromotionalProductsWork.org
Complementing the launch of this PPAI initiative is the launch of the newly redesigned www.PromotionalProductsWork.org website. The website, targeted at advertising buyers, tells a two-part story about the power of promotional products and the importance of working with promotional consultants.

While this site is independent of the #GetInTouch campaign, the timing of its redesign and launch is not coincidental. After passing through a specific #GetInTouch page, buyers who want to learn more will be directed to the new site.

A Call to Action
The PPAI #GetInTouch campaign will be one of the most significant contributions PPAI has made to the strengthening of the promotional products industry, but as Tom noted, we must engage our members for this initiative to be successful. Here are a few things you can do—right now and long-term—to be part of this exciting initiative:

  • Commit right now that you will be part of the initiative!
  • Share this information with your internal teams, colleagues and peers.
  • As the campaign will focus on the power and proven results of promotional products, we need your winning case studies.
    • Get in touch with Kim Todora today to learn how to include your case studies in the #GetInTouch campaign.
  • Keep on the lookout for information on the #GetInTouch campaign.
  • Share your thoughts and ideas for enhancing the campaign with Kim and me and the planning team.

Thank You
Our ability to clearly articulate the power and compelling value of promotional products and working through promotional consultants is critical to the vitality and vibrancy of our industry.

PPAI has a winning plan to reach advertising buyers through the #GetInTouch campaign at the national level and will create the tools you need to get involved and engaged with your customers and prospects. I thank you in advance for your support and participation.

Sincerely,

Paul

Guest Post | Thoughts on PPAI L.E.A.D. in Washington, D.C.

If Coke and Pepsi can set aside their battle of the brands for a worthwhile cause, so too can the promotional products industry. During PPAI’s Legislative Education and Action Day (L.E.A.D.) event held in May, industry representatives from around the country united to encourage our nation’s legislators to consider critical issues important to the entire industry.

Today I am pleased to present a guest post, “Thoughts on PPAI L.E.A.D. in Washington, D.C.”  by Kyle A. Richardson, editorial director of Promo Marketing magazine. This PM blog originally appeared in the June 27, 2016 issue of Promo Marketing.

Thank you, Kyle, for joining us for the PPAI L.E.A.D. We are grateful for your participation and retrospective on the critical importance of our industry’s unified voice in D.C.

~~~~

Last month I had the privilege of joining a select group of promotional products professionals in Washington, D.C., for Promotional Product Association International’s (PPAI) Legislative Education and Action Day (L.E.A.D.). Influential industry members from across the country volunteered their time to head to our nation’s capitol, to raise awareness about our industry and the legislation that impacts suppliers and distributors.

We’ve reported on many of these business topics—independent contractor requirements, the Affordable Care Act, Toxic Substances Control Act reform—but it is another thing entirely to go to D.C. and speak to senators and representatives about our industry, our concerns and our needs. When you see a small section of our community—just 80 volunteers in all—organize more than 300 meetings over two days, you start to appreciate the significance of what PPAI has put together.

It isn’t just the numbers, either: Who was in attendance is just as important. Supplier CEOs, distributor franchisees, multi-line representatives and more all stood united in D.C. We were organized by state, with many groups consisting of companies in direct competition with one another. Along with some suppliers and distributors, I was on the Pennsylvania team representing Promo Marketing next to ASI’s own senior vice president and senior counselor, Chuck Machion. No one was concerned about business rivalries. We were all there to do the same job.

PPAI_LEAD - PM 6-27-16

Left to Right: Kyle A. Richardson; Bruce Korn, CAS, president of Zakback Inc.; U.S. Rep. Ryan Costello (R-PA); Larry Whitney, director of global compliance for Polyconcept North America.

What most stood out, however, was seeing that what we’re doing works. In several meetings, staffers greeted members of our team by name, recalling them from last year’s event. In other meetings, representatives mentioned receiving emails from suppliers and distributors as part of Promotional Products Work! Week. One staff member we met with took notes on the PPAI L.E.A.D. notebook he received in 2015. If you think events like this don’t have an impact, you’d be surprised.

You also may be surprised to learn that every D.C. staffer looks like they’re 17. Don’t let “House of Cards” fool you: Everyone in the Capitol is too young to drink.

I want to thank PPAI for inviting me along this year, as well as all the members of my team—Chuck, Bruce Korn of Zakpack Inc., George Jackson of George Jackson Promotions, Larry Whitney of Polyconcept North America and Norm Hullinger of alphabroder.

It’s said you should lead, follow or get out of the way. The promotional products industry has made it clear which path it will take.

~~~~

Kyle Richardson

Kyle A. Richardson is the editorial director of Promo Marketing. He joined the company in 2006 brings more than a decade of publishing, marketing and media experience to the magazine. If you see him, buy him a drink.

 

Participate. Elevate. Celebrate.

PPW!Work_Logo2016

Next week is Promotional Products Work! Week, and together we will build awareness and increase exposure to grow and protect our industry. Everyone has a role to play and each action, no matter how small, will make a big difference at the local, state and national level. You can help by raising awareness in your own company, community and among your current and future customers!

Many of you already have the whole week planned out, but if you haven’t yet started, it’s not too late! Here are a few things you can do—easily, quickly and inexpensively—to promote your business and strengthen our industry right now!

Take a few minutes to reach out. We’ve made it simple and easy.

Initiate. Inform. Influence.

  • Download the PPW! Week guides and toolkits.

    PPWW Persona Quad Ad Set

    Download & add your logo to the #PPWWeek co-op campaign!

  • Use the banners, infographics, video and ads to post to your website and social media pages, and embed in emails. Personalize them by adding your logo.
  • Add the Promotional Products Work! twibbon to your social profile pic.
  • Round up self-promos and samples and donate them to a nonprofit in your community.
  • Advocate for the industry by participating in the PPAI Legislative Education and Action Day Virtual Fly-In.
  • Reach out and thank your customers.
  • Take lots of photos and share them using the hashtag #PPWWeek.
PPW Twibbon FB Ad Set 600x600

Add the #PPWWeek twibbon!

The fourth annual PPW! Week is focused on growing your business by educating the buyers of promotional products—your current and future customers. This international week-long event is focused on raising awareness of the benefits of promotional products among advertisers, marketers and media buyers.

Our goal is to increase our share in the media buy by enabling a deeper understanding of promotional products as an advertising medium among buyers, as well as sharing the benefits of working with certified promotional products professionals.

Thank you for your commitment and dedication to this great and growing industry. It is through your individual and cumulative efforts that we succeed—every day.

Paul

For more information or questions, contact PPW! Week program manager, Kim R. Todora at KimT@ppai.org.