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Presented by:Joseph G. Scott, MAS
VP – Scott & Associates, Inc.
Promotional ProductsIndustry Overview – Part 2
The Four Types ofDistributor Salespeople
• Order Takers• Wait for the Phone/e‐mail
• Order Getters• Hey, wanna buy some pens?
• Order Makers• What about those trade shows? Let’s get things on
order in advance.• Promotional Consultant
• I noticed on your web site that you plan to exhibit at 23 trade shows next year. What are your desired outcomes? What is your Life Time Value of a client? What is the ROI of your advertising…*
Category Percentage
Wearables 30.62%
Writing Instruments 8.99%
Drinkware 7.63%
Bags 7.45%
Computer Products 5.94%
Desk/Office/Business 4.15%
Recognition Awards 3.76%
Calendars 3.73%
Electronic Devices 3.18%
Textiles 2.47%
Top Ten – 77.92%
SpecializedPromotional Programs
• Employee Service• Safety• Sales• Process Improvement• Six Sigma• Distributor• Purchase Incentive
People Who Can Help You
• Multi‐Line Rep• A salesperson who calls on promotional consultants on behalf of a number of suppliersSupplier Rep
• Works for a single supplier and helps them sell their products in a defined territory
Roles In The Supply Chain
• Supplier• Manufacture/Import products and do/do not decorate
• Promotional Consultant• Sells promotional products to Customer
How Promotional ProductsWent To Market – Back in “The Day”
Off‐Shore Manufacturer
US‐Based Supplier
Promotional Consultant
Customer
How Promotional ProductsGo To Market – Today
Off‐Shore Manufacturer
US‐Based Supplier
Promotional Consultant
CustomerConsidered by the Federal Government to be “The Manufacturer” for Product Safety Laws
Supplier Order Components• Don’t Assume Anything, especially w/reorders
• Quantity (if it’s large, write it in words)• Product Number• Description• Price• Setup Charges• Logo file in proper format• Logo location, PMS colors, if applicable• Delivery Address• Delivery/Event Dat3• Your Contact information (phone, email, fax)
Changes in Promotional ProductMedia and Imprinting Methods
• Substrates• Textiles – Bamboo, Technical Fabrics• Recycled Plastics
• Imprinting Methods• Laser on Fleece, Appliqué• Four‐color process printing• Variable Data
Trend: Develop Promotional Product Solutions
• It’s not about “just selling stuff” anymore• Promotional Products are an Advertising Medium – Sell them accordingly
Marketing Our Media vs. Others• Ours is a $20.04 Billion industry• Advertisers bought more of our media in 2014 than:
– Radio: $18.46 Billion – Newspaper: $16.4 Billion– Outdoor Advertising: $7.0 Billion
• We can engage all five senses:– Touch – Weight or Texture– Sight– Sound – Sound Chip– Smell – Scented Products– Taste – Gimme Some Chocolate
• We Are Not An Interruption! We are Welcomed!
Move From Selling Stuff,To Promotional Products Solutions
• Sell Stuff• Purchasing Department = Price
• Sell Solutions• Decision Makers = Margin
• Integrated Marketing Plan• Shows how your client will meet their objectives. A schedule showing all marketing activities, I.e. Promotions, Programs, Trade Shows, Print, Radio, TV, Events, Outdoor, Indoor, Mobile Marketing, Online Ads, Social Media
Developing Promotional Products Solutions
• Selling Promotional Products ‐ How many competitors are there?– In MSP there are hundreds
• Promotional Products Solutions – In MSP there are only dozens– Few of them call on $1MM ‐ $10MM businesses
Expanding Your Comfort Zone
• Expand your offerings– You don’t have to do them yourself– Find a small marketing firm in your area– Get acquainted– Tap into their network– Sell their work, mark it up, bill the client– Get promotional product leads from them
Develop a Marketing Plan
• Quantify Client Objectives• Quantify the Client’s Financial Benefit – LTV of Client• Get Agreement on ROI Expectations• Objectives + LTV + ROI = Client’s Investment• Discuss Meeting/Exceeding/Falling Short• Determine Message & Call‐To‐Action• Determine Media That Will Deliver the Message• How/When Will the Results Be Measured?• Is There A Mechanism to Process the Leads?
Different Ways to MarketPromotional Products
• Market Yourself First!• Get to Meet as Many People as Possible • <10 Words: What do you do for a living?• Ask for Referrals• “Lumpy Mail” Using Promotional Products• Self‐Promotion Pieces (hand ‘em out)• Speak to End‐Buyer Groups• Volunteer First – The Business will Arrive Later• Mobile Marketing + Promotional Products
Strategic Marketing
• What are the client’s objectives?• Who makes up the Target Market?• Where has the client been positioned by the market?• Target Market research, data collection & analysis• Competitive analysis (show their competitor’s ads)• Create marketing/advertising mix• ROI• ‘piggy‐backing’, follow‐up, “round two”• The role of Promotional Products
OAR / MTV
• Objectives/Outcomes– What do you want to have happen? Dollars, Patients, Clients
• Analysis– What does the Objective mean to your bottom line?
• Return On Investment– What kind of ROI do you want?
OAR / MTV
• Message– Why should anyone care your business exists?
• Target– Who should get the Message?
• Vehicle– How will the Message get to the Target?
Offer Inbound Marketing Services
• Sign‐up for an Inbound Marketing Service• Start with email marketing
– Import their list into the email service– Use a template and craft their message w/links– Send email
• Clicks connect with the client’s web traffic• Automatically send relevant content based upon the prospect’s interest
Offer Inbound Marketing Services
Recipient clicks on Construction Law and receives the Construction Law Newsletter
Product Safety: Our Responsibility
• California Proposition 65 (Prop. 65)• Consumer Product Safety Commission• Lead Standards for Children’s Products• Container Security• Supply Chain Management• Polycarbonate?• www.ppa.org Click on PPAI Prod Safety Logo
Social Media’s Role and the Affect onSuppliers & Promotional Consultants
• Helps both to engage (prospective) clients• Engaging content will be shared
• Inform, don’t sell• (prospective) clients can easily reach you• “Customer Service in Public”• Collect Reviews• Advertise
Current Industry Issues
• Product Safety (California’s Prop 65)• Requires the State to publish a list of chemicals known to
cause cancer or birth defects or other reproductive harm• Products shipped to/used‐in California must disclosure if
the product/imprint contains any Prop 65‐listed chemicals
• Safety Recalls• Make sure your products are safe, per CPSA
• Pharmaceutical Legislation• Limiting the influence of gifts from Pharma to physicians
Product Safety
• Become “Product Safety Aware” via PPAI• Take the necessary, free courses in PPAI’s on‐demand
library • CAS Required Product Safety Basics (60‐90 minutes)• Undue Influence Training (60 minutes)• Prop 65 and State Regulation (60 minutes)• Select one additional course
• A really good idea – you can use this knowledge to more effectively differentiate you from your competition
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