Inside PPAI: PPAI Introduces Second Generation Of Its Get In Touch! Campaign
PPAI launched the next generation of its Get In Touch! industry branding campaign in January at The PPAI Expo 2020. Originally introduced in 2016, the multiyear, multimillion-dollar industry-wide initiative targets advertising buyers and is designed to increase awareness, educate buyers, and improve and enhance the overall perception of the promotional products industry while communicating the benefits of working with promotional consultants. The overall goal of the campaign is to direct a larger share of advertising dollars to the promotional products industry.
Get In Touch! is an integrated campaign built upon the paid, earned, shared and owned (PESO) strategy—including major media buys in publications like Ad Age, programmatic and social, buyer-outreach events and even a broadcast commercial. The campaign tools communicate the effectiveness and value of promotional products. The next-generation campaign features a campaign toolkit for download and customization. It includes a variety of communications assets, including print advertisements with several versions of copy, along with various digital, social, promotional products, public relations and collateral elements that promotional companies and professionals will be able to immediately incorporate into their own marketing efforts.
A free toolkit is available to all PPAI members. Download it by visiting ppai.org/GetInTouch.
James Khattak is associate editor of PPB.