PPAI has launched its first broadcast ad for the Get In Touch!® campaign for use in digital, social, live event and broadcast media. The spot debuted on social media in conjunction with Promotional Products Work! Week, which runs through Friday, and will expand in the fall to include multiple platforms and will be supported by live event partnerships with Advertising Week, the American Marketing Association and the Public Relations Society of America.
“As one of, if not the most effective advertising media, promotional products deliver a scalable reach with a high rate of return for advertisers and marketers,” says Paul Bellantone, CAE, PPAI president and CEO. “Because promotional products are placed in spaces, and used in places traditional and digital media can’t ‘touch,’ the quality of reach, recall and response are higher, and the cost per impression over time is lower than most other media, making promotional products a good buy for the long-term value they create.”
The ad is targeted to reach ad agency media buyers and in-house marketers and advertisers at small and large businesses. The imagery is based on the promotional product’s unique ability to “get in touch” with targeted audiences like no other advertising medium by putting brands in the hands of consumers in the spaces and places they live, work and play every day.
“The campaign strategically positions promotional products advertising and the industry at the forefront at a time when it is more important than ever for advertisers to ‘get in touch’ with consumers in a tangible way, with the only advertising medium that delivers lasting impressions that stand the test of time,” adds Kim R. Todora, PPAI public relations and buyer outreach manager.
The Get In Touch! campaign was created to increase awareness and enhance the perception of the promotional products industry, as well as communicate the benefits of working with promotional consultants. The overall goal of the campaign is to direct a larger share of advertising dollars to the industry.
The campaign’s integrated approach and creative assets leverage paid, earned, shared and owned strategies that include digital and traditional print ads, social media, research, infographics and video toolkits. These and additional tools are available for download at PPAI.org/GetInTouch. A buyer-friendly web portal, GetInTouchAdvertising.com, features a distributor search tool.
Promotional Products Work! Week and the Get In Touch! campaign are designed to increase awareness and drive traffic to regional and industry participant websites, educate buyers and drive business referrals to promotional products consultants. More information and planning tools are available at PPAI.org/PPWWeek.