Digital Printing

Promotional products: new opportunities for printers

by Sonja Angerer | 03/11/2022
Promotional products: new opportunities for printers

Advertising bans and declining retail sales are currently a main cause of problems for many printers. Promotional gifts offer printers new opportunities and new markets. Promotional products typically works with existing printing technology which makes it an attractive market to investigate.

Pens, socks, sunglasses, notebooks and many more products can be printed on today. Printing a logo onto these items can create promotional gifts. Advertising with giveaways has proven success in many ways including the scientific emotional effect it can have on someone.

At the annual Trade Association press conference in August 2022, “Gesamtverband der Werbeartikel-Wirtschaft e. V. (GWW)” presented a very favourable impact study by the Institut September Strategie & Forschung. Their "1001 Emotions" campaign targets marketing decision-makers. In 2019, promotional gifts had a turnover of 3.65 billion euros in Germany. However, it has not had a turnover of the amount since the pandemic.

The industry association highlights the importance of promotional products in cultivating relationships, both in end-customer and B2B businesses. High quality individualised promotional gifts function as a conversation opener with remote and home office working contacts.

CAPTION: Trade association “Gesamtverband der Werbeartikel-Wirtschaft e. V. (GWW)” recently launched the "1001 Emotions" campaign showcasing the impact of promotional gifts. Image credit: GWW e.V.

Promotional gift printing - how does it work?

For printers, printing promotional products is usually practiced within their business. This is surprising as many printers have most of the equipment required to print promotional products. For example, UV- curable inks can be used to print in high quality on a wide range of flat and not too heat sensitive materials. Water-based ink and toner systems are more suited to paper based promotional products such as paper flags, calendars, notebooks or individualised packaging.

For personalised items such as lighters or rulers, Roland DG even offers the VersaUV LEF-12i desktop printer, it can print on objects up to a height of 100 millimetres. With larger flatbed printers, an adapter or grid is typically used when printing promotional gifts, this is to ensure the items do not move on a vacuum bed printed while printing.

Products designed to be used as promotional items are typically designed for easy printing. An example of this are the clips on the side of pens. These are large with a flat surface or calendars and usually feature a header left for logos. Depending on the type of promotional product, some finishing elements may be required such as trimming, binding or in the case of promotional textiles, steaming, washing, drying or ironing. These elements need to be taken into consideration when setting up a plan of the process.

CAPTION: Roland DG offers several desktop printers specifically designed for printing promotional products in the VersaUV LEF series. Image credit: Roland DG.

Which promotional items are suitable for digital printing?

Almost all promotional items can be digitally printed. For example:

  • Pens
  • USB drives
  • Lighters
  • Rulers, tape measures, triangle rulers
  • Packaging, cans etc

However, printing digitally can be difficult with products that are very thick or curved such as balls or bottles, a good alternative to these items are notepads. However, Mimaki offers the "Kebap Option", developed for direct digital printing on cylindrical objects. Many UV curable inks are not suitable for food packaging or certain toys. Therefore, it is very important to do thorough research into regulations before accepting an order. This also helps to avoid potential expensive troubles.

Is promotional gift printing a feasible niche for printers?

Promotional products are ubiquitous, meaning there are already a handful of long-established and trustworthy suppliers in the market, also offering competitive prices. Therefore, any new competition wanting to enter the market will have to ensure that the production is highly automated.

However, a large part of the promotional gifts industry in Germany and some other areas, is still heavily dominated by specialised agencies who manage huge brand owners’ budgets for the long term. These clients are often keen to learn about new reliable suppliers, therefore this creates opportunity printers, especially those offering original promotional items of their own designs that are unavailable anywhere else.

Today, the promotional products industry is continously growing ensuring high quality and personalised items. Printers with digital printing machinery should already be equipped for such orders. Therefore, it is important for printers to explore the market of promotional gifts. Especially while many traditional advertising channels are increasingly slowing down or disappearing.

by Sonja Angerer Back to News

Interested in joining our community?

Enquire today about joining your local FESPA Association or FESPA Direct

Enquire Today

Recent news

Streamlining personalisation with tech: Insights from the SmartHub Conference 2025 speakers
Personalisation

Streamlining personalisation with tech: Insights from the SmartHub Conference 2025 speakers

Personalisation Experience 2025 (6 – 9 May 2025, Messe Berlin, Germany) is running its inaugural SmartHub Conference from 6 – 8 May 2025.

02-05-2025
Special Effects in DTF: How Neon Inks Are Making Apparel Pop
Inks

Special Effects in DTF: How Neon Inks Are Making Apparel Pop

Neon fluorescent inks are the latest innovation in DTF printing, offering vibrant, eye-catching effects under both daylight and UV light, giving apparel decorators a competitive edge. Testing shows good wash durability, though market perception of added value is still developing. With increasing adoption and ongoing technological advancements, neon represents a significant upgrade for creative customisation.

01-05-2025
Unlocking Growth Opportunities in the Printed Personalised Apparel Industry
Personalisation

Unlocking Growth Opportunities in the Printed Personalised Apparel Industry

The printed personalised apparel industry is booming, projected to reach $10.1 billion by 2030. Driven by consumer desire for self-expression and branding needs, technological advancements like DTG/DTF and e-commerce integration are key. Sustainability, eco-friendly materials, and on-demand printing are crucial growth drivers. Businesses leveraging these trends, including AI and social media, have significant commercial potential.

01-05-2025
How to grow your business with white ink applications
Inks

How to grow your business with white ink applications

Opaque white ink is revolutionising signage, vehicle graphics, wallcoverings, short-run and wood packaging, and window blinds by enhancing vibrancy and clarity. This enables printers to offer high-demand, standout products, boosting profit margins. HP Latex white ink applications and their large format printing solutions will be showcased at FESPA 2025 in Berlin.

30-04-2025