After months of research, strategy and planning, PPAI this week unveiled its new campaign to to elevate the branded merchandise industry with brand-builders and marketers around the world: Merch Moves Us.
Following the launch, PPAI leaders held a webinar on Thursday, taking members deeper inside the campaign’s strategy, research and long-term ambitions. Hosted by Chief Marketing Officer Melissa Ralston, CAS, Sr. Director of Media, Research and Public Affairs Josh Ellis, and Director of Marketing Kathleen Burr, the discussion explored why PPAI developed the campaign, the challenges it is designed to address and the deliberate work that went into shaping a message intended to resonate with marketers outside the branded merchandise industry.
PPAI leaders also detailed how Merch Moves Us will be fully supported through paid media, original content, research and ongoing measurement, while emphasizing the essential role members will play in extending the campaign into their own client relationships.
The webinar also highlighted the campaign’s member toolkit and MerchMovesUs.org, both designed to help distributors move conversations beyond products and price and position branded merchandise more consistently as a strategic marketing channel.
Watch the full webinar below for a closer look at the thinking behind Merch Moves Us and what comes next.
