P7-14News March PASSED:p5-14 NEWSJanuary 09 17/02/2009 16:02 Page 16
TRADE NEWS
Trade Only packs plenty of
Surviving some
promotional punch
testing times
Gordon Glenister Director
General of the Bpma looks at
the impact the next 12 months
A wealth of smart, innovative and eco-friendly promotional
might have on the promotional
industry
goods were unveiled at the Trade Only Show. Neill Barston
reports on one of the key events on the industry calendar.
The promotions industry is
dominated by Small to medium
enterprises, and many of them will
A
n impressive total of more What’s hot at the show… never have experienced a recession.
than 250 suppliers from 21 What’s important is proper financial
countries turned out at the Reeko- planning and a focus on liquidity.
Ricoh arena, Coventry which Design company Reeko has a wide selection of I have already heard the recession
attracted significant attendance promotional items available. This Hamburg firm’s used as an excuse to extract better
From the printwear world, quality range spans everything from gadgets prices from suppliers, and to effect
PenCarrie showcased the latest includling retro radio clocks with MP3 slower payment terms. Many
offerings courtesy of Skinnifit, capability, quirky office times (such as suppliers who import from overseas
Kariban, PenDuick and Just Hoods this car with a paperclip magnet) to have been adversely affected by the
by AWDis, Mantis World. Recently travel goods, sports accessories weak pound and so further pressure
launched distributor Fit Apparel and lifestyle products. The on margins isn’t going to make life
was also in attendance. company is offers a easy. The number of insolvencies in
Anyone looking to get a handle personlisation the promotional merchandise sector
on a fresh range of products engraving service has shot up in the last quarter.
would have been far from which is perfect Sound gloomy? well no just
disappointed. From office for promotional realistic, what we have to do is
merchandise such as stylish purposes. For more refocus on the basics of building
stationary, gadgets and pens to information see www.reeko.com longer term relationships with our
eco-friendly USB and bag ranges, clients.
ceramics, laster engravers and We may have to work a little
stress-busting desk devices, there ICE COOL- harder at reminding them of how
was something for everyone. Anyone looking for some classy valuable promotional clothing and
As Nigel Bailey, exhibition promotional merchandise would merchandise really is. What we will
manager said before the show, do well to cast an eye face like many businesses in the UK
there’s an air of optimism within over the ICE is a form of natural selection, the
the industry despite recession range. lean strong focussed businesses will
being the hot toic of conversation. This do well. When sales are under
He said: “Trade Only is London pressure it’s very easy to drop the
changing and growing, we are firm has set price in order to win business yet it’s
focusing and maturing. I want to its stall out as a provider of high-end business gifts which should impress the worst thing to do.
see the promotional products the pickiest of clients.
industry expand and the time has Its product list ranges from silver plated pens, cuff links, full list of So ask yourself these questions :
come to make that happen. jewellery including pearl necklaces to office provisions such as USB flash What is my Unique Selling
We all need the industry to drives and accessory cases. For more information see www.ice.co.uk Proposition – what makes me
grow, we all want a bigger slice of different ?
the cake. With business gift sales Does my website reflect
now hitting the 1billion mark, how Clap-Banner confidence and reassurance ?
are we going to double that? An ingeniously simple device, the Clap Banner is essentially a deftly designed Are their testimonials /case
It’s up to us all to grow our concertina-of cardboard. It’s fast become a must have accessory at football studies/ accreditation/awards
market. The time has come for us and sporting matches of all occasions for promotional purpose. clearly visible
to work together, all the disparate From grass roots games to How much of my business is
groups, for the benefit of the premiership matches, Clap Banner repeat if its not higher than
whole- now more than ever in can personalise your alternative to 60% -ask why?
these trying econmic times.” the traditional scarf. For more Have I benchmarked myself
Gordon Glenister, Director information see www.clap- with my competition?
General of the British Promotional banner.com Have I invested in training
and Merchandising Association The company is also marketing for myself or staff so that we
added that there had been a great another trick of the trade. It has a operate at the highest level?
response to the show. He was come up with an alternative to the Which markets do I focus on ,
encouraged that despite some of trusty business card- a magic wand or do I take what business that
the most challenging trading which can also be fully personalised comes in?
conditions imaginable, there had and springs into action at the flick of How much business do I get
been a strong turnout at the its clip. For more information see from referrals, how can I affect
event. info@themagicwand.co.uk more of this?
| 16 | March 2009 www.printwearandpromotion.co.uk
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