Easy Add-On Sales: 6 Established Businesses That Can Sell Promo for Profit

By Jim Hollis 

There is no doubt that the $26.1 billion promo products industry is the perfect combination of quirky and fun. Whether it’s as basic as a logoed pen or as high-end as a luxury watch, promo remains the #1 form of advertising and a proven tool to build brand recognition, increase loyalty and improve retention. And if you’re a business that already uses your customer’s logo, you’re even more ready to close orders by selling promo.

The most common established businesses that can easily dive into this industry include: screen printers, commercial printers, marketing and advertising agencies, graphic designers, event planners and trophy and award shops. Upfront investment is minimal – no warehouse, no inventory – since the supplier you order from directly sends the final product to your customer. And lastly, but most importantly, existing customers are already buying promo products for their business or event – there is no reason to send that business to your competitors.

Let’s explore how each type of business (screen printing, commercial printing, etc.) can benefit from selling promo.

Section 1: Screen Printing

Screen printers traditionally print on fabric or paper and sell items like apparel, posters, bags and towels. Customers ordering these products need other promotional items too, making it a natural and smart business move to add promo into the mix.

Adding promo items like custom T-shirts, caps and tote bags can use the existing screen-printing infrastructure, increasing order volumes from current clients. Then, other branched merch like earbuds, drinkware and gifts can be dropped shipped directly from the supplier to the customer, meaning the screen printer doesn’t need additional equipment or warehouse space.

For screen printers adding promo, there is minimal adaptation or investment needed, but significant ROI potential. Additionally, offering promo may also attract clients just interested in promo who end up needing items screen printed too – just another way to grow a customer base.

Section 2: Commercial Printing

Commercial printers produce materials printed on paper, like brochures, banners, postcards and business cards. Customers ordering printed marketing need it for events, product launches or other promotions, all which can benefit from being paired with promo products.

Promo products can serve as an additional touchpoint for brand exposure, enhancing the effectiveness of traditional print campaigns. A customer ordering signs for an event could also use balloons, napkins or drinkware. A business planning a direct mail campaign could make it more impactful by sending a T-shirt too. The possibilities are endless.

By offering clients more products they already need, commercial printers can expect improved retention. Clients will know they can depend on the printer for all their promotional needs. It will also attract new customers who may initially be interested in promo, but then realize the printer can also provide printed materials as well.

Section 3: Marketing and Advertising

Digital and media advertising have been proven to be effective. Businesses really see an increase in these campaigns’ effectiveness when they add tangible products to the mix, making marketing and promo a match made in heaven.

Most forms of advertising are a one-way conversation: an ad is seen by the consumer. The end. But with promo, the customer can interact with and use the product. This level of engagement leads to a better customer experience and an increase in brand recall. Promo products leave a lasting impression beyond traditional advertising.

When marketing and advertising agencies include promo in their proposals, they’re giving clients a well-rounded and diversified marketing plan. Agencies will stand out from the competition, ultimately improving client retention and attracting new business as they become a one-stop shop for all marketing needs.

Section 4: Graphic Design

Graphic designers are known for being creative and bringing ideas to life. While this is commonly in the digital space, graphic designers who start selling promo quickly realize that they can design custom promo products. Combined with the fact that most graphic designers also design logos, it’s no mystery why graphic designers and promo complement each other. By offering comprehensive branding solutions that include digital and physical branding elements, their customers have no reason to go anywhere else.

The customers of graphic designers need products – especially if they’re asking for logo creation. Designers can also show their clients’ logos on actual products, giving clients a preview of how their logo can be used and increasing the likelihood they’ll place an order. Selling promo is a great way to generate bonus revenue for designers and can easily be added to creative services and charges.

Section 5: Event Planning

It’s no secret: Events have promo. Large events like weddings, corporate events and fundraisers are going to have giveaways and favors. Trade shows are going to have lanyards. Event planners should sell these items and close the sale instead of giving it to someone else. And because promo suppliers will drop ship the products, it’s all revenue at no extra cost (no warehouse, no inventory).

In addition to entertainment, promo products are key in getting attendees to engage in the entire experience. Event planners can enhance their overall event offerings and elevate client satisfaction by adding promo. Also, since all events have promo, it’s not even something that needs a hard sell, making it an easy add-on line item to the invoice.

Section 6: Trophy and Awards Shops

While traditional awards still play a big role in recognition, there’s been a shift to a broader range of customizable promotional items like medals, plaques and corporate gifts. Employers, schools and organizations are looking for the most creative ways to show appreciation. After all, recognition improves morale and retention, which is why awards and trophies are big categories in the promo products industry.

Trophy and awards shops that offer promo will both attract new customers and grow orders with their client base. By offering promo, they can provide a broader range of recognition items to customers (kits, candles, food, etc.). Since most awards are given during some sort of ceremony or event, selling promo also means trophy and awards shops can sell the balloons, banners and cups that make a banquet complete. Offering promo is a simple way to increase order sizes.

Now that we’ve explored six established businesses that can profit from promo, it’s time to take the next step. Diversify your business by downloading the e-book, Marketing Your New Promotional Products to Existing Clients. This guide contains strategies and insights to help businesses like yours seamlessly introduce promotional products to your existing client base, so you can capitalize on existing relationships to boost sales. Dive into the promo products industry and grow your success.