Anup Gupta isn't in the "product" business. When he makes a promotional product sales call, he doesn't push pens, T-shirts, mugs or other items. "That cheapens the whole industry," says Gupta, president of AG PrintPromo Solutions, a 7-year-old distributorship in Cuyahoga Falls, Ohio. "It makes products commodities."
Promotional product distributors need to be idea sellers, Gupta says. Often, end users want to use promotional products to improve customer loyalty, bring in additional revenue or market new products, but they're not sure how to incorporate promotional products into successful marketing programs. They rely on distributors to provide marketing savvy. For example, a hospital recently asked AG PrintPromo Solutions for help promoting its services and those of its affiliated clinics at a baby fair. The distributorship provided the client with pacifier holders, first-aid kits and pen holders imprinted with the hospital's name and phone number. The items were given to expectant mothers attending the fair. "Promotional products are one of the best ways to advertise to a target market," Gupta says.
Offering More Than Products
Distributors help end users stand out with custom promotional product marketing programs.
Gourmet Cookies, Candies, Chocolates
Chicago Gourmet Specialties, Chicago, offers gourmet food items, including cookies, brownies, mints, specialty lollipops, candy canes, ballpark peanuts, rock candy, fudge Lifesavers™ mini rolls, pound cake, Ghirardelli chocolates, popcorn tins, fortune cookies, microwave popcorn and hot pepper sauce. Products can be packaged in custom-imprinted containers such as tins, carry-out containers, paint cans, gumball machines, plastic jars, prescription bottles, glass canning jars, glass apothecary jars and more. Call (800) 723-2370, (773) 237-3000 or (773) 237-3075 (fax). Visit www.chicagogourmet.com. Send email to service@chicagogourmet.com.
Cold Packs, Breathalyzer® Key Rings, Thermometers, UV Ray Indicator Cards
Thermographics®, Huber Heights, Ohio, offers cold packs,
Breathalyzer® key rings, oral thermometers, UV ray indicator cards, automobile
interior thermometers, bath thermometers, liquid-crystal business cards, pet
thermometers, stress monitor cards, forehead thermometers, glow-in-the-dark door hangers, room thermometer magnets and more. Spanish-language products also are available. Call (800) 826-9709, (937) 233-5080 or (937) 233-6842 (fax). Visit www.stressproducts.com. Send email to sales@stressproducts.com.
Grandview, Mo.-based wearables manufacturer King Louie International's "Kingpin" gabardine camp shirt has star billing. The polyester/rayon blend shirt regularly is worn by characters on NBC's primetime series "Ed," which features a fictional bowling alley. The shirt also can be seen on the HBO series "The Sopranos," which depicts the experiences of a fictional modern-day, organized-crime family.
Successful promotional product marketing programs must be carefully planned and take into account target audiences, messages, themes, budgets, distribution methods and goals.
AG PrintPromo Solutions offers promotional product marketing programs tailored to clients' specific needs. After questioning customers about their upcoming events, target audiences, marketing themes and more, Gupta proposes products, designs and slogans that will meet their unique needs. "You need to differentiate yourself from the competition. Otherwise, you're just like everybody else," says Gupta, who earned an MBA in marketing. "Customers can buy a BIC® pen from us or a BIC pen from somebody else. We set ourselves apart by offering customized programs." Successful promotional product marketing programs must be carefully planned and take into account target audiences, messages, themes, budgets, distribution methods and goals.
When an Ohio chapter of The Boy Scouts of America needed products to offer attendees of its annual summer camp, it turned to AG PrintPromo Solutions. After considering the camp's "Superheroes" theme, Gupta proposed two options that would appeal to and motivate the scouts. He suggested imprinting products with images of and messages regarding everyday superheroes such as firefighters, teachers, police officers and paramedics, or imprinting ones with images of and messages regarding comic book superheroes such as Superman. The client liked the Superman idea. Gupta also proposed a variety of products that young boys would likely purchase.
After purchasing the rights to print images of Superman, AG PrintPromo Solutions provided The Boy Scouts chapter with T-shirts, mugs, head bands, wrist bands, golf shirts, belts, reusable lunch bags and clothing patches imprinted with images of Superman or the phrase "Superheroes." The distributorship provided the items in quantities of 200 to 600.
--Kara S. Carpenter
Prime Resources Corp., Bridgeport, Conn., offers sales tools for Spanish-speaking customers. Tools include Advertising Specialty Institute Media File®-based sell sheets and specials brochures. In addition, the company's redesigned web site includes Spanish content such as descriptions of the company's offerings and downloadable collateral materials in PDF format. Prime Resources also employs several customer service reps who speak Spanish fluently. Call (203) 331-9100. Visit www.primeworld.com.
