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PROMOTA
Promotional merchandise
companies are set to take
centre stage
When it comes to promotional merchandise then the arts world has plenty of potential.
Leading industry orgainsation PROMOTA takes a closer look
T
he theatre and events industries are an ideal Promotional merchandise sold or given away at an Organisation in terms of choosing and ordering
resource for those within the promotional event needs to be eye-catching to ensure that the products is on a detailed schedule and generally in
merchandise industry. Theatres and venues theatre and the show will be remembered by the advance of any major performance. In terms of
need products to promote their productions and audience. products for large pantomimes and shows, these
promotional merchandise provides excellent Jacky said: “We look for quality novelty items tend to be ordered ahead of time, and for the
opportunities for branding. Many companies that will attract kids on the night of the show, but Alexandra Theatre, this means looking around in
within the promotional merchandise industry may also useful ones such as pens or tape measures advance for companies who are providing
not have thought to address this market before, that people can just pick up out of interest. These products that suit the show. There is no point
but it is an important customer base as there is kinds of promotional products with our name on providing promotional material which isn’t
opportunity for large orders of various products all are a great way for us to get out there.” relevant, so choosing products and a supplier is a
year round. WISH Theatre is a Coventry-based pantomime key part of the process. In terms of choosing a
and children’s theatre production company. supplier, Jacky said: “I have some regular suppliers
So, to what extent do theatres use Business manager, Sarah Boden, understands the for promotional products, but I would also go to a
promotional merchandise? importance of promotional products for this specific company if they were offering something
Promotional products are great as additional items industry. Sarah believes that the key thing is to that I needed for a certain show.”
to a theatre production and a perfect way to ensure that the promotional product fits in with It is clear that for theatre production companies
promote the show and venue. Products which are the show being sold. Tiaras, for example, are such as WISH and for theatres such as The
relevant to the show, such as flashing head-gear perfect product for a children’s pantomime or Alexandra, promotional merchandise is a key part
from a pantomime, are a perfect accompaniment ballet but not for an adult murder mystery play! of the operation. Several things need to be taken
for children as a memento. Standard promotional For many, choosing promotional merchandise into consideration by promotional merchandise
items such as pens, t-shirts or keyrings, branded for a show just comes down to price. This is an companies including, price, quality, novelty value
with show or cast information are also popular important point for the promotional merchandise and product relevance. If approaching members of
with audiences after the show as mementos of world. Companies should ensure that they are the theatre and events industry, promotional
their night out at the theatre. providing a range of interesting and good value merchandise companies need to bring out the
These types of products are ideal for theatres as products that will be picked up by this industry for strength of their offering and submit concepts
they can be sold at merchandise booths or given various productions. which will fit any specific requirements.
away after a performance. Jacky Barron, marketing The busiest time for theatres and events venues It is clear that there is a wide range of
manager at the Alexandra Theatre in Birmingham is clearly in the run up to Christmas when opportunities for promotional merchandise
said: “People tend to take things when they are pantomimes and festive shows take hold of the companies to build up relationships with theatres
free, it is a great way for us to promote the nation. Despite the fact that we have just come and events venues. The large variety of shows and
theatre.” into February, the ordering process for theatre performances means that there are a great
promotional products has already started for next number of products needed, included bespoke,
What are theatre companies looking for in Christmas. Promotional merchandise companies novelty items. Promotional merchandise companies
the promotional merchandise they order? need to be aware of this time frame, and plan would benefit hugely by getting involved and fully
Theatres and events companies, like any business, ahead in order to find theatres and theatre exploiting an opportunity which would enable
are looking for a range of quality items to use in companies which they can provide relevant large amounts of orders, all
relation to their shows and productions. products for. year round. P&P
| 48 | February 2009 www.printwearandpromotion.co.uk
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