US Calls in Promo Industry to Raise Its Profile
The US PPAI has launched a strategic campaign to deliver the message that promotional products really work. Paul Bellantone explains how #GetInTouch is its rallying point.
Much like the work of the British Promotional Merchandise Association (bpma), the Promotional Products Association International’s (PPAI) core mission is to grow and protect the promotional products industry and enhance the professionalism and success of its members. To this end, PPAI has developed and delivered initiatives like Product Safety Aware, MAS+, MAS and CAS professional development industry certifications, as well as Promotional Products Work! week which I know has also become a successful initiative for bpma members in the UK.
For its latest programme to drive growth and success, PPAI will officially launch the industry branding initiative, the #GetInTouch campaign, this month in conjunction with Advertising Week in New York City.
The #GetInTouch campaign was introduced by PPAI chair of the board, Tom Goos, MAS, and me at The PPAI Expo 2016. It is a five-year, multimillion-dollar, industry-wide initiative targeting advertising buyers. It is designed to increase awareness and enhance the perception of the promotional
products industry as well as communicate the benefits of working with promotional consultants. The overall goal of the campaign is to direct a larger share of advertising dollars to our industry.
#GetInTouch, a joint initiative between PPAI and the membership, is important to the promotional products industry because, for too long, it has been an afterthought for many advertisers. It is seen as a medium of fun and useful ‘stuff’ that is not always recognised for its proven value and strengths. The industry knows, understands and communicates the power of promotional products, but it’s high time the rest of the world recognised the advertising power of promotional products and their place in successful advertising campaigns. Our research tells us that as other advertising media struggle to achieve year-over-year growth and remain relevant, promotional products are perfectly positioned to grow – and have grown – in an increasingly digital world.
To help us achieve success with this initiative, we’ve partnered with a public relations and branding firm to deliver a creative and impactful campaign that breaks through the advertising clutter to reach and influence advertising buyers, from Fortune 500 companies to smaller, local advertisers.
Tom Goos put it best when he said: “For years PPAI has worked on advocating for the industry, but never with a multi-year strategic campaign at this level. Industry promotion has always been bootstrapped with little budget or limited resources. With the launch of the #GetInTouch campaign, the board is saying we want this to be a primary focus and we should put funding and a strategic plan behind it. The board recognises that we are well positioned to capitalise on the changes in marketing and growth of the digital world.”
He added: “PPAI will not be successful if it pursues this initiative alone. It’s going to require companies like mine and yours to participate.”
Along with an integrated paid, earned, shared and owned (PESO) strategy that includes major media buys in publications like Advertising Age, digital strategies and possibly an industry spokesperson, the #GetInTouch campaign will feature member kits available for download and customisation, including elements that members will be able to immediately incorporate into their own marketing efforts. The goal is to make sure PPAI members become an integral part of the #GetInTouch campaign.
Complementing the launch of this initiative is a newly redesigned and recently launched website (PromotionalProductsWork. org). It is targeted at advertising buyers, tells a two-part story about the power of promotional products and the importance of working with promotional consultants.
We know that our ability to clearly articulate the power and compelling value of promotional products and of working through promotional consultants is critical to the vitality and vibrancy of our industry. PPAI has a winning plan to reach advertising buyers through the campaign at the national level and will create the tools our members need to get involved and engaged with their customers and prospects. #GetInTouch will be one of the most significant contributions PPAI has made to the strengthening of the promotional products industry, but as Tom noted, we must engage our members for this initiative to be successful.
Paul Bellantone, CAE, is president and CEO, Promotional Products Association International (PPAI)