Creative Innovation Grows Sales

I have been in this business for more than 25 years. I come from the corporate marketing arena and have always tried to be a marketing partner for my clients.

In the early years I was constantly recommending custom designed products to help me and my clients stand out from the competition. I designed custom frames, stress relievers, key chains, clocks, bags, awards and so much more. Even a flying teacup for Virgin Air. It was fun and kept my creative juices going.

Fresh Product Ideas

Fast forward more than a decade and we are fortunate that many of our domestic partners do much of the innovative thinking for us. There are far more “new” and different products introduced each year than there were even just ten years ago. Plus, we are all watching retail trends. And those retail brands are available more and more to our customers.

However, that’s not to say we can’t contribute our two cents. Many of my vendor partners are happy to hear my ideas or discuss upcoming trends.

Even though I’ve been told by a few, “can’t you come up with something that’s not so unique?” They were kidding of course but sometimes what I envision isn’t as easy to produce as I think.

Discuss What’s Possible

So, my question to you is, how often are you reaching out to discuss what’s possible with your favorite suppliers? How are you helping your client’s stand out more?

And of course, it doesn’t have to be totally custom. Maybe create custom packaging that really sets it apart. Or you are able to help your client take advantage of new decorating techniques that make it stand out. What about a custom color? Custom zippers or zipper pulls?

If you’ve never stepped out of the standard box, how do you start?

Start with Your Top Supplier Partners

First, when you are visiting trade shows, don’t just walk through the booths, really look at what is available. Ask questions. Can this be modified? What are the parameters? Timing? Minimums?

Second, do you have a top 10 or 20 vendor partners? If not, consider it. Having your go-to’s that know you, know your key customers and can help you.  Ask them to visit your office for a discussion about custom capabilities and their processes.

Thirdly, remember our industry has many vendors that can customize with creative imprinting methods or materials quickly and at small quantities.

Just last week, I had a meeting with a company that I typically used for lanyards and badges and found out they do so much more and have some amazing custom capabilities. They could produce shirts with full dye-sublimated imprint for as few as 10.

We pigeon-hole vendors as much as clients pigeon-hole us, so always ask, what else can you do?

Ask About Other Projects Produced

Also, when I am meeting with vendors I try to find out what they are doing for others. They of course don’t discuss specifics, but they can discuss how a product may have been uniquely presented or customized. Ask if they have case histories to share that may be industry specific. You may not use the idea, but it could spark your creativity for something else.

After you have a good understanding of what is possible, get some virtuals created of some of the easier “customized” products and set up a meeting with your customers. Discuss with them the benefits of creating custom products for their promotions.

Establish a Calendar of Events by Customer

Establish a calendar of events of all your customers programs (something you should have anyway). Where would a custom product fit best? Do they have an annual meeting with a large sales force? Are they getting ready to celebrate a milestone anniversary? Do they send customer products; could you include a custom “gift” with purchase?

What quantity would they need? What’s their delivered budget?

The more information you can share to develop the product parameters the better. Color choices, materials, type of product are all key to creating the best options for your customer.

What about apparel to help your customers employees stand out? There are so many unique decoration methods or all-over dye sublimation options you can do on small quantities. Or, for larger ones consider custom decorated plackets, sleeves or special fabric combinations.

Custom Awards are a GREAT Custom Entry Point

And don’t forget about awards. We have designed custom awards for many clients over the years that are used year after year for sales recognitions, employee recognition as well as years of service.

I just received an email today from a top supplier with an online tool to create custom award designs. What a great way to start the conversation with your customers by creating a 3D rendering of a custom award that you’ve designed to talk about all the other creative ways you can help them keep their brand top of mind with their customers, employees and prospects.

Be their Go To for Custom Solutions

If you want to make sure your customers are not “shopping” around or always just having you “bid” on projects, then become their custom creative source. Take advantage of all the resources our vendor partners have to create custom solutions.

Be innovative. Be creative. Be the one that stands out.

Your customer loyalty and sales will grow as a result. They have for me.