IN THIS ISSUE Gen Z Workplace Style p. 14 The State Of Innovation 2024 p. 30 Marketing Masterclasses p. 40 Safety Solutions p. 54 MEDIA.PPAI.ORG 10.24 October Surprise PPAI research reveals political operatives’ unexpected attitudes toward promo. pg. 24
4 From PPAI Your 2025 Advantage 7 Creative Calendar Essentials 10 Use Case Remote Ready 14 In Style Gen Z In The Workplace Voices 18 Responsibility Innovating For A Sustainable Future 21 Innovation How Vs. What Must Read 54 Promotional Products Work Promos To Prioritize Safety Community 60 Buzzworthy 62 PPPC Communiqué 64 Book Club 66 Inside PPAI 71 New Members 75 Datebook 80 Perfect Promo CONTENTS 10.24 VOLUME 48, ISSUE 08 40 The State Of Innovation 2024 PPAI Research has examined benchmarking data on digital transformation from distributors and suppliers of all sizes and awards High Marks for Innovation to new firms. 30 October Surprise What do campaign end buyers and voters think of promotional products? With a presidential election around the corner, PPAI Research took a deep dive into the preferences of campaigns and voters for both parties. 24 PYRAMID AWARDS: Masterclasses In Marketing For 66 years, the PPAI Pyramid Awards, sponsored by Pacesetter, has been the industry’s most coveted recognition. We recognize this year’s gold and silver award winners in six categories. 40 24 30 PPAI • OCTOBER 2024 • 3
From PPAI Dawn Olds, MAS Interim President & CEO 10.24 Your 2025 Advantage HELLO FROM PPAI HEADQUARTERS! On behalf of the entire team, I’d like to thank all our members for their support and for their unwavering belief in PPAI. There have been a lot of changes this year, from staffing to systems and even the membership structure of the Association, and you have stuck with us through it all. As the team at PPAI starts its 2025 planning process, it’s exciting to consider how this year’s changes will facilitate the acceleration of several strategic plan initiatives set by your PPAI Board of Directors: • Key leadership we added in important positions in 2023 are fully hitting their stride and working closely with the entire team. Our Director of Digital Transformation CW Karstens and Director of Sustainability and Responsibility Elizabeth Wimbush will be pivotal in elevating the industry for the future. • The new, simplified membership structure and improved internal systems that come with it will allow us to better tailor and enhance each member’s experience. • New tools and capabilities for the research team will provide even greater voice-of-the-industry insights in 2025, including greater visibility into international trends. • Stronger investment strategies and prudent financial management are driving economic stability for the long-term health of the organization, creating further resources to pour back into an always-improving PPAI. As you work on your own 2025 plan, I encourage you to consider how the data PPAI Media publishes through its Premium Research (PPAI.org/premium-research) could help guide your decisions. This month’s edition of PPAI Magazine offers a taste: In a poll of Democratic and Republican campaign operatives, we found some useful insights that can guide your approach to end users in this important category for our industry. The political market is certainly larger in most years that feature a presidential election, but it never truly goes away. Also in this month’s data-packed issue, you’ll find a benchmarking report on how promotional products firms of all sizes are driving efficiency and improving customer experience through digital transformation, with data often at the heart of these advancements. Even if you have a small business or are an individual contributor, moving with intention towards improved efficiency and enhanced customer experience is critical for success, and I encourage you to take a stat-backed approach, using the best information available to you. PPAI is sharing so much of it. Since joining the Association this summer, I’ve been impressed by all the many ways PPAI is working on our members’ behalf – things we often aren’t even aware of when our focus is on the day-to-day operations of our own businesses. Truly, though, these resources exist to serve the members. As you plan for 2025, be sure to take advantage of as many as you can. I’d like to publicly thank the staff at PPAI for their support since I joined as interim president and CEO this summer. I wish all of you could see firsthand, as I have these past months, the care and dedication they have for both their members and for their peers. It’s been a pleasure serving with them, for all of you. As you work on your own 2025 plan, I encourage you to consider how the data PPAI Media publishes through its Premium Research could help guide your decisions. This month’s edition of PPAI Magazine offers a taste. 4 • OCTOBER 2024 • PPAI
PPAI® PUBLISHER & EDITOR-IN-CHIEF Josh Ellis JoshE@ppai.org MANAGER, CONTENT & SPECIAL MEDIA PROJECTS James Khattak JamesK@ppai.org NEWS EDITORS Jonny Auping JonnyA@ppai.org John Corrigan JohnC@ppai.org MARKET ECONOMIST & SENIOR MANAGER, RESEARCH Alok Bhat AlokB@ppai.org PUBLIC AFFAIRS & RESEARCH EDITOR Rachel Zoch RachelZ@ppai.org RESEARCH COORDINATOR Shiella Aparis ShiellaA@ppai.org GRAPHIC DESIGNER Rowel Cristobal RowelC@ppai.org ART DIRECTION SPARK Publications SPARKpublications.com 704-844-6080 ADVERTISING MANAGEMENT ACCOUNT MANAGERS Connie Brazil 972-258-3064 ConnieB@ppai.org Taylor Coward 972-258-3033 TaylorC@ppai.org Heather Mangold 972-258-3067 HeatherM@ppai.org ADVERTISING CONTACT Amy Weisman 972-258-3080 AmyW@ppai.org INTERIM PRESIDENT & CEO Dawn Olds, MAS 888-I-AM-PPAI DIRECTOR OF BUSINESS DEVELOPMENT Lindsey Davis, MAS VICE PRESIDENT, REVENUE AND EXPOSITIONS Ellen Tucker, MAS, CAE DIRECTOR OF FINANCE Renae Ward CHIEF FINANCIAL OFFICER Troy Naef DIRECTOR OF CORPORATE RESPONSIBILITY & SUSTAINABILITY Elizabeth Wimbush DIRECTOR OF DIGITAL TRANSFORMATION CW Karstens BOARD OFFICERS CHAIR OF THE BOARD Andrew Spellman, CAS Therabody IMMEDIATE PAST CHAIR Kevin Walsh, CAS Showdown Displays CHAIR-ELECT OF THE BOARD Denise Taschereau Fairware VICE CHAIR, FINANCE SERVICES Chris Anderson HPG BOARD MEMBERS TERMS EXPIRING 2025 Karie Cowden, MAS Connect the Dots