bpma vice chair Graeme Smith has brought print industry nous into the promotional merchandise sector. Product Media, put the Cyan Group MD under the spotlight.
Technology and gadgets change fast, so there are always plenty of questions. Matt Pluckrose comes up with some rapid-fire answers
1) What are the main upcoming technologies that are going to impact promotional merchandise?
Areas to keep an eye on are app driven gadgets, virtual reality, growth of health and well-being devices, wearable technology, and wireless charging in relation to what Apple does with iPhone 7.
Q: As a distributor, some of my customers do not have promotional clothing requirements, or do they?
A: Over the past few months I have been attending and presenting at some terrific and beneficial end user shows with selected distributors. With clothing and decoration being at the forefront of my presentation, I was surprised at that when I asked visitors about their demand for clothing, the reply would sometimes be that they didn’t have any.
Vicki Crosby, former account manager at Brand Addition and now Fluid Branding Sales Director North West is the first person in the industry to pass the Master in Promotional Merchandise (MPM) level of the bpma education programme.
MPM is the highest of the three courses offered in the education programme and is suitable for those with five years or more industry experience. Vicki shared her experiences with Product Media.
Clive Allcott, the Essential Branding guru, on embroidery.
Q: How can I be proactive in my approach to selling promotional clothing?
The clocks have gone forward and, believe it or not, we are heading through a very wet spring towards what we all hope will be a glorious summer. Now is the perfect time to be brushing up your knowledge on the printed T shirt ready for those festival and leisure enquiries. It’s at this time of year that your customers will be looking for those summer promotional items which of course will include clothing.
The bpma education programme continues to go from strength to strength, with over 150 learners on the programme in 2016. The demand for a structured, industry-speciﬁc training programme that can be integrated into each business is rising, with education and training ﬁrmly on everyone’s agenda. Daniela Arena, the bpma’s professional development manager, gives an insight into the programme and what can be expected this year.
Q: Why is Embroidery costed on stitch count rather than size?
To price embroidery just on size doesn’t take into consideration the complexity of the logo and the material it has to be embroidered onto, therefore the only precise way is to quote by the stitch count, which is generated when digitising the image.
Clive Allcott, the Essential Branding guru, on Garment Decoration
Q. Are there trends in promotional clothing?
A. Marketing results are often calibrated on the “impressions and impacts” that the brand will incur from the planned activity, of which clothing can be a major contributor, hence the realisation that fashionable, well-branded clothing will deliver better results.
Louise de Silva from Outstanding Branding is this year’s bpma Professional Development Student of the Year award winner.
Louise joined Outstanding Branding in February as production manager from a background in retail, working in buying and product development within children’s wear. She enrolled on the Trained in Promotional Merchandise course within the education programme in February and achieved an impressive 100% in the exam in April.