Whatever you do, don’t call them “tchotchkes.”
“Or even worse, ‘trinkets,’” Andrew Spellman, chair of the board of the Promotional Products Association International (PPAI), a not-for-profit trade group founded in 1903, told Retail Brew. “We don’t mind ‘swag,’ but right now we’re pushing the nomenclature ‘merch.’ We want ‘merch’ to be the word.”
Still, among the more than 15,000 member companies that comprise the organization, plenty sell the cheap your-logo-here stress balls, pens, and bottle openers cluttering drawers worldwide. But it’s a broad category that also includes coveted brands like Yeti (“Yeti has crushed it within the promotional space,” Spellman said) and Stanley, which may not be products a company gives away by the thousands on a trade show floor, but rather to sales prospects or beloved office managers on Administrative Professionals Day (on April 24).
Spellman has been in the industry for 24 years, first working for International Merchandise Concepts, a distributor representing brands in the channel, then on the brand side at Victorinox, the Swiss Army Knife and backpack company. Currently, he’s VP of corporate markets at Therabody, which is best known for its Theragun massager.
Spellman’s got a message for brands that have yet to dip their toe in the merch pool: Come in. The water’s warm. And companies want promotional products from established brands.
Keep reading here.—AAN
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