PROMOTIONAL PRODUCTS It’s business as usual . . . tough!
We all thought we knew how tough things had been in recent years, but a review of the promotional sector reveals just how tough. Despite recent growth, it is worth 17 per cent less than its 2008 value. STUART DERRICK reports.
LEFT: Kindle covers based on literary classics, from Firebox. CENTRE: Pushclean, from Trade Promotions, dispenses liquids cleanly and safely. RIGHT: Award-winning ultra-durable notepad, Brite-Pad.
T he good news is that the
promotional merchandise sector has been inching back, albeit slowly. Last year saw sluggish growth of 1.1 per cent to £763 million, according to the report by merchandise marketplace Sourcing City. The 2008 peak value was £917 million.
What is clear is that there are still opportunities, particularly for distributors with a turnover of more than £1m, who saw growth of 12.2 per cent. These companies also saw their share of the market grow from 40.6 per cent to 52.8 per cent during the six year period studied. Sadly, neither the Olympics, nor the Golden Jubilee provided much stimulus according to the report. However, the Olympics may yet provide a fillip for promotions by reawakening certain interests and pastimes. Iʼm not thinking of waving large foam hands (although they may be due a reappraisal), as much as a revival in participation in some sports such as cycling and running. The MAMIL (middle aged man in Lycra) has been on the surge in recent years, but following the success of Wiggo, Sir Chris Hoy and Victoria Pendleton at London 2012, Britons will surely be going two-wheeled crazy. If so, there are plenty of promotional items to help them. Essex-based Allwag Promotions has a whole range of cycling accessories that can be customised for staff, customers or clients. They range from spoke reflectors and puncture repair kits to lights and bike speedos and computers. As with any exertion, itʼs important to remain hydrated, so donʼt forget to pack some water for the ride. UK manufacturer Bottle Sport is supplying Fluoro yellow bottles this year, which could also help
| 70 | March 2013
get you seen on the road. The company also threatens something of a Nineties revival with the addition of fluorescent orange, green and pink in the coming months.
Of course, not everybody is able to commute by two wheels, and at this time of the year there is the ever-present possibility that youʼll emerge from home to find your car hard-cased in ice. Rather than bending your credit card beyond use, itʼs always handy to have a scraper to hand.
Thankfully Characteristix offers a selection of five ice scrapers, which could ensure that your brand is forever associated with a clear vision.
Budget scrapers
The company, which is set to change its name to CHX Products this year, has noted an increase in sales. It can supply products ranging from budget scrapers up to the Classic, which features a large print area panel that allows full colour print on coloured handles. All products are made in the UK from Characteristixʼ own Enviro-Plas plastic material, which is both recycled and biodegradable. New for 2013 from Trade Promotions is Pushclean a gizmo for dispensing liquids cleanly and safely. The product is a small tablet-shaped container with a 35mm branding area on top. By pushing the centre of the product, liquid from the container is released on to a compressed bamboo towel inside. Different liquids can be added to make Pushclean a cleaning wipe, a baby wipe, make-up remover, a screen wipe, leather cleaner or even an insect repellent applicator. Another cleaning product with promotional possibilities is the patent pending BuzzBrush, supplied by Allwag. The microfibre screen cleaner reaches
between and under the keys, removing lint, crumbs and dirt. The BuzzBrush removes fingerprints, smudges and dust from your LCD electronic devices. Those who are tied to more traditional communication methods might be interested in the Brite-Pad, an ultra- durable notepad that has been designed to be different. The product caught the eye of BPMA (British Promotional Merchandise Association) judges recently, and has been named Innovative Product of the Year. The Brite-Padʼs unique design allows clients to customise every element, from the front and back covers to the very last sheet. Its covers are made using recycled material for an eco-friendly promotional product, and it contains 80 sheets of white 80gsm paper. Of course, no merchandise portfolio is complete without a phone or tablet holder and the Brite-Dock and Tyre Brite-Dock promise desk space in the form of a brandable mobile phone holder. The product comes flat packed making it an ideal mailer.
It holds a mobile phone or tablet such as a Kindle or iPad. Both models are hardwearing and eco-friendly, with the Tyre Brite-Dock containing recycled rubber tyres.
For those looking to pimp their Kindle, Firebox has a range of covers based on literary classics. So while your lips are moving to Jeremy Clarksonʼs latest oeuvre, you can kid the world that youʼre engrossed in Pride and Prejudice, Moby Dick, The Great Gatsby or some other volume from the canon. Hereʼs hoping for a healthier balance sheet this time next year and that the current crop of promotional must haves can go some way to helping achieve that.
www.printwearandpromotion.co.uk
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