PPB May 2017

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FEATURE | PPAI Exclusive Research
Conclusion
Millennials are hungry to live out their
passions, and the brands that can satisfy
their appetites will reap the reward for
years to come. Promotional products
provide the best anchor to leverage brand
reach, drive recall and fiercely resonate
to engage the best reaction among
Millennial consumers relative to any other
advertising channel.
Moumita Das is market research
coordinator at PPAI.
For more exclusive PPAI Research and the
complete detailed report on this study, visit
The Time Is Now To Connect
WithThis Generation
It is evident from this research that the promotional products industry must
commit itself to connecting with and engaging an entirely new consumer market.
Millennials have already begun to challenge the way we do business and have
even helped create new methods of market saturation. This will inevitably continue
as the Millennial buying community increases in size. We know that promotional
products work, we know we love what we do, and now we know that Millennials
love and appreciate our products. Now, we must connect all the pieces to
generate effective communication with younger consumers. PPAI is continuing to
demonstrate how we as an industry are perceived by Millennials. Your Association
understands that the present shift in the demographics is a significant contributor
to the challenges faced our businesses, and we will make sure these changes
affect each of us positively.
If you have seen any of my presentations about Millennials and the changing
market, you know I say that ‘business as usual’ is anything but that because of
this new generation. But, no matter the buyer, we are still in the same business of
connecting people to products that deliver a message and tell a story. Our access to
the young consumer market is going to look different than to any other buyer, but
these consumers have not written off the promotional products industry, as findings
from PPAI’s 2017 Consumer Study shows. We will not only succeed with these new
buyers, we will thrive.
To do this, I encourage you to think of our industry as more than products. You
are marketing and advertising professionals who develop long-term relationships to
deliver effective, time-tested storytelling. Your vehicle to achieve this success just
happens to be promotional products. Millennials will buy from you, but you must
take the first step. I encourage you to look more at the information and resources
available through PPAI’s generational diversity program (see below) and to use
PPAI’s research to have conversations with your peers, colleagues and customers
about the continued effectiveness of promotional products.
–Seth Barnett, PPAI Diversity Development & Engagement Manager
Join The Conversation
To learn more about generational selling, diversity development or the
Millennial market, visit:
or join the conversation on social media using:
Most Effective Advertising
Channels For Millennials
PROMOTIONAL PRODUCTS
Business Gifts, Giveaways,
Incentives, Awards
1
TV, Radio, Cinema,
Product Placement
BROADCAST ADVERTISING
2
Internet, Email,
Social Media
ONLINE ADVERTISING
3
Messaging,
Applications
MOBILE MARKETING
4
Magazines, Newspapers,
Direct Mail
PRINT ADS
5