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BPMA INDUSTRY
Have you seen the
potential?
There is massive potential in promotional merchandise, if only
more decorators realised and understood its value, says BPMA
director general Gordon Glenister
M
any companies and organisations that companies who are bold enough to use branded are recycling, safety, legislative issues and the
buy promotional merchandise and use clothing with these colours really stand out at like, promotional merchandise can often create a
corporate clothing do so simply exhibitions. suitable solution.
because they always have, without giving much Organisations that have a particular cause they Event merchandising is also a large market for
attention to why. “We’ve always given gifts away wish to promote can use promotional branding branding. Staff are easily identified with jackets,
at exhibitions, or calendars at Christmas, or very effectively. I am sure you can recall major T-shirts and polo shirts. Silicon bands, badges or
branded clothing for our service engineers,” you news stories involving missing children, murders, passes can distinguish visitors, exhibitors and
might hear. Promotional branding is one of the Fathers for Justice etc, all of which have used VIPs. Other great ideas for outside events include
most effective ways of getting your message branded water with lanyards, torches, car finders,
across and can deliver so many objectives for disposable macs, drink cup holders and
organisations – if only more understood the
value of what they do.
A primary reason for using promotional
merchandise is for advertising and marketing a “
cardboard seating – to name just a few.
Promotional
Dealer and reseller schemes can make good
branding is one of the
use of branded items. Some promotional gift
suppliers become involved in the fulfilment and
product. On average we drink 1,500 cups of tea
most effective ways of
web shop provision, therefore locking into the
and coffee a year per person. So think of the
impact a branded mug could provide for your
getting your message
customers more consistent and repeat business.
More desirable clothing like top quality brands
clients. Better still if they still have that mug over
across and can deliver so
can be used as reward mechanisms – for
five years that’s 7,500 personal impacts. I still
have a Kelloggs cereal bowl from 10 years ago!
many objectives for
example, spend so much and get a Bosch jacket.
There are many examples where promotional
Another example may be as part of a
organisations
promotion. PG Tips tea recently ran a series of on
pack offers, which included a branded item, mug,
tea towel and beanie hat and was linked to the
”
branding can play a large part in new brand
launches as well, either at press gatherings,
conferences or in wider market environments. It
is important to understand your customers’
very successful TV campaign. I know the size of promotional branding very effectively. Clearly so marketing calendars so that you may be able to
the premium runs on some these products was much depends on the message. If you had a propose some suitable suggestions.
well over 500,000 per item. This is a fabulous striking T-shirt and you were to walk through Finally, schools and clubs are big users of
way of engaging with the target consumer and London and use the tube, that message could be promotional clothing and there is often repeat
will create excellent brand loyalty. exposed to thousands of people. At some of the business in these areas so it can be lucrative.
What effect does branded clothing have on a London stations now, most newspaper vendors But can you extend your order value by offering
business? Consider the time when a courier has have branded jackets, T-shirts, baseball caps and promotional merchandise as well. Schools always
arrived at your business who is casually dressed, parasols. need to raise extra income, so what about
versus one that’s in branded clothing. Think of Museums and charities have found offering a mug with each child’s name on it. I
your observations about the company and the promotional merchandise to be an ideal way of would guarantee almost every parent and
service they may provide. generating revenue. Consumers are less sensitive grandparent would be buyers.
The other great benefit with clothing, to price when items are being sold by charities, There is so much opportunity within
particularly at exhibitions and events, is the use as there is a strong cause relationship. These promotional merchandise. But as an industry we
of the back of the shirt. When I used some groups are also, of course, creating more are often more reactive than proactive, so by
branded shirts at an event last year I was keen to awareness for their brands, and it’s a fact that appreciating the value and use of promotional
promote my website but also to remind our where the item is bought it will have far greater branding, it helps us and our customers to
members of the visitor traffic – so I had this use and value. understand how much potential is there to be
number branded in the back of the shirt with our Councils and government departments and realised. P&P
stand number. Orange and purple are the two other public sectors are often looking for ways to
primary colours the eye sees first, and those communicate powerful messages whether they Web:www.bpma.co.uk
| 38 | December 2008 www.printwearandpromotion.co.uk
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