The Combo Sale
Ice cream and cookie dough. Brownies and milk. Cake and a second, additional cake. While fine on their own, there are some items that are just better off paired. And as the landscape of the print industry changes, more and more salespeople are realizing that print and promotional products are one of those magical pairs (kind of like a cake, a second cake, and then a surprise third cake).
If you're unfamiliar with promotional products, the synergy between the two is simpler than you might expect, and there are a lot of ways combining the two can expand your business. Below are some simple ideas, paired with case studies, to help you on your way to a more diverse (and promo-filled) business.
PUMP UP YOUR THANK-YOU'S
Are you in the business of thank-you or holiday cards, either for yourself or your clients? Why not take your gratitude to the next level by adding promotional products to your mailings? Gift-wrapped chocolates or other treats are an easy choice, but remember that there are plenty of non-edible promotional products that are more than gift-worthy. Electronics, drinkware, a new pair of golf shoes—your options are really only limited by your budget and creativity.
Seth Weiner, MAS, president of Sonic Promos, Gaithersburg, Md., combined print, packaging and promotional products into a campaign intended to not only thank current clients, but also to create an "in" with prospects.
Along with a thank-you/personalized note, Weiner and his staff packed two tumblers into an oversized box filled with colorful paper. "Our self promotion goals are always the same," Weiner said. "Get in front of our clients or prospects, make a statement and generate a response." More than 60 percent of all recipients conducted some sort of business with Sonic within the first six months of receiving the item. One recipient even used essentially the same promotion for its business. "Their promotion earned them an award for best marketing within their own industry," Weiner commented. The award was the SIPA (Specialized Information Publishers Association) Award for "Best Print Effort." Weiner said the client's promotion had an ROI of $2,415 per package sent, for 75 mailed packages total. "Subsequently, our company earned a PPAI Pyramid Award for the promotion," he added.