BPMA June:Layout 1 19/05/2009 12:27 Page 56
BPMA
It isn’t all about
mousemats and pens
Gordon Glenister, director general of the British Promotional
Merchandise Association (bpma) is keen to change the perception
of the promotions industry and wants his members to have a
bigger slice of the cake. But understanding the needs of the end
user are paramount, he argues, and there’s a strong case for
educating the marketeers.
by Debbie Eales, editor
P
romotional merchandise offers so many more 43 people qualified for the bpma’s new certificate Go round any exhibition and you will see huge
opportunities than people realise, according which promotes best practice through staff amounts spent on the stands and on the
to industry guru, Gordon Glenister. development to ensure quality of service. exhibition itself. “There’s probably £500 left for
“But is our industry hungry enough? No. And I “I don’t want it to sound like I am indoctrinating. promotional pens and whatever else, and yet
think it should be. Quadruply so,” he argues. But there’s so much more we can do. We have just actually, what makes a successful exhibition are
“The recession is making people look more got a sliver of what could be a massive market two things – people on the stand and the method
outside the box about how they win business; place if only we understood and we embraced so used to engage with them,” argues Gordon. “You
where they win business; and re-evaluate much more.” can have the best exhibition stand in the world,
marketing activity,” says Gordon. Many companies in the sector are missing a but if it isn’t getting people to stop, it’s not really
“I did a presentation to the COI (Central Office of massive trick, he adds. working.”
Information) about the fact that we’re not just a Although the promotional goods industry is worth Customers should be steered away from buying
mousemats and pens industry. But that’s the around £1.2bn, Gordon believes that there isn’t cheaply. “We shouldn’t be sucked in by people
perception amongst some and we are so much enough marketing spend in the sector. asking for low value things. There is a danger in
more than that. “If you look at the average marketing budget, we meeting a price point and actually providing an
“I sometimes think we are not good enough. We often don’t get a big enough wedge,” he says. inferior product,” says Gordon. “There’s a little bit
need to be sharper and much more focused on “We are often seen as what’s left in the budget of me that says if you’re going to do something,
delivering outstanding customer service, quality and we need to develop and grow that.” do it well, or don’t do it at all.”
products, good print and embroidery, on time. He firmly believes that promotions should be
Fundamentally, my message is: understand your brought to life in a way that is attractive to the
customer and what they are trying to do.” end user. To that end, the bpma now has its own
Currently, the bpma has 600 members, most of TV channel. “We also need to reflect modern
whom are proud to flag up their accreditation. communication methods so that our members are
“But our membership is not high enough,” says able to use video to promote their products,” adds
Gordon. If there’s ever a time to join a trade Gordon who also urges his members not just to
association, it’s now. There’s a wealth of accept an inquiry at face value.
knowledge, a wealth of support there for you.” “Understand what your customer is trying to do.
With a large number of SMEs in the sector, the How do you know that they have got the best
entry level can be quite low, he adds. “What I am idea? They are just looking through a catalogue.
trying to do is create a standard. I often talk about Who’s the expert? You or the customer? You are.”
the industry being ‘the good, the great and the During the recession, customers are tending to
awful’. Everyone will know exactly what I mean by revert to what has worked for them in the past.
that. I’m trying to make sure that we “So going back to basics is key. The mug, the pen,
professionalise as much as we possibly can. the keyring,” he adds. “The pen is still the most
“A lot of marketing managers are professionally used promotional item by a long way. But even
trained with degree qualifications and are used to with a pen, there’s a multitude of different uses.
dealing with highly professional agencies – and We don’t really, really grasp the customers who
that isn’t necessarily the case in our sector.” use the promotional merchandise. I sometimes
The bpma is doing its bit on this front. Recently, blame the catalogues for doing that, because it
| 56 | June 2009 www.printwearandpromotion.co.uk
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