PPB March 2018

| MARCH 2018 | 61 THINK FIVE MINUTES WITH Taek J. Sung senior vice president of sales and marketing, iClick The promotional product industry’s top-selling products remain popular for a reason—t-shirts, bags and pens are functional and fashionable marketing tools that carry messages to multiple users. But the growing tech category is in the running to become a major player for years to come, in part because suppliers like iClick (PPAI 254537) are dedicated to seeking out tech products that stand out from the rest. Taek Sung, senior vice president of sales and marketing for the Seattle, Washington- based supplier, spoke with PPB about his team’s approach to providing original products to the promotional market, and how iClick plans to stay on top of tech trends. PPB How much time do you and your team dedicate to sourcing or developing unique and innovative products for your catalog, and what characteristics must a product have to be considered truly unique or innovative in the marketplace today? Sung iClick has been known by many to be the best USB company in the industry. Our USB drive, named the iClick, is where we planted our roots, and where our success truly began, in 2001. This year, however, we were discovered by thousands of new clients as the industry’s authorized supplier of PopSockets [a patented phone accessory for hands-free viewing]. We are also introducing a new iClick, one that is focused on helping us become the No. 1 mobile tech partner to the industry. To live up to this moniker, we have dedicated an enormous amount of time to developing unique and innovative products, such as our new patented Spinnit Pen [a hybrid pen and fidget spinner]. In addition, we have hired experts specifically focused on sourcing, patented product development, creative [development] and supply chain management. We are excited to roll out a full suite of technology solutions over the next few months that we believe will lead the industry. PPB What is your team’s approach to educating distributor clients on the value of offering such items versus something that’s merely trendy or “a dime a dozen”? Sung iClick’s goal is to make selling technology easy, but we are not here to simply sell. We are here to educate, provide solutions and make distributors look like experts when providing mobile and technology solutions to their clients. iClick focuses on products that are suitable for our ReadyShip Line, that can be produced in 24 hours and that adhere to the highest of quality standards. For example, our Spinnit Pen was in research and development for the past year before we launched it in January, after many rounds of focus groups and iterations. PPB What are the challenges associated with offering patented products such as the PopSocket? Sung As the exclusive provider of arguably the hottest single SKU in the industry in 2017, it was inevitable that we would have to contend with imitators and knock-offs spreading into the market. iClick and PopSockets, LLC, did a great job curtailing these issues and informing violators of infringement of the patent. Another challenge is the pricing associated with a patented product. Clients are starting to understand that there is a high cost associated with taking an item that is very popular at retail and offering it to the promo industry. However, there are many advantages to being the only supplier of a certain product. It allows us to hit economies of scale and provide a solution that is unmatched in the marketplace. It has also allowed us to seamlessly move millions of units in the past year. I can’t think of another solution where 10,000 custom- designed units can be produced and shipped in less than 10 days. Because of this success, we are making another foray into this patented category with the Spinnit solution, among other innovative products in development. PPB What should suppliers and distributors do to ensure the products they offer their clients do not infringe on trademarks, patents or usage licenses? Sung Work with reputable suppliers and distributors. You have to question the ethics of a company that is willing to sell a counterfeit item to its customers. It’s not always about a fast buck or quick sale, as these unlawful practices can do more harm than good. Beware of deals that are too good to be true. Courting Creativity iClick focuses on bringing unique, patented tech products and accessories to the promotional market.