Delivering Quality Promotional Products

By Margaret Custer Ford
Guest Columnist

You can get some great bargains by working with a new promotional products company using print or Web advertising which promises "cheaper than our competition!" or "lowest price in town!" At least it might seem to be a great bargain until you actually place the order and discover that the quality is not what you expected. Or, the delivery doesn’t meet your deadline. Or, the imprint is smudged and unacceptable. Or even that the item, which looks expensive, is actually made of such poor quality materials you would be embarrassed to show your advertising imprint on it. Sometimes that bargain company has no credit line of their own and has to use yours in order to have the product shipped.

In my experience, I have often seen "newbies" who will do anything to get an order, but can’t deliver as promised because they don’t know proper pricing structure, or they sell you close-outs from a second-rate supplier that is on the edge of going out of business. I have seen products to be used for a trade show shipped too late to be used. In another instance, a white, six-panel ball cap arrived on time, but only five panels were white—the remaining panel an off-white, cream shade that was completely unacceptable. In another case, a "cheap" pen leaked, causing ugly ink blots on the shirt of the client’s best customer.

When problems happen, if there is time, the advertiser or agency usually turns to a trusted supplier with experience and is well-rated and well-regarded.And, if there is no time, then "something," or "anything" is selected based on time alone. This might mean a purchase without actually seeing a sample (never a wise idea) or it could mean having to pay additional rush charges.

Promotional products are wonderful enhancers, helping to build on the theme you are using in the overall promotion. Beyond any doubt, your campaign is better and stronger when you use one or more pieces to enhance the idea.

The good news is that you don’t have to create the product to do that. Turn to a professional who has access to a million (yes, no kidding!) products from all over the world. Ask for ideas and products that will tie-in to the theme. Give them the budget you have to work with, and the size of your audience for the promotion. Help them help you to reach your target audience by elaborating a bit about who the prospect is, and let them know what you have used that was successful in the past.

If a professional distributor brings you helpful ideas, then buy the products from them—they have earned your business. But don’t take the ideas they bring you and call in a list of other vendors and ask them to bid on someone else’s creativity. They will work even harder for you at the next opportunity, because they know you will work with them. Just as with any media purchase, develop a long-term relationship with a professional whom you like, trust, and respect. You will both be winners!

Margaret Custer Ford established MARCO - Ideas Unlimited in 1959 in Portland, Oregon. Visit www.marcopdx.com.