More Than This

PPAI (Promotional Products Association International)—an industry-leading, international, not-for-profit trade association—suggested choosing a product that has a natural relationship with the campaign’s theme. For instance, one particular company came up with a magic motif for a conference held at Walt Disney World. As a result, attendees received magic-related products to promote the principal theme: “Experience the magic at Disney.” The products merely served as the support system for the central idea to build the campaign’s success.

Crossing Over

Promotional items are the next logical step for print professionals uncertain about the direction of their product lines. Headquartered in Wayland, Mass., iPROMOTEu president and CEO Ross S. Silverstein envisions even more print veterans and sales professionals from related industries crossing over into this market. “I think it makes perfect sense for print professionals to diversify into promotional products. Many of their customers, companies with whom they already do business with and whom they may have strong working relationships, probably also purchase promotional products. Why not take advantage of the relationship and [assist] the customer by selling promotional products as well,” he suggested.

Both Muzzillo and Emmer held similar positions. Said Muzzillo, “The advantages of entering the promotional product market is the very same client [who] is buying print is also buying promotional products, incentives and awards. If you just sell print services, you are leaving money on the table.”

Emmer went on to say that he is finding this with members of the K&B Dealer Group—3,200 independent authorized dealers, including printers, print brokers and forms salespeople. “By working with K&B, [dealers] have added promotional products to their offerings, and have easily—and without investment—made lots of real money,” he said.

If their clients are offered multiple comprehensive solutions, distributors will find the payoff sooner rather than later. Proforma members currently provide business solutions that integrate promotional products, promotional programs and online company stores and print services, including print-on-demand and variable data print. Muzzillo confided that one of Proforma’s members recently secured a three-year, multi-million-dollar contract with a recognized national brand, primarily due to the company’s ability to manage a promotional program from inception to fulfillment.