PPB September 2019

T he future of promotional products lies largely in the hands of the next generation. In the coming years, it is up to the younger cohorts to harness, leverage and promote brands’ continued use of promo in marketing strategies to strengthen company presence and enhance ROI. It’s Millennials, Gen Z and those who follow who will educate businesses about the wide uses, returns and impressions associated with promo, and it is they who will continue market research into effective advertising, and how promo impacts the consumer experience. Perhaps things will change in the future, but in this growing age of technology, promo continues to provide the touch (literally) and sensory experience that consumers look for. To prepare for ongoing success in future decades, suppliers, distributors and business services companies must be working now to pass their knowledge and experience into the waiting hands of the next generation. SPARK, PPAI’s annual conference catering to young professionals in the promotional products industry, is designed to do just that. Providing networking opportunities, education about top-of-mind industry topics, discussions of issues facing the promo industry and opportunities to consider new strategies to strengthen one’s efficiency and accountability, this year’s SPARK, held July 17-19 in Charlotte, North Carolina, attracted 67 attendees, 39 who were first-timers. Throughout the conference, industry-related questions, concerns and challenges were discussed from the perspective of young professionals, underscoring the need for companies (and their policies) to remain fluid and open to change in order to meet consumers’ and clients’ needs, and to remain relevant. To better understand the perspective of some of the industry’s youngest professionals, PPB asked select SPARK attendees to answer three questions about their role in promo, and how their companies can better prepare for the future. FRESHVOICES OFPROMO First-time and returning SPARK attendees share their thoughts about current issues facing the promotional products industry. by Danielle Renda FEATURE | Fresh Voices Of Promo 46 | SEPTEMBER 2019 |