Buy You A Drink?
By Cherri Gann, Associate Editor
Issue: 2005JUN

At $898 million, according to last year's PPAI's annual Estimate of Distributor Sales, drinkware sales were no slouch. "With any imprinted drinkware item, there is constant logo exposure," says Cindy Davidson, marketing manager for Faro USA (UPIC: FAROUSA). "It can be presented with literature or other things inside and used afterwards."

Rob Robinson, CAS, advertising and tradeshow coordinator for Bullet Line, Inc. (UPIC: BULLET), says, "People love travel mugs because we're such a mobile society and spend more time than we'd like in our cars. Why not use one with a logo on it?"

Craig Morantz, vice president of sales development for Leed's (UPIC: LEEDS), even goes so far as to say, "Drinkware has become as much a staple as pens. It has become one of the most re-ordered products. Buyers know it will be used by recipients and stock up on it so they will have a popular product on hand when they need it."

SELECTING DRINKWARE

There's no such thing as drinkware schminkware-you have to help clients make educated selections. "You have to look at the customers they're trying to reach because there are different categories of drinkware," says Chris Valento, sales and marketing coordinator for The Webb Company (UPIC: WEBBCO). "For example, the plastic, low-end tradeshow items are good because of the price point, and recipients need to make it home without the item breaking. Also, some style preferences run along gender lines. For example, we find that men seem to prefer our mug styles with rubber grips more so than women. Men also like a larger handle."

Valento also notes that if it's being used on the office desktop, a style with a wider base for stability makes a better choice. "You don't want something that will tip over too easily on the desk," she says. "The narrower base styles are better for use in the car."

On that same note, Davidson adds, "If the giveaway is for businesspeople, a coffee mug might be more appropriate, whereas a bar or restaurant promotion would work better with a wine glass or beer stein."

She also believes packaging is important. "A presentation is always better received when the item is gift boxed," she says.

Of course, quality matters, too. Robinson notes, "Double-wall insulation-whether plastic or stainless steel-costs more, but it's a better quality piece." Finally, Roger Hayes, chairman of the board for Strong Worldwide (UPIC: STRONGWW), says, "Make sure the artwork is legible and durable and see if there might be a good tie-in with another product being used in the promotion.

"Make it fun, too," he says. "There are so many choices beyond 12- or 16-ounce plastic cups or traditional coffee mugs. Look for cups that change colors when a hot or cold beverage is added, trendy colors and various shapes. Be creative and find something the audience will be willing to keep using."

Finally, "Drinkware as a promotional item is quite a universal product," says Davidson. "If the quality is there, then almost any consumer will use it." PPB

Cherri Gann is an associate editor for PPB.

Ideas For Drinkware Promotions

"We have a new wood-grain mug that may be a good bet for a high-end auto client," says Chris Valento, sales and marketing coordinator for The Webb Company (UPIC: WEBBCO) when asked for an impromptu drinkware idea. "Some more expensive cars have wood-grain detail on the console or elsewhere in the interior, and this could be a nice item." Here are some more suggestions from drinkware suppliers:

-C.G.

"Reprint courtesy of PPB magazine and Promotional Products Association International"