How To Diversify Your Revenue Here are some practical strategies for offering value to a larger, more varied customer base. By Lindsey Davis, MAS AS A PROMOTIONAL PRODUCTS DISTRIBUTOR, spreading your revenue across more customers is essential for sustainable growth and long-term stability, especially in 2025. Whether you want to focus on mitigating risk, driving sales, growing with existing clients or tapping into underutilized revenue streams, you need to start thinking about how you can offer value to a larger, more diverse customer base. Here are some practical strategies to do just that: Tap Into Niche Markets Many people focus heavily on corporate clients, sometimes creating unnecessary risk by allowing one big customer to dominate their time and their revenue stream. However, there are also opportunities in smaller local businesses. Every market has unique needs and often requires tailored promotional products to meet them. By homing in on one or two segments, you can provide highly specialized products that speak directly to your customers’ goals. This doesn’t have to mean focusing on one industry, either. A distributor that specializes in sustainable promotional items, for example, can appeal to eco-conscious brands across a variety of industries. The key is to identify emerging trends and new markets that may be underserved by larger, more generalized companies. Consider Strategic Partnerships We talk a lot about forming strong relationships with your suppliers, but we don’t often talk about forming strong relationships with companies in adjacent fields that offer complementary products and services. For instance, collaborating with an event planning company could allow you to offer a complete branding experience for your clients’ event, or aligning with a supply company may allow you to become part of a company’s annual office investment. If you want to explore this idea but don’t know where to start, consider reaching out to marketing agencies that handle digital advertising or social media to collaborate and offer referrals to new clients. These agencies often need promotional products to complete their campaigns, and building strategic relationships with them can open doors to The key is to identify emerging trends and new markets that may be underserved by larger, more generalized companies. 28 • MARCH 2025 • PPAI Voices | Your Business
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