PPB November 2017

Made I n The USA says. “You know you are getting a quality product; not to mention, you can feel good about supporting American jobs.” McGuire agrees, suggesting that distributors focus on quality, workmanship and their conscience. “There is a quality difference,” he explains. “There is also the peace of mind that comes with knowing the goods you are purchasing were made in accordance with the United States’ strict environmental, labor and product safety laws—none of which are a guarantee if the product is made outside the U.S.” Industries that may be particularly interested in buying American-made promotional products include labor unions, construction services, government and the military, political campaigns and educational institutions. Mixing Old And New What trends are currently influencing the made-in-the-USA category of promotional products? “All the same trends influencing the promotional products industry apply to USA-made products,” Barnes says. “These include technology, personalization, high- utility products and retail-inspired style. “For instance, Americans are reliant on technology,” she explains. “Even ‘old- fashioned’ products like notebooks and calendars have to work with technology. Drum-Line offers SmartBook interactive journals that feature a digital link embedded in the cover art. Recipients scan the cover with a free smartphone app to link to a YouTube video, special offer, Twitter hashtag, etc. Mixing old and new can make a powerful impact.” Personalization and retail-inspired style are also trends to watch, Barnes says. “Retail brands are prevalent in our industry. End users ask for brand names they know.” Marketers saw a consumer shift toward personalization last year, according to a January article in AdWeek , and that trend has continued to gain ground in 2017. Barnes offers a tangible way to leverage the personalization trend using promotional products. “Consumers love to see their name in print,” she says. “Giving a calendar or journal with the recipient’s name shows you value their business, and it also keeps your company name in front of them all year.” Timely Trends Made-in-the-USA drinkware is also gaining prominence in the promotional products industry, Dohan says. “Increasingly, we have a developing customer base for more U.S.-made drinkware items that are outside the box of the standard ceramicmugs. These include bistromugs, barrel glasses andmore.” A major influencer is the shift in attention to craft beer and the rise of home brewing. The craft beer culture comes with unique ways of serving, consuming and storing beer. In response to this trend, The Allen Company offers a collection of craft beer accoutrements, including stainless steel and glass growlers, and pilsner and pint glasses. Potential challenges for the U.S.-made product category include the cost of labor and overhead against imports, says Scott Thackston, president of Mauldin, South Carolina-based supplier Aprons, Etc. Dohan says that the glassware category is dominated by U.S.-made products with new styles all the time, but the molds are expensive and the energy required is high. “Also, extraordinary tariffs exist for Asian glass,” he adds. Barnes agrees that employment issues and costs are indeed part of the equation. “Finding enough skilled labor continues to be a challenge for U.S. manufacturers,” she says. “Education and awareness about training opportunities is important.” There are opportunities on the horizon as well. “I only see one challenge ahead, and it is a good one,” Dohan says. “And that is demand.” Seven Advantages To Buying American-Made Here’s a quick summary of the advantages of buying U.S.-made promotional products. No inventory shortages Shorter lead times/faster turnaround More customization options, even on small orders More confidence in factory and labor conditions Higher product quality and safety Lower shipping costs Feel-good effect: Patriotism, pride and peace of mind 40 | NOVEMBER 2017 | GROW