Show highlights newest promotional products

Kevin Rademacher

Wednesday, March 30, 2005 | 10:57 a.m.

An estimated 5,000 people are gathering in Las Vegas this week to talk about promotional products, but organizers said that the industry that creates corporate coffee mugs and key chains is anything but low tech.

Jill Flanzraich, president and owner of Adventures in Advertising/Las Vegas, said that more than 50 percent of the products she sells to her clients are technology related.

Topping the list is a memory card that operates through a computer's USB port, similar to a disk drive. The USB sticks can be imprinted with a company logo to hand out to clients, but the device can also contain pre-loaded publicity material.

"Ten years ago, I was just glad that I had a fax machine," said Flanzraich, who said other tech-related products include modem connectors and laptop computer lights.

But there is no shortage of items to choose from for promotional-product distributors or a companies looking to tout its wares through fancy giveaways.

Flanzraich said there are about 750,000 items now being distributed by the promotional products industry.

With so much to choose from, the Advertising Specialty Institute show Thursday and Friday is a key source of information on the industry's "latest and greatest" developments, she said.

Richard Fairfield, publisher of three ASI trade journals, said the industry is rapidly expand, growing from $16.1 billion in 2003 to $16.9 billion last year. He said the rush of new products and the entrepreneurial nature of the business is driving the industry growth.

"It takes a very low amount of capital to get involved in the industry," he said. "Manufacturers will often sell products to a distributor on credit, and the buyer pays for the products. If you are good at sales and motivated, it's a good business opportunity."

He also said the industry involves products and concepts people understand.

"Everybody is familiar with this," he said, adding that ASI has about 20,000 members in North America.

Flanzraich cautioned, however, that sustaining a long career in promotional products can be challenging.

"This is a business that it easy to get in to, but it can be hard to stay in," she said. "You have to have a driving passion for sales."