LET THE DOMINOES fall. Gas prices are pushing up everything from FedEx and transportation costs to product development and customer service. Companies have begun taking a hard look at even the most constant elements of their budgets to squeeze a little more juice out of the dollar. In a slowing economy, one where promotional products are often seen as perks, there is always the urge to take the road more traveled when it comes to providing items for company meetings and events. Buffet-style eating and bare-bones provisions are held up as the quick fix to saving a few dollars without hurting performance or image, but when it comes to marketing extras, the question is always more of a catch-22.
For distributors the news isn’t all bad: In fact, the goal and challenge of convincing companies to spend now for future results may still be in reach despite a potential r________ (rhymes with obsession).
According to Christopher Duffy, MAS, senior vice president of marketing at Union, Illinois-based Bag Makers Inc., “At Bag Makers, we haven’t seen a downturn in this market segment. Many companies do subscribe to the logic that they should be spending more on marketing in a down economy.” And that is welcome news, but no reason to be complacent when it comes to doing one’s homework.
Distributors would be well served to pay attention to the market and focus on items that are popular in the mainstream, while still fitting into a company’s tightened event budget. Duffy continued, “Right now, the trend in event giveaways is in nonwoven polypropylene bags. Whether it’s a sturdy trade-show bag, seminar tote, summer backpack giveaway or room gift bag for conference attendees, nonwoven polypropylene is a hot material.” Such an offering taps into the enduring strength of the green movement and people’s willingness to recycle and conserve energy.
“It’s strong, durable, reusable and recyclable,” added Duffy. And though green materials might make the budget-conscious shy away, Duffy affirmed there’s something for everyone when it comes to promotional bags. “In the bag category, a price point under $2.00 would be a good start,” he said. “In this range, there’s a large assortment of choices to meet a wide variety of marketing objectives.” Duffy believes his product and company are well-positioned to have continued success no matter the market. “Our bags are price-pointed items that fit any budget and customers see them as mobile, reusable and highly effective marketing vehicles that can communicate their message,” Duffy said.
And, perhaps in the end, it’s really just about providing options that make for good dollars and sense.
