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Weekly UpdatesGrowing a business-promoting a business-takes more than just good intent, a good product and savvy industry acumen. Even the best products or concepts can easily flop when the company fails to effectively reach out to its customers. Business promotion comes in a variety of flavors-traditional advertising via print and electronic media, philanthropic works that paint the company in a generous light, and pro-active media relations.
However, one of the oldest and truest methods in the book is that of the promotional product itself: i.e., complimentary gifts distributed to the customer and intended to provide an ongoing reminder of the company presence. It might be a free pen at checkout that positions the company logo, slogan and address conveniently within reach for days and weeks to come. Or the seasonal desk or magnet calendar that arrives in the mail each December and provides year-round, immediate at-a-glance business promotion-a favorite of hardware stores, insurance agents and utilities. Consider the Ketchikan fuel oil company Sunshine Oil, since sold, which enclosed a customized emery board fingernail file in its monthly billing. The flat file-which fits in a standard business envelope-creatively displayed the company name and contact information. Or the telephone directory that distributes a refrigerator magnet listing local emergency numbers, along with the directory company name and slogan. Or the envelope opener that features the local office supply phone number.
Such cases are key examples of where a few dollars spent have long-running advertising consequences. In Alaska, the wide range of promotional products available locally befits a state as large and diverse as the Great Land itself.
SELLING THE SOURCE
Consider Anchorage-based Stellar Designs (www.stellar-designs.com), which specializes in business promotional items and whose products grace a wide range of Alaska companies, from regional airlines to television personalities. "Our customers are made up of mostly Alaska organizations," says owner Tim Ellis. "We regularly work with large companies, such as KTUU Channel 2, Era Aviation, Horizon Lines, University of Alaska Anchorage, and Boys & Girls Club, to name a few. We work with Alaska businesses, large or small.
"They purchase our products for employee safety or recognition programs, identity, or uniforms. Promotional products are a great holiday gift also," says Ellis, who purchased the company from the Stella Conway family in April 1985, after the business had relocated from its original headquarters in Sitka. In 1987, Ellis changed the name of the company to its present Stellar Designs, calling out the company's expertise in custom embroidery and screen-printing design. "We work with anyone who wants to build awareness, identify their group, reward their customers, or promote their organization. We help good organizations look great," says Ellis.
Examples of business promotional products from Stellar Designs include the distinctive UAA sportswear collection, corporate apparel for Channel 2 News in Anchorage (picture a gray pullover sweatshirt with seven-color left-chest-side embroidery of the station logo and familiar NBC network peacock), the two-color embroidered hats worn by Era Aviation employees and customers, and the vivid T-shirt designs of events like the World Extreme Skiing Championships in Valdez.
Stellar Designs staff researches each project for a unique and creative design. The customized approach to each client project is considered a key selling point for the company. "We only do custom work for our customers. With more than 21 years in the industry, we bring a lot of experience and creativity to our customers," Ellis says. "Our success is based on their success. It is in our interest to make sure that the products we produce have positive and lasting impact that works for our customers.
"I tell all our customers that I am looking for their re-order," he says. "If they re-order, then the program was successful."
SELLING THE EDGE
Among Stellar Design's most unusual promotional items was an order for 2,000 shoelaces, custom-printed. That edge-a company's ability to distinguish itself in the mind of the customer through creative promotion-can earn a surprising level of advertising value for each promotional dollar spent. In the shoelace example, it comes every time the customer ties his or her shoes. Or, in the case of the complimentary ball cap or T-shirt, a company's presence is visually acknowledged each time the customer looks in the mirror. If evaluated using the same standard as today's Internet marketing, consider the number of "clicks" yielded from a single day of a customer wearing a company's promotional T-shirt. The customer likely reads the shirt when selecting apparel to wear for the day and then by many passerbys, some business contact and individuals met in the post office or the lunchroom. And then the customer washes the shirt and wears it again on another day-the churn rate for the single promotional item can be years.
Perhaps that favorability is reason enough for a competitive market in promotion product design and sales. "Increased competition (comes) from many unlikely sources: Sam's Club, JC Penny, as well as the Internet," says Ellis. "It is a very competitive marketplace. "The trend I see in products is more technical products, like Dri-Release materials in garments, computer products that are logo-ed, recognizable name brands being ... customized: Nalgene[R], Swiss Army[R] knives, Maglite[R], Nike[R], Ping[R], Old Navy."
With its 15 full-time staff in the company's operations site and showroom at 6340 Petersburg Street in Anchorage, Stellar Designs finds its industry edge in attention to detail. "Local customer service, with first-class showrooms and production facilities, will help keep the business in Alaska, rather than Internet shopping and being surprised when the product is delivered," he says.
Plans for the future include some expansion within Alaska. Currently, Stellar Designs' client footprint is 98 percent within the state. "We are looking at expanding into other cities in Alaska over the next three to five years. Our future is worked on a day-to-day basis. We try hard to bring new processes and ideas to our marketplace here in Alaska. It is an exciting industry with new products coming out all the time."
Outside the realm of screen-printing and embroidery products, a number of Alaska-based companies have carved a niche for themselves in piggybacking promotional products off their existing main product line. Among those is The Great Alaskan Bowl Co., a Fairbanks-based business that offers laser-engraved logo products "from the heart of Alaska," according to the company Web site. For employee awards, incentives or client recognition, the company suggests a wooden bowl laser-engraved with the company logo or slogan as a unique display piece. The company also offers wooden coasters, ornaments and medallions.
A number of businesses in each region, like Stellar Designs in Anchorage and Oliver's Trophy & Engraving Inc., in Ketchikan, offer a line of traditional, promotion-friendly products like mugs, pens, pencils, bumper stickers, and, in some cases, custom engraving.
PROMOTION TIPS
There are a variety of sources available to assist with business promotion ideas. Often, the vendors themselves can custom-fit a concept to the specific niche and intent of the company. Any public relations or marketing firm can assist with a creative and customized company promotion campaign. Also, government Web sites both here and abroad spell out the basics of business promotion in simple terms.
WEB HELP
The following Web sites each provide tips and tricks for promoting your business, whether through client recognition, employee awards, or more efficiently utilizing existing communication methods for better promotion:
* Consider this tip from the Small Business Canada Web site (http://sbinfocanada.about.com/cs/marketing/a/bizpromotion.htm) "... Business stationery is an ideal business promotion tool," writes Susan Ward on the Web site. Ward and her partner operate the IT consulting company Cypress Technologies. "Is your business name, logo, contact information (including URL if you have one), and slogan on your envelopes as well as on your letterhead? Or are your envelopes only printed with your business name and return address? What a waste! Your phone and fax numbers, your URL, and even a memorable slogan should be there, too. It's not just an envelope; it's a business promotion tool! You're sending it out anyway, so why not make it work for you?"
* Or these ideas from the U.S. Small Business Administration Web site: (http://www.sba.gov/managing/marketing/100ideas.html) "Provide Rolodex[R] cards or phone stickers pre-printed with your business contact information. Distribute advertising specialty products such as pens, mouse pads or mugs. Mail "bumps," photos, samples and other innovative items to your prospect list. (A bump is simply anything that makes the mailing envelope bulge and makes the recipient curious about what's in the envelope!). Create a friendly bumper sticker for your car. Create a new or improved company logo or 'recolor' the traditional logo."
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