PPB December 2017

Adve r t i s i ng And Ma r ke t i ng Agenc i es T he industry lives and breathes the mantra that promotional products are a vital advertising and marketing tool, and with numerous studies to back them up, promotional consultants have solid evidence to build a case for promotional products with traditional ad agencies and marketing firms. What’s more, clients are looking for new ways to go to market, and they want agencies that can offer different approaches to doing so. Ad Age reports that advertising clients want to market to their end users using multiple methods simultaneously. “As marketers, we realize that the main objective of a marketing campaign is to communicate an effective message to a targeted consumer group, which in turn generates a desired action by the prospect,” says Glenn Bradley, creative director for Garland, Texas-based distributor Big Hit Creative Group. “Promotional products add an enormous value to a print campaign when the prospect can walk away with a tangible, usable promotional item that won’t easily be ignored. Something as simple as a coffee mug that gets utilized every morning can go a long way when added to the marketing mix. It’s subtle, In The Mix Promotional products add staying power to the multimedia efforts of advertising and marketing firms. 28 | DECEMBER 2017 | GROW by Jen Alexander