The Polish promotional products market
Some of the restrictive regulations even have a positive impact on the promotional products branch. As a counteraction to the massive alcohol problems in Poland, alcohol and tobacco companies are only allowed to advertise their products on TV and in newspapers on a limited basis. On Poland?s by far most popular advertising medium, the television ? 60% of the classical advertising budget is spent on TV adverts ? beer advertisements are only allowed after 8.00 p.m. Advertising spirits on TV is banned completely to an extent. As a result more and more companies are falling back on promotional products as advertising media. Consequently, the promotional article is gaining significance on the market. ?A few years ago the ratio of above-the-line advertising compared to below-the-line advertising was 80:20,? Nalecz-Stanicszewski reports. ?Today the ratio is approximately 50:50. More and more people are realising the fact that promotional products can be implemented at low cost while at the same time being extremely effective.? ?The awareness of the advertising power of promotional products is growing all the time,? adds Beata Betlejewska. In spite of the unfavourable general conditions, the market continues to expand further. Many companies are experiencing a further upward trend this year. The range of products is similar to that of the Western states, typical Polish products on the promotional products market are the exception, the trends are similar too. Textiles are high in demand, comments Betlejewska, as are lanyards. ?Everyone wants lanyards.? Another trend is of greater importance though: ?Growing quality-consciousness. Of course many of the large companies still want to keep the prices down, but the imprinting, finishing and service demands are growing.? Lisowska is observing the same. ?The requirements have changed. Originally, above all favourably-priced plastic products were called for; today quality is an important sales criterion. Special designs are requested more frequently. Everybody wants to be able to present something individual, something special, something as unique as possible.?
With the demands, the quality-consciousness and know-how of the suppliers is also growing. As such they are also becoming interesting for the European market. Many are expanding their export business. After entering the EU, customs duties have become obsolete and with them the tiresome waiting at borders. On the other hand, it will of course become more interesting for Western companies to export their products to Poland. The national competition will thus be increased, so developing new markets is also a must for the Polish promotional products suppliers. Several suppliers have announced that they want to exhibit at the PSI Show in Dusseldorf next year, among them Bonus Marengo. Marek Cieminga: ?Our leather programme includes unique, exclusive presents, such as hand-made chess games in a leather box or high-class bar accessories, which no other supplier offers. We want to introduce these to the European distributors.? Other suppliers stand out as a result of their flexible and quick delivery conditions at low prices ? after all the labour costs in Poland are much lower than in the neighbouring Western countries. In any case, the market is continually on the move. Fast and furious just like on Poland?s streets: One has to learn to find one?s way.
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