How to Produce a Custom Promotional Product

In the past I have discussed in broad stroke how to develop custom designed products before. And given the response, it seems to be a popular subject, so I wanted to provide further direction and insight.

When is a custom designed promotional product necessary? Of course, if there is a big event, anniversary or recognition coming up that can be the perfect time to recommend a custom designed promotional product. If you have enough time and quantity.

Custom Makes a Branding Statement

Sometimes though, the logo or logo symbol will lend itself to custom products that make a branding statement at any time.

For example, we have one client that we have designed many different logo shaped items including: Luggage tags, USB’s, power banks, stress relievers and awards.

Another client loves to have unique items specifically for them. We have designed custom phone wallets (believe me they were very custom and we had to change factories twice before we got them right), notebook/pen and bag combo, caps, sales cases and backpacks to name a few.

Customize an Existing Product to Make More Unique

Sometimes it may not be totally custom, but reworking elements of an already existing product. We recently produced a custom sized mouse pad. What’s special about that, you think? I didn’t think it would be an issue either, but it was a task to get the size the client wanted.

So, what are the steps you need to take to feel comfortable recommending a custom promotional product?

Ask Questions to Determine the Right Path

The first step is understanding the need your client (or you) is trying to fulfill. Sometimes the best custom products are ones you develop and present to your client. Ask yourself or your client the following questions:

• Who is the recipient?

• Is there a reason? Anniversary? Recognition? Branding in general?

• Is there a theme?

• Is there a particular product type they want (many times clients will indicate they want a bag, tumbler, award or something for a trade show giveaway)? Or they may just want something custom and want you to develop ideas.

• Have you seen something that already exists that sparked an idea?

• How will the item be packaged? Bulk or custom box?

• When is it needed?

After you have discussed these questions, you can move to the second step. Understanding the budget and quantity needed. Personally, I like to discuss the budget after the client has decided why there is a need. It helps you to guide them as to how much they should be investing in this branding project.

Budget Determines Product Feasibility

If it is an annual event, they probably have a budget and quantity. But if they don’t then you need to assist them in determining the budget number.

Ask, do they want to spend $25 an item? Oh, absolutely not? Then $15 an item? No, maybe $10 an item. Work through the scenarios until you are both happy with the budget for the quantity needed.

And remember every type of product has a different quantity minimum. It could be as few as 250 for some items or as many as 5000 -10000 or more for other items. Or the pricing differential is so dramatic that it only makes since to produce a large quantity.

For example, a plastic injection mold can be very expensive depending on the complexity of the design. We produced miniature binocular key chains for a client. The client wanted to produce 10,000 for under $1.00. Unfortunately, due to the complexity of the design, the mold cost was $15,000. So, they reworked their needs and budget and decided to use them as giveaways at all their trade shows for a year. We ultimately produced 50,000 which reduced the overall cost to less than $1.00.

If you know your client has an event every year where they order 10000 items, then you can plan ahead and propose concepts based on their typical budget.

Timing is Everything

Third step is understanding the timing. The last thing you want to happen is to propose something that could take too long to produce than their timing allows. Some custom products can be produced quickly, others take a great deal of time.

We have some supplier partners that can produce some custom items in as little as 25 days. These items are typically ones where you are using a design template to customize the item. The item itself is not custom designed.

Also, keep in mind, the 25 days production is from an “approved” design. I have had clients change their mind completely on designs resulting in weeks of revisions. So, from start to finish the item took 75 days from design start to being delivered.

Establish a Timeline with Drop Dead Dates

For a custom designed promotional product my typical timeline is as follows:

Step One and Two: One week

 Step Four: 2-3 Weeks for initial design & approval

Step Five: Discuss with 3 supplier partners/factories, review design (make any necessary changes), secure pricing. 1-2 weeks

Step Six: Pre-production sampling; 2-4 weeks, depending on item, client typically needs 1 week for client approval; if necessary, revisions are 1-2 weeks for new pre-production sample; If they have a firm in-hands date, this is where you can lose or gain time

Step Seven: Full production; 25-40 days; plus air or ocean freight if producing overseas; Air is 7-10 days, ocean 25-45 days

Step Eight: Enjoy the accolades from your client because they LOVE their custom promotional product!