Promotions REGIONAL RELATIONS COMMITTEE DELEGATE TERM EXPIRING 2025 Kara Keister, MAS Social Good Promotions TERMS EXPIRING 2026 Chris Anderson HPG AT LARGE DIRECTOR Lori Bauer iPROMOTEu TERMS EXPIRING 2027 Dan Pantano alphabroder Danny Rosin, CAS Brand Fuel TERMS EXPIRING 2028 Zack Ottenstein The Image Group Erin Reilly Pop! Promos PPAI HEADQUARTERS 3125 Skyway Circle North, Irving, Texas 75038-3526 Phone: 888-IAM-PPAI (426-7724) www.ppai.org, pubs.ppai.org READER RESOURCES SUBSCRIBE TO PPAI MAGAZINE: Subscribe online at pubs.ppai.org or send your name, title, company name and mailing address, along with phone and fax, to PPB Subscriptions, 3125 Skyway Circle North, Irving, Texas 75038. Or phone in your subscription to 972-258-3019. Include payment with your order. Visa, MasterCard and American Express are accepted, along with checks. Additional member subscriptions are $58 for PPAI member companies (U.S.), $70 (Canada and Mexico) and $75 (international). Nonmember subscriptions are $72 (U.S.), $82 (Canada and Mexico) and $92 (international). Please allow four to six weeks for start of subscription. ADVERTISE IN PPAI MAGAZINE: Download a media kit with rates and specs for all PPAI print and digital publications at media.ppai.org, or call 972-258-3019 or email mediasales@ppai.org. WRITE FOR PPAI MAGAZINE: The magazine regularly accepts articles from both professional writers and industry experts – like yourself. Find out everything you need to know about submitting an article or an idea by reading PPAI’s Writer’s Guidelines available at media.ppai.org/submit-content. Promotional Products Association International 6 • OCTOBER 2024 • PPAI
If this calendar is helpful or if you have ideas for ways that we can better provide this information, email the editors at magazine@ppai.org NOVEMBER 4 NATIONAL DAY OF COMMUNITY SERVICE 6 NATIONAL BASKETBALL DAY 21 NATIONAL GINGERBREAD COOKIE DAY DECEMBER 7 NATIONAL LETTER WRITING DAY 13 NATIONAL COCOA DAY 15 INTERNATIONAL TEA DAY JANUARY 8 NATIONAL WINTER SKIN RELIEF DAY 5 NATIONAL BAGEL DAY 20 NATIONAL CHEESE LOVER’S DAY Exceptional Promotions SPECIAL OBSERVANCES CALL FOR NATIONAL THANK YOU MONTH Product idea: Give recipients a self-care tool to combat dry, chapped skin with a custom-branded Soothing Stick. Made in the USA with jojoba oil and shea butter, it’s easy to apply and can be used anywhere skin needs extra hydration and softening. Raining Rose / PPAI 232508, Silver rainingrosepromos.com Use these special occasions to ignite your imagination for relevant – and distinct – client promotions. Compiled by Rachel Zoch NATIONAL ALZHEIMER’S DISEASE AWARENESS MONTH Product idea: This Mason Jar Gingerbread Cookie Kit includes a ready-to-use mix for a delicious dozen fresh-baked cookies, packed into a 16-oz. reusable glass mason jar adorned with a festive cookie cutter and a custom hang tag with your client’s logo. Midnite Snax / PPAI 113793 , Standard-Plus midnitesnax.com NATIONAL VOLUNTEERS MONTH Product idea: Spread warmth – and your clients’ brands – with a Hot Cocoa Bar Kit. The festive and customizable mailer box contains five cocoa mix packets and five toppings: chocolate chips, caramel squares, mini marshmallows, crushed peppermint and peppermint sticks. NC Custom / PPAI 111662, Silver nccustom.com PPAI • OCTOBER 2024 • 7
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PROMOTIONAL PRODUCTS TO BE UNIVERSALLY VALUED Essentials 10.24 USE CASE p. 10 GEN Z IN THE WORKPLACE Young professionals are looking for function and sustainability, as well as fashion, in workwear and accessories. page 14 IN STYLE SeventyFour / Shutterstock.com PPAI • OCTOBER 2024 • 9
Remote Ready Distributors share their favorite work-fromhome promo ideas, including what to keep in mind when choosing WFH promo. By Audrey Sellers KELLIE AUCOIN Owner Lanier Goods PPAI 800945, Standard-Base Dawsonville, Georgia When it comes to work-from-home promo, Aucoin says you can’t go wrong with tech-driven items like Bluetooth speakers and ergonomic desk accessories. However, even in today’s digital age, Aucoin says she still loves a classic notebook and pen. “I’m a write-things-down kind of girl,” she says. Looking ahead, Aucoin sees more companies prioritizing employee choice. “Instead of offering all 500 employees the same promo item, we’ve been building online company stores that allow our clients’ employees to choose what they want,” she says. “It shows that the company cares and wants to give employees a more personalized experience. Plus, everyone’s WFH environment is a little different.” Aucoin has also noticed a shift toward more eco-friendly WFH items. “As more companies prioritize sustainability, recyclable and reusable products like water bottles will continue to be popular,” she says. As someone who loves to hold and feel a journal and jot things down, Aucoin adores the Neoskin Hardcover Journal. She fell in love with this promo when she got one at the PPAI Women’s Leadership Conference this past summer in Nashville. “It’s an awesome journal,” she raves. “I’ve been recommending it to everyone.” It features an interior pocket for stashing business cards and other documents. A ribbon bookmark makes it easy to find important pages, and an elastic closure marks the next blank page. Spector & Co. / PPAI 168328, Gold / spectorandco.com Aucoin also recommends travel-friendly items like the Asobu Cosmic Bottle. “Quality and functionality are important,” she says. Employees can use this double-walled stainless-steel mug wherever they’re working, from a local co-working space to a nearby park. It’s designed with an easy-open lid, a pop-up straw and a handle for a secure grip. Ad-N-Art / PPAI 236926, Standard-Plus / adnart.com 10 • OCTOBER 2024 • PPAI Essentials | Use Case
