Impressions - Build Your Business 2024 - 21

not true anymore. For example, I have a client who wanted a water
bottle manufactured in America. It's well made of recycled materials
in the United States under good labor conditions. It's expensive, but
There's money in them thar pens! Don't miss
out! Image by anela47 - stock.adobe.com
it's worth it, because it will last. "
" A lot of people think it's keychains, pens and other low-priced items, "
McGee says. " But there are [also] high-end items that are used for executive
gifts, as well as customer-appreciation incentives and awards. "
In the executive gifts category, for example, products include highquality
leather goods, luxury pens, premium high-tech gadgets and
high-end drinkware sets. These can range in price from $50 to $500
per item. More run-of-the-mill items might also surprise you with
their sophistication and quality. Imagine making a 50-percent margin
on a higher-end item, the standard markup in this industry with
little more effort on your part than simply placing an order. Not bad!
SIX: Promotional products get your foot in
the door.
Lantzman, who was a screen printer for 25 years before becoming a
promotional products distributor over a decade, has seen both sides,
as it were, and likes what he's seen when it comes to merch.
" What I've found is promotional products open doors that apparel
doesn't, " Lantzman says. " Maybe you're trying to get into XYZ
company, and [the owner's] cousin does their screen printing, but the
cousin isn't in the ASI (merch) world...One of my niches is gyms
and fitness. A gym wouldn't talk to me if I called and said, 'I want to
sell you apparel.' But I have been able to connect and add them as
clients with (merch). "
Lantzman goes on to say: " The ultimate goal is simply having more
tools in your toolbox to open doors. I've used product lines many times
to gain access that apparel could not ...Now my approach with companies
not interested in apparel is: 'I'd like to talk to you about your
safety program or employee engagement program.' I think of it as a
game show with three doors. If you knock on door number one and it
won't open, try door number two with a different approach or product. "
SEVEN: Companies of all sizes use
promotional products.
Again, with a few exceptions, most of your clientele are already buying
promotional products. Many businesses use branded merchandise
to market themselves, enhance their visibility, attract customers and
create a positive impression.
While you may see the trend of smaller companies using branded
products to build local awareness and attract new customers, larger
companies also continue to use promotional products as awards and
other kinds of motivators for both clients and employees. In short,
nearly everyone is a potential customer.
Adding promotional products is not for everyone. But if you are
interested in expanding your business and making money, it is a worthwhile
investment to learn what it will take and decide if it is a good
fit for you.
After closing his screen-printing shop and eventually going to work
for Geiger, Lantzman says, " As a promotional products distributor,
I've never made more money. I still work hard, but it's a lot more fun,
and I've lost a lot less hair in the past eight years than previously...
It's a vast landscape of potential business. Do not put your hands over
your eyes and miss out on it. I don't think decorators understand how
lucrative it is. " 
Deborah Sexton, the former editor of Impressions, has been writing about the
decorated apparel industry for nearly 30 years. For more information or to
comment on this article, email Deborah at dsexton@sbcglobal.net.
THE NUMBERS DON'T LIE
Promotional products have been on the upswing of late and are showing no signs of slowing down.
In 2022, the annual sales revenue of promotional products distributors in the United States reached $25.5 billion, up from
$24.2 billion in 2019, before the pandemic-an increase of a little more than five percent, according to statista.com.
In a PPAI Q1 2022 survey representing companies of all sizes-from some of the industry's largest distributors, to others
who may engage in promotional products as a side business or retirement job, results showed a record year for promo,
and the healthy return of small businesses played a part in that growth.
" As an owner, what does it mean to your business when you hear $25.5 billion in sales? " says Promotional Products Association
International (PPAI- ppai.org) digital marketing manager Colete Williams. " It means there is a demand, and you
want to go where that demand is. If you can tap into that, be creative, and get past the stereotypical items associated with
promotional products, you have an opportunity to create your own ecosystem. "
A Special Supplement to impr essions
21

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