Obviously, it can be longer or shorter depending on how responsive your client is or if they have to secure approval by committee. You have to give them drop dead dates for approvals and help them to understand the consequences of not meeting them.

Not Staying on Schedule is Costly

Several years ago, we did a custom resin frame and we gave the client the drop-dead date for approval to proceed with the project, they missed it by more than a week. Even with daily reminders, they didn’t seem to get the urgency. When they finally gave the approval to proceed, to make their in-hands date we had to air ship. Cost them an additional $5000.00!  

So, keep in mind possible delays. On the minimum you will need at least 12 weeks. However, I tend to err on the side of caution and plan for at least 16 weeks. And today, with all the supply issues I may extend that even further depending on the item.

Fourth step is the design process. As I mentioned, this can take a lot of time if you or your client do not have a clear vision that you can articulate. You can work with a supplier partner from the start or have your own designer start with concepts.

Bring Factory in Early on Design Process

I happen to have a designer that gets my vision so I use them for initial conceptual designs. I love coming up with new and interesting product designs. But once the concept is approved, I recommend working with a supplier partner or factory for the final design. They will always have a better understanding of material capabilities.

Fifth step is to find the right supplier partner or factory. If you plan to go factory direct, keep in mind that they will require a deposit and full payment before the item ships (as will some supplier partners). Are you prepared to front the money or is your client willing to pay you a deposit? It doesn’t hurt to ask. If you are not securing a deposit, based on the timeline you could be “out” the money for as long as 60-90 days.

Get Multiple Pricing Quotes

No matter if you work with supplier partners or factories, always get several quotes. You may be surprised at how different the pricing and timing can be. And make sure it includes the cost and timing of a pre-production sample.

In addition, having multiple vendors review the design and quote may bring up issues with the design or specifications that will help in the overall final delivery of the product.

Once you have all your quotes, read them. Don’t just look at the numbers. There may be additional charges or stipulations you need to be aware of. Remember the least expensive may not be the right partner. How confident are you they will deliver on time and on budget?

Also, make sure the cost provided is landed in the United States with all customs and duties included. And ask if it includes delivery to your customer or is that additional?

Once your client has agreed to your proposed design and price you can move to the Sixth step. Producing a pre-production sample. At this point the supplier partner may provide specific production drawings. Make sure you review carefully. It will save you time and money in the long run.

Get a Pre-Production Sample

Most pre-production samples take 2 – 4 weeks to produce. And, while it can save time to review an image taken by the factory, it is best to receive the actual sample to review. It is the worth the cost of paying for the air freight to get it (I always include in my cost calculations). You want to feel the weight, see the quality of the materials, the quality of the design. Have it come to you first. If you like it, take it to review with your client. Even if you don’t like it, take it to your client and explain what needs to be done to make it better.

I also typically plan for at least two pre-production samples. The second one is usually faster to complete. And, if the first sample is perfect, you can deliver the full production early!

Stay in Touch Throughout Production

The final step is going into production. Stay in touch. A week or two before you are to ship, check to make sure you are on schedule. Then when it has shipped, find out the estimated arrival time. If you are shipping by Ocean Freight it could be 45 days, and as we all know, these days it is not as predictable as it once was.

This may seem like a lot of work for one project. However, I enjoy it and it sets us apart from the competition because we have developed so many different custom items over the years. And of course, it can be quite profitable.

If you are thinking about pursuing custom designed projects, talk to your supplier partner’s sourcing department. Ask them about trends, ask them about processes, discuss your concept, brainstorm with them. They are open to helping with ideas and concepts to help you be a success.