MAN OR MYTH, fact or fiction, Ned Ludd is oft-cited as the inspiration for the Luddite movement of early 19th century England. A supposed simpleton, Ludd was fabled to have destroyed two automated looms, epitomizing and inspiring the coming Luddite revolt against the machinery of the industrial revolution. The Luddites believed technological advances hurt their livelihood—as automated machines required fewer artisans—and rallied to slow their progress, smashing equipment in the name of the working man. Centuries later, the Luddite movement survives, often referred to as neo-Luddites, who rally against computers, cell phones and other gadgets that can be considered the automated loom of the 21st century. More commonly, the term is applied in a self-deprecating manner to someone behind the times or who is more passively resistant to adopting new technologies. It’s safe to say the promotional products industry still has its share of Luddites, but it’s a view that is harder and harder to hold onto while remaining profitable.
For the promotional products distributor, technology is infused in almost every promotion and sales pitch, from new printing processes and embroidery improvements to online ordering and advanced product searches.
But with a big picture so big, it is perhaps best that technology be addressed in the most basic area of interest—products. There are a
plethora of electronics available for distributors. Wireless devices, iPods and flash drives, to name a few, now all commonly find themselves locked-and-logoed.
According to Shannon Malaspina, senior merchandising manager at Kensington, Pennsylvania-based Leed’s, “Technology is past the early adoption stage and is mainstream these days.” A fact easy to see, if one looks at the new product lines from any of the leading supplier companies. Luckily for the ad specialty market, the Luddite model does not apply. Advances in technology don’t necessarily mean distributors and suppliers of items such as stress balls and lanyards should worry. The need for these items remains high, even as the products themselves adapt with the times. Malaspina continued, “Items across all categories will have even more technology
capabilities integrated into the products.” As a result of technology means even the simplest widgets evolve and the market is introduced to talking stress balls, anti-bacterial lanyards and LCD scrolling name badges. It’s building the better mousetrap, all over again.
Lindsay Hoylman, marketing specialist for Leed’s noted, “Higher-end tech items are not directly replacing the old standards in promotions, but with so many companies competing for the attention of the same customers, higher-end gifts generally have become popular in that arena.” The appeal of such products was confirmed by Billie Reise, marketing communications manager at Maryland Heights, Missouri-based Incentive Concepts, a company that specializes in technologically forward products. “Incentive Concepts offers trophy-value merchandise for awards, rewards, and prizes for incentive and promotional programs. Recipients’ perceived value should be considered when picking merchandise; magnets and pens have [one] perceived value, while LG electronics televisions and TomTom navigation devices have another,” she said. Furthermore, when taking advantage of technology to create a lasting promotion, distributors need not box themselves in with
traditional digital media and computer giveaways. Sometimes the most common promotions, like USB port devices, are given a fresh
twist. “An up-and-coming trend catching on is USB-powered devices,” shared Hoylman. “Things like paper shredders, fake fish aquariums and non-computer-related items will be using the computer as a power source.” Also, distributors should look to bundle items and talk to suppliers about specials. In the case of Leed’s, Hoylman pointed to service as well as product. “Some of the value-added services
within technology that we provide are free insertion of Leed’s tech items in other Leed’s items (think USB memory device in a stationery
pen loop), memory device uploads and an on-staff tech expert to answer questions.”
With affordable options solidly in place, distributors, if they so choose, are free to look to higher-end electronics. It is not out of the question for companies to provide LCD and plasma televisions as incentives or rewards to employees. With prices falling, such products are quickly becoming a realistic option. “Incentive Concepts offers awards in many different price ranges. The entry-level TomTom retails for $249.00 and the Slingbox SOLO Bundle retails for $259.98,” stated Reise. “We recommend these awards because they are perfect for almost
anyone.” While the idea of making sure the item matches the promotion is a basic concept, it can get lost in the glamour of providing a plasma promotion. “No matter what the budget is,” reminded Hoylman, “the main objective when picking a product is choosing something that will solve a common problem so the recipient will use it often.”
Looking to the future of technology in the industry, there doesn’t seem to be an end in sight, Malaspina stated. “Items across all categories will have even more technology capabilities integrated in to the products. Expect to see Bluetooth incorporated into more common household products. Touch screens will gain momentum and even more items will go wireless,” she said.
For the promotional products industry, it illustrates the symbiotic relationship between distributors and suppliers—both drink from the same well. “Technology is constantly changing, and so is this industry. As the industry grows, resources will become even more important to better serve the customer. Supplier companies need to be prepared to continually improve and offer distributors innovative products,” Reise pointed out.
So, while there are few Luddites left in the promotional industry, unless they want to spend their days proverbially chiseling logos onto rocks (and watching profits diminish), the time has definitely come to realize technology is too important to the industry to ignore.