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Generally being small or inexpensive, promotional products could be any number of items, such as, T-shirts, peak-caps, key rings or USB flash drives. Being marked with a logo or brand name the gift is promoted via a marketing campaign and communications platforms to be given away.

At events like conferences or trade shows, the corporate image and brand awareness are highlighted using the slogans, logos or company names printed on the marketing products to be given away. This becoming known as guerilla marketing. However, trade shows, trade exhibitions, conferences and other relating events are not the only places promotional products are used. It is very popular items to present as prizes in competitions or sponsorships.

200 years in the making by now, the first promotional item to be recognized as such, was the commemorative buttons used during the 1789 presidential elections of George Washington. From then, only a few ideas circulated the market until the 1900’s when it first became an established and organized industry for the creation and distribution of promotional products.

A Jasper Meeks convinced a shoe store owner to let him print the business name for him on book bags and giving it away to schools in the local area of Ohio. He is considered by many to be the inventor of promo products, but he would soon be followed by Henry Beach, whom quickly caught on to the idea and there starting the growth of the industry.

It was only in 1904 that 12 manufacturing companies of promotional products established the first trade association of this industry. Only fifty years later, the industry was established as Corporate Marketing. Those 12 manufacturing companies are known today as the PPAI. Promotional Products Association International.

With the business world realizing the value that promo products hold, the industry started to expand in 1970. By promoting brand awareness, products and their corporate entities, the business world gained publicity reaching further than before, by giving away marketing gifts with their logo or brand name.

Now well after 2000, the industry has grown globally, shipping an endless list of items being anything from T-shirts, key holders, pens, bumper stickers and peak-caps to a host of relatively inexpensive promo products. The UK and Ireland still the center of the supply chain, even after the dawn of online trading.

Promotional products usually follow a strategic business initiative with brand awareness being the most common use of marketing gifts. Another strategy is to employ more expensive gifts, like designer handbags, perfumes or the latest stylish cell phone. Giving it to a celebrity guest for an award show or film festival, often in exchange for a picture of the celebrity with the marketed logo, hopefully raising publicity for the promoted logo or brand name.

Organizations like schools, charities and churches that are non-commercial also make use of promotional items during marketing campaigns for raising awareness or another cause such as the fight against woman and child abuse. Rubber wristbands and colored ribbons, just like the red ribbon for HIV AIDS, have become recognized throughout the world and is a testament in how diverse and specialized the industry has truly become.

A value of 850 million British Pounds was estimated for the UK and Ireland during the end of 2008. Coincidentally, the product that showed the most amount of growth by the end of 2009 was hand sanitizer, about the same time as the swine flew scare.

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