Promotional merchandise provides cross selling opportunities?

A key target for any business is to identify opportunities for growth that are manageable, relevant and potentially profitable. Over recent years, promotional merchandise has become a central area for many industries looking at ways to enhance their business offering.

Marketing agencies have traditionally seen promotional products as the ‘icing on the cake’ when planning a campaign on behalf of their clients. Interestingly, promotional merchandise distributors are now getting calls much earlier in the planning process. “Can we do this?” or “how long will it take to source these?” are now part of discussions between agencies and distributors, such is the strength of sourcing capabilities nowadays. To a large extent, the answer is always in the positive, knowing full well there will be a factory somewhere in the world that can support the enquiry.

We are also seeing a growth in enquiries from print groups. This avenue sees experienced sales representatives recognising potential cross sales as they either deal directly with a business, public sector organisation or intermediary. For them, the key is efficient service, high quality products that match the print service they are delivering and sufficient margins to allow the cross-sell to go through the business profitably. Hence promotional pens and promotional keyrings offer great scope due to their fit in all of these criteria.

Lately, exhibition consultants have begun to recognise the opportunities. Traditionally engaged by customers always at the end of the production planning process, the rapid reduction in production lead times by UK manufacturers allows them to make suggestions on top ups to budgets that enhance their offering.

Essentially all three groups understand that although promotional merchandise is not their core business focus, it is an area that can further cement their relationship with their existing clients.

About The Author
Ian Feingold is a Director of Code Promotional Merchandise, an online supplier of promotional products and corporate gifts to businesses, charities and public sector organisations in the UK, Eire and Europe. At www.codepromotional.co.uk we have access to over 80,000 products.