The 14th edition of the International Promotional Gift Show, PROMOGIFT 2022, begins today. For the next three days, Hall 12 at the IFEMA MADRID exhibition centre will host all the new products and trends, both national and international, presented by the leading companies in this important economic segment.
We wanted to chat with its director, Julia González, to find out in detail the objectives set for this new edition of the show, the latest trends in the promotional gift sector, as well as the main challenges it faces.
Since 1991 you have been in charge of the organisation of IFEMA fairs and congresses, mainly specialised in fashion, beauty and lifestyle. Tell us, how do you evaluate the evolution of the events sector in all this time? What are the changes that you consider the most important?
Events and trade fairs are a reflection of the sectors they represent and this logically translates into their transformation. I think the biggest change has been in the communication tools; new functionalities and applications have been implemented to maintain contact between exhibitors and visitors before, during and after the fair. Another very important aspect is the scheduling of parallel activities, such as forums, congresses, etc., which complement the exhibition offer. These complement the exhibition offer and give visitors the chance to extend their knowledge of relevant aspects of the sector.
Now, in addition to your projects, you are also directing PROMOGIFT, a fair specialised in promotional and advertising gifts, which is a little different from your usual sectors. What new challenges does it represent to you? Also, what is the thing that caught your attention the most about the project?
It is indeed a new sector, in which I have many things to learn, but I also believe that certain synergies can be established with others that will allow PROMOGIFT to continue consolidating itself as the leading event in the promotional gift sector.
I imagine that you have had to do a lot of work compiling information about the promotional gift sector and its evolution over time. What would you say are the current challenges facing the sector and the players involved in the promotional market?
The main challenge for PROMOGIFT 2022 is to continue encouraging business activity as we have shown in the last edition. We will continue to promote economic recovery by connecting a large number of manufacturers, suppliers and professionals in a unique space such as IFEMA MADRID.
After the September 2021 edition, the Promogift Fair opens its doors again today until 24 March. How have you planned the new edition? What are your main objectives?
It is important to implement digital tools that serve as a complement to the on-site fair. On the other hand, we are already working on the programme for national and international buyers, with the aim of promoting the internationalisation of the fair.
And in terms of organisation, how do you evaluate the last edition?
In general, the results of the fair were very positive and encouraging. The sector was eager to meet again and it served as a turning point for future editions. It also served to reinforce the need for face-to-face events. Professionals need to see and touch the products. The virtual meetings have fulfilled their function and will now remain as a complement to face-to-face events.
What would you say are now the expectations and needs of the promotional and advertising gift market? How do you respond to them in the new editions of the show?
We are working with the main groups to design the most attractive programme of content possible, with room for all professionals, where the main trends in the sector, such as personalisation, new supports and finishes, 3D, digital textiles and the latest sustainable printing proposals, will all come together.
PROMOGIFT will have a special programme for buyers and will be held in a completely safe environment thanks to the sanitary measures implemented by IFEMA MADRID at its venues.
At ID GAMAX we offer an exclusive system of self-manufacturing and personalisation of promotional items. How do you see the role of personalisation in the sector? Have you noticed an increase in the number of personalisation solutions on offer?
I think that, at the present time, we are all looking for personalised solutions in all areas and, logically, when it comes to offering gifts, companies are looking for them to carry the spirit and philosophy of the company, therefore, this type of solution is increasingly present at the fair.
How does the sector face the challenge of sustainability and how do you see it at PROMOGIFT?
Since 2018 IFEMA MADRID has had its own CSR Policy, framed within the common development of its activity, and related to the UN Sustainable Development Goals, SDGs.
And finally, what message would you send today to the different players in the promotional and advertising gift sector?
It is important that we give value to all the companies that make up the sector and that we take advantage of the meeting provided by PROMOGIFT to show all the trends and thus continue working together in the recovery and consolidation of the sector.