The integration of promotional products into the forms industry makes for a unique and profitable match.
A seemingly unlikely match on first thought, the forms industry's growing alliance with promotional products suppliers has nonetheless proven to be a very successful pairing.
David Pitner, vice president of sales for Economy Pen and Pencil, Shelbyville, Tenn., said that promotional products suppliers are interested in working with forms distributors because many forms distributors have already tapped into the ad speciality industry and are selling promotional products.
"In this tough economic climate, we have to be aggressive and expand our markets," he said. "We have taken advantage of the opportunity to educate forms distributors on the products that work best for a particular market."
Rob Robinson, advertising and trade show coordinator for Bulletline, a Miami-based supplier of promotional products, agreed with Pitner's assessment of the trend. "Within the past five years, there has been a big movement toward forms distributors selling promotional products," he said.
He added that because forms distributors have expanded into the promotional products industry, they are now able to serve as a "one-stop-shop for customers," adding yet another level of convenience.
Concurring with Robinson's observation, Pitner said, "Selling promotional items is a good way for forms distributors to establish themselves as a full-service company. They already have relationships with their customers, so cultivating those relationships into other profitable areas is wise."
And, profitable, indeed, is the marriage of promotional products with the forms industry.
Robinson said that many forms distributors that his company services gross approximately 30 percent of their sales in promotional products. "Selling promotional products is a great way to add to a company's bottom line. Being able to offer customers these products will add to distributor profits," he explained.
Needless to say, forms—and not the purchasing of promotional items—are foremost on the minds of forms distributor customers. But, according to Pitner, the trick is to present promotional items to them in a way that will be appealing. "Forms distributors who sell promotional products usually come to us for advice because their customers are not purchasing promotional items," he said.
To remedy this, Economy Pen and Pencil has generated creative ways to ensure that promotional products are sold through forms distributors. "I have worked on many programs where forms distributors have packaged our pens into their products," explained Pitner. "My company has also done contract printing on items that distributors have provided that needed imprinting," he added.
With that, Robinson said that there will always be a need for both industries to refill orders, thus creating an ongoing stream of revenue. "Customers will always have a need to re-order forms, which will keep the forms industry thriving," he said. "While promotional items are usually event-driven, the fact that they are used at a faster rate also drives re-ordering."
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In order to help forms distributors successfully sell promotional products, industry suppliers offered an array of advice—from traveling to trade shows to finding a good supplier and sticking with it.
"The promotional products industry can be a little overwhelming at times," noted Pitner. "I suggest that forms distributors seek out suppliers who do certain things well and remain with them," he said.
Pitner also said that developing sound relationships with suppliers is more important than seeking the best pricing. "Distributors should develop a good working relationship with a select number of suppliers and not worry about finding the least expensive supplier," he said. "A good working relationship goes a long way when things go bad."
By way of advice, Robinson said that forms distributors should attend one of the four regional trade shows hosted by The Advertising Specialty Institute (ASI), as well as the national trade shows hosted by Promotional Products Association International (PPAI).
He also said that contacting local promotional products associations and visiting Web sites such as www.everyonestalking.com—a site dedicated to the showcasing and selling of promotional items—will point interested distributors in the right direction.
It has become evident that promotional products are making a name for themselves in the forms industry. And, as more forms distributors become convinced of this growing and profitable trend, there is no telling what will happen next.
Note: Distributors may also visit www.pmdm.com and www.promotionalmktg.com for more information on promotional products.
By Cynthia T. Graham
