From the Editor I
ndustry surveys are always interesting and the latest research commissioned by the bpma (British Promotional Merchandise Association), made me sit up – even though theyʼd given the story to Marketing Week five days before they sent it to us… so, not exactly hot off the press guys! The figures, however, make interesting reading. ■ 49 per cent of senior marketers have increased spend on promotional merchandise since the last financial year; ■ 83 per cent of senior marketers plan to increase or maintain spend on promotional merchandise from this year to next; ■ 66 per cent of senior marketers purchase promotional products at least every three months; ■ 73 per cent of buyers use merchandise at promotional events, and 63 per cent of buyers use it for brand awareness and re- branding.
All good, but on closer analysis, a
different picture emerges. The survey questioned just 30 senior marketers
(survey samples are more usually around 1,000). Doesnʼt this somewhat dilute the bpmaʼs research?
The UK promotional merchandise industry is said to be worth £715 million a year (bpma figures), but even given the buying power of the 30 senior marketers recently questioned, do they truly represent promotional product buyers at large?
The bpma figures sound positive, but in reality, just 14.7 individuals said they would increase their promotional merchandise spend; nine said it would stay the same and 6.3 said their spend would decrease. Around four people said they bought promotional products twice a year, six purchased annually and around 20 (in total) bought them either every quarter or monthly. The bpma press release states that 66% of respondents (correct, but in reality, just 20 of those questioned) bought promotional merchandise at least every three months. As a per centage, it sounds so much
deales@datateam.co.uk Putting a positive spin on promotional product buying
more impressive. Iʼm not knocking the bpma. They are a force for good within the industry. I hear that further research, using a bigger sample, will be available in September. Perhaps this will be of more value?
Research, however, can be incredibly expensive and I hear via the grapevine that cost was a factor in deciding on such a small (albeit focused) survey sample for the latest survey.
Research can be a valuable business tool – but it needs to be credible. To quote that well-known online encyclopaedia: “ʻLies, damned lies, and statisticsʼ is a phrase describing the persuasive power of numbers, particularly the use of statistics to bolster weak arguments”. If you have an alternative view, Iʼd be pleased to hear from you.
Have a good month.
This month
5 Industry News – Seven pages of news from around the industry. 18 The DTG Column – More on the direct to garment front from Colin Marsh. 19 Transfer Technology – Avery Dennison talk about their latest advances. 20 Business Monitor – Hospitality to the fore this summer. 24 Ancillary Products – Add-on sales opportunities for decorators. 33 Promotional Products – Latest gadgets and gizmos from Stuart Derrick. 34 The Big Interview – Debbie Eales visits Continental Clothing’s new HQ. 37 Troubleshooter – Embroidery problems solved with YES’s Roy Burton. 38 Industry Event – Gustav Daiber celebrate their first 100 years.
41 Supplier Profiles start here – Absolute Apparel, Amaya Sales UK, American Apparel, Dare 2b Teamwear, BTC activewear, FDM, Graphtec, Hybrid, inSync, JHK, Just Hoods by AWDis, Quadra, Resolute DTG, Result, Russell, Team Colours, Spiro and Xpres.
68-69 Web news – And the latest Web Wise column from Gareth Morgan. 78 Machinery News – News from YES Ltd, Mimaki and Lineker Machines.
Printwear &promotion
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The Big Interview with Mariusz Stochaj of Continental Clothing Company
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kambrose@datateam.co.uk Origination:
Design & Media Solutions August 2012 | 3 |
Picture courtesy of Continental Clothing
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