Promotion Commotion: The Growing Trend in Ad Specialty Items
In March, our team at Print Buyers Onine.com posed the following question in our popular Quick Poll survey: “In addition to purchasing printing, do you buy ad specialty/promotional items?” Seventy-seven major print buyers participated in the poll and of these, 75% of major print buyers said they purchase promotional items. Here are some thoughts they shared with us:
”Production managers today don’t just purchase printing. I spend more time on the unique purchases in marketing than not. I have purchased oversized banners for the outside of buildings, a countdown clock and glass for an outside monument, just to name a few.”
“It is interesting to find out about the variety of printing/imprinting processes and the wide range of price, quality and selection of products. While the pace of work is fast when you are doing both print and promotions, it is fun to have the variety.”
“We buy a variety of premium items to go along with our variable data promotions.”
“This is the only type of buying in my job where I utilize brokers. I purchase promotional items 6 times a year which are offered as premiums for some of our direct mail campaigns.”
I find it intriguing that so many print buyers are buying branded items today, as in the past this was rarely their responsibility. In addition, I’ve also noticed that some printers are now directly distributing these promotional items themselves.
Tell us your thoughts: Are you supplying these types of services to your customers? How do you think this area may grow in the future? Do you believe the Going Green movement will make these items less popular?