Although it’s a competitive marketplace, once a relationship is developed with a client, it’s really not that difficult to up-sell additional product. Take an outdoor festival for instance – there are multiple promotional opportunities beyond the normal clothing requirements – lanyards and badges being just two examples.

For companies supplying school uniforms, what about school monitor badges? Or school photo frames for parents to buy? And how about mugs with a photo of an artwork competition? It’s about maximising the value to the customer as well as gaining an increased spend for you.

On average we drink 1,500 cups of tea and coffee per year, so that’s 1,500 impressions you are creating with your customer. So, if you are providing the clothing for an event, why not suggest a range of add-on merchandise?

A recent survey commissioned by one of our members, Source E, highlighted that the brand awareness on promotional items on desks was as high as 77%. Compare that with almost any other form of media and it’s not even close.

Despite this, there are hundreds and thousands of companies that still do not use merchandise at all. For those of you that still need convincing, here are some of the most common reasons for using promotional merchandise:

A large part of branded merchandise is then sold on to create valuable revenue streams for clubs, charities and organisations.

Some of the other benefits that exist in the marketplace are links to unbranded skin sites, allowing end users to buy from you without it interfering with your main business. This could be a trade catalogue or buying group. Trade margins on merchandise vary from 30-60% on average. So, let this trick not be overlooked when presented with your next order as you could increase your turnover and enhance your client’s marketing potential.

For more information on supplier selection or guidance contact Gordon Glenister on (020) 7689 5555 and visit www.bpma.co.uk for a comprehensive selection of promotional merchandise companies and ideas in the UK.

USES OF PROMOTIONAL PRODUCTS:

Advertising & marketing

Promotional products are extensively used to attract interest in new or existing goods and services. Examples range from the teddy bear given away with a magazine through to products given in exchange for tokens collected from food packets.

Awards & rewards

From schools to businesses, promotional products are used extensively to mark special occasions, whether it is to recognise an achievement or an event, such as a graduation or a leaving party. Carefully used, they build loyalty and morale.

Brand awareness & re-branding

Closely related to advertising and marketing, the creation, maintenance or re-hash of a brand is a central feature in positioning a product or service in the market place and keeping it in people’s minds.

Cause awareness

Many organisations spend a great deal of time trying to make people aware of issues before prompting them to do something about them. Uses range from charity work for homeless people to programmes seeking to improve the level of screening for various types of cancer.

Club & school identification

Most clubs, schools and universities have some form of identification, whether badges, uniforms, ties, bags, souvenirs or other products bearing their logo.

Direct mail

Most organisations are involved in some form of direct mailing campaign at some time or another and promotional products are a strong component in this process. Recipients of mail shots do not always have the time to read or take in the content of the literature, but a well-chosen promotional product is kept and used time and again.

Conferences, exhibitions, shows & events

Promotional products are extensively used as communication tools in all these activities. From the giveaway that gets people going back to a stand for more, giving the sales team more chance to talk to the visitor, to the well chosen product that a hotel or conference centre provides their clients, creating a sense of quality that often attracts more clients.

Fund raising Fund raising is undertaken by many organisations. Products range from attractive giveaways that take a message about the event or the sponsor, through to awards and incentives that reflect the work of donors or workers.

Health & safety and recycling schemes

All organisations are concerned with improving and maintaining their records on Health & Safety, waste recycling and many other important issues. Promotional products are extensively used in the process, particularly in the case of recycling schemes, where a range of items can be supplied made of recycled materials.

Incentives

Incentive schemes are not only used to motivate centre staff, sales teams and other key staff, but also to encourage people to introduce new members to places like sports centres.

Product launches & roll outs

Promotional products are an essential element in the build up to product launches, the launch event itself and the subsequent roll out. Keeping the focus of the target audience and the media on what is happening for as long as possible.

New branches & relocations

Raising the awareness of people to the opening of a new branch is a key element to its success. Similarly, there is often a special message that requires communication when relocating. The message may not just be a change of premises, but an improved service from a new stateof- the-art distribution centre. Promotional products can play a key roll in communicating these messages.

Retail & souvenirs

Wherever there is a branding issue in a product, there is a potential promotional product use. For example, the rugby club selling tankards engraved with the club name or laser engraved crystal products showing the team picture.

Work wear & uniforms

Some form of branded clothing is used by most organisations. Casual wear is used from exhibitions, shows, events, fund raising through to golf days and the ubiquitous polo shirts regularly used by businesses and restaurants for their staff. More robust outdoor / protective gear is used by lorry drivers, removal companies through to telecom engineers, maintenance and ground staff. Uniforms are commonly used, from schools to hotel receptions.

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