Shanley: I agree. I believe it also comes down to the fact that distributors would be selling a whole package of things. In a way, they have the advantage of being a single source that clients can rely on to provide products when promoting events and following them up. Distributors can go to clients and help them coordinate all the printing while making sure they are on time and correct. Event planners are busy. The last thing they want to think about are printed products [which creates a vacuum for the distributor].
Fleming: Probably the potential for profit is one of the primary benefits. Typically, whenever a business is ordering napkins or coasters for an event, they are not ordering a quantity of just 50. They will order larger quantities, so the potential for profitability is very good.
BFL&S: What types of companies invest in entertainment event products and why?
Covitz: I think most businesses fall into this market because they work in trade with local sports teams, theatres, symphonies, museums and the like. It promotes good will and generates more of their core business products.
Shanley: Absolutely. Companies that do tradeshows whose preferred method of selling is through exhibits and companies that have new locations and want to promote through an open house are companies distributors want to target. Also, companies that put on events and whose job it is to coordinate everything from food to seating and entertainment are other prospects. Just look at our industry, for example. Labels West will do 25 trade shows this year, which means whatever printed products we use at the shows will repeat 25 times.
Fleming: It’s true. There are a wide variety of potential clients. Recently, we’ve done napkins for soft drink companies and professional sporting teams. Really, any company having events for which they want brand recognition.