“We look at it every day. I know how many orders we should be getting today, and I know how many of them should be coming from whom.” An industry leading innovator, the company is constantly tweaking and refining its approach based on the customer data it collects. One of the dials that 4imprint decided to turn up at the onset of its five-year plan in 2018 was marketing, specifically to branch out from its focus on online advertising and begin pouring money into TV campaigns. Lyons-Tarr wouldn’t get into details about 4imprint’s specific strategy on which audiences it targets with national campaigns, or why it advertises in this time slot or on that network. But he did say the strategy and tone of the 30-second spots is intentional and backed by customer research. The ads don’t make much effort to appeal to customers’ emotions or sense of humor. They are simple and straightforward, reinforcing 4imprint’s promise to be a no-drama solution for business buyers in need of quality items, expertly decorated and delivered on time. Although Lyons-Tarr considers the commercials a long-term investment in 4imprint’s brand equity and name recognition, the ads are crafted to elevate promotional products in general. “We are very careful that we’re sending the right message,” Lyons-Tarr says. “I don’t think it’s an overt sales pitch or ‘Come in this weekend and take 20% off,’ that kind of stuff. It’s really trying to speak to the power that the products have and the service that we provide and that, you know, you’ll be well looked after. “For most of the customers we work with, promotional products are not their main job, but they will tell you that they’ve got Distributors | Must Read 4imprint fills nearly 1.9 million orders per year, including more than a few for ceramic campfire mugs. “We are honored to share the top position with 4imprint. Over the years, we have been impressed by the fantastic team and their commitment to taking care of their customers. This care extends to their vendors as well. We have been fortunate to have 4imprint visit our headquarters, but more important, take the time to visit our manufacturing around the world. Congratulations to Kevin and the entire 4imprint team.” –JEREMY LOTT, SANMAR PPAI • JULY 2023 • 57
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