P16 BUSINESS BRIEF:Layout 1 12/06/2009 14:45 Page 16
BUSINESS BRIEF
The right product,
the right way
Graham Howarth, director of P&MM Source-e gives us some
top tips for tracking down promotional merchandise
From product giveaways to business gifts and An experienced team will understand the demands If sourcing products that will be targeted at
premiums, promotional merchandise is involved in selecting promotional merchandise children in Europe, for example, then they must
widely used in external marketing and be able to offer free professional advice. carry the CE Mark, which is the manufacturer’s
campaigns to thank customers, Always be willing to discuss the brief with declaration that the toys meet the essential
introduce new products and the potential supplier and be open to requirements of the European Safety of
services, generate sales leads for suggestions as, in many instances, Toys Directive.
existing products and boost direct they may be able to offer some
mail response rates to name but added value or alternative Timing and logistics
a few applications while, options and The lead time for the
internally, it is often used in recommendations. campaign needs to be
employee motivation schemes. clear from the outset
Its popularity and the reason for Don’t buy just on and remember to
its increasing presence in the price ask the supplier for a
marketing mix can be attributed Of course the budget is a key written schedule of
to its well-known strong and factor but it shouldn’t be at the activity, including
direct influence on brand expense of quality of service which, product samples if
awareness and purchasing if not as high as desired, can lead to necessary. Given the date
behaviour, a factor that was many issues throughout the course of the sensitive nature of many marketing
highlighted in the survey we campaign. Choose a supplier that treats all of its campaigns involving promotional merchandise it is
conducted into ‘What’s on Your Desk?’, which customers equally regardless of whether the order important to be confident that the product will
revealed that over half of respondents purchased is for thousands of products or just a few. arrive on time as well as to the exact
from the companies that were branded on a piece specifications. If the product is custom made and
of merchandise on their desk. Consider ethics and the environment coming in bulk from the Far East, for example,
With this in mind, getting the right product, in the Many companies source products from overseas to then it is essential to work well in advance and
right way, is vital. take advantage of the price and allow good time for delivery and for customs
To help with the process below are some top tips flexibility it can offer, however, it clearance. If the product is going to multiple
on sourcing promotional merchandise. is important to be aware addresses then remember to include the cost of
that there are risks despatch in the budget. If it going to one central
Prepare a full brief involved. Ensuring the point, then check how it will be delivered, for
The quality and success of any project goods are produced example, whether it’s in boxes for deliveries across
depends on the quality of the brief. If the to the highest the UK or palletised for onwards distribution –
supplier understands the business objectives standard possible and double check that the delivery point can
and background it is more likely to be and that accept them in that form.
successful and for this reason factory Promotional merchandise can be used by
preparing a thorough but precise workers are any size or type of organisation and is
brief is essential. Among the areas not exploited highly effective in raising brand awareness,
this should cover are: in any way is communicating new messages and as an
a71 Information on the company. vital as if it later ongoing reminder to those who matter. The
a71 Background to the campaign and transpires that the goods range of products is huge from mass market
its objectives. were manufactured using low budget items such as pens which are
a71 Description of the target audience. child labour or in other designed to reach a wide target audience to
a71 The role of the promotional merchandise within unethical or environmentally products such as mugs and clothing which,
the campaign. unfriendly conditions, then with their longer shelf life, are often aimed at
a71 Whether it is for a one-off event or an ongoing the damage to the brand existing contacts. At the top end of the scale
campaign. could be serious. Choose a are business and executive gifts, such as
a71The expected outcome of the project. supplier that uses only those embossed leather goods, which will be retained
a71The timescale of the campaign. factories that comply with by the recipient and used time and time again.
a71The available budget. Social Accountability 8000 Sourcing such products may seem like a
best practice in order to potential minefield, but with this advice
Choose the supplier carefully maintain just and decent kept in mind buyers can be confident
With thousands of suppliers out there vying for the working conditions throughout that they will source the right product for
business it is important to select a supplier with a the supply chain. their requirements.
good reputation, experience and long-term Adhere to legislation, safety or quality
relationships with manufacturers and suppliers. guidelines www.p-mmsource-e.com
| 16 | July 2009 www.printwearandpromotion.co.uk
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