When choosing WFH promo, “you want something that someone is going to hang on to,” Aucoin says. A fun desktop item like the Air Plant in a custom planter can spruce up any workspace. It’s low-maintenance and features a woodgrain aesthetic to complement any décor. Jornik / PPAI 111065, Silver / jornik.com JEN BELDAM, MAS President Northern Branding Studio PPAI 759362, Standard-Plus Picton, Ontario, Canada Beldam swears by the tried-and-true classics, like pens that write beautifully and tea and coffee items that spark delight. “You can’t go wrong with elevated takes on the basics,” she says. “The key is not to overthink things or try to be too trendy.” She also recommends thinking about where recipients will use the promo. “There’s working from home,” she says, “and then there’s working remotely. People could be working from a coffee shop or the beach.” Beldam notices a trend toward higher-quality items that people might buy for themselves. “We’re seeing an emphasis on more retail-focused items that fit into an employee’s overall lifestyle,” she says. “These items show that companies care about employees’ work/life balance more than just their productivity.” With WFH promos, Beldam points out that you can create shared, enjoyable experiences for recipients. Beldam recalls creating Vietnamese coffee and chai kits with branded mugs for one of her tech clients. “They were holding their first virtual offsite, and the products aligned perfectly with their teambuilding virtual meeting,” she says. “They created a pour-over experience, which brought a really fun interactive element to the event.” Beldam says it’s important to create a certain vibe and to set a mood that helps people stay focused when working from home. For her, the Modern Sprout Rooted Candle is just the promo to get her energized and ready to work. “I’m a candle snob,” Beldam says, “and these are so good!” Each 6-oz., soy-blend candle includes an organic seed packet to grow in the vessel once the candle has been used. The candle in the sienna matte glaze ceramic vessel (shown), features a comforting fragrance combination of fresh rosemary, lush greens and rich sandalwood. Gemline / PPAI 113948, Platinum / gemline.com PPAI • OCTOBER 2024 • 11 Use Case | Essentials
Beldam’s personal favorite promo to use when working from home is the ClearPad Eco note board. “I get an unreasonable amount of joy from this little memo pad,” she says with a laugh. “I used to live on sticky notes, but this is so much more satisfying. I have the eco version, which is made from Canadian maple.” PowerStick.com / PPAI 383252, Gold powerstick.com There’s no need to reheat your coffee after a call – the Ember Smart Mug allows you to set your ideal drinking temperature on the mug or with the Ember app. It keeps your drink just the way you like it while using the coaster. A smart LED indicates when your beverage has reached your preferred temperature, and an auto sleep feature senses when to turn it on and off. Beldam loves this item and adds that her husband’s favorite WFH item is something similar: a smart kettle. “He can turn it on while he’s still in a meeting,” she says. PCNA / PPAI 113079, Platinum / pcna.com A great pen and notebook never go out of style. As the owner of a Canada-based company, Beldam was proud to use the Canadian-made Ciklo Pen to highlight her brand. This sustainably made pen pairs perfectly with the Classic Layflat Notebook, a softcover notebook with binding that allows it to lay flat and keep pages from falling out. Kotmo / PPAI 825150, Standard-Base kotmo.ca Denik / PPAI 766866, Standard-Plus denik.com Sellers is a California-based freelance writer and former associate editor at PPAI. 12 • OCTOBER 2024 • PPAI Essentials | Use Case
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SeventyFour / Shutterstock.com Essentials | In Style Gen Z In The Workplace Young professionals are looking for function and sustainability, as well as fashion, in workwear and accessories. By Hanna Brookshire WORKPLACE ATTIRE HAS undergone a lot of changes since the pre-pandemic days, and now with Generation Z entering the workforce, it’s changing once again. With the rise of working from home, workplace fashion has become increasingly casual. Neckties are things of the past, and jeans are no longer limited to once a week. Gen Z is continuing this casual trend, but with our own spin. As a member of Gen Z, there are a few things that I and other Gen Zers look for when it comes to workplace wear. For example, I’ve tried to create a capsule wardrobe. This term that’s all over social media and in fashion magazines like Vogue refers to cultivating a small but versatile wardrobe of mix-and-match basics. This shopping method clears up closet space, makes picking an outfit a breeze and limits consumption. Kate Murray, communications and public relations specialist at American Solutions for Business – the No. 10 distributor in the PPAI 100 – attests to this, explaining that Gen Z “builds off base layers.” “Classic and versatile pieces like staple T-shirts, tank tops and body suits are paired with jeans or classic slacks. On top of these staples, we see blazers, vests and sweaters,” Murray says. When looking for apparel items for Gen Z, it’s crucial to find pieces that are “very timeless [with] clean lines [and] clean colors,” as Emily Codner, director of affiliate services at iPROMOTEu – the No. 11 distributor in the PPAI 100 – puts it. Limiting our use of fast fashion and buying products that are sustainably and ethically made is crucial to me and many other Gen Z workers. When it comes to our preferred accessories, function and style are key. Gone are the days of utilitarian backpacks or bulky briefcases – Gen Zers want to show our personality in every item we own. Additionally, 14 • OCTOBER 2024 • PPAI
