Hot Products for 2011

When it comes to declaring the hot products in the promotions industry at the moment, we here at Promotional-merchandise.org.uk are well placed to comment as due to the ongoing analysis of the top visited categories on this website, this information is always at our fingertips. So far this month key rings are most popular, closely followed by carrier bags, corporate gifts and T-shirts. Not surprisingly, when you split the carrier bag category, eco bags score more highly than plastic carrier bags. What always surprises me is that Oyster Card holders feature so strongly, because, as far as I know, Oyster Cards are only used on London transport, yet they score higher than baseball caps, umbrellas, mugs and ballpoint pens. However, whether this pecking order translates into the ratio of orders, I don’t know? Only the suppliers and buyers can tell me that, so please do.

Fight The Flu 

So, that’s our take on current hot products, but we asked industry associations, manufacturers and suppliers to tell us what they think will be the hot products during 2011. 

Neal Beagles, Chairman of bpma and MD of promotional product supplier, Roantree, and a man with his finger firmly on the pulse of the industry, was quick to respond. He said, “With the current concerns regarding the spread of flu, I believe promotional products such as mouse mats with antibacterial coatings will score well during the winter.” 

Neal is the subject of this month’s interview  which also contains information on the bpma’s plans for 2011.

 

Sweet treats for sweet hearts  

Looking on the brighter side, as well as the flu, the winter also brings us Valentine’s Day and in the promotional world as well as the high street, this means promotional chocolate! Karen Lancashire, Director, Sweet Temptations, predicts that, not just at Valentine’s Day, sweet treats will be high on the list of hot products for 2011. She said,

“Judging by the flying start we have had to the New Year, we anticipate a sharp increase in demand for value-for-money products with a feel good factor, such as sweets and chocolates, to put a cheer into promotions in these austere times.” 

These 5g Chocolate Neapolitan, squares, foil-wrapped with a block-printed paper bands should fit the bill. They can be personalised with your own Valentine’s design and message. 

 

Printed Towels with High Quality Visuals 

Richard King, Sales Director of Hatton Textiles predicts that, with the great improvements to visual quality that digital printing can now bring, digitally printed towels will be popular in 2011. 

Hatton Textiles International Limited weaves towelling products for some of the world’s leading golf resorts (including St Andrews) sports brands and retail labels, and has signed an exclusive agreement with German-based manufacturer MOVE to supply high quality, digitally printed towels.

MOVE, is an extremely well established European brand and has been manufacturing bespoke goods for 83 years and is also a well-known lifestyle brand.

Richard said, "We know that our clients want their products on time and on budget, but they also have really high expectations when it comes to quality. One of MOVE’s key strengths is its ability to manufacture branded and personalised towels at prices and lead times to suit our clients needs without compromising on quality in any way."

In keeping with the increasing need for quick turnarounds and lower minimum order quantities Hatton Textiles can offer full colour digital print beach towels available from just 100 pieces. 

 

Focus on Aesthetics, Finishes & High Impact Branding

Melissa Chevin, Marketing Manager at Senator, a leading manufacturer of promotional writing instruments, agrees that visual impact, as well as an increasing focus on aesthetics and finishes will be important this year. She said, “In 2011 promotional pen buyers will continue to look for new, innovative and interesting aesthetics, with a particular focus on trend colours and finishes.  To meet this demand we have launched a brand new on-trend colour palette with matt tactile finish on the best-selling Senator Super Hit. The new colour hues are the cutting edge, defining shades for 2011 and are guaranteed to add major impact to any promotional campaign message. The Senator Super Hit is fully certified, child-safe, fitted with approved, non-carcinogenic and toxin-neutral.” 

She continued, “As brands look to achieve instant impact and stand out from the crowd more than ever before, we are seeing a high level of demand for Senator’s Xtreme Branding service. This UK-based superior 360 degree full colour, full wrap, branding capability is available on the Senator Super Hit and Super Hit Icy and enables the precise replication of photographic images and intricate logos, achieving resolutions up to1,200 dpi.”

