David Lebond sets out the challenges faced by the promotional marketing sector and discusses the latest survey revealing key insight into the power of promotional products. 

Ethical Trading 

It is no secret that business in 2008 is set for a challenging period while in 2007 the promotional marketing sector had to face a number of issues ranging from products from China to ethical sourcing and quality control. With this in mind there is a dominant issue across all business sectors that is set to increase in importance as we move into 2008: ethical concerns around the way we conduct business. While the primary focus on being ethical might immediately refer to the issue of climate change and our carbon footprint, there are a number of key issues around this to which we need to pay due diligence. Never before have the decisions of government and industry been under the level of scrutiny that they face now. Whether it’s rip-off premium rate phone-in promotions or exploited factory workers in the Far East producing Olympic merchandise, these are subjects that we will all have to address. 

The promotional product market will continue to expand and excel through clever ideas and more refined manufacturing techniques. New manufacturing markets beyond gargantuan China are proving their worth, quite literally to ‘deliver the goods’ – countries from India to Peru are demonstrating this. Closer to home, Eastern and Southern Europe is providing tough competition with countries such as Turkey and Poland taking the lead. While it’s the nature of our industry to source products from wherever offers the best price, there should be a standard list of criteria. 

Now that we are competing with the whole world we need to make it our business to be astute with every transaction. Whether this means having inspection houses on board, or visiting manufacturers personally, now is the time to take responsibility for all our sourcing in the wake of global trading conducted on a scale not seen by mankind before. This is exciting yet daunting. Are the products ethically sourced? Are they recyclable? Is it fair trade? Does it meet the EU directives such as WEEE and RoHS? Has the intellectual property right of the product been upheld? While the EU has a number of directives regulating and protecting the way trade is conducted, we need to take personal responsibility for how we trade with the world, and the BPMA is committed to upholding best practice in this regard. 

Raising Standards 

Looking further at ways of improving how we conduct business, it’s important to remember the role the internet can play in our marketing. The BPMA’s website has played a fundamental role in being a portal and information hub for our industry. Websites are the way to communicate with the world and all companies need to ensure that their sites represent their offerings to the highest degree. Although it comes at a cost we need to consider the export opportunities and potential business leads which new media can offer. I have recently heard of a member who was able to secure £150,000 worth of business through the BPMA website, which would otherwise have been missed. 

Considering promotional marketing industry trade shows, ranging from the Promotional Marketing Exhibition to the National Incentive Show, we need to remember how important these platforms are. While it’s not always easy to drum up enthusiasm, effort and innovation each time companies exhibit, this is exactly what should be the focus of attention to make exhibiting the worthwhile experience it is. Live events such as exhibitions still top the marketing experience, where potential customers are able to experience fully your brand and product using all their senses. Let the fresh and innovative ideas which are the lifeblood of our industry be at the forefront of all of our agendas. After all, we are in the business of promotional marketing, and we can all do it well. 

Beyond using our craft and industry honed skills to attract people and business to our offerings, we need to think about the future of our industry. How can we grow with our customers, contemporaries and colleagues? How can we share knowledge gained over the years and use it to raise the bar across what we do? These are questions we need to ask ourselves and address for the continuous benefit of our industry. 

Being Innovative 

Promotional marketing is an exciting business. It’s the business of ideas, creativity, delivery and satisfaction. The world looks to this industry for what is new and interesting and therefore it is our business to be one step ahead. New products are the lifeblood of our industry and the work we do. How often are we asked ‘what’s new’? Looking at new products is one way of measuring our advancement.
At the recent National Incentive Show John Greenway MP commented: “People think there isn’t a need to visit an exhibition any more these days because of the increased use of the internet in today’s business environment for sourcing new ideas. They think they know it all. They don’t! There are more new ideas at this exhibition than I have seen at exhibitions for some time, especially in the product end of the industry. Any business irrespective of size can successfully use promotional products to boost sales and performance with price ranges and minimum quality order levels to suit all. Every company or business can now have personalised products with branding cheaper than can be found on the high street with no branding.” 

These wise words go a small way to reinforce the purpose and powerful impact promotional marketing can have on a business. As the trade association promoting best practice in all respects we also feel it’s important to recognise the amazing talent which comprises this industry. To this end we launched the Entrepreneur of the Industry Award in 2006 to recognise and reward this talent. See www.entrepreneuroftheindustryaward.com.