In Style | Essentials products with multiple functions can help cut down on consumption, helping to support sustainability efforts. “It’s more than just incorporating a product made with recycled materials, too,” says Taylor Borst, senior director of marketing and vendor relations at American Solutions for Business. “There has to be an authentic story behind why or how the product is sustainably sourced, delivered and drives behavior once in use.” She says products with social good and give-back initiatives can be a great way to connect with this audience as well. Another important element is color. Whitney Robinson, strategic marketing manager at Vantage Apparel – the No. 12 supplier in the PPAI 100 – explains that “social media, especially TikTok, is a driving force behind most of [Gen Z’s] fashion choices.” Color has been at the forefront of many recent social media trends, such as the Barbie pink craze last summer to the more recent “Brat Green” trend. “I think Gen Z realized that you can’t stand out if you blend in, and I love that,” says Abby Burke, national account executive at Walker-Clay – the No. 91 distributor in the PPAI 100. Now that you know what Gen Z looks for in their office attire, here are some product suggestions to inspire you. This Urban Pullover Hoodie gives hoodies a fashionable update, replacing strings with a sleek, layered look, making it sure to become a new go-to piece in any Gen Zer’s wardrobe. It’s offered in unisex sizing with a comfy, relaxed fit, making it a perfect choice regardless of gender. It also comes in a variety of trendy colors as well as timeless neutrals. Lane Seven Apparel / PPAI 630869, Standard-Base lanesevenapparel.com A cropped Women’s 1/2 Zip Pullover is a great choice for elevated athleisurewear that’s trendy but also quite practical. It’s nice for layering on a chilly day in the office or for wearing around town. This pullover has a kangaroo pocket and a comfy oversized fit and comes in neutral shades as well as Atlantic (shown), a marine-inspired deep teal blue. It’s made by 100% sweatshop-free labor using ecofriendly processes to reduce C02 emissions and use seven times less water than average clothing manufacturers. BELLA + CANVAS / PPAI 304892, Silver / bellacanvas.com PPAI • OCTOBER 2024 • 15
The Stanley Quencher has been all over social media for the past year, and this Bottle Buddy Deluxe Water Bottle Pouch is a perfect companion to any large water bottle. According to Liz Haesler, global chief merchandising officer at PCNA, PPAI 100’s No. 3 supplier, “this surge in popularity has driven the demand for add-on water bottle accessories, leading to the creation of new product categories like pouches and slings that attach to water bottles.” This pouch is designed to keep your hands free and store a ton. It has a gripped back for staying put and double pockets. Also, it’s made with recycled materials and sales include a donation to environmental nonprofits via 1% for the Planet. PCNA / PPAI 113079, Platinum / pcna.com Essentials | In Style Preppy basics still play a big role in the workplace. The Devon & Jones CrownLux Performance Men’s Plaited Tipped Polo is an elevated basic with fashionable details. This polo has contrasting double-tipped detailing on the sleeves and collar, which adds a bit of flair to this tried-and-true style. It’s made of a moisture-wicking performance fabric sure to keep you looking and feeling cool. This polo comes in five classic colors, including burgundy (shown) and French blue. alphabroder / PPAI 156993, Platinum / alphabroder.com The Artisan Shirt Jacket is a workwear-inspired layering piece that can be dressed up or down. Available in an array of seasonal colors, this jacket is windproof and waterresistant and has a chest pocket with a hidden snap that fits a phone perfectly. This piece checks many boxes, including sustainability, as each piece upcycles 19 plastic water bottles. Storm Creek PPAI 438091, Gold stormcreek.com Brookshire is a PPAI Media editorial assistant intern. 16 • OCTOBER 2024 • PPAI
IDEAS TO ADVANCE THE MARKETPLACE Voices 10.24 INNOVATION HOW VS. WHAT How you use a tool is even more important than which tool you’re using. page 21 RESPONSIBILITY p. 18 Andrey Suslov / Shutterstock.com PPAI • OCTOBER 2024 • 17
Voices | Responsibility S and V Design / Shutterstock.com Innovating For A Sustainable Future Sustainability and efficiency are often two sides of the same coin, driving cost savings and opening new avenues for growth. By Elizabeth Wimbush AS WE NAVIGATE the evolving landscape of the promotional products industry, one thing is becoming increasingly clear: innovation is key to our future success. In a world where sustainability is no longer a buzzword but a fundamental expectation, the companies that thrive will be those that embrace sustainable practices as part of their broader innovation strategies. At the heart of this transformation lies the recognition that sustainability and efficiency are often two sides of the same coin, driving cost savings and opening new avenues for growth. The Intersection Of Innovation And Sustainability Innovation has always been a key component of our industry – from creating product design to novel marketing strategies, our ability to adapt and evolve has kept us relevant in an ever-changing marketplace. How quickly after the Barbie movie was released were you able to get every imaginable product in that exact shade of pink? Now let that spirit of innovation extend to how we approach sustainability. It’s not just about reducing our environmental footprint or ensuring fair labor throughout our supply chains; it’s about rethinking the way we do business. It’s about innovating across every aspect of our operations to create more efficient, cost-effective processes that benefit the triple bottom line: profits, people and planet. When we view sustainability through this lens, it becomes clear that sustainable practices aren’t just an added expense, but a strategic investment that can drive long-term profitability. 18 • OCTOBER 2024 • PPAI
Responsibility | Voices The First Step Toward Sustainable Innovation Efficiency is the foundation upon which sustainable innovation is built. By streamlining operations, optimizing resource use and reducing waste, companies can achieve significant cost savings while simultaneously enhancing their positive environmental impact. Consider the impact of adopting more sustainable packaging. While the initial cost of switching to eco-friendly materials may seem daunting, these materials are often lighter and more compact, leading to lower shipping costs (and carbon intensity!) with reduced storage needs. Over time, these efficiencies add up, transforming a perceived cost into a source of savings and a competitive advantage. Similarly, innovations in energy efficiency, such as upgrading lighting systems or optimizing heating and cooling operations, can lead to substantial reductions in energy bills. These initiatives may require some upfront investment – consider the potential tax incentives that make them a financially sound