Promotional Items

Advertising Items

2006-08-01T11:27:00.000-07:00

Advertising is the key part of business marketing. If the advertisement succeeds, it can mean big profit. Advertising requires innovative thinking in todays world because the traditional advertising mediums are becoming very expensive. A well thought advertising that is different may create a big impact. But advertising is not being given the attention it deserves. As soon as the profits go down or the market scenario looks bad, advertising expenditures are cut first. How much do you know about advertising in a business? Please quiz yourself about that.What should be the ideal percentage of advertising in total marketing expenditure?Should the advertising expenditure increase with growing business or decrease?Which advertising media should be used for advertising in a very low budget? Why Buy Promotional Items? Should every business advertise in the beginning?Are advertising professionals must for getting the best return out of the expenditure?Is a small market survey about advertising effectiveness always necessary before full-fledged advertising campaign?Do women add value to advertising? What if you are advertising nuts and bolts?These are some small questions that I have raised about advertising in business. Please think about the answers. Advertising is tricky, because wrong advertising means total loss. There is no scrap left to recover anything. It is like a bad dream, but it costs. A business succeeds if the advertising succeeds at the right budget. Please try some more quizzes on your personality and career and improve your performance manifold.

Imprinted Duffel Bag

2006-07-30T07:30:00.000-07:00

It's a duffel with charisma and because of its irresistible styling is one of the best selling duffel bags ever! Perfect for weekend outings, fitness centers, golf outings...it's a super overnighter too! Weekender Duffel Bag is made from 600D polyester with PVC backing for strength and durability. Features 2 gusseted outside pockets, hard bottom, water bottle (not included) holder, shoulder strap and padded handles. Color: black or blue Size: 18"l x 11"w x 10 1/2"h Screen printed any single color on 1 front pocket in area: 4"w x 4"h. For extra color, add 63¢ each plus screen. Add initial screen $62.50 per color.
These over-the-shoulder bags are probably the oldest form of luggage. At it’s most basic, this is simply a bag slung over the shoulder. Of course, over time duffel bags have evolved, and many now have zippered pockets to provide for some organization. This type of bag may be ideal for short trips or for students packing between home and college. However, the soft exterior and lack of structural support are major drawbacks for any serious packing or traveling.

Advertising Specialties

2006-07-25T06:39:00.000-07:00

Advertising specialties are as known as promotional products, items or corporate branding. All types of companies, corporations and even the smallest business owners purchase advertising specialties to hand out to their customers. It shows customers they are appreciated for their patronage they show to the business owner. Some small type of businesses may purchase a pen or magnet. Mid-size businesses hand out a stainless steel travel mug or an imprinted t-shirt with the company name and/or logo. Your larger corporations like to distribute some of the better quality items like duffel bags or the finer lexington pens.

L & R Promotions offers a catalog 250-page catalog which features an extended line of products including post-it notepads, mugs, calendars, shopping bags, office, phone and desk and golf accessories. The catalog also serves as a selling tool for L & R distributors.
Keep 'em coming back by offering something for nothing.
They're politely known as "advertising specialties" or "free gifts." I prefer to call them bribes. But whatever term you use, know that bribes are a bang-up marketing tool for all demographic groups.
Unlike premiums, which may require a purchase, bribes are given for free. They are used to generate leads, increase name awareness, make friends, thank customers, boost store traffic, introduce new things, motivate people to act, and create an unconscious obligation to do business with you.
During the '90s, the most popular bribes in the United States have been T-shirts and baseball caps, ponchos, rain gauges, writing instruments, outdoor accessories, scratch pads, glassware and ceramics. Mouse pads and screen savers are moving up fast; so is free information.
To lure prospects with a freebie, be certain to research that freebie first. Guerrillas not only research their markets, their competition and their promotions, but they also research the best promotional items for their specific target audiences. They know problems arise when bribes aren't matched with the audience. Problems also arise if the freebie breaks or wears out in a hurry. "They gave me this free desk clock, and now it's broken! They won't get my business anymore."
Marketing people invest billions in bribes each year. Reasons: Bribes fit almost any marketing budget; they complement other media; they can be directed to selected audiences; people jump through hoops to get them. About the only disadvantage is the teeny-tiny space available to say anything to the recipient. There's usually room for your name, logo and maybe a theme line, but that's it.
Do bribes work? Well, 40 percent of people can remember the name of the advertiser as long as six months after receiving a free gift. And 31 percent still use the gift one year after receiving it.
A recent study proved free gifts not only increase mail response but also raise the dollar purchase per sale by more than 300 percent. But don't limit your thinking on ad specialties to merely the mail. Bribes are very effective at trade shows, open houses, special events and grand openings. The positive feelings they generate about your business often lead not only to sales but also to closer relationships . . . and guerrillas are always trying to increase the number of their close business relationships.
I came up with the idea of distributing measuring sticks 46 inches long so potential buyers could check dimensions of the competitor's product.
I telephoned a distributor of specialty advertising items, and 10 days later I began handing out the measuring sticks to prospective customers. Regulation pool-table dimensions --46 by 92 inches--were printed on the sticks. So were my company logo and comparative-shopping suggestions.
The result: my business recorded a 28 percent sales increase over two years.
His experience represents one of the more aggressive uses in the growing field of specialty advertising.
The most common approach to such advertising is the printing of a company's logo, slogans or name on clothing, coffee mugs, key rings and other giveaway items. The technique is far from new, but the demand for such items has been increasing. This method of advertising has grown into more than a $3-billion-a-year industry.
Specialty-advertising items typically are distributed free to customers and clients. "The purpose is to incorporate them into a marketing strategy so that the items will be used often and will be associated with the company or a particular campaign,".
"Perhaps the greatest advantage specialty advertising offers to the small-business owner is its ability to reach a targeted audience,". "A smaller firm that sells to only 1,000 customers nationwide or a company that deals solely with wholesalers cannot economically reach such small targets with traditional advertising."
To attract the attention of personnel departments of large corporations, choose a specialty-ad campaign using a "transplating" theme. To stress the care it gives to uprooted employees, the company mailed empty flower pots imprinted with the phrase, "Official Transplating-Cost Container." An attached brochure introduced the company's services.
On follow-up calls, salespeople delivered live plants for the pots. Of the 50 targeted companies, 45 arranged appointments with L & R's salespeople.
But a campaign based on specialty advertising can fail if companies choose items that are not appropriate to the image they want to portray.
"Business owners should also choose unusual and useful items that make their companies stand out," she says. "There are only so many paper weights and coffee mugs a person can put on his desk. Once the person's desk is full, he starts tossing them out."
The well-planned specialty-advertising campaign, on the other hand, can give small businesses almost immediate results for very little investment. In my case, buying a one-time newspaper ad would have cost $1,500. A 30-second, prime-time commercial on a local television station would have cost $500, not to mention production costs. By using the measuring sticks to sell pool tables, I not only spent far less--$100 for 500 sticks--but his unique sales campaign fixed his company in customers' memories.

