Nearly every region in the country can lay claim to a host of summer-related events. Whether it’s a local team that makes it to the finals, a state fair or company picnic, a blockbuster movie screening or one in the assortment of days-long summer music festivals, entertainment events kick into high gear once the summer season does the same. And, the more entertainment events there are, the more promotional tie-ins—like CD cases and MP3 players—have the potential to capture the attention of targeted end-users. As a result, new supply opportunities for apparel, banners, tickets, wristbands, loyalty cards and an array of entertainment-related products are as plentiful as pollen and sunscreen.
Overall, attendance at summer entertainment events is high. For instance, Nash Information Services reported seven of 2006’s top 10 grossing movies were released between May and June, with the lowest grossing of those seven earning $148,213,379. And, 1.4 billion movie tickets are sold annually, according to the National Association of Theater Owners and Plunkett Research.
The 2006 numbers provided by Major League Baseball are powerful proof of summer’s opportunity for brand presence, as well: total attendance last year—76,043,902 for the United States and Canada—was up 1.5 percent from 2005. Combine that with a Promotional Products Association International (PPAI) study released in 2004 which reported 76.1 percent of survey participants were able to remember the names of companies emblazoned on promotional products they received during the preceding twelve months.
But, baseball games and movies are a mere sampling of the events attended by end-users each summer, and no promotional product moves as quickly or provides repeated client visibility quite like apparel does. In fact, PPAI measured wearables as capturing the largest share of 2005’s promotional product sales at 29.16 percent.
American Apparel, a popular Los Angeles-based clothing line founded by Dov Charney, is a leader in both wholesale and retail sales. Ray Hughes, American Apparel’s manager of wholesale sales and distribution, said the most successful of its styles remains the “basic, crew neck short-sleeve” T-shirt. While hooded sweatshirts are popular, too, they’re often cost-prohibitive as promotional items. Regardless of the style, Hughes contended a heavier investment in quality will pay off as end-users will be more inclined to incorporate the products into their wardrobes.
“Today’s consumer is more in tune with quality and has started to gravitate to finer-quality fabrics,” he said. “While this means slightly higher budgets, it results in cleaner embellishments and garments that the recipients wear rather than [viewing the product] as another shirt for the drawer. The desire to make the product the recipient’s favorite shirt is where the investment shows return.”
Hughes advised suppliers who are new to the game to become, and remain, knowledgeable of trends. “You can never be too well educated,” he continued. “Being considered a resource for the buyer is the best way to solidify the relationship. You don’t always need to be involved in every transaction. If you can help the buyer through a crisis, they will always turn to you in the future.”
While it may be the most overall popular promotional product, apparel isn’t the only option for entertainment-related promotional items. The following product profiles provide a few examples of how to get in on the entertainment promotional game this year.
American Apparel’s Tri-Blend Short-Sleeve Women’s Track T is a sound choice for promotions.
While some promotional tees offer a wide or oversized fit, American Apparel’s shirts are comfortable and have trendy silhouettes—which makes them standout options for concert tees. The featured shirt is constructed of 50/25/25 polyester/cotton/rayon, and has reinforced shoulders and a double-knit bottom hem. Its vintage style is hip, and its modern durability is a new classic. American Apparel’s product lines run the gamut of color; this shirt is available in athletic gray, and comes in sizes S to XL. (213) 488-0226
Take it on the Road
The Icon Tin CD Holder from Leed’s is sturdy, stylish and perfectly portable.
Enhance end-users’ summer getaways with this practical and durable tin CD case. The case holds 12 disks in soft-sided sleeves, and can be used to carry music and data CDs. The silver-tin cover with a zippered closure will keep CDs safe from harm, no matter what the conditions, while offering a sleek display for a 4x4" custom design. (800) 860-1555
Reel Cool Package
Package promotions in The Movie Reel Tin by The Adventure Group.
This is a fun and effective giveaway for media promotions and special events, providing extra flair for the contents inside. The tin is perfect for T-shirts, but offers flexibility and promotional reach. The case is 65⁄8x71⁄2" with a label 33⁄4" in diameter. (708) 468-4300
Fun & Function
The Songstar S1 Mixer MP3 Player by All-In-One is a pocket-sized gadget storing both document and music files.
This dual MP3 player and USB flash drive is ideal as a luxury promotion or an employee incentive. The MP3 player is fun, user-friendly and allows end-users to transport their favorite songs anywhere. The flash drive offers the utmost convenience when important files are needed at a moment’s notice. Earbuds and USB extension are included, and it is PC and Mac compatible. The imprint area is 3⁄4x13⁄8". (800) 843-7367
Buzline’s Light Up Lanyard sheds light on badge promotions.
Each nylon lanyard is fitted with eight ultra-bright LEDs in either red or blue. Lights are activated by a push-button on the back of an imprintable plastic fob, which attaches with an alligator clip. The lanyard’s flash rate is adjustable, allowing lights to flash at varying speeds or remain steadily lit.
The lanyard features a break-away safety clasp, and the approximate item length is 19". Simply affix your plastic sleeve or name badge to the alligator clip, turn on the lights and go. (800) 878-3413
Join the iPod revolution and put an imprint on Portable Music Skins by Promovision Palomino.
The iPod is a rage that’s here to stay. Give end-users a sleek sheath for their favorite toy, and reach a new generation of youth culture. The skin is available in an assortment of colors, and can be sized to fit a standard iPod, a mini or a nano. Standard size imprint is 2x1⁄4" on the front and 2x31⁄2" on the back. Mini size imprint is 11⁄2x1⁄4" on the front and 11⁄2x3" on the back. (800) 987-7666