choice in the long run. Not only do these efficiency gains reduce costs, but they also enhance a company’s reputation as a responsible and forwardthinking leader in the industry. Unleashing The Power of Technology Technology is a powerful enabler of sustainable innovation. The rise of digital tools and platforms is revolutionizing how we manage resources, design products and engage with customers. Carbon accounting platforms, digital traceability tools using blockchain and supply chain mapping have all become commonplace in the last several years. By leveraging technology, companies can drive both sustainability and efficiency. Advanced inventory management systems powered by AI can optimize stock levels, reducing overproduction and waste. Similarly, digital printing technologies allow for on-demand production, eliminating the need for large inventory holdings and significantly reducing waste, resulting in fewer products being sent to landfill. Technology enables companies to better understand and meet the needs of evolving demands of customers. By leveraging customer data analytics, you can pinpoint which sustainability initiatives matter most to your clients. This insight allows you to confidently allocate resources to those initiatives and effectively market your commitment, aligning your efforts with what truly resonates with your audience. The Market Advantage Sustainability is increasingly a key differentiator in the marketplace. As customers become more informed and conscientious about the environmental impact of their purchasing decisions, they are looking for brands that share their values. Companies that can integrate sustainability into their core operations effectively communicate that they’re better positioned to meet this demand. This market advantage is not just theoretical – it’s real and measurable. Companies that prioritize sustainability see increased customer and employee loyalty, higher sales and a stronger brand reputation. Furthermore, as regulatory pressures around environmental responsibility continue to grow, those who have already embedded sustainable practices into their operations will be better equipped to comply with new regulations, avoiding potential fines and penalties. A Call To Action We stand at the forefront of an industry that is ripe for innovation. By embracing sustainable practices, we can drive efficiencies, reduce costs and position our companies as leaders in the market. But more than that, we can contribute to a more sustainable future, one where business success goes with environmental and social responsibility. I encourage you all to view sustainability not as an added burden but as a catalyst for innovation. Whether it’s exploring new materials, adopting cutting-edge technologies or rethinking traditional processes, every step we take toward sustainability is a step toward greater efficiency, profitability and market relevance. Wimbush is the director of sustainability and responsibility at PPAI. Technology is a powerful enabler of sustainable innovation. The rise of digital tools and platforms is revolutionizing how we manage resources, design products and engage with customers. PPAI • OCTOBER 2024 • 19
More space, equipment, technology, and people to better serve the PPAI membership. VISIT RADIANS AT THE 2025 PPAI SHOW IN LAS VEGAS Learn how branded PPE, including apparel, hard hats, eyewear, & more, can be used in the promotional products industry. Introducing new DTF Printing from Radians Radians, a top-tier PPE manufacturer, adds a 110,000 square foot building to its Memphis corporate campus, expanding its Made in USA manufacturing, logo branding, and custom imprinting solutions, including new Direct to Film (DTF) printing. sales@radians.com radians.com 1-877-723-4267 TO CELEBRATE OUR GROWTH, WE’RE WAIVING SET-UP FEES FOR PPAI MEMBERS FROM OCTOBER 15, 2024 TO JANUARY 25, 2025 USE PROMO CODE: GROW2025 Cost-effective for small runs and custom orders Sharp, vibrant colors, and intricate detail Durable prints that withstand multiple washes A soft, flexible finish pleasing to the skin Eco-friendly water-based inks Thousands of SKUs of apparel available, including men’s and women’s T-shirts, vests, and cold weather gear
Andrey Suslov / Shutterstock.com Innovation | Voices How Vs. What How you use a tool is even more important than which tool you’re using. By CW Karstens A LOT OF INDIVIDUALS and organizations put all sorts of effort into choosing which technology tool they will implement to solve a problem or maintain a certain level of growth or consistency. And for good reason: There will be a trickle-down in process depending on which direction you go, well past the IT department and sometimes all the way to the customer level. But I can let you in on a little secret when it comes to choosing the right software tool: How you use a tool is even more important than the tool you are using. The most advanced software can be rendered ineffective if not used properly, while even a basic tool can deliver exceptional results when applied strategically. Why Usage Matters Most Technology requires intention. Without knowing what you want to accomplish and having a flexible but considered idea of what that process would look like in an ideal world, software technology can be reduced to something that doesn’t exactly impress anyone – or, more significantly, does not help your organization. Below are six reasons why the how is more important than the what when it comes to software tools. 1. Alignment with goals: The effectiveness of a software tool depends on how well it aligns with your specific goals and workflows. Understanding your objectives and configuring the tool to meet those needs is more critical than the tool’s inherent capabilities. 2. User proficiency: A technology tool is only as good as the person executing it. The tool’s potential is unlocked by the users. Proper training, practice and a deep understanding of the tool’s features enable users to leverage its full capabilities. A sophisticated tool in the hands of an untrained user might lead to inefficiencies, whereas a simple tool used expertly can enhance productivity. 