Listed below are a few ideas for companies:
Boom Boom Sticks
Root N Toot Horn
Coloring Books
Personalized Wooden Pencils
Governor Pen
Imprinted Handy Fans
Retractable Badge Holder
Advertising Trade Tokens
Hanes Beefy T
Imprinted Hooded Poncho
Gildan Pocket T-Shirt
Journey of Faith Calendar
36-Page Leatherette Monthly Planner Planner
16 oz. Entertainer Mug
32oz Squeeze Bottles
Flap-Style Underarm Portfolio
Clip Folders

So, to sum it up, do yourself and your company a favor and buy advertising specialties that help promote your image and your company.

Products

2006-05-17T18:00:00.000-07:00

This increase puts 2004 figures close to the record of $17.8 billion in 2000. Sales in 2001 and 2002 saw the first decline in more than 20 years, and in 2003, sales rebounded to $16.3 billion.The study was conducted exclusively for PPAI."I think this significant increase, coupled with the increase last year is an indication of an optimistic business environment,". "Many of those we surveyed pointed to the economy as a primary reason. Businesses are ready to grow. Most other advertising mediums also saw an increase last year, so it's apparent that business leaders want to do what's necessary to get their names out to their potential clients and to their current customer base. And obviously, that includes the tried and true advertising medium of promotional products."In addition to the increase in annual sales, the study also showed that the number of small distributor companies - those with annual sales under $2.5 million - grew from 20,150 to 20,249. Likewise, the number of companies with sales of $2.5 million or more also increased from 815 to 919."Because the economy has improved, we are seeing new people enter the promotional products industry," who has been conducting a Product List for this study for since 2000. "It's a very attractive business because there's little initial costs and a huge potential for profit. Those who have an entrepreneurial passion, the skill to sell and are willing to work can build a solid business in this industry. With the rise of technology, particularly the Internet, local promotional products distributors can increase their sales with a national reach."In what is almost a total turnaround from the 2003 figures, large distributor companies enjoyed a 12.7 percent increase in sales over the 2003 increase of only 1.7 percent. Conversely, the small distributor company only saw a .9 percent rise in sales, compared to 7.1 percent the previous year.Estimate of Promotional Products Distributors Sales is the most comprehensive study of its kind in the industry and is conducted by independent researchers based on actual sales reported by promotional products distributors.To gather the data for annual sales volume estimate, a survey is sent to a sample of 15,500 distributors, drawing from an estimated total number of 21,168. The lists are compiled from a database as well as from four other industry organizations/firms. Distributors were asked to report their promotional products sales for the 12-month calendar year ending December 31, 2004.Distributor companies are divided into two groups - those with sales of $2.5 million or more and those with sales less than $2.5 million. Because some distributors have such a large volume of business, and an omission of their numbers could distort the overall statistics, a census was conducted of all companies doing $2.5 million or more in promotional products sales. For smaller distributors, a random sample of 12,500 firms was surveyed. Responses by mail, web, fax and phone produced 2,611 usable reports, for a response rate of 16.8 percent - highest in recent years.Here we go again! It seems as though everyone has just discovered the promotional products industry when, in fact, most embroidery companies have been in this market long before our brethren promotional products distributors, who, having only recently stumbled into it, now claim it as sacred territory! Given the explosive growth in this market over the last six to eight years, it's been a wild ride for most. Today, some would claim that wearables is an over-saturated category within the world of promotional products. But there's more to playing in this arena. Let's try to unravel the mystery and better understand the dynamics of this very lucrative market.Wearables WorldLet's look at the scope of what is at stake. Wearables is the word most commonly used to refer to those items, such as shirts, aprons, uniforms, headwear, jackets, etc., that are then decorated with a corporate identity. The decoration can be in the form of screenprinting, embroidery and welding, to name a few of the most popular methods. While the most recent surveys are not available, it's worth looking at previous trends. According to various industry surveys, wearables reign as the number one product category in sales for promotional products distributors. Despite a slight dip to 78 percent in 2000, from an 80-percent advantage in 1999, wearables maintains this market lead due in part to the ever-changing fashion scene and the robust return on investment (aka: great margins). The intended use of this type of product is varied. The more popular uses of wearables are business gifts (58 percent), employee relations (41 percent) and event marketing (38 percent). So while there is a decline in the "casual Friday" look, there remains opportunity in other areas. According to the 2000 annual survey by the promotional products market accounted for approximately $17.85 billion in sales. That's an increase of some 20 percent from the previous year. Wearables accounted for about 29.1 percent of that expenditure, down from the 1999 figure of 29.5 percent. That's a large component of the overall figure, and it spells opportunity for those involved in decorating that apparel. However, as I write, Product Listings the latest surveys are being scrutinized and I can't help but recall the most important aspect learned in many statistics classes - statistics lie and liars use statistics. Suffice it to say, promotional products is a viable market.Every Man For HimselfApparel