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Your Trinkets Might Be Trash.

Sarah Steimer‘s excellent article for the AMA (American Marketing Association),

“Your Trinkets Might Be Trash” kicks off an important conversation.

Promotional products may be an environmental nightmare, but they’re also effective. What’s an ethical marketer to do? Tread lightly and choose wisely.

 

Todd Pottebaum, President of Quality Resource Group (QRG), a branded merchandise and print distributor headquartered in the Minneapolis, Minnesota, writes:

It’s incredible that in today’s marketplace where media buyers and advertisers literally have hundreds of advertising and marketing channels to choose from that they continue to place their trust in an advertising medium that has been around for more than 116 years as an industry and more than 230 as a medium commemorating George Washington’s election and presidency in 1789. That’s not surprising because data shows the majority of advertisers believe promotional products advertising is highly effective, and more than 88 percent of media buyers recommend them as an integrated marketing strategy or a standalone medium. Over time, promotional products marketing has continued to grow at a rate faster than most media, ranking sixth in overall advertising expenditures in the U.S. at $24.7 billion.

But it’s not just about the numbers. We get it. From compostable products to sustainable textiles, the promotional products industry has taken a proactive stance in bringing to market products that give advertisers a choice when it comes to making the users’ experience more enjoyable and better for the environment. As the leading voice for the promotional products industry, Promotional Products Association International is committed to making a positive impact on the global environmental crisis. We have identified environmental responsibility as a core pillar, with mandatory product responsibility education for members.

Let’s be clear: advertisers, marketers and consumers always have a choice.

 Advertisers have the freedom to choose their medium—and they choose promotional products. Consumers have the freedom to take a promotional product or leave it behind. More often they choose to take it because it fits their lifestyle—they love the brand—they love supporting a worthy cause promoted using promotional products. Unlike other media that disrupt and interrupt, promotional products are the ultimate permission-based medium. In fact, promotional products are welcome in places and spaces no other advertising can touch. And, if for some reason the recipient doesn’t want to keep the product, 80 percent say they pass it along for someone else to enjoy.

 The choice is yours to make. The promotional products industry offers advertisers literally hundreds of thousands of diverse options and choices to reach highly targeted audiences in an efficient, cost-effective, meaningful and, yes, environmentally responsible way. From eco-friendly to luxury, branded food items to tech products, household to handheld, apparel to awards, it is ultimately up to the marketer to create a brand experience that is personalized and genuine.

 Get it right, make it personal. With so many options, it is important that agencies and brands work together with highly-skilled promotional professionals to create promotional marketing campaigns strategically designed with the target audience in mind—to be on brand and achieve desired outcomes.

The promotional products industry takes products people use every day and adds a brand name, a call to action, or a powerful message and creates a one-of-a-kind consumer experience, an engagement, a memory, a keepsake like no other advertising.

Need help finding the perfect branded product?  Reach out to Gabrielle Liner, Promotions Project Manager. She can guide you through the process of selecting and purchasing a product that fits your brand! The Daniels Group is a communications company with the tools and knowledge to help you grow your business.

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