PPAI Launches First-Ever Broadcast Ad to Raise Promotional Products Industry Profile
Promotional Products Association International (PPAI), the nonprofit association for more than 510,000 industry professionals and more than 14,300 corporate members of the $21 billion promotional products industry, produced the Get In Touch! ad for use in digital, social, live event and broadcast media. The spot, which debuts during Promotional Products Work! Week, April 24-28, in social media, will expand in the fall to include multiple platforms and will be supported by live event partnerships with Advertising Week, the American Marketing Association and Public Relations Society of America.
“As one of, if not the most, effective advertising media, promotional products deliver a scalable reach with a high rate of return for advertisers and marketers,” said Paul Bellantone, CAE, PPAI president and CEO. “Because promotional products are placed in spaces, and used in places traditional and digital media can’t ‘touch,’ the quality of reach, recall and response are higher, and the cost per impression over time is lower than most other media, making promotional products a good buy for the long-term value they create.”
The campaign is targeted to reach ad agency media buyers and in-house marketers and advertisers at small and large businesses. The imagery is based on the promotional product’s unique ability to “get in touch” with targeted audiences like no other advertising medium by putting brands in the hands of consumers in the spaces and places they live, work and play every day.
“The campaign strategically positions promotional products advertising and the industry at the forefront at a time when it is more important than ever for advertisers to 'get in touch' with consumers in a tangible way, with the only advertising medium that delivers lasting impressions that stand the test of time,” said Kim R. Todora, PPAI public relations and buyer outreach manager.
The Get In Touch! branding strategy is the first time the association and the industry have come together to present an integrated campaign at the national and local level. The campaign’s success will be based on web traffic and prospects visiting the GetInTouchAdvertising.com site, and clicking through to “get in touch” with promotional consultants. In addition, the campaign is designed to engage and activate the Association’s membership with paid, earned, shared and owned co-branded creative assets, tool kits and local marketing strategies.
For more information, visit www.ppai.org.