suppliers are coming to grips with a lack of growth and, in many cases, financial losses for the first time in their histories. While this market segment is saturated, more and more brands are entering the marketplace via strategic alliances. Look for the traditional shirt supplier with no headwear offerings to form alliances with headwear manufacturers and vice versa. Fresh new styles, the return of polyester/cotton/rayon, and branding all go to demonstrate the state of the apparel industry. It is mature and extremely challenging. For some, the concept of a marketing strategy is new, given the robust economic times of yesteryear when just taking orders was the norm. Look for a return to a better marketing strategy in the apparel industry. Along these lines, also look for your suppliers to be more discriminating in how they distribute their merchandise. Don't be surprised to see more suppliers offering decorating at reduced fees and providing more marketing collaboration in an effort to push the product out the door. But many of these suppliers are your competitors in that they sell to the end user be it directly or through the "golf event division," retail units or direct mail campaigns.What does all of this mean for the embroidery marketplace? Oddly, we're a reflection of those we service. Promotional products is where most embroidery companies focus their marketing efforts. For many of us, corporate identity is the mainstay of our business, whether we are selling direct to the end user or through a distributor. Schools, fire departments, corporate America - it's all the same: promotional products.Gaining The Competitive EdgeThriving in this environment can be more than challenging. The order sizes tend to be small, one to 48 pieces on average. Great if you're providing the garment and the decorating, but that doesn't hold true for those doing only decorating. Contractors tend to carry an uneven share of the workload when dealing with promotional products distributors. Why, you might ask? Well, the average distributor is merely an order taker. They write up the orders and pass them along. They pay little attention to detail because they are always searching for that next order and are prone to avoiding accountability for any aspect of an order. Without question, they know very little about the embroidery process and they don't want to take the time to understand even the basics. How often do you hear, "you know, left-chest size" or "same as the last time" or "embroidery is just embroidery!" You or your staff will spend an inordinate amount of time chasing details, details, details.It's more likely that the smaller embroidery company is going directly to the end user so you're controlling the outcome more effectively. You should be in a position to offer more service than larger companies because you are intimately involved with the customer. Too often, sales reps of larger companies don't provide the intimate service that a smaller company can offer. The competitive advantage, in terms of service and quality, provided by smaller, leaner companies, could help level the playing field. Larger companies may enjoy a price advantage due to end-column pricing, but be assured even some advertising specialties companies can achieve favorable pricing from most apparel suppliers in today's market. That's not to say there won't be those pure price plays. Just recently, I watched as two distributors competed for a large order. It was the same shirt from the same supplier and I would be doing the embroidery either way. The order came down to a difference of roughly $3 per unit. The difference in profit margin was 17 to 23 percent. Not bad by most standards, yet still below the golden 35 percent espoused by most in the promotional products marketplace.Make Up Your Mind AlreadyConducting business in this marketplace can be lucrative; however, early on you must decide what role you'll play. As a contractor, I've chosen to do everything in my power to service the needs of my customers. I do whatever it takes to educate them about embroidery and entice them by offering unique and unusual applications in order to give them a competitive advantage. I do not threaten my customers by going directly to the end user. Going direct is not an option. Instead, I choose to educate my customers as if they were my sales force. Too often lately, embroiderers will see their business decline and decide to offer products beyond apparel, thus competing directly with their clientele, only to wonder why business is off. Should you decide to become a company that provides the goods and services, then you really are a promotional products company and not an embroidery company. And that's not a bad thing. There are many promotional products companies that have embroidery operations in-house. They are not embroidery companies as we know them. They do embroidery for themselves under the misguided notion of better control, better quality and a cheaper price.Selling directly to the end user can be rewarding. However, it is a more costly way of doing business. You may want to have a showroom; you'll have significant marketing expenses (yes, personal selling is expensive) and you can be assured of a cash flow problem from the beginning. Take heart though because your competition is probably in the same straights. Doing this business has increased costs, but the payoff can be rewarding.The object of business is to maximize your profit. As with so many companies, success comes from executing a well thought-out plan. A comprehensive business plan will address each functional area of the business. Another key ingredient for success is the ability to form and nurture relationships that are mutually rewarding. Selling and servicing the promotional products market takes better-than-average interpersonal skills. These are keys to success that transcend particular markets. The nuances of the marketplace may change, but your approach should not waiver. There's no question as to the potential of the promotional products market. Do your homework, plan accordingly Product Site Map and have fun!

