Shaken & Stirred - Influential Brand Profiling and Positioning

Sales of promotional products in the UK are worth a staggering £840 million per annum

Promotional Products Week 15th – 19th September 2014

  • Promotional Products Week (PPW) #PPWeek will take place from the 15th-19th September 2014. This follows on from its inaugural launch in 2013 which proved highly popular and a resounding success
  • The ‘Week’ will showcase promotional merchandise at its best highlighting its essential role in the marketing mix and explaining why it’s continually used by marketers keen to make an impact on end users
  • Sales of promotional products in the UK are worth a staggering £840 million per annum

Promotional products, or ‘freebies’, are extensively used by marketers from brands, companies and organisations to entice and encourage interest with end users. Whether its items in a goody bag at an industry event, a free giveaway at the local train station with the morning newspaper or products sent in the post, there is something for everyone. Many brand marketers have realised that we are a freebie loving nation and used this to their advantage.

Integrating branded products distribution into a marketing campaign is a powerful way of engaging with audiences, confirming customer loyalty and gaining competitive advantage, whilst also increasing brand recognition and providing advertising longevity.

A survey commissioned by PPW in 2013 found that the UK is a nation of freebie hunters and that brands who use promotional products as part of the marketing mix will reap the benefits.  The research found that 3 in 10 consumers had purposely changed their regular brand in order to receive a promotional product. Furthermore almost a sixth of consumers said that they would use devious means, such as giving out false personal details or gaining uninvited entry to a venue or event, to acquire a free product.

The BPMA will also be carrying out a survey entitled ‘What’s on your Desk’ and the results of it will be unveiled during the week. Desk accessories account for the largest usage of promotional gifts.

The UK promotional products market is worth £840 million per annum, which is more than the UK champagne industry (£599 million), the UK cooking sauces and seasoning industry (£700 million) and the UK designer clothing industry worth (£750 million).

PPW is being run by the British Promotional Merchandise Association (BPMA) and will see activity from its 600 plus members, including open days, events and hospitality, new product launches and special offers, as well as the BPMA Student Design Innovation Awards, which is run in conjunction with Brunel University.