LEARN ABOUT
THE TRUE POTENTIAL OF PROMOTIONAL
PRODUCTS
RUSSELL GILDAN B&C JAMES & NICHOLSON CONTINENTAL SPALDING ANVIL EARTHPOSITIVE PRINT AND WEAR
HELP YOUR BUSINESS GROW THANKS TO PROMOTIONAL PRODUCTS! PPBA has been thought through to bring
business opportunities on the promotional products market segment to the forefront of printers’ minds.
Boost your revenue by realising new areas of business growth Promotional products will help you to diversify your service offering becoming more of a one-stop-shop for clients and at the same time a trusted part of their strategic communications planning.
See promotional products as a part of a marketing strategy in addition to sign, OOH, leaflets, etc. You will therefore be in a privileged position to make creative suggestions, compiling both printed realisations and promotional products. Why not up-sell your services and become even more invaluable to your customers? Often, promotional items are used as a wider part of a multi-channel communications or marketing campaign to reinforce strategic key messages.
Retain clients’ loyalty by offering them a full range of services By adding promotional products to your service portfolio, you will become even more invaluable: they will trust you to be the ideal supplier for their print and promotional merchandise needs. Nowadays, providers tend to offer a full range of services; so do not let your loyal clients churn to another company!
LEARN ABOUT PROMOTIONAL PRODUCTS What is a promotional product? It can be bags, t-shirts, calendars, caps, clocks, diaries, pens and more, given away to current or prospective end-customers.
TRADITIONAL DISTRIBUTION MODEL FLOW
These items usually carry a brand name and a message.
They are used by companies in their marketing and communications strategy and serve multiple advertising goals.
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OFFER
A FEW FIGURES ABOUT THE MARKET
Promotional garments brands are distributed in Europe through:
Subcontract the garment personalisation or Print it in-house with a light personalisation technique:
Add it to your products portfolio!
Advertisers spends on promotional products
● Garment
wholesalers. ● Directly from importers / manufacturer
➜ Digital direct-on-garment ➜ Transfer Most usual personalisation techniques ● Screen-printing ● Embroidery ● Transfer / sublimation ● Digital print, etc.
1.4 billion Euros
➜ Have a look at the range of products on www.europeansourcing.com
➜ Digital direct-on-products ➜ Sublimation
50% of the products are blanked or already imprinted.
Most usual garment personalisation techniques ● Transfer / sublimation ● Digital print, etc. ● Engraving ● Pad printing
0,5
3,
21 97
3,
11
2,
3,
3,
8
2004
2005
2006
2007
2008
2009
2010
Ditributors
2,000 Promotional products and garment distributors / country 15,000 in Europe
T-shirt is essential!
Focus on promotional garments: 35% of the promotional products industry
Add it to your products portfolio! ➜ For your clients’ marketing/communications campaigns towards enduser: - Business gifts - Premiums - Awards - Prizes - Commemoratives - Advertising specialties
1,5
933 mil. Euros
Promotional Gifts Subcontract the product personalisation or Print it in-house with a light personalisation technique:
1
3.46 billion Euros (1st market in Europe)
Promotional products market turnover in Germany (Biggest market in Europe) Source: Monitor 2011
2,5
15 billion Euros
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Importers / manufacturers can supply promotional gifts.
8
(estimations 2011, source: eppi magazine)
2,
➜ For your clients’ marketing/communications campaigns towards end-user: - Business gifts - Premiums - Awards - Prizes - Commemoratives - Advertising specialties
3,5 2,
Promotional Garments
43
SUPPLY
➜ 70% of the vo lume market sh are ➜ 30% of revenu e market share
80 brands in the market 5 promotional garment wholesalers / Country Market size in €: 7 Billions€ Top European country: Germany (with approximately 1 Billion €)
Major trend North Europe: Bl ack color South Europe: W hite colour
Types of Items Owned (by country) RANK 2010 (U.S.)
RANK 2008 (U.S.)
U.S.
