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."
"Each trade show brings more manufacturers hoping to make promotional products sales stick like throwing spaghetti against the wall, and each month brings more trade shows," added Dohan.
Perfect Combination
Just as promotional products suppliers benefit from business forms distributors' print expertise, forms dealers are also benefitting from this unstoppable pairing. "We are seeing a rebound in marketing and advertising dollars being spent as the economy rebounds," said Andersen. "Forms distributors are looking for other items to offer their customers, and promotional products are a fun and exciting way to get the clients' message out."
"Promotional products are allowing creative forms distributors who are pinched by some declines in the demand for business forms to pick up a whole new revenue stream," said Dohan.
The Allen Company offers an array of acrylic and stainless-steel products—such as its Groovy Series TravelMugs, Translucent Acrylic/Stainless Steel Tumblers, Stainless Steel Travel Mugs, Wild Berry Coolers and Freezer Mugs—that are extremely useful and growing in popularity. It also offers a wide range of ceramic mugs, such as sleek Bistro Mugs, that are still in high demand because of their imprinting range and competitive pricing. "When budgets are tight, it helps to produce useful specialties," added Dohan.
More Than Just Order Takers
In addition to generating revenue, Andersen pointed out that the pairing of these two industries changes the dynamic of what it means to be a distributor.
"Using promotional products properly isn't just printing logos on coffee mugs, keychains or folders," emphasized Andersen, who noted that promotional products can greatly enhance the distributor-client relationship. "Distributors need to create a campaign to convey the message and then find product offerings that tie in to the theme—making them more creative and more involved in marketing efforts," he explained. "Instead of being order takers, they are now campaign coordinators."
Distributors will have a lot of campaigns to coordinate if Dohan's assessment of his industry's future in business forms is any indication of things to come. "I do not see how promotional products can be anything but a major part of the business forms industry from here forward," he said. "Forms distributors are wonderfully positioned to add promotional products."
Andersen agreed. "I believe that more forms distributors will try to be successful with promotional products," he noted. "And, the ones that are selling them already will make them a bigger part of their businesses. There are generous profit margins, and everyone loves to see their message in print."
But, be warned by these two well-established manufacturers. If distributors drop the ball on selling the added value of promotional products, the quick printer, advertising agency or advertising specialty representative won't.
"Don't leave sales on the table by neglecting promotional products. Introduce them into your sales calls and jump on the bandwagon," said Andersen.
Tips of the Trade
So, what is the best way for forms distributors to incorporate promotional products into sales pitches? According to Dohan, they should first tap into their library of logos.
"Distributors should choose a few of their top customers' and prospects' logos and produce speculative promotional product samples, such as coffee or travel mugs, and offer these to their existing customer base," he explained. "The same customers who purchase business forms from distributors also have special events and the need for corporate gift giving."
Andersen recommended that distributors join state or regional associations comprised of suppliers and distributors of promotional products. "This will help them learn more about the industry as a whole, as well as how to sell these products," he added.
Andersen also suggested that distributors establish partnerships with leading promotional product manufacturers to educate themselves on their various product lines and marketing strategies. "Marketing assistance from these suppliers only takes a phone call."
"It is the broad range of imprinting, combined with high-quality products and very unique items, that can bring profitable success and longevity," concluded Dohan. "Simply sourcing inexpensive tchotchkes and bringing them across the Pacific will not help companies last very long in this market."
By Jennifer Hans