There are also products, such as postcards, with information on events. Postcards might include peel-off labels to be put on a calendar to remind recipients of an event. In fact, we are doing some personalized types of communication designed to be inserted into envelopes that might say, “Mr. Smith, we know it is 300 miles from Poughkeepsie and Sagenaw but we think it’s worth your time to drive to this event.”
We also provide event invitations and raffle tickets requesting recipients to bring the ticket with ID number to see what prize they’ve won.
Fleming: Distributors and their clients can get creative and request custom-designed napkins for parties, weddings and grand openings. We get that a lot.
BFL&S: Do you find that distributors tend to overlook these products and if so, why? Or, do you find this is a popular product niche for distributors?
Covitz: We find that many distributors tend to avoid this market because of the detail in seating charts, bar codes, direct thermal paper and ink compatibility and special packaging requirements.
Fleming: We do have a lot of distributors that work with our company who don’t necessarily overlook these products, but they have such a wide variety of products to offer that event items are accidentally overlooked. In the past year, if distributors attended a wedding or holiday party for a company, they may recall printed napkins being distributed. And, if they visit the grocery store and see someone handing out a new product along with a printed napkin, they will realize how much potential event products can have. Opportunity is constantly there.
BFL&S: What benefits do distributors experience by selling into the events industry?
Covitz: This is a niche market, so margins tend to be higher because there is more hand-holding involved. Second, several of these clients need many peripheral products, such as envelopes, brochures, magazines, posters and promotional products.