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By Aileen Flaherty
Selling clients the right promotional products can be daunting because there are so many products that can be logoed. How do you narrow down over a million items to the perfect one? The most important aspect about pitching promo is presenting products that resonate with end-users and form an emotional connection to your client’s brand. Let’s simplify your sales process so you can help clients maximize their ROI and increase brand recognition with the right promotional products.
What’s in? What’s out? Finding today’s hottest trends is one of the best ways to discover effective promotional products to pitch to your clients. A great example of how a trend can take off is water bottles. Every year there seems to be a new water brand dominating the market and everyone wants to get their hands on it.
Make sure you research viral products and brands on social media and keep up to date with emerging trends or market gaps through industry e-newsletters and news articles. You can also research in ESP+, which has an entire section on trending products.
Help your clients by presenting promotional products that are a fit for the season when they’ll be distributed. This will increase the likelihood of the end-user using the item and ultimately result in more impressions. And remember, it’s important when the promo will be distributed, not when it’s ordered, as items in our industry can be ordered months ahead of time to hit important dates. Ordering sunscreen in July seems like a great idea, but if it’s being given away in October, it isn’t going to make as much of a splash.
When pitching for fall or winter, think about promos like beanies, outerwear, calendars and hand sanitizer. If you’re pitching in the spring or summer, suggest products like umbrellas, towels, beach balls and handheld fans. Although some products are season-specific, many logoed items are used year-round like sunglasses, lip balm, T-shirts, pens, magnets, drinkware and tech accessories. Find out your customer’s goals around usage and tailor the products you present to meet them.
Ask your client lots of questions about the target audience (end-users) of the promotional product. Will they be employees? Students? Customers? How will they use the product? What products do they use daily? What products are used in your client’s industry? Here are some examples.
A real estate firm will want to give promos that are used by a new homeowner. Items like kitchen or BBQ accessories could be a big hit. Or, if they’re on a smaller budget, you can pitch simple but effective promos like keychains and magnets.
Another example is a dentist’s office, which would need different promos than a realtor. Promos like toothbrushes, floss, lip balm and mints would be highly valued by a dentist’s patients.
A third example is a law firm. They’ll likely want to stay away from simple promos and give clients more high-ticket items since the service they’re offering is at a premium price. You can suggest things like a bar set, executive pens, clocks, watches and luggage.
By asking your clients the demographics of their target audience, you can better understand the items they want or need and match them to a promotional product they’ll use.
Investing in quality products ensures longevity and enhances the perceived value of your client’s brand. End-users are more likely to keep and use items that are well made and durable, extending the lifespan of your client’s promotional efforts. Those promotional products will be seen by more people. Even if it means a slightly higher investment upfront, the long-term benefits of high-quality logoed items can outweigh initial costs. Remind clients that a cheap promo will have a negative impact on the reputation they’ve worked so hard to build. Recipients will associate the product with your client’s products and services, so it’s important to always opt for high quality.
Lastly, don’t overlook the importance of customization and branding. Ensure your client’s logo or message is prominently displayed on the promotional products they order to best reinforce brand awareness and recall. Look closely at the supplier’s proofs to make sure the logo and message are clear and easy to read, and any logo details are visible. Sometimes, a certain material or imprint method isn’t the best choice for details or certain fonts. You and your client may need to choose a different product that’s a better fit if the proof doesn’t represent your client’s brand in the best possible way.
You need a strategic approach to sell clients the right promotional products. Consider market trends, seasonal relevance, audience preferences and quality. By aligning these factors with your client’s brand objectives, you can effectively enhance their marketing efforts and ROI, as well as close the sale and increase repeat business.