PPAI Launches First Ever Broadcast Ad To Raise Promotional Products Industry Profile
PPAI is debuting its first ever broadcast ad during Promotional Products Work! Week as the Association seeks to increase awareness, consideration and purchases of promotional products advertising by marketers and advertisers through its Get In Touch! ® branding campaign introduced at Advertising Week 2016.
IRVING, Texas, (April 25, 2017) – Promotional Products Association International (PPAI; ppai.org), the not-for-profit association for more than 510,000 industry professionals and more than 14,300 corporate members of the $21 billion promotional products industry, produced the Get In Touch! ad for use in digital, social, live event and broadcast media. The spot, which debuts during Promotional Products Work! Week, April 24-28, in social media, will expand in the fall to include multiple platforms and will be supported by live event partnerships with Advertising Week, the American Marketing Association and Public Relations Society of America.
“As one of, if not the most, effective advertising media, promotional products deliver a scalable reach with a high rate of return for advertisers and marketers,” said Paul Bellantone, CAE, PPAI president and CEO. “Because promotional products are placed in spaces, and used in places traditional and digital media can’t ‘touch,’ the quality of reach, recall and response are higher, and the cost per impression over time is lower than most other media, making promotional products a good buy for the long-term value they create.”
The campaign is targeted to reach ad agency media buyers and in-house marketers and advertisers at small and large businesses. The imagery is based on the promotional product’s unique ability to “get in touch” with targeted audiences like no other advertising medium by putting brands in the hands of consumers in the spaces and places they live, work and play every day.
“The campaign strategically positions promotional products advertising and the industry at the forefront at a time when it is more important than ever for advertisers to “get in touch” with consumers in a tangible way, with the only advertising medium that delivers lasting impressions that stand the test of time,” said Kim R. Todora, PPAI public relations and buyer outreach manager.
The Get In Touch! branding strategy is the first time the Association and the industry have come together to present an integrated campaign at the national and local level. The campaign’s success will be based on web traffic and prospects visiting the GetInTouchAdvertising.com site, and clicking through to “get in touch” with promotional consultants. In addition, the campaign is designed to engage and activate the Association’s membership with paid, earned, shared and owned co-branded creative assets, tool kits and local marketing strategies.
Founded in 1903, the Promotional Products Association International (PPAI) is the world’s largest and oldest not-for-profit association serving more than 14,300 corporate members of the $21 billion promotional products industry which is comprised of more than 37,661 businesses and a workforce of more than 510,000 professionals. PPAI represents the industry in Washington, D.C., and advocates on its behalf. PPAI operates The PPAI Expo, the industry’s largest trade show; provides the leading promotional products safety and compliance program, a prestigious professional development and certification program; and publishes industry trade journals and periodicals. The multibillion-dollar industry includes wearables, writing instruments, calendars, drinkware and many other items, usually imprinted with a company’s name, logo or message. For more information, visit PPAI.org and find us on Twitter @PPAI_HQ, Facebook, YouTube and Pinterest.