Wearables and Writing Instruments

2006-02-19T06:46:00.000-08:00

Promotional products are an integral part of the business world and probably a staple in every office. Check your desk or cubicle, in all probability there's a promotional product...or several in your workspace. It could be the standard pen, pencil, calendar, or coffee mug emblazoned with a company name. Maybe you even have one of the newer innovations in promotional products-a computer screen cleaners advertising a local realtor, a laser-engraved metal picture frame, or a bendable business card holder with the name of a vendor. Chances are your company has imprinted shirts. Wearable art is the top selling promotional product in the market. Maybe there's an award for sales on your shelf or a "thank you" plaque from a customer. Those are also promotional products. Every office uses promotional products, though they may not know it. Every office worker sees promotional products every day, though they might not be aware that's what they are called.
THE MAGNITUDE OF THE INDUSTRY
In the year 2000, advertisers spent more than $17.8 billion on items purchased via professional promotional products distributors-out-- pacing nearly every other traditional form of advertising. The industry posted a 19.5 percent increase for 2000, easily outdistancing growth in 1999 of 13.3 percent and 11 percent growth in 1998. Magazines, newspapers, television, cable television, and radio posted increased sales between six percent and 16.6 percent, according to Advertising Age. The only media that saw a higher increase was outdoor media, with an increase of 20.3 percent.
While sales in 2001 appear to be tracking the downturn in the economy, last year's results indicate a very healthy and thriving industry. Moreover, the last half of the year is where up to 70 percent of promotional products sales are made due to business-to-business holiday gift giving, end-of-year awards and recognition programs, and holiday customer appreciation.
In a study conducted exclusively for the promotional products industry, the most popular promotional products were wearables/apparel, which includes shirts, hats, aprons, uniforms, neckwear, footwear, etc. Writing instruments held the second-- largest category, with other top favorites being desk/office/business accessories; bags; calendars; glassware/ceramics and games/toys/playing Cards/Inflatables.
A BOOSTER IN AN AILING ECONOMY
Everyone knows that our economy is in distress; the symptoms are evident and obvious. The recent terrorist attacks further wounded the already weak marketplace in ways that still are not fully evident.
It would be presumptuous to offer simple solutions to such a multi-leveled, complex situation. But, there are some important considerations for companies currently developing marketing/advertising responses to the economy. Often during slow economic times, one of the first areas for cutbacks is advertising. However, statistics show that well-planned, targeted advertising involving promotional products can be highly effective in converting disinterested prospects into active, buying clients. Moreover, studies have shown that customers who were given promotional items were more likely to remember the company that gave them the product, more likely to refer the business to others and twice as likely to return to that company for future business.
PROMOTIONAL PRODUCTS POWER: PROVEN POWER To BOOST SALES
The association serves those in the $17.8 billion industry who manufacture, imprint, sell, or promote decorative and useful items that carry an advertising imprint or logo such as pens, desktop accessories, apparel, calendars, awards, bags, buttons, and sporting goods, just to name a few.
Studies and finding included:
*found that 39 percent of people receiving promotional products could recall the name of the advertiser as long as six months after they received it.
Remarkably, 73 percent of those carrying a promotional product could recall the name of the advertiser's name or message prior to showing the item to the pollster. And, 61 percent carried on their trip two or more imprinted items such as key tags, PENS / PENCILS , calculators, notepads, pocket mirrors, or a wearable such as a sweater, jacket or shirt.
* We found that selective distribution of promotional products out-pulled newspaper advertising by two-to-one.
* Retailers that use promotional products as part of sales contests out-perform sales contests without incentives by up to 50 percent.
Additionally promotional products boost direct mail response rates by up to 75 percent.
* Another study found that customers receiving promotional products reorder up to 18 percent sooner than those who received coupons and 13 percent faster than those without any incentive. "In times like these, businesses have a clear choice to make,". "They can cut back on advertising, and find themselves behind the curve when the economy improves. That decision will cost money in the short-term and down the road, when more advertising will be needed to catch up. But companies can turn up the volume on their sales by using promotional products. It's that simple."
PROMOTIONAL PRODUCTS: A DYNAMIC INDUSTRY
Everyone uses promotional products. That's one reason statistics show the use of promotional products can increase business awareness. And that's probably why people want to get involved in this expanding and extensive industry. Promotional products have been around for 150 years. With today's new technology and new techniques, it's a growing and changing industry. There are always new and innovative ideas. It's an industry that thrives on... and welcomes creativity, enthusiasm, persistence, and that old-time entrepreneurial spirit.
For those who want to become involved:
* To succeed, a practical knowledge of printing and imprinting processes will be important. Local colleges and universities, usually through the art department, offer appropriate courses in this process. Large printing companies sometimes conduct seminars and workshops. Within the industry, there are numerous education venues that also provide this kind of training.
* At the core of the industry is selling products, so experience in sales is essential. While the industry is very supportive, with a huge emphasis on education, support and peer networking, it is also highly competitive.
* Finally, to learn about the industry first-hand, attend industry tradeshows and end-user premium incentive shows. The largest industry tradeshow, held every year in Dallas, Texas in January. There are also regional associations that hold tradeshows.

