Think about promotions early

The latest British Promotional Merchandise Association research suggests that promotional merchandise is a cost-effective way of raising brand awareness during a recession (

However, promotional merchandise often falls short of its potential ROI because of a lack of planning and unrealistic timeframes for development. If it materialises as a mere afterthought, this will push up production costs significantly and limit room for creativity.

The best campaigns are on the agenda at the first meeting, and come from a collaborative approach between brand, creative and production experts who do their homework, share ideas and work together to ensure that the product is attractive, cost-effective and aligned to the proposition.

Ian Hodgson, head of merchandising,



Insider knowledge will deliver a winning deal

Michael Barnett

Knowing your customers was the big theme running through the advice on offer at Marketing Week Live. Michael Barnett rounds up the latest trends in tracking consumption habits and reveals why using those insights will leave you holding all the aces.