SOI Promotional Products: Running the Good Race
Many who read this have considered promotional advertising specialties as a secondary profit center to printing, forms or other goods or services being the primary focus. In 2010, Print Professional Magazine noted that promotional advertising specialties accounted for approximately 8 percent of overall sales volume within the printing, forms and label distributing industry. Several indications suggest this will increase in 2011. The higher margins normally maintained for promotional advertising specialty products proved to be important to many distributors during the past three years. As a result, some print brokers are investing more time in building the promotional advertising specialty part of their business.
Gregg Emmer is chief marketing officer and vice president for Kaeser & Blair Inc. (K&B). He has more than 40 years of experience in marketing and the promotional specialty advertising industry. His outside consultancy provides marketing, public relations and business planning consulting to a wide range of other businesses and has been a useful knowledge base for K&B dealers. Contact Emmer at gemmer@kaeser-blair.com.