PPB August 2020

The Unintended Consequences Of The Pandemic On The Promo Industry by Gerry Barker H aving grown up in the promotional products industry, I take a great deal of pride in this advertising medium’s meteoric rise from products with little respect to an essential component of nearly all marketing campaigns. Every one of us has touted the unique ability of promotional items to reach a targeted audience and the unique attribute of hitting upon all five senses. Indeed, the continued fragmentation of the advertising universe has certainly been a major factor in the surge in promotional product industry revenues. When the pandemic began, promotional products suppliers and distributors realized they could keep their businesses running, and more importantly help hospitals, nursing homes, businesses, government agencies, health-care agencies, etc. by providing essential personal protective equipment (PPE) at fair and affordable prices—for the most part. Unfortunately, some companies have been selling in the PPE marketplace with less than honorable intentions. And this brings me to my list of unintended consequences of the pandemic on the promotional products industry. Bagus Production / Bowonpat Sakae / Shutterstock.com 58 | AUGUST 2020 | THINK