Investing millions in promotional products helped fuel the unexpected rise of Donald Trump and Bernie Sanders – and reinforced promo’s essential role in the race for our nation’s highest office.
Two political outsiders – one a successful businessman, the other a long-time independent – run for office. The former’s presence in the race is regarded as an open act of ego stroking and instant fodder for the media circus. The latter is a virtual unknown among large blocks of voters, and someone so lightly regarded that his main opponent won’t even mention his name. And yet, through concerted marketing efforts that include savvy messaging and a heavy investment in promotional products, both wildly surpass expectations. The businessman is the unexpected party front runner. The now-former independent has become a surprisingly formidable opponent.