MAKING THECASEFOR MERCHANDISE The BPMA landed awin for the promotional merchandise industry in its first in person debate in the palace of

On28thMarch 2023,the

BPMA hosted adebate aimed at bringing end users to thetable to represent the powerofpromotional merchandise

Hosted at theHouse of Commons, the BPMA represented its first in person debate as part of The Debating Group,torepresent thepromotional merchandise industry. The debatechallenged end user speakers to a head-to-head on thesubject of theeffective relationship withpromotional merchandise

The Motion

The motion “Promotional merchandise is themediumwhichforges themost effective and long-termemotional relationship withits audience”was proposed by theBPMA’sCEO Carey Trevill, supported by Ollie Gilmore, group planning director at advertising agency, VCCP Opposing themotion wasled by Tony Spong, lead consultant forBrand Strategy at advertising consultancy, AAR and Alana Ballantyne, planning director,alsofromVCCP. ChairedbyBaroness Amanda Sater,herself a former marketer, thedebateprovided lively discussion and reportedly thelongest question and answer session thedebatehas ever had.

The BPMA motion argued that effective communication must connect emotionally withthe audience.Presenting thebelief that promotional merchandise is themedium whichcan deliverina long-lasting, effective andimpactful way, Trevill and Gilmore presented amultifacetedargument which

Westminster

helped thelistening audience understand theplace promotional merchandise holds forconsumers. Spong and Ballantyne in response, presented an excellent case to stateitwas amix of channels and mediums whichall help to delivereffective outcomes.

Tough opponents in thedebate, the opposition were quicktounpickthe arguments presented and while thevotewas close run, questions from thefloor whichchallenged on everyaspect from sustainabilitytorelevance to getting in theroom at thestart of thebrief, provedinthe end to sway thevoteinthe

BPMA’s favour.Apre-debatevoteshoweda number of theaudience had swapped sides to vote in favour of themotion despitethe mix of end users and promotional experts, theshift left theBPMAwitharesounding success.