PPB September 2018

ASK THE EXPERT Ben Adams Co-founder and managing director-product Advoc8 The Agency Approach Ben Adams with Washington, D.C.-based distributor Advoc8 talks about moving from product sales to promotional consultancy. Successful distributors know that product sales alone don’t guarantee longevity in the industry. To stay ahead of the curve and ensure ongoing success, Ben Adams recommends positioning yourself as a multifaceted solutions expert. PPB Your company functions as an agency that offers multiple marketing and branding solutions. What’s the reason behind this approach, and how do promotional products fit into it? Adams We are looking to be solution providers and experts in those solutions. We view promotional products as part of our overall strategy, and we take a creative, consultative approach with our clients. If promotional products don’t make sense for a client’s needs, we won’t make that recommendation. PPB Can you share an example of a client project that did include a successful promotional product? Adams Recently, we attended the Aspen Ideas Festival, a “who’s who” of forward thinkers. Comcast, one of the festival underwriters, approached us about giving something away that played into the Aspen [Colorado] vibe. We suggested custom-manufactured portable, collapsible hammocks. They were a great success— we saw them being used everywhere. PPB What other services can distributors offer to clients in order to be seen as true consultants? Adams As an example, we assess design fees—it’s a great way to grow margins. Look at adding capabilities that help you sell; consider adding designers, creative services or technology. Position yourself as an expert in solutions. It puts you in a better light and you come across as more authentic and less “salesy.” By taking a consultative approach, you’ll see more success as a distributor and you’ll also see opportunities to grow in multiple ways. PPB How can distributors better communicate the value of promotional products to clients? Adams We communicate the value with ROI—we emphasize handing out something unique to a client’s brand that communicates that brand’s value to the recipient. The product must be something that keeps people coming back, that’s useful and builds loyalty, and that brings repeat business and influencers. If an item doesn’t have a purpose or a connection to a brand, it won’t work. | SEPTEMBER 2018 | 77 THINK