PPB September 2019

Treat your top talent the way you would treat a marriage. You are never going to agree on everything, but be fair and honest, respectful of their abilities, don’t micromanage and pay them well—and for crying out loud, quit trying to control every single step. Set up a good program for them to follow and promote your business for them so they don’t have to. LORI TRAFFORD Co-owner Chesapeake Promotion Regina, Saskatchewan Treat them as part of the team and ask for their feedback. Also, does bringing in lunch or coffee count? ZACH WETTENSTEIN Business Development Dimensional Marketing Bloomfield Hills, Michigan Q A DISTRIBUTOR ASKS : With many single proprietor, small, farm-to-table restaurants and microbreweries opening in communities, what is an example of a successful promotional product marketing program that works well to promote these businesses within a two- to three-mile radius of their location, which is their primary market? Traditional forms of advertising are not the most affordable option for these clients. I like cooperative programs, ones in which you leverage relative businesses to promote one another. Identify where the potential client is already doing business, then “share” the client. An example would be to provide a gift or a point-of-service at the local dentist’s office (naturopathic, vitamin stores, eco-cleaners, opticians, etc.) to invite them to visit the barn/pub and, in turn, utilize imprinted cardboard coasters at the bar/pub that advertise the store or service. It’s a win-win. JAE M. RANG, MAS President and CEO JAE Associates Ltd. Oakville, Ontario I do targeted mailers called Every Door Direct Mail (EDDM), where you can choose businesses only and specific mail routes to minimize the cost of both the postage and flyers. JASON HOUSMAN President Imprint-Works Mineola, New York For a twist on Jae Rang’s co-op idea, maybe provide a marketing piece that features a collection of neighborhood businesses that can be displayed in each business to promote them all—counter mats, table tents, floor imprints, window clings. Include two or more retail businesses, like a farm- to-table restaurant, craft brewery, yoga studio, baker, vitamin shop, smoothie shop or an indie coffee shop. The businessowner may even know other proprietors and initiate the conversation. Maybe offer a promotional item raffle incentive to text or join, or email to join a marketing list with a weekly drawing. The winner then visits the business to pick up the logoed dish towel, glass, cooling towel, reusable silicone straw, coaster and/or blender bottle, or to receive a glass of seasonal beer or a free yoga class. The list can be used to periodically text or email news about specials, events and new products and/or services, and gives distributors an opportunity to offer promos and marketing services, as desired. JANIE HOLBOOK Principal Tee It Up Promotions Oaktown, Virginia Do You Have An Answer? A DISTRIBUTOR ASKS: I do a lot of door knocking for new clients. I am looking for ideas on good leave-behinds such as a brochure and/or a promo item. For all of you old-school, face-in- the-place door-knockers out there, what else besides a business card should I leave behind? What’s Your Answer? Email answers along with your name, title and company name by September 15 to Question@ppai.org for possible inclusion in an upcoming issue of PPB magazine. Danielle Renda is associate editor of PPB. | SEPTEMBER 2019 | 13 INNOVATE