Logo apparel sales have grown as more companies adopt business-casual dress codes, standing in as professional dress for workers who must represent their companies at conferences or meetings. They also serve as functional and fitting gifts that sales representatives can give to clients. Logo apparel even makes appearances at golf outings--a fine prize for low scores and long drives. "There are a lot of areas that apparel can touch," Habzea says. In fact, wearables account for approximately 30 percent of Geiger Brothers' overall sales. "If you give out a nice Polo shirt with your company logo, customers will retain that message for a long time," he says.
A national network of 400 promotional consultants helps Geiger Brothers reach a captive audience for its custom products. And companies of all sizes call on the firm to dress up their images. "Whether small, medium or large, most companies include promotional products in their marketing plans for the year," Habzea says.
--Kristen Hampshire
Asking questions helps Geiger Brothers determine each client's marketing musts: How many trade shows will staff attend? How many sales meetings are planned for the year? "Then we get more in-depth and ask whether there are new product introductions or if the company wants to increase market share on existing products that are stagnant," Habzea says. "We ask a lot of specific questions about how they want to grow their businesses, and we see how our products fit into that plan."
If a company wants to polish its look at a professional event, Habzea might prescribe team dress. Clients can decide which Polos and pullovers will enhance their image. "Companies that put their logos on apparel want good-quality clothing," Habzea says, adding that some seek out brands such as Nike and Nautica. "We handle all apparel brands. That is a large part of our presentation when we visit clients."
To craft a customized marketing program for each of their clients, sales representatives at Lewiston, Maine-based distributorship Geiger Brothers quiz customers on company goals. "Clients are looking for sales representatives who are knowledgeable about promotional products," says Jim Habzea, vice president of sales and marketing. But a catalogue and order form isn't enough to seal sales. Geiger personnel design detailed promotional plans that meet companies' growth targets, he says.
Geiger Brothers, a distributorship in Lewiston, Maine, determines each client's marketing goals before providing custom promotional items.
Custom Quiz
One size doesn't fit all. Find out which promotional products match your customers' individual styles, and create a marketing program that flatters their budgets, growth goals and advertising needs. Here are questions to ask:
* What is the firm's marketing/advertising budget?
* Does the company frequent trade shows? How many?
* Will sales representatives offer logoed wearables as gifts to clients?
* How many sales meetings will representatives attend each year?
* Are there special events slated that require promotional items, such as golf outings or conferences?
* Will the company introduce new products that require special promotional attention?
* Are there existing, stagnant products a company wants to reintroduce to the market?
Measuring Results
People usually pause for freebies at trade shows, and promotional products make impressions that last longer than floor hours, says Jim Habzea, vice president of sales and marketing at Geiger Brothers. One customer who purchased memo pads from the Lewiston, Maine-based distributor increased booth traffic by double digits, he says.
"The company did a mailing where they sent out a free product that they were introducing," Habzea says, noting that the flier encouraged customers to visit the trade show booth to pick up a prize. "Those who stopped at the booth received a free business accessory--a little memo pad."
Measuring increased traffic was crucial to determining the product's success. "Clients are looking for more creative ways to utilize their logos, and they also are taking targeted marketing approaches so they can see whether the products they use benefit them and their businesses," Habzea says, pointing out an evolution in the promotional products industry: results-oriented purchasing decisions. "Measurements and targets are more important than they were 10 to 15 years ago."
"If you give out a nice
Polo shirt with your company logo, customers will retain that message for a long time."
Jim Habzea
Vice President of Sales and Marketing
Geiger Brothers
Lewistown, Maine
