Did you know promotional products are one of the oldest forms of advertising? In fact, the first known use of promotional items in the U.S. dates all the way back to George Washington’s presidential election in 1789. Fast-forward to more than 200 years later and what was once considered the most simplistic of marketing tools has become the industry’s most versatile form of advertising — which is ultimately where its power lies.
Many advertisers understand that promotional products are essential to building brand loyalty and awareness, with 65 percent citing promotional products as highly effective in reaching consumers and contributing to brand recall, according to a study by Promotional Products Association International (PPAI). This week my posts have focused on the staying power and industry research that proves the influence tangibles have as an effective advertising medium. We've focused on the why behind the products- leveraging the greatest reach, drive recall and resonate to engage the best reaction among consumers, relative to any other advertising vehicle.
Our clients know the power behind the why- they see their branding dollars cultivating positive reactions, consumers keeping their branded gifts and warmth in starting business relationships with a response of “thank you” when received by target consumers.
While it is the oldest form of advertising, the promotional products industry has also proven to be the most fluid and the most meaningful. For example, take Starbucks’ recent U.S. Sign Language store opening. The coffee shop took elements of its store design, their offerings and reinvented them to be more effective for those who are deaf. This included special green aprons featuring "Starbucks" spelled out with ASL finger-spelling imagery and "I Sign" pins to designate employees who know ASL. This approach to promotional products combined with purpose strengthened the overall impact of the launch in a way that no other form of advertising could TOUCH.
New technologies regularly being integrated into promotional marketing strategies making this a pivotal time for our industry. Our anniversary showcase next week was designed to provide our client base the tools they need to stay on top of trends that are adapting and progressing with consumers’ changing lifestyles, interests and purchasing behaviors.
What’s next? Our team pumps up the value of our industry as an advertising medium, but it also fits our profile. This advertising medium is inherently practicality and flexibility, without boundaries and continues to evolve along with the modern-day consumer; just like our dedicated team. Follow our next series of stories and we go further behind the scenes to the extra value provided by our team for you!
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