 

Events Will Bring Business

 

Richard Wood, MD of High Profile Plastic sees sporting events being big business for 2011. Richard said, ”Suppliers and distributors will also be trying to maximise activity and potential business from some of the major sporting events including the Rugby and Cricket World Cups in 2011. Although these are not taking place in the UK, many campaigns will surround these events and of course we are looking forward to the Olympics in 2012. 

“In addition to that there are two royal weddings that will impact on souvenir merchandise and can also have a knock on effect to the promotional products industry in this coming year.”

A leading industry association, PROMOTA, agrees with this prediction and has dubbed the forthcoming wedding of Prince William “… a once in a decade business opportunity.” 

David Webster, chairman of PROMOTA, told us, “The months running up to Prince William and Catherine Middleton’s wedding in April represent a huge shot in the arm for the sector. This event will affect everyone. It’s not just businesses looking to give gifts – it’s about street parties, events and souvenirs. The opportunities for our industry are endless and we are only really limited by our imagination.

He continued, “Our economy could do with a boost and the Bank of England is predicting only marginal growth of 2.6 per cent this year. Following the Queen's Coronation in 1953, the subsequent Silver Jubilee celebration in 1977, and then Prince Charles’s marriage in 1981, the economy did in all cases improve according to an analysis of the data by Bloomberg, so as an industry, this will be welcome news.

“It’s important we share knowledge and experience for the benefit of us all, and PROMOTA is the perfect conduit for that,” added David. “Not only are companies going to be looking for gifts, people will be organising street parties, clubs and social organisations will be looking to celebrate this landmark event. Individuals, and groups large and small, are all going to need promotional products. Employers may also wish to give a commemorative product to their staff to celebrate the occasion.

David said PROMOTA was also backing its members by providing robust and essential advice on sourcing royal images and their use, to make sure that they are compliant with the guidelines set out by the Palace. End-users looking for royal wedding merchandise are also advised to look for the PROMOTA mark, to ensure they are buying from a reputable and compliant source. 

David concluded that the Royal Wedding opportunity was timely, particularly given the recent announcement in respect of the ban on promotional products to the pharmaceutical industry.

“That was a real kick in the teeth for us as a sector; however, this proves that as one door closes another one opens. We are a naturally optimistic, forward-thinking, entrepreneurial industry and this is tangible proof of that,” he said.

 

Increased use of Branded Supporting Products by Allied Sectors

P&MM’s Filmology division has already included promotional products in its marketing mix as previously reported.  

Now John Sylvester, Executive Director at P&MM says personalised greetings cards are to be used to present gift cards. 

He said, "As the market continues developing towards plastic, electronic and mobile as the favoured currency for delivering vouchers, it is important not to forget the importance of trophy value. While these new methods offer enhanced efficiency, better data tracking and the potential to leverage new mediums of communications more effectively, we cannot forget why incentives are offered in the first place; to make the emotional connection of personal reward so that recipient feels appreciated and encouraged to continue to perform. The traditional paper voucher always worked well in this respect because it provided something tangible, a decorative reward that did more than just offer a cash alternative; it said ‘thank you and well done'. When making the switch to newer forms of reward vouchers, failing to capture this sentiment could mean that a great deal of the impact is lost. 

"Striking a balance, then, between offering modern versions of gift cards and vouchers and demonstrating effectively that the reward still ‘rewards’ will be important in 2011. A combination, perhaps, of electronic delivery, which has the added benefit of efficient recording and tracking of data, together with a presentation mechanic where none of the trophy value or sentiment is lost but actually enhanced, should be what employers are seeking. 

“At P&MM we have a unique offering that combines electronic delivery with personalised greetings cards and we see a lot of businesses embracing this winning combination over the next 12 months as they continue to seek the latest in innovative methods to reward and engage staff.” 

In Conclusion

Overall, there is a positive vibe in the industry with new doors opening up for the use of branded promotional products and the sporting and wedding events that will offer new business.

 

Carole Bull, Editor

 

 

 

 

 

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