Oklahoma Governor Mary Fallin issued an executive order on November 21 that would limit the state government’s spending on promotional products advertising. PPAI President and CEO Paul Bellantone, CAE, has released the following statement on the effectiveness of promotional products advertising and the wide-ranging ramifications this executive order will have on Oklahomans.
“PPAI supports balanced budgets and the responsible use of taxpayer dollars; however, the promotional items deemed ‘nonessential,’ according to the Executive Order 2017-37, are anything but. In fact, points raised in the order are exactly why promotional products are one of the most effective, cost-efficient and longest-lasting media used by advertisers, marketers and the State of Oklahoma.
“The spending limits set forth by Executive Order 2017-37 unfairly target the promotional products industry and will diminish the ability of the state and its agencies to effectively and efficiently communicate and deliver essential programs and services like education, employment, health care, disaster relief, social services, fire and police protection to the citizens of Oklahoma by eliminating the most useful and tangible form of communication—promotional products.
“Senator Kay Floyd of Oklahoma City said it best: ‘The stress balls save veterans’ lives. And that stress ball is something that they can carry around with them, but it also has a hotline number or additional information that veteran needs in order to get benefits or resources from the Department of Veterans Affairs.’
“Compared to other media, promotional products advertising is preferred by consumers while other forms of media are often avoided or blocked. Promotional products are one of the fastest-growing and most cost effective advertising media, ranking seventh among traditional and digital media in annual expenditures at $22 billion. On an annual basis, promotional products contribute millions to the Oklahoma economy, with 416 companies providing more than 2,700 jobs.
“Promotional products are proven to be one of the most effective media available to advertisers. Because promotional products are tangible, useful and highly targeted to the audience they reach, 79 percent of consumers retain them for one to more than five years, and 88 percent recall the advertiser/message, delivering the highest rate of reach, recall and return on investment in the advertising industry.
“Promotional products educate, recruit, highlight safety awareness, urge organ donations and encourage healthy living and lifestyle choices. Promotional products recognize and reward employee achievements and inspire action. Promotional products are used to celebrate milestones, sign legislation and reinforce life-saving messages. Promotional products are the most cost-effective method to communicate important messages to Oklahomans.
“PPAI and the Oklahoma promotional products industry look forward to working with Oklahoma administration officials to better inform the state’s procurement processes and use of promotional products.”
Call To Action
The statement further explains that the success of the industry depends on making a strong, collective stand for promotional products as the best marketing tool and advertising medium for communicators. It is a shared responsibility to stand up for the industry because it’s good for consumers, advertisers and marketers, and yes, governments. The promotional products industry facilitates communication, prosperity and relationships by helping connect organizations and businesses with their audiences in a tangible and meaningful way.
PPAI urges members to take action to protect the interests of the industry. Included below are steps that can be taken now and in the future when these types of reports occur:
- Write the Governor and State Representatives today.
- Immediately share the news with PPAI by emailing stories/reports to PR@ppai.org.
- Keep an eye out for rumors and threats to the industry’s credibility–if you hear of something, let PPAI know.
- Advocate! Stand up for the industry that has been so good to you and to all of us—defend its good name.
- And finally, know the facts. They are strongly in our favor.