Golf

2006-02-05T08:30:00.000-08:00

GOLF IS BOTH SCIENCE AND ART. The science of the game covers things like how your clubs perform, how far you hit the ball and whether your fundamentals--like body posture, swing plane, ball position--are correct. The art of golf is in how everything is always changing--the weather, the lie, how you're feeling--and how you're in touch with your target.
That's where feel comes in. In the broadest definition, feel is the signal you get through all your senses-auditory, visual, kinesthetic--that's unique to you in the way that you're experiencing it.
Our goal as teachers is to help people develop their golf senses and learn to trust them. Conceptually and intellectually, you can understand the golf swing. But actually standing over a shot and being able to execute it is about a feeling of trust.
We liken the difference between the art and science of GOLF to the difference between an analog watch and a digital watch. Too often, golfers are taught to think "digitally." They are given instruction with all kinds of checkpoints--swing club, swing faster, stand by that mirror and do this drill--and then are told by their instructors, "Now forget about all that and just go out and play." They don't know what to do, because they haven't been taught how to transfer that digital thinking to something that actually works on the golf course.
Analog thinking is just like an analog watch. It's flow. It's the music instead of the words to the song. It's a feeling of connectedness between you and the target.
To play golf you need both kinds of thinking, both the art and the science. But when it comes to hitting the shot, achieving peak performance, digital thinking does you no good. Here and on the pages that follow are drills and thoughts that will enable you to develop your feel and learn to use, and trust, all your golf senses.
Creativity
Great feel players know that a golf shot is ultimately nothing more than creating ball flight. Go out on the course with just a 7-iron and a putter. You might think the only thing you can do with a 7-iron is hit it 140 yards, so spend time nurturing the art of hitting it 113 yards, or 20. You'll start to have a whole different relationship with the golf club to create the ball flight you need.
Tempo
On some days or in certain situations, you'll have great rhythm swinging at 100 percent. At other times, the conditions or how you're feeling might call for you to tune into a different pace. Learn to vary your tempo by hitting full shots at paces that range from 20 percent to 120 percent, always staying in balance and swinging to a complete finish. We also have people match their swings to the beep-beep-beep of a clip-on metronome, to make sure their rhythm stays consistent throughout the swing.
Balance
Increasing your awareness of where your center of gravity is during the swing is essential if you want to be a better golfer. Practice hitting iron shots without shoes or while standing on a balance board, a foam roller or even on one foot--anything to help you notice how your weight moves up and down and from front to back. Working on balance drills is especially helpful to "digital" golfers, whose center of gravity seems to reside way up in the brain. It's hard to think too much when you're totally focused on keeping your body in balance.
Trust
We often say golfers have gotten "line drunk." They focus too much on finding the line and not enough on finding a feel for distance. Putt with your eyes closed, or wearing a blindfold, and estimate where the ball stops. You'll quickly build trust in your stroke and a better awareness of the target. Placing a Wilson Ti Fit Golf Glove in the cup limits auditory feedback and helps you rely even more on feel.
Instinct
How often have you been told to "visualize" the shot? To most golfers, that means holding an image of the target in the mind. We tell golfers to go with their gut--literally--by moving that mental picture from behind their forehead down to their belly. It helps combine the visual image of the target with the kinesthetic sense involving the body core. The putt becomes less a purely intellectual exercise and more of a physical motion with feel.
Control
You can't teach distance; you can only feel distance. Hitting wedges to targets 10 yards apart engages all your senses. You see how far you want to hit it, and you feel the length and pace of the swing that will get the ball there. If you can do this drill with a friend in an isolated part of the range, you also hear feedback on what your carry distance was. To be more precise, practice hitting the targets with different ball flights.
Versatility
To enhance your feel and creativity around the greens, practice getting up and down using every club in your bag--from putter to driver. It gives you more body awareness, a better sense of tempo and of how the ball reacts to different clubfaces, lofts and lengths of clubs. It also widens the spectrum of choices you'll have in a variety of situations on the course.

Promotional 25' Tape Measure

2006-01-15T07:28:00.000-08:00

Designed with double-sided blades, are available in 16, 25, and 30 ft as well as 7.5 m/25 ft. Magnetic dual-end hook allows professionals working with ferrous metals to take one-person measurements. Hook is triple-riveted with bottom blade protector to reinforce blade tip and provide maximum pull-out length. Built-in shock absorber protects blade tip, and true zero feature ensures accurate inside and outside measuring.
Recently expanded its popular line of professional power-return tape measures by introducing its Power-Return Rules with Magnetic Dual-End Hooks and Double-Sided Blades. The new line of tape measures is available in four sizes and can be imprinted for a promotional item to give to your customers: The large magnetic end hook allows professionals who work with ferrous metals to take fast and easy one-person measurements. These large dual-end hooks with double-sided blades and oversized numbers provide for precise measurements, markings, and drawings. A true zero feature ensures accurate inside and outside measuring.
The dual-end hook is triple-riveted with a bottom blade protector to reinforce the blade tip and provide maximum pull-out length. A built-in shock absorber protects the blade tip.
Other features on the new tape measures include an impact-absorbing rubber molded case, graduations printed on both sides of the rule, and a nylon-coating on the 1"-wide hardened steel blade for maximum durability.
"25' Tape Measure has always been known for its durable and high quality hand tools. Now, it is offering that same quality to the professional with an innovative tape measure series featuring a dual-end hook and a double-sided rule for ease-of-use and accurate measurements,".
introduces its 1-inch x 25-foot Magnesium, a heavy-duty professional tape housed in a rugged, lightweight, all-magnesium case, which features a compact, contoured design for more comfortable handling. The patented soft-touch thumb pad prevents the blade from slipping into the case when locked. The company says the product has many durable design features such as a UV-coated blade which provides as much as three times the wear-resistance of other blades, ensuring measuring accuracy and readability.

