Giveaways and promotions thread adapts to the crisis and assumes new profiles

São Paulo-Even little hampered by the recession, the promotional marketing industry has gone through changes on account of the period. The change in profile of applications, a larger appeal to the domestic market and the growing interest of players from other niches are new shows scenario.
Currently, the thread chain (which is also known as live marketing) encompasses service providers or vendors involved in activation of points of sale, promotions or events-is who supplies the market sector of business gifts, for example. Last year, according to figures of the Promotional Marketing Association (Ampro), R$ 50 billion were moved by the segment meeting since yesterday (2) in Brazil, held in São Paulo and whose list of exhibitors demonstrates the interest of companies fully vertical, as e-commerce Netshoes Pepsi drinks manufacturer, Swarovski jewelry designer and retailer of semijoias Underground , which is starting its operation in the promotional area this year.
In the case of Netshoes-who also took part in the fair for the first time-the work involves the provision of customized products for companies such as shirts and bags, often produced by the network''s own brand. "We have a range [of practice] and we''re at the fair just because her position has changed," says marketing Manager B2B of Netshoes, Patricia Lopes; e-commerce already have relevant promotional clients, such as the São Paulo University Mackenzie. In other action, the B2B vertical network has a number of larger partners.
"Most big companies are seeing this market", confirms the Director of new business Promotional fashion (responsible for organizing the meeting), Thais de Vitto. The Executive, however, says that''s not the only change in course. "Working with small quantities becomes increasingly necessary, not only for the economic moment, but also the possibility of customisation of the product."
The model has allowed Smes as Rua do Alecrim Gourmet Gifts find space, offering very specific options, such as custom seasoning. The creation, by the Way, a marketplace geared for sale in small quantities also illustrates the importance of small orders. The initiative is not only aimed at the promotion of business: a business round inside the fair involving previously enrolled clients also generate opportunities.
Balance
In the case of large buyers, enabling live marketing is carried out by agencies (specializing in promotional or segment) who hire suppliers.
According to the commercial Director of the promotional segment of manufacturer of glassware and housewares Nadir Figueiredo, Marcos Barrios, the demand of this type of client has been stable. "There are things that hardly stops, such as promotions or actions of encouragement. Many of them also need to dump stocks, then put a toast, as a drink, together, "says Barrow. The purchases from small businesses-which does not always use as intermediate agencies-is decreasing; It is worth remembering that for manufacturers like Nadir Figueiredo, selling in smaller volumes is not an interesting bargain. According to the latest survey of Ampro, 13% of the customers are small business sector, against 26% for medium-sized-the 64% are considered large.
On the other hand, some aspects generated by the crisis also impacted the market in a positive way. An example of this is devaluation of the real, which made the product more interesting national front foreign rivals. "When the dollar was cheap was almost for free to bring gifts of China," says Barrow.