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What are your clients’ most frequent uses
for promotional products, and what items do
they prefer using?
Most of my oil and gas clients utilize
promotional products in almost every aspect of
their business: corporate branding, employee
safety recognition, service award programs
and e-commerce programs are usually
implemented at the corporate level. However,
there are a variety of site-specific projects and
programs that are promoted on a regional or
local level.They still recognize the power of
promotional products and the valuewe have
over other advertising in a timewhen their
business is down and budgets are under heavy
pressure. Wearables, tech products, tools and
drinkware have been themost popular and are
availablewithin various price ranges.
What questions do you ask clients to help
them select the appropriate products?
In order to recommend appropriate products
to clients, it is important forme to have a
really good understanding of their business
philosophy, marketing strategies and corporate
branding policies. If it’s a newclient I usually
go to their website and search on LinkedIn and
Google to get asmuch information as I can
about the company and their keymanagement
team. Whenworkingwith clients on specific
projects, events and programs, I usually ask
thema series of simple questions before
presenting any type of promotional products.
What advice or tips can you provide for
distributors who are stuck in a creative rut?
Take advantage of all the creative resources
available to you. Suppliers are a great resource.
Attend national and regional promotional
products shows, or contact some of your
local supplier reps for ideas and inspiration. If
you are affiliatedwith a large distributor, ask
your peers to share some of their successful
and creativemarketing ideas and utilize any
internal marketing tools your company offers.
I also flip through industrymagazines or surf
internet sites such as Google and Pinterest to
getmy creative juices flowing.
HALO BRANDED SOLUTIONS
Sterling, Illinois
Jen Alexander is associate editor for PPB.
CLIENT SNAPSHOT
Oil And
Gas Industry
Gas prices may have declined to
reasonably comfortable levels, but
what’s good for the consumer isn’t
always good for the industry. The
upstream portion of the oil and gas
industry—offshore, drilling and
exploration—has seen a considerable
decline for several months. But it’s not
all bad news, says Ginger Ales Hutter, a
corporate branding specialist for HALO
Branded Solutions, who is located
in Mont Belvieu, Texas, 32 miles
east of Houston. Oil was discovered
in the area in the 1920s and the
petrochemical industry remains a chief
industry. Hutter says other areas in
oil and gas are experiencing growth,
especially transportation, pipelines,
and refining and distribution.
SALES CHALLENGE
Staying Top Of MindWith Struggling Clients
“Some of my clients are in all sectors, while
others focus on one sector such as drilling,” says
Hutter. “It’s true that we have had to make some
concessions for a few of the hardest hit oil-and-gas
clients, but I’m confident we will be rewarded with
even more loyalty when their business rebounds.”
TOP-GEAR STRATEGY
Constant Communication
“Reaching out to clients on a regular basis is
important,” says Hutter. “I prefer personal meetings,
both formal and informal (coffee, lunch, etc.). They
are the most effective for me because I have the client’s undivided attention.” Hutter
says she takes advantage of vendor spec samples and uses them as an opportunity
to get in front of prospects and current clients. “I send out weekly e-blasts, quarterly
product mailings and participate in client-sponsored events. Social media sites like
LinkedIn and Facebook are also good tools in keeping up with clients.”
Q&A WITH
Ginger Ales Hutter
62
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NOVEMBER 2016
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FEATURE
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Strategies For Gaining New Business