3. Customization and optimization: Many software tools offer customization options. How you configure workflows, set up automations and customize fields or dashboards can significantly impact the tool’s efficiency. Tailoring the software to fit your team’s specific processes often has a greater impact than the tool’s default functionality. 4. Consistency and discipline: The consistent and disciplined use of a software tool ensures that everyone is on the same page, data is accurately captured and workflows run smoothly. The best tool won’t add value if it’s only used sporadically or without adherence to best practices. 5. Integration with other tools: The ability to integrate the software with other tools and systems in your organization is crucial. Even a less feature-rich tool can be powerful if it integrates well with other tools and supports a cohesive workflow. 6. Focus on problem-solving: Software tools should serve as enablers for solving real business problems. Focusing on how the tool helps achieve results, rather than getting caught up in its technical specifications, leads to better outcomes. The software tool you choose is important, but the impact it has on your work largely depends on how you use it. Next month, I will provide a case study of these ideas in action by discussing a recent software implementation we undertook at PPAI. Karstens is the director of digital transformation at PPAI. PPAI • OCTOBER 2024 • 21
STORIES TO KEEP AND USE Must Read 10.24 ARGraphicss/ jackishit / Shutterstock.com FEATURE page 40 PYRAMID AWARDS: Masterclasses In Marketing OCTOBER SURPRISE p. 24 THE STATE OF INNOVATION 2024 p. 30 PROMOTIONAL PRODUCTS WORK! p. 54 PPAI • OCTOBER 2024 • 23
PRESIDENTS DON’T GET ELECTED without the promotional products industry. Since the nation’s first president, George Washington, promoted his campaign through commemorative buttons, promo has been a vital and unmistakable part of every election cycle. About 1 in 10 Americans display a yard sign of their preferred candidate as an election approaches. Ahead of the 2024 presidential election, PPAI Research took a detailed look at the effect of promotional products and how they are used in campaigns through two different perspectives. • The first of these perspectives aims to determine the way various political campaigns use promotional products, as well as their preferences within the market. This survey took insights from approximately 250 campaign workers. • Secondly, this study also takes a look at the influence of promo in shaping voter perception via survey responses from a diverse range of more than 1,000 voters. “Political campaigns are pivotal in shaping the demand within the promotional products industry, significantly influencing trends and purchasing behaviors across PPAI member suppliers and distributors,” says Alok Bhat, PPAI’s market economist and senior manager of research. The majority of voters (53.3%) in the study indicated that promotional products positively or very positively influence their view of a candidate. These insights come bolstered by a moment when the nation is feverishly being recruited to the polls by both parties. After more than six months of an election year that seemed to be droning on with two candidates who had already sold their fair share of campaign merch over the past four to eight years, election-related promo products got a shot in the arm when President Joe Biden dropped out of the 2024 race, paving the way for Vice President Kamala Harris to launch her campaign. • A flurry of campaign donations for Harris helped fund promo merch to help announce the new candidate to the nation, which led to a surge in demand for Harris/Walz hats made by Newark-based supplier Unionwear, including a viral camouflage hat. • Once the Harris/Walz ticket became official, Gill Studios – the No. 26 supplier in the PPAI 100 – saw a healthy demand for election merch, according to Cindy Scardino, the company’s marketing project manager. “Gill has received a significant number of orders for either Harris or Harris/Walz, with the bulk of the unionmade orders being ever-popular signs and bumper stickers, followed by a variety of stickers, both stock and custom,” Scardino told PPAI Media one week into the Harris/Walz campaign. Must Read | October Surprise Alok Bhat October Surprise What do campaign end buyers and voters think of promotional products? With a presidential election around the corner, PPAI Research took a deep dive into the preferences of campaigns and voters for both parties. By Jonny Auping 24 • OCTOBER 2024 • PPAI
October Surprise | Must Read PPAI • OCTOBER 2024 • 25
Insights From Political Campaign Workers PPAI Research surveyed approximately 250 respondents who have been actively involved in a political campaign recently. Participants ranged in: • Role: Campaign managers (the most represented role at 32%), marketing directors, communication directors, fundraising coordinators and more participated. • Size of campaign team: Respondents worked for campaigns anywhere from single-digit team members to campaigns with more than 200 team members. • Political Party: Both Republicans and Democrats are represented, plus a minority of respondents from campaigns for independent candidates. “The survey data, segmented by political affiliation, provides critical insights into the preferences and effectiveness of promotional products, revealing their role in both voter engagement and financial outcomes for campaigns,” Bhat says. The most preferred promotional products among campaign representatives were hats and caps, with 69% of respondents having favorable opinions on the effectiveness of campaign headwear. Democratic campaigns prefer them slightly more than Republicans. • Mitch Cahn, founder and president of Unionwear, confirmed that by mid-August, Unionwear had sold approximately 100,000 Harris campaign hats, outpacing the initial demand the supplier saw for Trump’s “Make America Great Again” hats in 2016. Political T-shirts come in just behind hats/ caps, with 67.1% of respondents seeing them as effective. The flag and banners/posters/ signs categories both received greater than 40% positive results, and buttons/badges and stickers both received more than 30%. (See Figure 1.) Budget allocation results show that most campaigns allocate a significant portion of their marketing money for promotional products. A healthy 40.85% of respondents dedicate 11%-20% of their total campaign budget to Must Read | October Surprise FIGURE 1: The most preferred promotional products among campaign representatives T-shirts Hats/Caps Buttons/Badges Banners/Posters/Signs Flags Stickers Pens/Pencils Overall Democrat Republican 67.61% 70.97% 69.70% 69.01% 77.42% 63.64% 36.62% 45.16% 33.33% 40,85% 54.84% 33.33% 43,66% 64.52% 33.33% 36.62% 41.94% 39.39% 28.17% 35.48% 27.27% The most preferred promotional products among campaign representatives were hats and caps, with 69% of respondents having favorable opinions on the effectiveness of campaign headwear. 26 • OCTOBER 2024 • PPAI
