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Raising the value and use of Promotional Products

We Interviewed A.T. Cross Global Marketing Manager, Melissa Chevin, on the Importance of Promotional Products Week

A.T. CROSS, global manufacturer of quality writing instrument brands Cross and Sheaffer are proud to support Promotional Products Week.

Working together with our customers and the bpma, we have an exciting range of activities planned to celebrate the power of promotional products and the value they create.

1. Why do you think it’s important to have Promotional Products Week

Promotional Products Week is an important date in the calendar, showcasing promotional merchandise at its best, utilising a host of touch points to educate and inspire decision makers, highlighting how promotional products can deliver on campaign objectives and secure targeted return on investment.

2. Why should promotional distributors get behind it?

This year, PPWeek coincides with the BPMA’s 50th anniversary and is set to be BIGGER and BETTER than ever. There are many easy ways to get involved in raising awareness throughout the week. A complete distributor toolkit is available from the bpma offering a constant stream of social media content, approved press releases for coverage in local media, a state-of-the-industry research report illustrating the power of promotional merchandise, as well as a host of special offers on Cross and Sheaffer products and services. For more information on PPWeek promotions, please contact our Customer Services team now on 01582 422 793.

3. What’s your best example of a promotional item being used?

The Barack Obama brand was built through a distinct, inspired and cohesive use of promotional merchandise. Regardless of your political leanings, the case study makes for fascinating reading...  

Promotional products formed a vital part of Obama’s election campaign because they were the vehicle that promoted brand Obama and built a united network of supporters. He recruited top designers and artists including Beyoncé , Vivienne Westwood and Marc Jacobs to create memorable, high quality promotional products including t-shirts and pens.

Promotional products featured the key messages of Barack Obama’s ‘Runway for Change’ campaign. T-shirts and pens were emblazoned with the “Change,” “Change You Can Believe In,” and “Stand for Change” messages.  These messages were consistent. Over time, people linked the words to the brand, and this only served to bolster Brand Obama. As a result of these savvy marketing efforts, “change” became synonymous with the presidential nominee and his use of promotional merchandise helped reinforce his message and pervasive brand like nothing else!

For me, this really signifies the power of promotional merchandise and how, when you match the promotional product to the application, the possibilities are endless. 

To continue on this theme, the Cross Townsend Rollerball is in fact the ‘Pen of Choice’ for many a US President (Obama, Clinton and George W. Bush before him). Obama’s Pen is supplied, branded with the Presidential coat of arms and engraved with his signature. We even cater to the fact that Obama is left-handed by reproducing his signature upside down on the pen to ensure it faces upright when in use.

4. What trends are you noticing with product and branding 

Presentation matters! Customers are more prescriptive than ever about the necessity to deliver a beautifully packaged promotional solution. Even with a small budget, your gift can achieve that wow factor, if presented in the right way.  All Cross pens are offered as standard, in a high-quality Premium or Deluxe Gift Box, crafted to the highest specification which reflects the well-known quality, heritage and style of all Cross writing instruments.

For that extra special, personal touch, name engraving is becoming increasingly popular with customers and instantly makes your gift a keepsake. At Cross, we offer this added value service at no additional charge, complete with FREE set-up.  What better way to incentivise than with a personalised and memorable promotional writing instrument?

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BPMA (British Promotional Merchandise Association)

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