Imprinted / Embroidered Gym Bag

2005-12-18T07:22:00.000-08:00

The fine art of packing your tote starts with knowing your workout.
Whether you take one yoga class a week or practically live in the gym, one of the best support systems you can set up for yourself is a well-stocked Custom Imprinted / Embroidered Gym Bag. You don't have to spend a fortune--or a lot of time--putting it together, though with a little advance planning you can be as comfortable in the locker room as you are in your own bathroom.
No matter the workout, there are a few items you should always carry in your gym bag: a lock for your bag and valuables; a small hand towel (unless your gym provides them gratis); workout clothes; shoes; socks; sports bra; hair ties and maybe even a plastic bag for wet or dirty clothes. And don't forget a water bottle. The average adult needs to drink at least eight 8-ounce glasses of water a day. Those who work out need even more--5 to 12 ounces for every 15 to 20 minutes of activity.
If you're planning to shower after your workout, you'll also need a bath towel, soap in an easy-to-use pump dispenser, shampoo, conditioner; rubber shower slippers, a razor, deodorant, a comb and/or brush and body lotion. You may want to use a tea tree oil-based foot lotion, too, as its antibacterial/antifungal properties help prevent fungal infections. Although many gyms provide most of these products, it's always better to be prepared.
These are just the basics. Your sport of choice may require specialized goods. So here's a sampling of essentials you'll need for four different activities.
For the Yogi
You can always spot a yoga buff on her way to class: The telltale sticky mat is predictably poking out of her backpack or exercise bag--and rightly so. Having your own mat (it's essential for most yoga poses to prevent your feet from slipping on the floor) means you can avoid using a public, and probably pretty dirty, mat at the gym.
Because yoga involves stretching into inverted poses, loose cotton clothing is essential and bare feet the norm (again, a no-slip guarantee). "The less material between the soles of your feet and the workout surface, the more sensitive you'll be to posture, balance and alignment," says Dawn Groves, author of Yoga for Busy People (New World Library, 1995). Other things you may want to bring with you include a foam block (good for partial poses if you're not very flexible), a 6- to 8-foot stretching strap and a cushion, which supports your backside, ankles and feet when you're meditating in the cross-legged position. You can also opt for a few nonessentials: a silk eye bag filled with stress-relieving lavender to place over your eyes during prone relaxation positions; a refreshing mist to spray on your face during sweaty power yoga sessions; and a relaxing essential-oil blend to sniff occasionally or blend with your hand or body cream to help keep you calm the rest of the day.
For the Runner
Sweat and muscle fatigue are common to runners, whether they are long-distance milers or quick-spurt treadmill devotees. To keep the body in prime condition, runners should pack a good pair of running shoes (and change them every 300 to 500 miles); soft, sweat-absorbent socks; and Lycra or nylon running shorts that won't ride up or chafe your legs. "Look for apparel made from fabrics that provide wicking, or moisture transport,". When you get sweaty, "the apparel moves moisture from your skin to the surface of the garment. There, it evaporates, so you get cooled." Other essentials include gel or air insoles for sneakers to help reduce the impact of running on the feet, ankles and calves, and a heart-rate monitor to keep track of heart-rate fluctuations and help you stay within your fat-burning zone. Since runners frequently get muscle aches, you may also want to pack arnica gel (to help relieve soreness), eucalyptus shower gel (eucalyptus also helps soothe sore muscles) and a refreshing foot cream.
For the Biker
As any cyclist (or spinning fan) knows, riding can be hard on the backside, to say the least. That's why most of a biker's gym-bag essentials cater to softening that blow. These include padded bike shorts, a gel seat cover (to cushion the area even more) and a saddle soothing cream you can rub into your skin before donning your bike shorts to prevent chafing. Other must-packs include perspiration-wicking socks and a helmet (if you'll be riding outdoors). Like runners, bikers can benefit from a heart-rate monitor by tracking your body's response to the exertion. A whistle or bike bell is also important for road cyclers to alert other riders, runners or cars of your presence (these are available from any local bike store).
Nonessentials include a face mister (to spray sweat off your face) and arnica-based gel to soothe sore muscles. You can also opt for a camelback water pouch instead of a water bottle if you'll be doing any long-distance cycling; this pouch sits on your back (back-pack style) and has a special hydration tube that attaches to it. The beauty of it is you don't have to stop to get a drink--all you do is put the hydration tube into your mouth to get the water flowing.
For the Swimmer
The last time I went for a dip I forgot my cap, so I wasn't allowed in the pool. Since then I've learned my lesson: You need more than a swimsuit to swim. A bathing cap is a must because public pools won't allow you in unless you have one (it prevents hair from clogging the drains). Even more important, though, caps can protect the hair from chlorine. Other optional items include goggles, ear plugs, an extra towel, a heart-rate monitor (to track the intensity of your laps) or a lap monitor (to count the laps). You may also want to invest in a small swimming fin, a Styrofoam triangular-shaped tool that you use similar to a kickboard. Just hold on to it and give your legs a workout by kicking your way across the pool.
Swimming is definitely an activity where you need very specific bathing essentials, most especially a de-chlorinating shampoo and conditioner to prevent chlorine buildup, which over time can turn your hair a shade of green. (It's also a good idea to shower first, before getting into the pool: Your hair will get saturated with the tap water and be less able to absorb chlorinated water, contributing to less-damaged locks.) You'll also need a facial and body moisturizer, as chlorine dries out the skin.

