I had the privilege of attending my first PPAI Expo in Las Vegas this year. It’s the largest trade show in the promotional products industry and it’s a chance to see what new products are coming this year. More importantly, in my opinion, it’s a time to see where promotional advertising is headed and how it’s responding to advertisers’ rapidly changing needs. I’ve written a few of my observations below.

Storytelling

Every brand has a story to tell and telling that story is the backbone of marketing. Several suppliers that I spoke with stressed importance of integrating them into the storytelling process. Unfortunately, few promotional products have a large enough imprint area to tell it. In a presentation to the Newton sales force, Mike Burns from Quikey explained the role of promotional products in brand storytelling as a trigger.

For example, a direct mail piece is a great way to tell a brand’s story. But, it is quickly discarded and may soon be forgotten. Including a clever or useful promotional product keeps the story alive by “triggering” memories of the direct mail piece it came with each time the item is used. A trigger alone can’t tell the story and a story alone isn’t always remembered. But together, they make a powerful marketing combination.

Results

“Clients want results, not impressions,” was the message Ron Williams, director of marketing at Fey Industries preached. While impressions have long been the calling card of promotional products and still will be, advertisers need numbers to justify the dollars spent. As a result, more suppliers are touting resources to collect data and drive responses.

Last year, for instance, QR codes were the buzz in marketing circles and dominated the PPAI Expo. One year later, the novelty has worn off and advertisers and consumers are looking for a little bit more from the technology. That code needs to provide ROI by collecting data, pushing prospects down the sales funnel or provide an essential service for customers along with being entertaining and engaging.

Tech Support

Tablets and smartphones have become essential business tools and in-demand gadgets for consumers. The promotional products industry has responded with an array of products for advertisers to get their logo on or near these devices.

Business accessories like cases, chargers, and Bluetooth keyboards and mice make excellent gifts to clients and prospects or assist employees in the field and create a tech savvy brand impression. Earphones, chargers, stands and skins allow advertisers to utilize must have mobile accessories to stay top of mind with consumers. The bottom line is if you want a tangible way to reach people on their devices, your promotional consultant is ready.

If you were in Vegas and had other observations, share them below (One man can’t cover it all). If you weren’t, still share your thoughts below.