CANADA
GREAT BRITAIN
AUSTRALIA
Writing Instruments
1
1
46%
44%
63%
74%
Shirts
2
2
38%
42%
27%
24%
Calendars
3
7
24%
20%
24%
29%
Bags
4
4
23%
20%
20%
17%
Caps/Headwear
5
3
16%
22%
4%
24% Figures: ASI 2010
How to sell it 5 criteria
your customer expect from a promotional product:
5 Benefits
for your client to use promotional products! 1. Increased your client brand recognition
➜ Quality ➜ Durability ➜ Design ➜ Relevance ➜ Attractiveness
A goal for businesses, big and small, is often brand recognition. How can you make your brand not only stand out from the competition, but also remain in the minds of customers, both current and potential? One way is to get creative with your marketing. Promotional products are a simple tool that can help increase brand awareness for your small business; by customizing an item that a customer can use in his or her everyday life with your logo, for instance, you’re able to keep your small business top of mind.
2. Mass outreach at a low cost With a tight budget, it can be difficult to choose exactly what marketing items make the most sense for your small business, and what items will give you the most “bang for your buck.” With a small price tag but large, lasting impact, promotional products are a great value for your investment.
Why is promotional merchandise used? 69% Efficient customer targeting 52% Brand message longevity 46% Brand loyalty delivery Key influent factors on advertisers’ decision to purchase promotional merchandise 1/ Price 2/ Usefulness 3/ Relevance 4/ Attractiveness to target audience 5/ Flexibility, even with tight deadlines Top sources of information on merchandise 70% Current suppliers 53% Catalogues 33% Internet 26% Agency 23% Co-workers Source: BPMA – British promotional merchandise association market survey
Keep this in mind: A simple giveaway is a great way to increase customer loyalty. If you own a storefront, including a fun takeaway with purchases is a nice way to say thanks!
3. Alternative business card While business cards will always be an incredibly valuable business staple, promotional products are a fun, creative way to showcase your contact information. Instead of just leaving a potential customer with your business card, for example, consider leaving behind your business card AND another tangible, branded product. If you own a computer company, and just fixed someone’s machine, pass out your business card and a USB drive!
4. Tactile When it comes to marketing your business, another thing to keep in mind is repeat exposure. How can you keep what you do, and your business, consistently in front of customers without consistently spending a ton of money? Easy: Think about what items your customers will want to keep around. If you own a spa, for instance, put an appointment reminder on the back of your business card, as customers will want to keep that around to remember when they have to come back. If you run a bar, think about handing out free bottle openers or koozies.
5. Powerful marketing platform What does your marketing portfolio look like? Think about this: If you had to choose between eating the same pizza, twice a week, every week, for lunch, or getting two different lunches each week instead, what would you pick? We think most of you would choose variety. The same principle can be applied to your small business. Although having staple marketing products is important, being able to vary what you’re using to brand your business is important, too!
MEDIA & ORGANISATIONS EUROPEAN MAGAZINE The English-language eppi magazine (European Promotional Products Industry) is the pan-European trade magazine for the European promotional products industry. www.eppi-online.com ➜ Bi-monthly publication (6 times a year) ➜ Circulation: 10,000 copies. ➜ Distributed to over 20,000 distributors Each edition of eppi serves to satisfy the growing quest for information among the promotional products branch: Coverage includes people and companies, products and trends, European markets and trade shows, EU economic policy and news on the associations. This makes eppi an indispensable intermediary between manufacturers/importers and the European distributors.
PROMOTIONAL PRODUCTS ORGANISATIONS
Several associations, at national or European level, can help you to know more about the market. ➜ To provide quality statistical information to assist member companies to identify and compare industry facts and trends; ➜ To look after the interests of its members with regard to European Legislation impacting on the industry and to increase lobbying in Brussels; ➜ To establish codes of conduct and good practice in order to raise professionalism and the credibility of our industry; ➜ To provide a well-respected education program for our industry; ➜ To provide a forum for debate and knowledge within the membership; ➜ To create a business environment whereby members, both suppliers and distributors, can benefit commercially. ➜ EUROPEAN
ASSOCIATION
EPPA www.eppa-org.eu
➜ NATIONAL
ASSOCIATIONS
Austria VÖW www.werbemittelhaendler.at Belgium BAPP www.bapp.be France 2FPCO www.2fpco.com Germany BWL www.bwl-lieferanten.de Greece GAAGC Italy ASSOPROM www.assoprom.it The Netherlands PPP www.ppp-online.nl Spain FYVAR www.fyvar.es AIMFAP www.aimfap.com Sweden SBPR www.sbpr.se Turkey Promoturk www.promoturk.org United Kingdom Promota www.promota.co.uk United Kingdom BPMA www.bpma.co.uk