Take a journey through the evolution of promotional products

Promotional merchandise has come a long way. As a veteran in the industry for 20+ years, we are marvelling at the evolution of promotional products: from the printers’ side business to a billion-dollar industry in Australia and New Zealand. Let’s take a look back at the journey of promotional products.

1. Promotional products got their start as political campaign materials

The first ever known promotional products are commemorative buttons for the 1789 political campaign of George Washington in the US. The items made the campaign a success which then resulted in the use of other branded items for promotional purposes, such as wood items and rulers.

2. The rise of promotional products was brought on by tote bags

One of the most popular promotional items today is also what made the industry boom. The “Father of Promotional Products,” Jasper Meek decided to partner with a local shoe brand, Cantwell Shoes, to advertise the latter’s brand with logoed burlap book bags which were printed by Meek’s printing press. They distributed these to local schools with the promise that the schoolchildren will serve as the walking billboards for Cantwell. The idea was so successful that many companies followed suit.

Thus, the practice grew and grew until, in the early 1900s, several manufacturers of promo items banded together to form the first industry trade of promotional products, the Advertising Manufacturers Association. It is now known as the Promotional Products Association International (PPAI). Trade shows also became one of the most crucial activities within the industry with its first happening in 1914.

3. Promo items used to be shown in showrooms

Since promo items have been around longer than the internet, there was a time when clients had to visit distributor showrooms to see the items. If travelling wasn’t a viable option, heavy catalogues were instead sent via snail mail.

The sales staff back then also served as the most important person in the industry. Aside from being the main contact person for clients (including travelling for miles to visit clients to show them items), they were also in charge of product sourcing, stock management, quoting, and pricing.

4. Branded items became crucial to building a household brand

What do global companies such as McDonald’s and Coca-Cola have in common? Promotional products!

McDonald’s: The brand synonymous with the golden arches has a long history of custom merchandise. McDonald’s has been giving away reusable Sippy Dipper Straws as early as 1969.

In 1979, they launched the Happy Meal, their popular children’s meal that comes with a branded toy that features their proprietary characters, Ronald McDonald, Hamburglar, Grimace, and more. They also formed partnerships with various companies, such as Disney, various TV shows (Star Trek is one example), and Mattel to feature their characters.

To date, McDonald’s has a strong following for its branded merchandise. They have also built stronger promo item partnerships, In recent years, they have released limited-edition merchandise featuring Mariah Carey, Travis Scott, and more.

Coca-Cola: When Coca-Cola transferred ownership to Asa Candler, promotional products were utilised to build the brand. Official Coke-branded signs and clocks were given to convenience stores in gas stations and mom-and-pop stores to entice thirsty travellers to drink Coke. Custom t-shirts were also used as promotional giveaways for the greater public.

Another thing that Coca-Cola was known for is its Christmas marketing, which certainly extended to its branded merchandise. Its distinct holiday marketing has helped cement the image of Santa Claus and become a success story that many brands try to emulate.

5. Branded merchandise is now sold as retail items

These days, promo products are no longer just for giveaways or corporate gifts. Many brands are now setting up branded merchandise shops to build brand awareness and following as well as generate more revenue or raise funds. Some of the most popular brands that sell custom items are Starbucks, United Nations, McDonald’s, and Netflix.

Want to learn how you can make promotional products work for your brand?

Any brand can benefit from promotional products! If you want to get a headstart on your promotions for 2023, give us a call to get a free recommendation.