Promotional Products: Marketing Solutions That Wear Well

Mugs. Magnets. Calendars. T-shirts. Promotional products are being positioned more and more not simply as products, but as essential components of a company or brand’s overall promotional and marketing communications mix. Thanks to its targeted and personalized nature, promotional products advertising has proven to be highly effective, and because they are often handy items (like pens, cups, caps and shirts), promotional products tend to be kept and used, leading to voluntary repeated exposure to, and recognition and retention of, the advertiser’s name and message. Over the next five years, it is expected that the continued growth in corporate profits and total advertising spending will boost industry demand and companies will spend more on promotional products.

Textiles represent a significant part of this industry. Today, from 2:30 to 3:45 pm, in Room 335, join Kornit Digital’s (Booth 1617) Sharon Donovich for “Digital Textile Printing in the Rising Promotional Products Industry.” Thanks to digital printing, a new era is dawning for both textiles and specialty products. By understanding these new technologies and trends, print service providers can tap into this growing market segment.

Several points that influence this market include:

• The growth of e-commerce
• Proximity to key markets
• Prompt delivery of promotional items to clients
• Attractive product presentation

"As wearables are the most common promotional product, this is the time to learn and benefit from the steady shift towards digital printing, driven by its ability to accelerate production speed and reduce costs,” says Donovich.

Donovich is Product Marketing Manager at Kornit Digital, where she is responsible for the mass customization market, including Kornit Vulcan and Kornit Paradigm II products. In this position, she manages all inbound and outbound activities related to the products and market. Prior to joining Kornit Digital, she served as a product marketing manager for the Print Server for HP Indigo Presses. Earlier at Kodak (and formerly Scitex), Donovich gained vast experience in inbound and outbound marketing, product development, and lifecycle management. Before Kodak, she worked as a production manager for one of the largest newspapers in Israel.