The brand of a product or service can be placed anywhere: on a t-shirt, on a pen, on a cloth bag or on a USB stick. We all have at home or in the office an item (probably a gift) with a company logo. And despite the fact that this business —the promotional gift— goes unnoticed by many, its economic weight is relevant. In 2022, the firms dedicated to this sector had a turnover of around 2,000 million euros, the same as a year earlier, according to data collected by Ifema Madrid, which organizes the International Promotional Gift Fair (Promogift), the benchmark fair for this sector. business in southern Europe.
The event —which will be held from February 7 to 9— will welcome some 142 companies from eight countries (Belgium, Bulgaria, Spain, France, Italy, the Netherlands, Portugal and Poland). Business participation has increased by 29% this year in relation to the data registered in the previous call for 2022, according to figures from Ifema Madrid. This data is a reflection of the resistance that the sector has had in recent years. Well, after the arrival of the pandemic, promotional gift firms knew how to adapt to a difficult economic environment, says Julia González, director of Promogift. During the different waves of the covid-19 pandemic, they alternated the production of hygienic-sanitary products (promotional) with the traditional ones of the industry.
This allowed them to stay afloat and see the horizon with optimism. “Companies have dynamically undertaken a promising future,” say the Association of Importers, Wholesalers and Manufacturers of Promotional Items (AIMFAP). Such is the good run that this year the industry expects business volume growth of around 10%. And they see Promogift —which is now in its fifteenth edition— as one of the best showcases that drives this rebound. “We predict positive growth this year, starting right now,” says Gabriel Moesse, president of the Association of Manufacturers and Sellers of Advertising and Promotional Items (FYVAR).
Leading companies from this economic segment (distributors and importers, machinery firms specialized in printing and clothing manufacturing companies) are summoned to the meeting, as well as a large number of professionals such as claimants —people dedicated to merchandising (commercial promotion)—, advertising and communication agents, sign makers and graphic artists, among others. “We are clearly optimistic and we hope to exceed the figures registered in the 2022 edition, which was 1,532 people,” adds the representative of the fair.
THE COUNTRY of the morning
Wake up with the analysis of the day by Berna González Harbor
Leave a Reply