PPB April 2017

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Recipients of the retail-inspired Ame & Lulu day tote won’t
want to put it down. Made with 100-percent, 18-ounce
cotton canvas that’s treated to repel water, the tote features
a zippered main compartment with an interior and back
zippered pocket. The roomy bag is available in eight patterns.
Kati Sportcap / PPAI 113758 /
There’s no time like the present to give members a unique
desktop gift like this magnetic sand hourglass timer. Flip the
six-inch-tall timer and the fine metal filings work their way down
to the genuine wood base with a magnetic disc, creating a
uniquely striking, fuzzy-looking shape each time. Each timer is
individually packaged in a clear display gift box.
Jornik Manufacturing / PPAI 111065 /
Illinois, says one of the biggest uses of
promotional products by professional
groups is for partner engagement.
“Often our clients buy products that are
sponsored by someone else—perhaps a
supplier in that same industry,” he says.
“Whether it’s a conference bag or
a lanyard, our clients definitely want
products that provide visibility. A quality
conference bag that is attractive will prompt
attendees to use it beyond the conference ,
providingmaximumbrand exposure for the
association and its sponsors.”
Silverman, who serves as senior vice
president of the association management
and services company SmithBucklin, says
most of his team’s communication is with
the organization rather than the product
sponsor, though the indirect process can
sometimes mean a project takes longer
to get approved. “We need to make the
association happy, but we need to make
the sponsor happy as well. [Association
clients] have to make sure the sponsor is
okay with how a product looks,” he adds.
Other opportunities for product-driven
engagement include membership renewal
reminders and event announcements,
says Silverman. “With respect to a
conference or event, they might use a
creative product that’s associated with the
location where the event is being held to
serve as a save-the-date.”
Hirschberg says in addition to typical
marketing strategies that focus on
recruitment and retention, professional
associations also look for ways to give back,
and as a result are giving ethically sourced,
socially-conscious gifts and giveaways—
items that are a hallmark of HHP’s work,
she says. “As a 501(c)(3) nonprofit,
our mission is to provide sustainable
livelihoods and job opportunities to
people with barriers to employment.
Socially responsible products boost brands
exponentially, and what makes us unique
as a supplier is what makes our clients
unique as distributors.”
Hirschberg says one of the most
important things a distributor can do when
working with a professional organization
is to become educated on the values and
ethics of the group. Knowing this can help
distributors differentiate themselves by
offering promotional solutions that align
with those values, she adds.
Silverman adds that many associations
and professional groups may not have
their own marketing professional, so it’s
important for a distributor to come to
the table with ideas. “We bring a lot of
creativity and a lot of options to choose
from,” he says. “It’s also important to
understand—really well—the client’s in-
hands date, because so much of what they
do is event-related.”
Silverman says distributors need to
make sure they can deliver on time;
otherwise, “not only is the product
unusable, you might also upset the client
or the product sponsor.”
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