July marks my first anniversary with Infinity Product Group, where I first dove in on marketing for the Infinity Her women’s promotional headwear brand. If you have read previous blog posts about our brand and industry on www.InfinityForHer.com, they were written and posted by me! This experience has opened my eyes to the dynamic world of the promotional products industry, as I did not come close to understanding it before starting this position.
When I first learned that Infinity Her was part of this space, my reaction was, “How big is this industry, really?” Honestly, I had a preconceived notion that promotional items were often unexciting, wasteful, and not essential to most marketing strategies. However, I quickly discovered that this industry is not only substantially large but also deeply committed to sustainable, intentional practices and plays a crucial role in enhancing marketing efforts.
As I spent more time in this role and gained more experience, it became clear that I had completely misjudged the promotional products industry. Here are three key lessons I’ve learned during my first year in the promo product field.
1. The Industry is Very Nuanced.
The promotional products industry is quite diverse and a bit more complex than simply identifying the supplier and the seller. You’ll encounter different types of companies, including one-stop shops and those that outsource various aspects of their operations. The key players in this industry include suppliers, wholesalers, distributors, decorators, and consulting firms.
2. Active Participation in the Professional Community is Essential.
The promotional products industry is supported by a network of organizations, resources, and events that bring companies, people, and information together. Companies don’t have to be part of every group, but actively engaging with even a few of these can offer a major advantage in education, visibility, and long-term growth. If your company isn’t involved with a promo organization, you are missing out!
Two organizations that many distributors and suppliers choose to be a part of are ASI (Advertising Specialty Institute) and SAGE. ASI is a for-profit organization that provides powerful tools like an extensive product database, advertising opportunities, and educational resources. SAGE, which sponsors another key organization, PPAI, offers a top-tier product research and CRM platform, tradeshow management tools, and more. Together, organizations like these help streamline day-to-day operations for thousands of promotional businesses.
PPAI (Promotional Products Association International) is a non-profit that supports the industry through research, education, advocacy, and the largest annual tradeshow in the industry – the PPAI Expo in Las Vegas. If you work in the promo business, you need to attend this expo!
Other industry resources include media outlets like PromoCorner, Graphics Pro, and Impressions, which provide up-to-date news, decoration trend insights, and interviews with industry professionals. As for events, beyond the PPAI Expo, many in the industry attend ASI Shows, The Impressions Expo, and Decorated Apparel Expo (DAX), among others. Trade shows like these can help your promo business connect with suppliers, distributors, decorators, or whoever you need to get in contact with to make your business boom.
Being part of these communities helps companies stay informed, connect with peers and prospects, and navigate the many nuances of this ever-evolving industry.
3. Strategic Product Selection Strengthens Audience Connections.
Since I started working on marketing for Infinity Her, I’ve discovered numerous real-world examples of how strategic product offerings can forge strong connections with consumers. Infinity Her caps have two patented features: a hidden, concealable ponytail opening and a sweat- and makeup-resistant band. I first heard this at my PPAI Expo in January, and I’ve also come across it online: our features are true game changers. These innovations not only provide value and utility for our customers but also improve the perceived value of a brand when they use our caps as promotional merchandise.
To wrap it up, my first year in the promotional products industry has taught me that this field is much more than just selling branded pens and sticky notes; it’s a dynamic network of businesses with diverse roles and products. That’s why engaging with trade organizations and communities is so beneficial for building connections with other companies and grasping their offerings. Additionally, the choice of promotional products is crucial. It can significantly influence how recipients perceive the quality and usefulness of your company’s products or services.
Are you new to the promo industry? Here are some next steps and tips:
- If you haven’t done so already, research the current membership tiers and benefits of PPAI and ASI that are relevant to your promotional products company. The benefits of joining one or both of these organizations are invaluable in growing your promo business.
- Subscribe to promotional product newsletters to stay updated on industry news. Consider attending upcoming tradeshows to stay ahead of trends such as sustainable design, data-driven swag, personalization, and compliance standards, which are currently hot topics.
- Review your past promotional campaigns to identify which items resonated well and where your targeting could be improved. If you don’t have previous promotional campaigns to analyze, take steps to make sure that your next one is highly targeted while staying authentic to the brand.