They really do tend to cut through clutter. I was at a Science Fair (yes, I am geeky) this weekend and was pleasantly surprised at the number of promotional products at the event. People were beside themselves to sign up for a variety of give-away items. The assortment went from jersey’s and plush, on down to small items like pens and magnets.

Too bad I forgot my flip video camera. It would have made a great “real life” interview opportunity. Instead you will have to make due with my second hand account of happy people glorying in thier good fortune of obtaining another promotional product.

I have to say, I was quite disappointed that I left empty handed and I am in this business. Oh well. Maybe next time.

 “Innovation is all about staying relevant. That’s all it is.“
Stephen Berkov, Audi

“When you live in times of rapid change, growth is going to come from innovation because growth is all about fashion.”
Seth Godin, Squidoo

For me (ad hoc industry guru) innovation is the ability to drive connections that change perception and alter behavior. If we take this to be true, the promotional products industry is incredibly innovative. Take into consideration the sheer volume of new products introduced. We make connections and alter behavior daily. The enormity of the effect is staggering. We operate from within an industry that generates around 18 billion dollars a year. Statistical data gathered from a study conducted by Wayne State University supports the conclusion that our products and services are powerful influencers of behavior.

76% of people in a Dallas Fort Worth airport study were able to recall the name of an advertiser who gave them a promotional product.

73% of those who used the promotional product used it at least once a week.

55% kept their promotional products for more than a year.

Messaging attached to and item of value certainly is relevant, fashionable and changes behavior by the simple fact that the recipient chooses to use it. The change in perception lies within the connection to purchasing behavior – demonstrated in this 2004 study by L.J Market Research.

52% reported having a more favorable impression of the advertiser since receiving the item.

52% did business with the advertiser after receiving the product.

 We live and work in a veritable petri dish of innovation – a public pool in which all of us can swim. The Hub article asks a roundtable of experts the following questions:

• How do you encourage people to be innovative?
• What are some of the greatest barriers to innovation?
• Is innovation always critical to brand success?
• What is the best way to get at consumer insights?
• Where do you see the greatest opportunities for innovation today?

The gurus also take a good poke at the institutionalized structure of work environment and its effect on creative thinking. They give great insight on how to encourage global participation in an organization.

For the full article click on this link
 
Where’s the Big Idea?
The Hub January/February 2007
 
IMC Marketer – Promotional Products – Promotional Product Consulting -  www.imcsuccess.com