A brief history of the promo products world

1789 First known promotional products in The United States – commemorative buttons for the election. More than 27 varieties of buttons were produced during George Washington’s term of office.

1875 Industry as we know it began, nurtured by newspaper owners, who (already equipped with printing technology) realised imprinting promotional items would provide additional revenue during slow economic periods. Newspaper owner Jasper Meek is considered the father of promotional merchandise; producing burlap book bags after seeing a school boy drop his books in dust.

1893 At the World’s Columbian Exposition, a promotional venture by H.J. Heinz involving a “Heinz” Pickle Pin led to police intervention to control mass interest from crowds. By the fair’s end over one million of these pins had been given away and some reports claim this venture saved the company from impending financial doom.

1900 By now, the industry was benefiting from technological advances enabling mass production and quality, long-lasting advertising messages. This combined with inspired and informed salespeople and an expanding economy helped spur rapid industry growth. 

1904 The first trade association for the Promotional Products Industry was formed, titled the Advertising Manufacturers Association. It is now known as PPAI, or Promotional Products Association International.

1914 First book about the Promotional Products Industry is published, titled Specialty Advertising: The New Way to Build Business by Dr Henry J. Bunting.

1930s During the Great Depression the industry encountered difficulties, but is also acknowledged with helping organisations promote and sell products e.g. imprinted caps promoting Coca Cola and calendars accompanying Wrigley’s Gum.

1940 Business Promotion had a special issue promoting the industry. It noted words of wisdom such as “A good pencil given away as goodwill is much better than a bad cigar and much more lasting . . .”

1945 Introduction of “miracle” material plastic and ball point pens influences the industry, with pens still a common promotional item.

1950s Industry became more sophisticated, establishing a modern distribution and sales system. Manufacturers moved away from internal sales executives, relying on distributors to access the national market. These distributors were lead by Brown & Bigelow, who noted the most successful approach was to identify a client’s marketing problem and provide practical ideas to solve said problem.

1960s Era of political turbulence, combined with the rise of consumerism and the hippie rebellion ensured success of politically charged promotional merchandise. Millions of anti-war and civil rights themed buttons, badges and stickers were produced.

1970s First real explosion in growth of the industry, with corporate organisations solely dedicated to the supply and distribution of promotional items appearing globally. The late 1970s saw the rise of the collector’s boom, where savvy collectors began collecting promotional memorabilia.

1980s Demand for generic product catalogue which distributors could brand as their own and give to corporate clients grew.

1986 APPA, the Australasian Promotional Products Association is created, providing support, education and advice for manufacturers and distributors.

1990s New and more sophisticated catalogue services becoming available. Until now peak season was around Christmas time.

2000s The Creative locker is created, focusing on beverage related promotional items and headwear. TCL moves away from the trends of sourcing from overseas organisations or manufacturing locally by owning and managing a factory in China, combined with office and manufacturing capabilities in Australia.

21^st century - Businesses are becoming more inventive in their marketing strategies and are using promotional merchandise through the entire year to promote their brands, products, services and events. The industry in Australia and Worldwide has seen massive growth, which shows little signs of slowing down.

*Elements of this timeline were derived from Nelson & Kanso, Today’s Promotional Products Industry, Journal of Promotions Management, 8:1, 3-24