PPB May 2018

Tina Berres Filipski is editor of PPB. F or decades, the product and program pie charts produced from data collected in PPAI’s annual Sales Volume Study have been two of the most popular tools used by both distributors and suppliers. This year, PPAI researchers increased the value of the data by providing separate sales percentages for a number of growing categories. Wearables, comprised of all types of promotional apparel including shirts, jackets, shorts, hats, footwear, gloves and accessories, have long Top Products And Programs In 2017 helps us understandwhere the customer success is emanating from,” says Dohan. “In the case of 2017, it appears the very large distributors carried the growth [while] the very important $1,000,000 to $2,500,000 distributor seems to be struggling. Perhaps the increased buying group influence is affecting this.” Nicholson adds, “In terms of the overall growth, it provides directional guidance that assists us in planning for demand (inventory, capacity, hiring, etc.). More important, however, are the underlying shifts in distributor activity. For example, if the large- distributor segment is growing more quickly, this can alter howwe think about our sales andmarketing approach. Similarly, the acceleration of online sales reinforces the need for more significant digital investments and support. In the end, the value isn’t in the actual number, but [in] the trends and shifts over time among the various distributor segments. That is what is most valuable for us in this type of data.” Wearables 35.8% Drinkware 8.4% Writing 6.6% Travel 6.3% Bag 5.4% Wallet 0.9% Technology 5.6% Automotive 3.5% Awards 3.0% Other 3.0% Time 2.9% Desk 2.8% Health 2.3% Home 2.0% Event 1.9% Labels 1.8% Personal 1.5% Buttons & Badges 1.3% Of ce 1.4% Magnets 1.3% Food & Beverage 1.2% Jewelry 0.9% Cards 0.8% Spirit 0.6% Pets 0.4% Packaging 0.8% Recreation 1.6% Entertainment 2.3% 2017 Sales By PRODUCT CATEGORY 2017 Sales By PROGRAM CATEGORY Business Gifts 12.7% Employee Relations & Events 18.5% Trade Shows 8.7% New Customers 6.2% Public Relations 4.9% Distribution Programs 6.7% Internal Promotions 5.3% Other 1.3% Non-Pro t/ Not-For-Pro t 4.3% Employee Service Awards 6.7% New Product/ Service 4.1% Customer Referral 3.1% Safety Education 3.5% Marketing Research 1.0% Brand Awareness 12.9% Beauty & Hygiene 1.3% Medical & Safety 1.0% Toys 1.4% Games 0.9% Kitchen 1.0% Tools 1.0% Apparel 28.8% Accessories 7.0% FEATURE | PPAI Exclusive Research: 2017 Distributor Sales Volume Estimate 48 | MAY 2018 |