Expanding Your Reach: What Print and Promo Distributors Need to Know About Each Market
Editor’s note: This article was written by Hannah Rosenberger and published by ASI, partner of PRINTING United Alliance. To learn more about the partnership as well as joint membership, visit programs.asicentral.com/dualmembership.
Chances are, if you decorate apparel, you’re likely mixing some promo products in. The crossover between the two worlds is natural, but the learning curve can be difficult. Distributors and decorators transitioning from one market to the other can face unique challenges because of the distinctions between the two. Here are the essentials you need to know about both.
Transition from Print to Promo Products
- Many print clients also need promo products; offering both can make a business a one-stop resource.
- Minimal upfront investment is needed for promo.
- Relationships with suppliers ease the learning curve in understanding new product catalogs and decoration techniques.
Key Points for Print Professionals Selling Promo
- Art and Decoration Knowledge: Existing skills in color and vector art are helpful, but explaining the different decoration methods to customers and distributors is essential.
- Supplier and Product Variety: Promo offers a vast range of items; narrow choices based on client needs to avoid overwhelming them.
- Time Management: Promo often requires more time for samples and shipping, so build in extra time for orders.
- Sustainable Product Selection: Focus on quality, durable products over cheap items to reduce waste and add brand value.
Considerations for Promo Professionals Selling Print
- Technical Knowledge: Print requires understanding various paper types, finishes, and the design process, making it more complex than promo. Communicate with your decorator to understand the pros and cons of each.
- Artwork and Graphic Design: Print projects may involve complex design and proofreading, often needing a graphic designer or trade printer support.
- Competitive Challenges: Print faces competition from online and big-box services. Focusing on technical expertise and reliability can set you apart.
- Strategic Product Offerings: Focus on high-demand items like caps and high-quality quarter-zips along with hard goods rather than low-profit items.
