We are delighted to have been awarded ‘Marketing Campaign of the Year 2022’ at the prestigious British Promotional Merchandise Association annual awards. The BPMA awards recognises exceptional achievements and contributions from both suppliers and distributors in the promotional merchandise industry.
Host Nick Ferrari of LBC Radio, James Biggin MD of Steel City and BPMA Chairman Haydn Willetts
With many delays due to Covid 19, the much awaited BPMA awards were finally able to take place this year at the CBS Arena in Coventry on 13th April 2022. A firm date on all promotional product professionals calendars, the BPMA evening awards ceremony follows a day of discovery and relationship building at Merchandise World: an exhibition of all the latest branded merchandise from the industries best suppliers and manufacturers. Seeing new promotional products in person and having live demos by experts in the field was a real buzz, and sparked ideas that we can’t wait to share with our clients!
The evening began with a dazzling drinks reception and was welcomed by BPMA Chairman Haydn Willets and hosted by Nick Ferrari of LBC Radio. It was a fabulous evening celebrating the outstanding performances from our suppliers and fellow distributors. The award we had applied for, Marketing Campaign of the Year was to be announced second to last – so we waited on tenterhooks for the results!
The Marketing Campaign of the Year award was unlike the other awards in that it was judged by a panel of end-user judges rather than peers in the industry. To know that marketing professionals voted for our campaign made it that bit more special. When our campaign ‘Mind and Body Boost’ was announced, there was a deafening round of applause and cheers from the crowd! So what was our winning entry I hear you asking?!
During the Pandemic with our industry being severely hit, our main revenue of business (exhibitions and events) were cancelled or postponed. However, it was really important for us to maintain a brand presence so we were remembered for when things picked back up. We therefore decided to launch a marketing campaign to support mental and physical health of current and prospective clients. This was two-fold: a B2B virtual zoom fitness challenge and light-hearted Tik Toks.
#40X4Challenge
A virtual ‘Joe Wicks’ style month long charity event during lockdown. Each morning we would broadcast a 4 minute workout with 4 exercises, to help business people feel connected and energised for the day ahead.
TikTok
MD James Biggin created a number of TikToks incorporating branded gifts in a light-hearted way.
We wanted to engage with our business audience and offer them something of value that would help them to get through a difficult period. This would then provide a memorable touchpoint with our company for when they need to purchase promotional gifts.
“To have been recognised for our hard work at the biggest award ceremony of our industry is a real privilege. After a tough couple of years, and really scratching our heads and thinking creatively, it is a real thrill to have walked away with Marketing Campaign of the Year”. Says MD James Biggin. “To have been able to give others outside our business a much needed lift during an unprecedented period of time, and for it to have helped us to build stronger, more personal relationships with our clients is fantastic. I want to say a big thank you to everyone on LinkedIn who engage and seem to like my TikToks as well as the Steel City team for putting up with my silly ideas and taking the mickey out of me!”
If you would like any advice or to spark promotional product ideas with us, please get in touch today.
Leave A Comment