Partake in the Rebound of Ad Specialties
From the document-oriented to the whimsical, ad specialties can help distributors increase form sales.
This year, the Promotional Products Association International (PPAI) released a report indicating that promotional product sales in 2003 totaled an estimated $16.34 billion—up from 2002's sales of $15.63 billion. In fact, last year was the first year that sales within the industry rose since a record-high $17.85 billion was reported in 2000.
Of the 2003 sales, desk products and calendars ranked third and fourth respectively as the most popular items sold. Armed with this information, it is no wonder that manufacturers of these forms-related products would want to recruit business forms distributors.
As a result, they are showing up at industry trade shows, such as the Document Management Industries Association (DMIA) Show, held last month. Among those making an appearance was John Andersen, sales representative for Admore, Macomb, Mich. Before the show, he said that some of his best-selling pieces are gusseted portfolios for mortgage companies and legal-sized folders for the legal fields. "I am not trying to promote a flavor-of-the-month product," he said. "Admore has a tried-and-true product line here featuring new designs—ones that were generated from customers' ideas."
Andersen noted that nearly all businesses use presentation folders, and if forms distributors do not recognize opportunities to sell this product in their account list, he suggested that they call Admore for advice. "We can send out industry-related samples to illustrate what other distributorships are doing," he said.
Andersen offered some ideas for distributors seeking to incorporate folders into their sales pitch. "First, they should ask for a sample of a folder the customer is now using. This gives them an opportunity to look at the type and quality of the item," he said. "Second, they should use and present folders with their own company names on them."