Full Steam Ahead for Promotional Products

Two major promotional products suppliers discuss how working with print-savvy forms distributors is a win-win situation for both industries.

If you ask two promotional products powerhouses why their industry pairs well with the business forms industry, they'll be quick to attribute that success to forms distributors' extensive print backgrounds.

"Because the forms distributor is already print savvy, we are seeing more unique designs with multiple graphic enhancements and colorful concepts being created for their customers," said John Andersen, sales manager at Admore, Macomb, Mich. "The result is better promotions that get the message out and have a 'wow' factor when designed properly."

Stan Dohan, corporate vice president at The Allen Company/Color Craft Line, Blanchester, Ohio, agreed that promotional products continue to do well in the business forms industry thanks to distributors' comprehensive print experience.

"I think forms distributors are accustomed to dealing with complex, multi-color artwork and images, and we specialize in this," said Dohan. "We offer full-color sublimation, decals and organic processes to accommodate complicated, multi-color logo needs."

In fact, partnering with the forms industry is nothing new for The Allen Company, who exhibited at the NBFA (National Business Forms Association) trade show eight years ago.

NBFA changed its name to DMIA (Document Management Industries Association) in January 1996.

"We continue to see an increased demand for our items because of our reputation, as well as our innovative and, in some cases, patented products, such as Spinner and Bobble Mugs, as well as the fact that we partnered with forms distributors early on," said Dohan. "We have won awards in the promotional products, awards and recognition, and business forms industries."

And, in both Andersen's and Dohan's opinions, the partnering of business forms and promotional products is most evident at trade shows.

"Attendance is up at the national promotional products trade shows that we've attended—up 20 percent to 30 percent at some events this year," estimated Andersen. "We are seeing more new distributors at these events, and the number of suppliers keeps on growing. There are some very cool products being introduced at these shows—all waiting for a forms distributor's client's imprint."