The giving of gifts dates back throughout the history of man. Gifts are given for various reasons; for celebration, appreciation and also to welcome someone. In the late 20th century, a new industry evolved around the concept of giving gifts. This was the “promotional merchandise industry”, which was at the peak during the 1990’s. It is best recognized globally to promote products, brands and corporate identity.
Almost anything can be branded with a company’s name and logo to use for a promotion. Common items include mugs, T-shirts, caps, key chains, posters, pens, bumper stickers, or mouse mats. Most promotional items are usually small and inexpensive like wallets, office supplies, conference folders, pens, mugs, hats, key rings, computer accessories, etc. But they can also range to the higher-end items, like leather goods, electronic items, and also luxury handbags and scarves. Such items are given mostly to celebrities, thus garnering publicity for company’s brand name and product.
Promotional products can also be used in politics to promote candidates and causes while gaining popularity. They can also be used in fund raising purposes. A prominent example was Lance Armstrong and his “Livestrong” rubber wristband, which was used to promote cancer awareness and raise funds to support cancer survivorship programs and research. Collecting certain types of promotional gift items is also a popular hobby.
In the United States, the history dates backs to the distribution of commemorative buttons during the election of the US president, George Washington, in 1789. In 1904, a trade association was found, namely PPAI (Product Promotional Association International). It currently has more than 7,500 global members. It promotes the promotional products industry of more than 22,000 distributors and approximately 4,800 manufacturers. For more than 100 years, PPAI is offering credibility, visibility, viability, community, and opportunity to individuals and companies in the promotional products industry.
The largest product category for promotional products is wearable items, including T-shirts, jackets, hats, and caps, which make up more than 30% of the total.
According to research completed and published in 2008, the UK and Ireland’s promotional merchandise industry had an overall value of £850m. In July 2009, research demonstrated that the top 10 merchandise products were promotional pens, bags, clothing items, plastic items, USB memory sticks, mugs, leather items, polyurethane items, conference folders, and umbrellas. Another research study found that the current fastest growing product was hand sanitizer, which at the time coincided with the growth of Swine Flu in the UK.
In 2009 published results from research involving a representative group of distributor companies, which indicated the usage of hard copy catalogues was expected to fall up to 25% in 2010 due to the advent of modern technologies, mainly the internet.
Thus, promotional merchandise industry has grown to much larger extent than ever before, thanks to the advancement in science and technology, which also gives birth to the new methodology of marketing. The advent of modern equipments and technology has made the work much easier and convenient.
Blue Soda Promo
Chicago, IL
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