|
Part #4 of the 7 Deadly Mistakes
Exhibitors Make When Purchasing Promotional Products
For Trade Shows
We have all been there for dreaded
budget cuts. However, the problem is when people “cheapen” their
search when the budget is cut. Let me be more specific.
If you have $1.00 to spend, you should be buying the
highest quality item you can buy for a dollar. Do
NOT buy the cheaper version of a better quality item.
Let me be more specific - if you buy a cheaper version
of a $2 item for $1, it most likely will not stand
up.
There is a Cheap Version of Everything
Don’t
forget, every product made has a high end and a
low end. When looking for
promotional products to purchase for trade shows,
you should be able to notice the difference. But the
choice may not be as obvious as you think.
Truth is, you can’t take for granted that just
because an item costs more than another that it is
better quality - that it’s more durable - or
that will last longer.
For instance, have you ever had a travel mug that
leaks or a pen that does not write? It is possible
to spend a bit more on an item and still get a piece
of junk. The solution is this: Do NOT buy cheap in
a product class.
I Have a Dollar to Spend and I Want
Embroidered Hats
Let’s recap.
You should never buy products that are not the highest
quality in the class because you want the product
to fit into your budget. But the reality that goes
with that is this - you may not be able to get the
type of product you want for what you budget allows.
For example, you’re not going to get a quality
hat that will be retained or re-used for one dollar.
At this point, I would usually make fun of printed
mesh back hats. (But they have become popular over
the last few years)
I could easily offer 5,000
different hat styles if I wanted. But, as you have
hopefully learned by now – I
am not like other people in my industry. Think about
it - How much time and patience would you need to
choose between 5,000 different hats?
In the last 7 years, I have
sold one style of hat. And I’ve used this
one hat for one simple reason. It has universal
appeal and will get worn. It is not
the most expensive hat, but it is the best quality
hat I have found - and I am a hat guy.
This same principle can be
applied to most products. Take bic pens for example.
30 companies make a knock
off of the Bic click stic pen for 10% to 20% less.
Here’s the problem - you may think you have
saved 10% but consider this; 10 out of 10 Bic pens
will write - they will write for 1½ miles in
fact! The cheaper pens will have defects and will
not work for as long.
Remember the last time you
picked up a pen and it didn’t work? That 10% saved doesn’t
look so good now, does it.
If It’s Cheap, You Are Cheap
Here’s the worst
part. When you put your logo on these items, they
represent and reflect you. Makes sense, right? It
still amazes me how many crappy products are offered
to customers in our industry.
Too Much Competition
To complicate things
further, think again of the huge selection of products
out there. In dealing with trade show promotional
products, we have suppliers who usually specialize
in one certain item, and then also offer a bunch of
other “stuff.” Now the products they specialize
in may be a great value – but what would you
guess the quality is of the other “stuff?”
Let’s face it, the other items in their product
mix are just add-ons offered because of one or two
reasons. One, they are cheaper. Two, they want to
take advantage of the new trend of consumer buying
patterns. You already know what I think of the “new,” “cute” products
out there. Stick with the quality re-usable items
and you can’t go wrong.
Still not convinced? Go to any other promotional
website and look up any product category. Hundreds
of choices will show up. This should terrify you.
Here’s what you need
to keep in mind - you must buy the top quality (which
usually translates
into highest price) item in the class.
Now you’re probably wondering, “How can
I possibly sift through the garbage and pick a product
that will last?” Great question, especially
with distributors offering so many products.
The reality is that there
are just not that many quality products out there.
And to make matters worse,
there are not that many quality conscience manufacturers.
They simply want you to purchase the products. They
don’t care if your product last you a day or
a year. But there are things you can do to get better
products at better rates.
Maximize the Budget
Think about it… it makes
sense to buy more and save. This industry has lower
price points if you order more. Use your trade show
items for other purposes. Buy for more than one show.
Order early and save on rush charges and overnight
freight.
RJ Williams, is the
owner of Poor
Richards Promos. Our goal is to help
educate exhibitors and give them the tools to maximize
their trade show results.
Email for
free marketing tips, “52 Ways to Trade
Show Wealth.” For a copy of our full report, “7
Deadly Mistakes Exhibitors Make When Purchasing Promotional
Products for Trade Shows” visit www.poorrichardspromos.com
|
