promotional products industry overview part 2 2016 - joe scott - ppi… · to promotional products...
TRANSCRIPT
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 Prodsucts 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
Customer
Considered 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
How to Change 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 assessment (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