Firstly, let’s start with a quick definition – Well the Wiki definition: Promotional merchandise, promotional items, promotional products, promotional gifts, business gifts, corporate gifts are products which are often branded with a corporate logo and used within various marketing activities including; product launches, exhibition giveaways, conferences, retail gift with purchase, staff incentives, and trade sell in incentives. The items are often branded with the company or brand logo and may also include a marketing strapline or campaign slogan.
The promotional product industry is made up of “End Users” – those who procure the items (procurement, marketing, brand agency, PR agency or team, events team, or in some cases PA’s for high profile corporate activities. These buyers tend to purchase all their promotional product requirements via Distributors who work between the end users and their vast network of global suppliers/manufacturers. These distributors are buying promotional products and premiums day in day out so they are perfectly placed to advise and guide their end user clients across a full range of promotional products.
The roles of the Distributor is build the relationship with the End User stakeholders and manage the full service of; design, innovation, sourcing, packaging, labelling, product testing, logistics, fulfilment and distribution. Generally, the distributor will have been through some form of selection process to be added to a preferred supplier list or roster.
The distributor’s role is to understand the needs of that End User, including brand guidelines, business needs and expectations, understanding the individual brands in order to provide the most appropriate product solutions. They are responsible for ensuring they have a robust supply chain – ethical, complaint and sustainable. A good Distributor will usually, represent a vast network of manufactures and suppliers, so that the end user has a one stop shop for all their promotional merchandise and bespoke premiums.
Promotional Products Rock – bpma – Promotional Products Week 2014