Promotional Thermometers

2005-12-10T08:54:00.000-08:00

Peanut brittle and french fries just wouldn't be the same without 'em. Cooking thermometers are necessities in candy-making and in deep-frying too. They're also essential in determining when foods are cooked to safe temperatures. Let this roundup be your guide to some basic, easy-to-use thermometers and their functions.
1 Candy/Deep-Frying Thermometer
Relied on when making fudge, taffy, and hard candy, this thermometer also helps when frying foods in a large amount of oil or shortening. This device has a higher temperature range than other thermometers and is marked with the stages of candy-making.
2 Meat Thermometer
Typically used to check the internal temperature of longer-cooking cuts of meats, such as roasts and whole poultry, this thermometer should be inserted at least 2 inches into the center of meat, but not touching bone.
3 Digital-Instant Read Thermometer
Place this thermometer into food and the temperature pops up on its face in about 10 seconds. Because the probe is placed only 1/2 inch deep, it's great for checking thin foods--burgers, chicken breasts, or fish--as well as thick cuts. Remove the thermometer while food is cooking. A penlike storage case protects the probe.
4 Electronic Thermometer
Like the basic meat meter (above), this electronic version works best on roasts or large cuts of meat. A stay-cool cord let's you attach the magnet-backed unit to your oven door while the probe does its work. A built-in timer alerts you when food reaches its desired temperature.
5 Instant-Read Thermometers
Both the large-print (above) and small-print (left) versions of this thermometer perform the same function. They are used near the end of cooking time to check a food's internal temperature. To take a reading, insert the thermometer stem about half-way into the food. Remove the thermometer during the cooking process. When not in use, the unit can be safely stored in a protective case.
Most thermometers are accurate within a few degrees, but you should double-check for accuracy so you know exactly when your food reaches the right temperature. Because water boils at 212 [degrees] F., you can test your thermometer by immersing the stem in at least two inches of boiling water for 30 seconds. (Take care to avoid steam.) The dial should read 212 [degrees]. If it doesn't, take any inaccuracies into account when using the thermometer. For instance, if the thermometer reads 215 [degrees] instead of 212 [degrees] in boiling water, subtract 3 [degrees] when taking the temperature of a food. Unfortunately, this method won't work at high altitude where water boils at a lower temperature. As an alternate method, plunge the thermometer stem into a glass filled with ice water for 30 seconds. The temperature should read 32 [degrees].
6Indoor/Outdoor Thermometers
Promotions are always hot with this Indoor / Outdoor Thermometer . Can be mounted with suction cups on outside or inside of window for easy viewing. Your message will always be in sight. Made with an accurate 5” Fahrenheit/Celsius scale tube. Individually boxed. Unassembled for custom mounting preference.

Pen and Pencils

2005-11-27T09:46:00.000-08:00

The good news for the writing instrument category is that it continues to achieve healthy rates of growth with pens, pencils and markers remaining essential parts of everyday life despite the pervasiveness of electronic methods of organization and communication.
The category grew 3.3% in 2001 and in 2002 it grew another 3.7% to achieve annual sales of $4.5 billion. This year, growth is expected to accelerate to 5% with sales reaching $4.7 billion by year end.
"Writing instruments have been an essential part of everyday life for generations and this state of affairs is not likely to change in the foreseeable future," according to the report. "Writing instruments have essentially become extensions of the human body, often reached for and used unconsciously. While computers and other technological innovation have made inroads, especially when it comes to data transfer and communication, Pens & Pencils are still ubiquitous commodities that are very much a part of everyday life."
The optimistic view of the writing instruments category's growth is based largely on a close correlation to the growth of gross domestic product. In 2001 and 2002, GDP growth and the category's growth mirrored each other. So with increased economic growth taking place this year.
"Writing instruments primarily serve businesses as tools of communication and thus the level of demand generated by U.S. businesses is strongly dependent upon how well they are faring in the prevailing economy," according to the report. "If the trend of improving economic condition continues, the writing instruments market is expected to benefit and experience overall growth of approximately 5% over 2002."
Meanwhile, the influence of other factors is harder to gauge. For example, school enrollments in grades K-12 have stabilized and are not expected to contribute to growth. Product innovation is an area that could be expected to contribute to growth as it has in the past, but it depends on the nature of the innovation. In the writing instrument category, product innovation tends to be subtle involving different types of inks, barrel designs, finishes and mechanisms, and ergonomics.
However, the basic design and functionality of pens, pencils and markers remains largely unchanged, and there appears to be no major technological breakthroughs on tap to sweep through the category the way digital technology has influenced product design and consumer demand in the consumer electronics industry. One potential source of innovation, should manufacturers be able to leverage it, is the fact that environmental concerns are exerting more influence in the writing instrument category and have the potential to impact future sales.
"While environmental friendliness is important throughout the office supply industry, it is particularly important for the writing instruments segment of the market. Historically, packaging has been excessive and inks in pens and markers have been made of toxic substances," according to the report. "The consensus among industry players is that companies operating in the writing instruments industry are attempting to increase their level of environmental responsibility and manufacture products that derive at least part of their appeal from being environmentally friendly."
Despite the expectations of future growth, retailers and suppliers face a host of issues that can be interpreted as either challenges or opportunities depending on ones perspective. Writing instruments tend to be viewed as commodities, and as such are subject to pricing pressures and low margins. Roughly two-thirds of the $4.7 billion in sales the category is expected to achieve this year come through the retail distribution channel where discount stores, warehouse clubs and office superstores accounted for nearly 70% of sales. These channels are expected to gain additional market share, ensuring downward pressure on prices. In addition, there is increased competition from Asian-based manufacturers and retailers who view writing instruments as a commodity are increasingly emphasizing private label. In addition, the category has experienced declining usage of trendy products and licensed images, according to the report.
Of all the issues facing the category,, one retailers and suppliers don't need to concern themselves with is the advent of technology. In much the same way that electronic organizers have not eliminated consumers' desires for old-fashioned paper-based organization products such as calendars and planners, writing instruments have not suffered as a result of the pervasive growth of wireless communications and e-mail.
"The writing instruments market is healthy, and despite the warnings sounded by some observers who have noted that writing instrument may eventually decline in usage due to technological innovation that facilitates data transfer and general business communication, the prospects and continuity of the industry appear to be steady," according to the report.

