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“The logoed items you bought for that important trade show or promotional campaign contain unacceptable levels of lead and you are being sued by the U.S. government for damages.”
A recent lawsuit in California dealt with a variation of this situation where everyone in the supply chain was sued and an importer was hit with a $10 million judgment.
Ok, but why should YOU care? Because it was preventable…as are many of the problems end users face dealing with promotional products consultants. This article is intended to help you choose qualified distribution professionals to work with when you need decorated merchandise of any kind.
Distributors are intermediaries between manufacturers and end users of promotional items. Like any intermediary your promotional products consultant should be more than an order taker. The promotional products industry is not difficult to get into…but it IS difficult to do well…due in part to 45+ different decorating techniques. The complexity of this medium requires true professionals to maximize promotional effectiveness and integration with other media.
As in any specialty there is a top and a bottom of the promotional products industry. The following tips should help you identify those closer to the top.
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- Added Value – If someone is in the supply chain…they need to add value or get out of your way.
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- Quality Control –At a minimum your consultant should have enough experience to utilize decorators who have quality products, stick to stated production times, and are current on legal issues. Since there are over 4500 decorators in the industry, this means choosing a subset (in our case that number is about 210 factories we work with on a regular basis) to work with. This takes some trial and error as you established preferred vendors and it takes time in the industry. Some of this is very subtle and things the average person wouldn’t think about…for example, when you order coffee mugs, will your logo be screen printed on the mug then fired in the kiln (logo impression stays a long time) or will your mug be screen printed and shipped without being fired (may begin to rub off in the first washing)? Always request a sample of the product(s) you are considering if time allows…this will eliminate surprises on delivery of your order. On larger orders, see an actual spec sample with your logo on the item. In considering quality, explore with your consultant what their order tracking process is to ensure you receive timely information all the way from order inquiry through production and delivery.
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- Industry Relationships – While price is important to us all, relationships still play a major role in the promotional products industry. How far a factory will go to accommodate deadlines, and how much support you get via your distributor can depend on the strength of their relationships with factories and industry information sources.
- Your best Interest –A true consultant will have your best interest at heart and that means they are looking long term. They are interested in helping you anyway they can to foster a long-term relationship…not just make the most they can on this sale. They will also be someone who plans on promotional products as a career destination…not a quick diversion.
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- Creativity – Take a look at the materials your consultant uses to attract and retain customers. How effective and unusual are those items? Make sure your consultant’s choices reflect a flair for creative marketing. This applies to their web presence as well as any other media used… particularly promotional products.
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- Response Time –If you wait two weeks and all you get is a generic catalog, you may want to reconsider your choice of consultant. You should always expect an initial response within 48 hours and about that for presentations including your items of interest.
- Resources– Does the consultant rely on information that is updated annually, monthly, or continuously? With more than 750,000 products currently available, and new items emerging daily, there is no substitute for current information. Does your consultant maintain their own website with limited vendors to protect you, or do they “rent” one of five or so large industry databases that contain products from factories known for poor performance (hint: most consultants rent their web data).
- Knowledge/Education – Your consultant should be able to integrate promotional products with other marketing media you use. The promotional products industry has two designations…indicating a level of expertise. These designations are Certified Advertising Specialist (CAS) and Master Advertising Specialist (MAS). According to Promotional Products International (PPAI or PPA.org) the CAS/MAS has been recognized as a reliable indicator of professionalism and excellence in the promotional products industry. Less than 3% of promotional products consultants hold either designation, and less than 1% hold the MAS.
- Capital – One thing many consultants don’t account for is the capital requirements of the industry. Orders can be slowed when consultants have to come up with prepayments. The ability to offer terms of Net 30 after an appropriate new client period may be an indicator of financial viability. In addition to normal cash flow operations, often consultants frequently work directly with factories overseas to secure the best prices for you. The size of overseas prepayments can cripple consultants who aren’t prepared for this level of business.
- Concern for Laws/Environment/Safety/Human Rights – Be highly suspect of a consultant who is not aware of concerns over Bisophenal A (BPA) in polycarbonate bottles, or requirements of the Consumer Product Safety Improvement Act (CPSIA) of 2008. Your end user recipients are becoming increasingly concerned about product safety and working conditions in foreign factories. There is also a renewed push for “green” initiatives with new product offerings daily including the use of renewable resources such as bamboo in clothing and other products. A well qualified consultant can keep you aprised of these issues and help you avoid problems.
A professional consultant can provide you with current and past client references and you should check at least a few.
Good luck and good hunting for a professional promotional consultant to meet your needs.