UK – The BPMA (British Promotional Merchandise Association) launched the first Promotional Products Week, a nationwide PR campaign for the promotional product, from September 16-20, 2013. The Week kicked off with the Big Tweet, a rally call from the BPMA encouraging all members and interested parties to tweet about the week and engage with their customers.
According to official statements, in total 120 members of the association – distributors and suppliers – participated in the campaign in the form of diverse activities, including networking and informative events, mailing campaigns and meetings with industry and political decision-makers. The aim was to arouse attention for the impact of haptic advertising among the users and the media.
At the same time the BPMA published the results of a survey, which among others shows that British consumers are “freebie hunters“: For example three out of ten respondents stated that they purchase a different brand than usual if a product comes with a free promotional product.
According to Gordon Glenister, Director General of the BPMA, the first edition was very successful. There are plans to repeat the event next year.
A detailed report will appear in the next issue of eppi magazine, No. 96 (November 27, 2013).