October Surprise | Must Read promo products. The second most common promo ratio is 5%-10% of the campaign budget. (See Figure 2.) These are fairly high allocation percentages considering the sometimes eye-popping prices we see referenced for political television ads. It’s also a reminder that campaigns for downballot or local offices that may not devote big investments in television ads do rely on promotional products. • Both Democratic and Republican campaigns measure their return on investment in promo primarily through event attendance. Social media engagement, fundraising success and merchandise sales are also reported measures of ROI. Perhaps one of the most surprising insights from the survey is that one political party has much more confidence in promo’s ability to engage voters than the other, at least by percentage. A majority 61.29% of Democrats consider promotional products effective, compared to 30.30% of Republicans. (See Figure 3.) However, both parties use promo to help finance their campaigns. Nealy two-thirds (61.29%) of Democrats surveyed view merchandise sales as having a positive financial impact on their campaigns, compared to 54.54% of Republicans. Additional insights: • Democratic campaigns showed a preference for promo that could be personalized and create an emotional connection. • Republican candidates focused more heavily on visibility through traditional products like yard signs or banners. But How Do The Voters Feel About Promo? In addition to campaign staffers, PPAI Research surveyed more than 1,000 voters, more than 80% of whom were either Republicans or Democrats of all ages and incomes and who lived across the Midwest, Northeast, South and West. T-shirts are the most commonly received promotional products across all parties, with 45.11% of voters claiming to have received one. Hats and caps were next on the list, FIGURE 1: The most preferred promotional products among campaign representatives FIGURE 3: Confidence in promo’s ability to engage voters T-shirts Hats/Caps Buttons/Badges Banners/Posters/Signs Flags Stickers Pens/Pencils Overall Democrat Republican 67.61% 70.97% 69.70% 69.01% 77.42% 63.64% 36.62% 45.16% 33.33% 40,85% 54.84% 33.33% 43,66% 64.52% 33.33% 36.62% 41.94% 39.39% 28.17% 35.48% 27.27% Eective Neutral Overall Democrat Republican 42.25% 61.29% 30.30% 18.31% 9.68% 18.18% FIGURE 2: Percentage of total campaign budget spent on promational products More than 30% 7.04% Less than 5% 14.08% 21% - 30% 15.49% 11% - 20% 40.85% 5% - 10% 22.54% Perhaps one of the most surprising insights from the survey is that one political party has much more confidence in promo’s ability to engage voters than the other, at least by percentage. PPAI • OCTOBER 2024 • 27
FIGURE 4: The most preferred promotional products among voters T-shirts Hats/Caps Buttons/Badges Banners/Posters/Signs Flags Stickers Pens/Pencils Overall Democrat Republican 44.85% 45.55% 44.01% 42.21% 39.08% 45.95% 36.91% 40.16% 33.01% 28.97% 31.54% 25.89% 24.56% 22.10% 27.51% 42.06% 47.17% 35.92% 20.88% 23.45% 17.80% 11.47% 11.59% 11.33% 18.24% 20.22% 15.86% 12.35% 14.56% 9.71% 11.76% 15.09% 7.77% 5.15% 5.66% 4.53% 11.32% 13.48% 8.74% Tote Bags Drinkware (Mugs, Water Bottles) Keychains Wristbands Calendars Tech Gadgets (USB Drives, Phone Chargers) Must Read | October Surprise 28 • OCTOBER 2024 • PPAI
Independent Democrat Republican FIGURE 5: Most common environments in which voters recieved campaign promo Campaign Rallies Community Events Door-to-Door Canvassing Fundraising Events Online Orders 32.08% 29.45% 24.38% 46.63% 36.57% 40.00% 33.15% 26.86% 32.50% 27.49% 20.39% 21.88% 24.80% 32.69% 23.75% and Republican voters showed a stronger preference than Democrats. Buttons and badges saw usage by 36.91% of voters, with Democrats receiving more than Republicans. (See Figure 4.) The study also aimed to determine where most voters were receiving the promotional products they were collecting from various campaigns. Distribution channels are a key strategic point for a marketing approach that requires getting into the hands of end users. For both parties, community events were the most common environments in which voters said they have received campaign promo. Door-to-door canvassing and fundraising events also proved to be tried-and-true methods for distributing promo items. (See Figure 5.) “Community events and door-to-door canvassing are critical channels for reaching voters, particularly for Democrats and independents,” Bhat says. “These methods foster personal connections and direct voter engagement.” Earlier, we highlighted that Democratic campaigns expressed a higher enthusiasm for the effectiveness of promo products than Republican campaigns. Well, the two surveys have produced an interesting contrast. A slightly higher percentage of Republican voters (56.4%) expressed being positively influenced by political merch than Democratic voters (53.3%). When it comes to general voter influence on a political nominee for office, regardless of party, 37.85% of respondents agree that promotional products influence their decision to support a candidate. For deeper and additional insights – including specific promotional product preferences broken down by political party – full reports will be available at PPAI.org/premium-research. Auping is a news editor at PPAI. October Surprise | Must Read When it comes to general voter influence on a political nominee for office, regardless of party, 37.85% of respondents agree that promotional products influence their decision to support a candidate. PPAI • OCTOBER 2024 • 29
