Hang In There - Things Are Looking Better! (Really!)

The feedback I’ve been getting is showing that promotional products media businesses are either doing quite well (mostly due to PPE orders) or are barely staying in business. Even with the new wave of viruses causing prolonged need for PPE, supply has caught up and prices have dropped. That means that returning to promotion is critical. 

While I have great sympathy and empathy for those that have had to close their businesses due to the economic disaster Covid19 caused, I have to mention that there is a positive possibility for all that are still active. As businesses continue to get back to some type of ‘normal’, their needs for promotional programs and goods still exist even if the previous source does not. 

Now is the time to market yourself and your business to potential new accounts. Be sure your marketing messages are gentle and supportive rather than aggressive. For example: “... we have learned that several of our competitors have decided to close their promotional products media business leaving their clients looking for a new organization to work with. If that is your situation, we would love to be of assistance to you.” 

Then, applying the wisdom of Tolstoy, patience and time will get you new accounts. Once the initial contact is made, continue to follow up with your own PSAs, appropriate emails regarding business growth, seasonal ideas for the prospect’s marketing, etc.

To quote another fairly successful person, Thomas Edison, “Many of life's failures are people who did not realize how close they were to success when they gave up”. This is especially true when developing new business. And it is a most interesting subject to discuss with your clients and prospects. They too have to consistently stay in contact with their clients and prospects. 

Unlike virtually all other business costs from liability insurance to lightbulbs, only marketing is directly tied to revenue creation. Promotional product media, when done right, will always be an investment rather than an expense. Your marketing and conversations need to amplify this. Little attention on product and much on outcome is the best formula. I call it “purpose not product” conversations. 

It is important to keep in mind that your own marketing is in reality a demonstration of the effectiveness of promotional products media. You are actually ‘auditioning’ for the new business. Professionalism in the emails you send, conversations you have and the literature and promotion goods you choose to represent your business will have a major impact on the prospect’s willingness to trust you with their business. Considering that our amazing promotional products media is available to you wholesale - you can create promotions that truly showcase your talent and our industry media.

One size does not fit all! It is always worth the effort to have several options when matching a potential client with your message. A manufacturer that can profit from a safety program would respond to a message different from a customer appreciation program. Therefore it is recommended that you think about each prospect as an individual and not get trapped into thinking about broadcasting your message. 

While you might design a unified program for your client (a roofing company needs to market to everyone with a roof), your own marketing has to be more targeted. It might require a little research before contacting the prospect, but you will likely soon realize the investment in time and patience was well worth it.