The season is ripe with ad specialty ideas that will bring distributors closer to clients while boosting income.
Whether you've dabbled in promotional products in the past or are looking to begin exploring the possibilities, August is the prime time to prepare for one of the most profitable ad specialty seasons of the year: fall.
This is when distributors—even those in the forms business—can consider pitching items for the workplace, promoting back-to-school products and brainstorming holiday gift ideas.
And, according to Rob Curtis, director of marketing, Prime Resources, Bridgeport, Conn., the next few months present the perfect time for end-users to give thanks. "Fall is the classic appreciation period," said Curtis. "Promotions are targeted toward customers, prospects and employees to offer recognition for their services. As such, distributors can consider promoting items that meet those needs."
Crunch Time
Curtis added that this is the time of year when companies try to meet their yearly objectives and often do hard pushes in the third and fourth quarters. "Another promotional strategy implemented in this season is the push toward the next year's promotional campaigns," he said.
Josh Arkin, marketing director for Funco Promotions, New York, agreed, adding that most of Funco's orders include outdoor products, such as beach balls, and playful indoor items geared toward the work space. "Right now is also the best time for distributors to prepare for the holidays and think about those food and gift promotions," said Arkin. "Good ideas that are not too far off-base from the products that business forms distributors are used to pitching might include something such as our gel bead pen holder, square note cubes, various paperweights, stress relievers and even candy dispensers."
Curtis reported that Prime Resource's USB Memory Sticks are this fall's hottest gifts and are suitable for forms distributors. Priced approximately $25 and up (depending on MB size), Curtis said that these items have taken over the traditional high-end business gifts. "We also offer a full range of USB items, such as a four-port hub, optical mini-mouse, laptop fan and light, combination MP3 player/memory stick and executive pen/memory stick," said Curtis. "These are items with very high perceived value that many people not only want but also need. There aren't many business gifts you can say that about."
Curtis noted that if distributors have clients with customers who need to take data on the go, then this will be an easy sell.
Case in point: Prime Resources has recently had a large pharmaceutical company upload a PowerPoint presentation on 64 MB USB Memory Sticks with the latest info on a new drug that their reps could leave behind with the doctor.
In addition, a high-end auto dealership in California uploaded a video clip about a new model on 128 MB USB Memory Sticks and sent them to customers who were about to come off lease.
The Pitch
So, how does one accustomed to selling forms products pitch promotional ones? Arkin said that the two are much the same, except that promotional products help build brand awareness. "Distributors need to first find out what clients' needs and goals are, and then create a program based on that information to develop brand awareness," said Arkin. "After discerning their clients' needs, it may be appropriate for them to sell an ad specialty that promotes branding along with a traditional forms order. In fact, it would be even better to offer clients a test run with a free batch of an ad specialty."
As far as selling a high-tech product, Curtis recommended establishing whether or not a client is at least a little tech-savvy or works from multiple computers, especially a laptop. "They are the people who will respond quickly in the affirmative on items such as the Memory Sticks and why they're such great gifts," said Curtis. "If the client is not that type of person, find out if his or her customers fit that profile and focus on them."
As for tapping into the promotional products arena, Curtis suggested that distributors do their homework and start off with no more than 20 of the industry's best suppliers who cover the entire product spectrum. "Work with them and build relationships. They will see your keen interest in their line and reciprocate as true partners," said Curtis. "Nothing can compare to the power of having a close relationship with your supplier, and the value of enjoying a hassle-free experience is incalculable."
Curtis also advised constantly analyzing suppliers' performance and keeping an eye out for other options, too. He said that after being in the business for a while, it will become obvious as to which ones are the best sources for any given item and what the other options are. "As far as end-user clients go, choose them carefully for both their long-term potential and their short-term profitability," he said. "If all they care about is the lowest price, move on. You won't grow a business with them."
Another tip from Curtis: Look for clients with multiple possible purchasers—sales, marketing, human resources, facilities, etc.—and leverage a relationship with each to get a buy. Then ask them to refer an associate elsewhere within the company who would be a good potential client.
Time and Profits
With a typically hectic end-of-year crunch occurring between September and December, ample ordering time is usually a concern. Funco's standard production is generally five to 10 business days, reported Arkin. However, he said that custom items could require more lead time of between 90 and 120 days, particularly with upcoming holidays.
According to Curtis, Prime Resources offers a three- to five-day standard service and one-day rush service—a time period that usually holds up even throughout the busy fall season.
In terms of profits, Curtis said that Prime Resources offers a 40 percent discount on most high-tech items. "But, it's at the distributors' discretion to get more or less from their client," he said.
"One of our biggest sellers this time of year is the candy dispenser," said Arkin. "It fits most people's taste, while still being a fun product. And, for the distributor, it offers a fantastic return on investment."
The dispenser and its multiple pieces of candy can be purchased for $2.15, explained Arkin. If four people look at the dispenser, that comes to 50 cents per impression. "Compare that to the millions it takes to create a print or television ad," said Arkin. "And, it's not a pen or T-shirt that gets lost. It stays on the desk, where it can always be seen—and who doesn't love gum?"
Relationships Matter
Both Arkin and Curtis recommended promotional products as a venue through which business forms distributors can better service their customers in a completely different way.
"Ad specialties provide a means through which those in the forms business can boost profits while developing a stronger relationship with current clients," said Arkin. "End-users will be glad you're offering a way to bring them new business."
By Sharon Cole