PPB October 2017

by Tina Berres Filipski A First, create a self-promo [product] for your business along with a nice brochure or rack card that shares your vision. I would opt for a promo piece that could easily be mailed. Depending on the type of businesses you’re calling on, youmay find it more effective to call ahead and schedule an appointment, or simply drop by. After speaking with each, thank them for their time and leave behind your self-promo [product] and brochure. If appointments and/or drop-ins aren’t an option for some, you can alwaysmail your items and followupwith a phone call. As for the best pitch, be authentic. Speak from the heart and share with your prospects the advantages they’ll have working with you. Good luck! CAROL C WEATHERSBEE Creative Companion | TC BEE, Inc. | PPAI 666528 The first thing is to realize that you are not in a product business. Your question is typical of a significant number of distributors who behave based on the incorrect labels used to describe the activities in the industry. While our suppliers are in the “promotional products” business, distributors are not. We are in the promotional advertising/ specialty marketing business. Even the term “distributor” really is not an appropriate one. We don’t distribute, we help clients (customers) reach objectives. We consult, advise, design and help implement marketing messages delivered on the promotional products our suppliers offer. So, use your own media to do the marketing for your own company. If you use other ways to communicate with potential customers, it becomes tough to explain how specialty advertising is so successful if you aren’t using it yourself. If you do choose to run ads in publications or online, be sure to include an offer of a free gift so you will still be able to demonstrate the effectiveness of promotional specialty advertising. GREGG EMMER Vice President & Chief Marketing Officer Kaeser & Blair, Inc. PPAI 103148 Getting The Word Out Q A DISTRIBUTOR ASKS: I’m new to the promotional products industry and am looking for ways to bring awareness about my new business to my local community. I have a connection with many local businesses in my area because of my former profession. How do I best make these contacts aware of my new business? Do I call them? If so, what is the best pitch? Do I put together a nice presentation folder with an introductory letter and a flyer showing some of the products and suggestions of how and when they should use the products? What steps have worked successfully for others? 16 | OCTOBER 2017 | INNOVATE