Must Read | The State of Innovation 2024 The State Of Innovation 2024 PPAI Research has examined benchmarking data on digital transformation from distributors and suppliers of all sizes and awards High Marks for Innovation to new firms. By John Corrigan Promotional products firms that have embraced digital transformation tend to be at the forefront of the industry. They’ve harnessed technological advances to streamline processes, improve communication and protect customer data (as well as their own), all in the name of better service, ultimately, for end buyers. As part of the PPAI 100 research program, the Association gathered benchmarking data provided by companies that appeared in the inaugural ranking of promo’s leading distributors and suppliers, as well as those who didn’t make this year’s list or were too small to be eligible. This report focuses on the very questions that allowed PPAI Media to score the PPAI 100 Innovation category. Here, we look at some key performance indicators of these businesses in terms of technology, sharing the state of innovation among the very largest companies in the industry, all the way down to promo’s more typical small businesses – suppliers earning less than $5 million per year, and distributorships making less than $1 million. The following sections offer a breakdown of each benchmarking statistic, with insights and reactions from tech decision-makers among companies who participated in the surveys, as well as a comprehensive listing of distributors that have earned new PPAI 100 High Marks for Innovation. Deemerwha studio / Shutterstock.com 30 • OCTOBER 2024 • PPAI
The State of Innovation 2024 | Must Read PPAI • OCTOBER 2024 • 31
Must Read | The State of Innovation 2024 Supplier Benchmarking During the spring, PPAI Media asked industry suppliers of all sizes a series of questions to assess their status on a number of technological fronts. The following survey questions, which were also used to score the 2024 PPAI 100’s Innovation category, reveal how suppliers at multiple competitive levels in the marketplace compare to one another. (All percentages have been rounded up.) The 2024 PPAI 100 is built on member feedback from the inaugural ranking. Among the suggestions that we’ve implemented to improve the program is grouping respondents into smaller competitive levels in the marketplace to produce more accurate data. After all, to paraphrase one respondent from last year, a supplier generating $50 million in revenue is very different from a supplier making $250 million in revenue. Suppliers: How does your firm stack up to the competition, and are there areas you can improve or update? TABLE 1: Is your firm utilizing integration technologies to provide order status or inventory to distributors through PDX, PromoStandards or other options? Yes No I Don’t Know/ Other PPAI 100 Suppliers 88% 6% 6% Suppliers $100M+ 93% 0% 7% Suppliers $50M-$100M 94% 0% 6% Suppliers $25M-$50M 88% 13% 0% Suppliers $5M-$25M 70% 20% 10% Suppliers Under $5M 67% 33% 0% Steve Ehlert, national general manager at Arch Promo Group – the No. 38 supplier in the PPAI 100 – was surprised by the high percentages across the board. “We’re working towards that goal, but we’re a long way off,” Ehlert says. “Every facility we have utilizes a different ERP system, which is challenging and expensive. One of my GMs was concerned about giving too much information to the distributors because situations change. Inventory that is there today may not be there tomorrow, and we don’t have a good way of ‘holding’ inventory while a quote is outstanding.” TABLE 2: Do you offer a secure online payment portal for customers to pay bills securely? Yes No Other PPAI 100 Suppliers 78% 16% 6% Suppliers $100M+ 86% 7% 7% Suppliers $50M-$100M 82% 18% 0% Suppliers $25M-$50M 100% 0% 0% Suppliers $5M-$25M 40% 40% 20% Suppliers Under $5M 83% 17% 0% “Secure payments are too important to ignore, and we are near 100% secure,” Ehlert says. “We’re working on getting ACH links, as that’d the preferred payment method. Credit cards can get away from you if you make it too easy. I’m surprised at the number of large distributors trying to pay by credit card and then complaining if there’s a fee.” ArtHead / Shutterstock.com 32 • OCTOBER 2024 • PPAI
The State of Innovation 2024 | Must Read TABLE 3: Do you have multi-factor authentication implemented across your systems? Everywhere Most About Half Some None PPAI 100 Suppliers 51% 28% 8% 12% 2% Suppliers $100M+ 50% 50% 0% 7% 0% Suppliers $50M-$100M 59% 29% 0% 12% 0% Suppliers $25M-$50M 63% 13% 0% 13% 13% Suppliers $5M-$25M 40% 10% 30% 20% 0% Suppliers Under $5M 25% 58% 8% 0% 8% “I’m surprised that these percentages aren’t higher, given the number of incidents already experienced with some major players in our industry and the relative ease of doing this,” says Frank Carpenito, president and CEO of Gemline – the No. 11 supplier in the PPAI 100. TABLE 4: Do you have a cybersecurity rating from an external provider such as SecurityScorecard? Yes No I Don’t Know/ Other PPAI 100 Suppliers 22% 47% 16% Suppliers $100M+ 29% 36% 7% Suppliers $50M-$100M 18% 47% 24% Suppliers $25M-$50M 25% 50% 25% Suppliers $5M-$25M 10% 60% 10% Suppliers Under $5M 8% 67% 17% David Clifton, chief marketing and customer experience officer at alphabroder – the No. 2 supplier in the PPAI 100 – is surprised to see such low percentages. “Having been through a cybersecurity attack, we’re especially focused on cybersecurity,” Clifton says. “Our industry is particularly vulnerable. This looks like a red flag.” TABLE 5: What percentage of your infrastructure and applications are cloud-based? 81% or More 61% to 80% 41% to 60% 21% to 40% 1% to 20% 0% PPAI 100 Suppliers 33% 20% 12% 20% 10% 0% Suppliers $100M+ 36% 7% 14% 29% 14% 0% Suppliers $50M-$100M 29% 24% 12% 24% 6% 0% Suppliers $25M-$50M 38% 25% 0% 13% 13% 0% Suppliers $5M-$25M 30% 30% 20% 0% 10% 0% Suppliers Under $5M 58% 0% 0% 8% 17% 8% “Again, surprisingly low percentages for our industry as a whole,” Carpenito says. PPAI • OCTOBER 2024 • 33
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