Suz Pathmanathan
In our recent webinar, we shared insights and strategies to help you elevate your promotional products business with a strategic blueprint to success, as advised by two industry influencers from two multi-million dollar businesses.
Hosted by Suz Pathmanathan, VP of Marketing at Brikl, and featuring industry leaders Lisa Hubbard from The Vernon Company and Jon Norris from Hit Promotional Products, this 60-minute session was packed with actionable advice.
During the webinar, we announced a special offer: three months free on Brikl for all attendees. This offer is a fantastic opportunity to experience the full potential of the platform without any initial investment.
Here are the top five takeaways that you can leverage to enhance your strategies and achieve selling success.
1. Identify Your Niche
Identifying and focusing on your niche is crucial for success in the promotional products industry. This means zeroing in on specific markets or customer segments where you can provide the most value.
Lisa Hubbard from The Vernon Company emphasized the importance of understanding your target market and specializing in areas where your offerings can truly stand out. For instance, The Vernon Company has thrived by catering to the needs of healthcare providers and educational institutions, among others.
"Our greatest asset in Vernon is our people. The customer service, how you handle your customers, how you manage your customers is what wins business." - Lisa Hubbard
By honing in on a specific niche, you can tailor your products and services to meet the unique needs of that market, thereby enhancing your competitiveness and establishing a loyal customer base.
2. Forge Strategic Partnership
Strategic partnerships are essential for growth and efficiency in the promotional products industry. These alliances allow businesses to leverage each other's strengths and resources, creating a more robust and comprehensive offering for customers.
Jon Norris of Hit Promotional Products highlighted the benefits of forming such partnerships.
"Strategic partnerships are key. Having the insights from here, having a great relationship with Vernon and listening to what the customer needs on the front end or the sales rep needs, and how we can tweak the platform to enable you to drive more business is definitely underrated" - Jon Norris
For example, by partnering with suppliers who have robust production capabilities, distributors can ensure timely delivery and high-quality products. Such partnerships not only expand your capabilities but also open up new markets and customer segments, driving growth and innovation.
3. Adopt a Hybrid On-Demand Model
A hybrid on-demand model that combines the benefits of bulk and on-demand ordering can significantly optimize operations and profitability. This model allows businesses to stock popular items in bulk while offering customized products through on-demand services.
Jon Norris emphasized that pure print-on-demand (POD) is challenging at scale due to the high costs and complexities involved. However, integrating on-demand capabilities with traditional inventory management can provide a balanced approach.
"Pure POD is difficult, strategically aligning it with inventory goods and on-demand is the way to go." - Jon Norris
This hybrid model helps manage inventory costs, reduce waste, and meet customer demands for both standard and personalized products. For instance, you can keep high-demand items in stock while offering bespoke products that are produced on order, ensuring you cater to a wide range of customer needs without excessive overheads.
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4. Enhance Marketing and Customer Service
Effective marketing and exceptional customer service are crucial for attracting and retaining customers in the promotional products industry. Continuous marketing efforts are necessary to keep your brand top-of-mind and drive sales.
The webinar highlighted that ongoing marketing is essential, even for established company stores.
"If you build it, they will come is not applicable in the web store world. You still need to market it to your employees and franchises." - Jon Norris
Utilize a mix of digital marketing channels, including social media, email campaigns, and search engine optimization (SEO), to reach your target audience.
Additionally, providing personalized and responsive customer service ensures that customers feel valued and supported.
"Our greatest asset in Vernon is our people. The customer service, how you handle your customers, how you manage your customers is what wins business." - Lisa Hubbard
Implementing customer feedback mechanisms and regularly training your customer service team can help maintain high service standards and continually improve the customer experience.
5. Optimize Logistical Efficiency
Streamlining logistics is essential for reducing costs and improving customer satisfaction. The webinar discussed the challenges of rising shipping costs and the need for efficient logistics management. Jon Norris highlighted the importance of managing logistics strategically.
"Being able to service all of these from a single facility, single solution is really the key" - Jon Norris
Implementing efficient logistical practices, such as using a mix of on-demand and inventory-based models, can reduce shipping costs and carbon emissions, and ensure timely deliveries.
Utilizing technology to automate and optimize supply chain processes can further enhance logistical efficiency. For example, integrating your inventory management system with your order processing and shipping platforms can provide real-time visibility into stock levels and streamline the fulfillment process.
Wrapping up
Our recent webinar was packed with valuable information designed to help decision-makers in the promotional products industry enhance their strategies. From identifying your niche and forging strategic partnerships to adopting a hybrid on-demand model and optimizing logistical efficiency, there are numerous ways to elevate your business.
Remember to take advantage of our exclusive offer and sign up for three months free on Brik. Thank you to everyone who attended. We hope these takeaways help you achieve new heights in your promotional products journey.
