10 minutes with Craig Allen, Head of Search, Tarsus (including Promotional-Merchandise.org.uk)

Continuing our series of Q&As with influential individuals involved in various facets of the promotions industry; this month the spotlight falls on Craig Allen, Head of Search for Promotional-Merchandise.org.uk and other sites run by Tarsus, an international media group.

After receiving a 2:1 (Hons) degree in Business Information Technology, Craig worked on many high-end research projects in various online environments. These include Search Engine Optimisation (SEO), Search Engine Marketing (SEM) Strategy, Web Development and Pay per Click (PPC) International Account Manager.

Craig’s strategic online marketing skills and technical SEO abilities enable Promotional-Merchandise.org.uk to stay at the top of the search engines. He also works on promoting the Promotional-Merchandise.org.uk brand online via Twitter and other social media interfaces.

How long have you been involved in the industry?

I’ve had 10 years experience in the on-line industry and I started working in the promotions industry with Promotional-Merchandise.org.uk in 2006. My remit was developing the site for buyers looking to source promotional products in the UK. Today, the site features include a free-to-use Quick Quotes Board service with the ability for buyers to easily contact multiple suppliers for quotes. The site also contains a comprehensive Directory of UK suppliers as well as our popular news pages. Our online service has been used by many large companies such as BMW, BBC, Lego and Barclays.

What has changed about the industry since you joined?

When I joined Promotional-Merchandise.org.uk there was a boom in the number of organisations offering ‘on-line’ sourcing. The recent economic client has had a big impact resulting in the contraction of companies and sites offering a professional service making it easier for the buyer and supplier to concentrate their efforts and searches.

What further changes would you like to see?

From an on-line standpoint I’d like to see more suppliers delivering new ideas and new products via the website, offering inspiration in real time. Videos are a great way to express brand ethos and product information, and we are currently adding video capability.

What do you like most about the industry?

The promotional merchandise sector has got a good family atmosphere which was demonstrated at the BPMA Christmas lunch, which I attended with the team. It was an excellent and well-organised event that brought the whole industry together to discuss its vision and future growth. The industry has a healthy mixture of traditional values and visionary entrepreneurs.

Promotional-Merchandise.org.uk is a website devoted to promotional products, so tell us what’s the favourite piece of merchandise you have on your desk/or that you have recently seen?

I’ve got a branded promotional rocket on my desk. Hit the button and it fires. There’s never a dull day in this office!

If you weren’t in the SP industry, what would like to be doing?

I’d be a tennis coach or making computer animation for films like the hugely successful Avatar 3D movie.

Who do you admire/respect most in the public eye?

Donald Trump. 

… and why?

He’s a hugely successful US entrepreneur and I like his style.

If you were to have a dinner party, who would you invite to put the world to rights or simply to amuse you?

Megan Fox, Angelina Jolie and Kate Beckinsale (all actresses – well they might want tennis lessons!), David Beckham (I’m a Man U and footy fan, I know he’s left Man U, but I’d still love to meet him), Steven Spielberg film director and James Cameron, director of the Avatar movie mentioned above.

Tell me something about you that nobody in the industry knows?

I played in the National Finals of the Indoor Ultimate Frisbee Tournament in Edinburgh during my University Days.

And a final comment ….

The online market has much potential for promotional suppliers with over 200,000 people searching for Promotional Products every month online. With such large demands coming online Promotional-Merchandise.org.uk has evolved to meet their needs. Including monthly E-Newsletters, Video (Example: An Interview with Paul Sung Promotional-Merchandise.org.uk on You Tube) and Social Media (Twitter at: http://twitter.com/promouk or http://twitter.com/Craig_Allen_) & Facebook (http://www.facebook.com/apps/application.php?id=6882626545).

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