Going to trade shows is just part of being in the promotional products industry. You know the drill – you set up the display, set up the meeting, hand out the catalog and samples, and inevitably find them later in the trash can. Perhaps that last step wasn’t a topic at any of your pre-show planning sessions. But, according to Exhibit City News, 70 percent of collateral handed out at a trade show never makes it out of the host city, so it should be a topic of conversation.
Instead of just doing the math on what it costs the company to have your sell sheets and samples thrown away, perhaps you can avoid it altogether by focusing on the narrative power of the items. If a product sample really resonates with a customer, chances are good that not only will it not end up in the landfill, it might actually be sourced by an end-user.
Denise Taschereau, co-founder and CEO of Vancouver-based Fairware, whose clients include Patagonia, Aveda, and Nature's Path Foods, told SuccessfulMeetings.com "buyers are getting more sophisticated, and they're looking for the story. What's the story of this product? What's the story it's helping to tell? What's the story of the supply chain, or of the material?"
For a women's empowerment conference organized by a global nonprofit, Fairware suggested having the bags made by a social enterprise employing disadvantaged women, with the same message printed on the hangtag and listed in the conference brochure. "The brands that we're seeing within our portfolio that are driving the change are working with us to develop products and source products that animate their brand story. They don't just replicate a logo on a product; they really help drive brand difference in the marketplace."
Switching gears a bit, a recent Deloitte article in the Wall Street Journal contained some interesting points about the use of advanced analytics to proactively identify quality and safety issues before a problem exists. It's an idea that could not only save lives, it can shield companies from recalls, lawsuits, and regulatory action. While not yet introduced to promotional products, industries already leveraging data (e.g. automotive, life sciences, food and beverage, juvenile products, electronics, and other consumer goods), are looking to proactively identify quality and safety issues. "The proposition of quality and safety analytics is that you can employ advanced analytics to find problems you didn't know existed, and that would otherwise catch up to you someday," says Samir Hans, the national leader for Deloitte's Enterprise Fraud and Misuse Management team. "If you catch a problem early on, you can course correct more quickly, and reduce the amount of inventory you may have to recall," Hans says. "Employing quality and safety analytics is not just about 'doing the right thing.' Companies see many financial benefits as a result.”
Finally, we’re excited to introduce here a new video we’ve produced featuring Pierre Martichoux, the founder and CEO of QCA-accredited supplier Chameleon Like. We sat down with Pierre to have an open conversation about his experience during, and after completing, the accreditation process. Pierre, who has seen his business grow nearly 400 percent since starting with QCA, offers frank insight into some of the biggest misconceptions about becoming QCA certified: the cost, how difficult it is and, most importantly, the internal improvements and increased orders they have received from larger distributors. The video runs just under four minutes, and I think you’ll agree it’s worth your time.
Jeff Jacobs has been an expert in building brands and brand stewardship for more than 30 years. He’s a staunch advocate of consumer product safety and has a deep passion and belief regarding the issues surrounding compliance and corporate social responsibility. He is the executive director of Quality Certification Alliance, the industry’s only non-profit dedicated to helping suppliers provide safe and compliant products. When he's not working, you can find him traveling the world with his lovely wife, working as a volunteer Guardian ad Litem, or sometimes even enjoying a cigar at his favorite local cigar shop. Follow Jeff on Twitter, or reach out to him at jeff@qcalliance.org.