More Than This
Nevertheless, some—not all—paper traditionalists remain reluctant to enter unfamiliar territory, and even dismiss promotional products as mere trinkets. In response to such criticism, Muzzillo argued that printing could be regarded as merely “disposable paper.” According to the Proforma executive, for-profit companies should maximize profits. And, developing excellent relationships with clients is the key area to address.
“Where print pieces tell a story, promotional products build relationships. What will remain in your client’s office longer, a brochure about your company’s products and services, or an office-friendly product branded with your logo?” Muzzillo asked. “If the product is well-chosen and useful, the client will appreciate your gift and keep it far longer than any printed collateral, keeping your name top-of-mind longer.”
To help distributors interested in the promotional products industry, iPROMOTEu has developed a unique platform for maintaining company independence. Executive vice president Rick Badiner explained. “We recognize the importance of the distributor’s desire to maintain control over his or her own business. These are entrepreneurs who have put massive amounts of time and effort into building their business, and they shouldn’t have to relinquish their identity to obtain support. Each of our affiliates keeps their company name, their logo and continues to own and operate their existing business,” he stated.
Despite the promotional product industry’s long-standing competitive nature, distributors should not let this deter them from delving into this market. Badiner said, “The promotional products industry is in a favorable position for the future. There are always industries that need to promote their products and services, whether times are good or bad.”
In order to remain successful, Badiner encouraged service companies to continue to evaluate what current challenges distributors are facing. He cautioned, “The fundamental services may not change noticeably, but the specialized services or programs will hint at how in-tune the service company is with distributors.”
Related story: Promotional Pointers