His seminar at the P and P exhibition highlighted practical 21 ways to ensure your company is effectively marketed against a backdrop of recession.

Gordon's key suggestions included focusing your marketing strategy on core clients rather than trying to satisfy the demands of a wider pool of customers. When selling one product, don't be afraid to sell up and mention related goods and services too. Basic courtesy was something he also felt gave companies the edge- if you bother to say thanks for a transaction then it builds a stronger business footing. He highlighted the fact that some distributors such as PenCarrie went to the effort of producing customer welcome packs, which have proved a successful move.

In addition, the marketing expert raised other important promotional issues such as finding the right products to market your firm- he revealed research statistics proved 89 percent of people hold on to practical promotional items.

As for the exhibition as a whole, Gordon believed it had proved its worth. He commented: "The Printwear and Promotion Exhibition has been extremely well organised in the current climate. What makes a show work is having a good atmosphere which this show had.

It's a good opportunity for people to meet clothing suppliers and learn more about certain subjects with the seminars, and also to see the lastest fashions and products in the industry.

As an organisation, the BPMA has done its own surveys on what people want from shows like this, what people's concerns are and where they can buy products that are British. Having exhibitions like P and P adds variety to the industry which is important."

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