Imprinted Sweatshirts

2005-11-02T11:19:00.000-08:00

According to crews remain the most popular style of fleece. Hoods, however, are growing at a much faster rate and have driven the segment over the past year or so. "Irrelevant of the fabric weight or content, hooded sweatshirts have surged in demand. Gildan offers an 80/20 cotton/poly Ultra Cotton hooded sweatshirt, and a 50/50 Ultra Blend hooded sweatshirt, and added small sizes to both in 2003. A youth 50/50 Ultra Blend hooded style was also added to the line.
"Crews remain the most popular choice, representing over 60% of the fleece market. "However, we see big growth in hoods - both pullover and basic zips. In fact, he adds, the hood market is growing at 30% on an annual basis.
"Hoods are where it's at - they're big,". "And consumers have shown a preference for higher cotton content fleece. So we paired those needs to create Hanes Ultimate Cotton Pullover Hood and Hanes Full Zip Hood. In outerwear hoods are claiming 29% of the fleece market - 25% for pullovers and 4% for full zips, he continues.
A ladies' hoodie style in a new 100% poly micro chenille line has done very well, as has the line in general. The line's success has "shocked" the staff with sales of more than 700,000 pieces in its first six months.
Fleece refresher
Okay, time for a quick fleece refresher course. There essentially are two types - basic or standard fleece and "polar-type" fleece. Basic fleece isn't seen much around the office, but it is essential to any PPD's showroom as a giveaway, gift, uniform or for athletic programs. In the promotional market it usually is sold as a poly-cotton blend, since blends hold up better than 100% cotton.
And then there is polar-type fleece. In the late 1980s Jerzees introduced the world to its brand new, and brand name, type of synthetic fleece, Polarfleece. Hugely popular at retail and increasingly inexpensive, the category picked up speed in the corporate marketplace in the 1990s. For simplicity's sake, the term polar fleece in this article will refer to the broad generic category of polyester-rich high-pile fleece.
Polyester polar fleece is versatile, colorful, comfortable, easy to wash, and - a key for our industry - easy to decorate. It is more fashion forward in spirit, if not always in execution. With increased manufacturing overseas, polar fleece has continued dropping in price and once-healthy margins have been slashed to the bone, and even high-end fleecewear manufacturers have felt the pressure. At the same time, polar fleece has rapidly grown in popularity in the ad specialty market, leaving some industry players to deem it a new "basic" alongside plackets, tees and crew neck sweatshirts like Jerzees Midweight Sweatshirt.
Some customers seem burned out by the low-end polar fleece, and have turned back to traditional sweatshirts. Distributors know end users are still being careful with their money, and often they think a $10 sweatshirt offers more quality than a $10 polar fleece.
"Regular fleece is a staple. I can buy great regular fleece for $9 a piece. Polar fleece - decent quality - can cost from $15 to $30."Quality polar fleece is more expensive and more often goes into a company store for us, where people are willing to spend more for a quality product," Zietz adds. "Usually people will buy regular run-of-the-mill crewneck sweats in bulk, say if they're doing an event. Anytime they want to get away from standard crew it is for a reason, and that means they're looking for something nicer."
Polar fleece remains healthy
While some believe that the polar fleece category has hit something of a plateau after a decade of rampant growth, not every supplier shares that viewpoint. Others say that polar fleece remains a relatively fresh and exciting concept to buyers and that lower prices do not necessarily translate into poor quality.
"Last year not a lot of apparel in general was selling,". "Customers were tending to use more of what they already had or upgrade what they have rather than buying more items. But I believe polar fleece takes a stronger stand in the market in times like this because it has a cleaner, warmer look. Embroidery on it is cleaner. And it is very popular in retail right now and what happens in retail tends to influence the specialty industry."
The growing supply side to the polar-style fleece will probably lead to continued reduced prices. "We may see a slight further migration of sales away from basic fleece to polar-style fleece. I still think buyers will remain very cost conscious and as such it should be a good selling year for high-quality basic fleece products,".
"It is no longer "will (polar fleece) continue" but the question should be asked, "how has it evolved to become as standard as a sweater or sweat shirt?'". "The nature of fleece, the casual good looks, comfort and how it has adapted into every lifestyle is what has made fleece a staple part of every outerwear collection and wardrobe. Fleece evolves every year - from the traditional brushed polyester fleeces to the newer micro fleece and two-sided fleece products."
"Our Therma Fleece is what we call our polar-style fleece,". "Brought on by the big push by GAP and Old Navy, this product category has been a real bonanza the last 12 months and will continue into fourth quarter. We would consider this fashion fleece and we offer it in a full zip, quarter zip and vest in adult and youth."
But in the end, many say both types of fleece serve two totally different types of markets, which targets the upscale polar fleece market with its Chill Fleece line, and the spirit/athletic market via its basic fleece athletic wear. "For us athletic fleece is pitched more toward outdoor/workout wear section in our catalog. Our self-lined hooded sweatshirt (5200/adult, 5201/youth) does very well in this category."
On the polar side, Augusta offers its Chill Fleece, including a headband/earband that can be decorated and a Chill Fleece sport crewneck, as well as new sizes and colors in Chill Fleece-lined vests and jackets.
"I really don't think economy affects either type of fleece, at least as we've seen it,". "In terms of basic fleece there's always going to be kids playing baseball no matter what the economy does. And our Chill Fleece feels so wonderful it is like comfort food, like eating a Krispy Kreme donut. There will always be clients looking for a fine product like it, no matter what economy is."
New trends
There will always be a market for traditional crewneck sweatshirts, but there is ample room for novelty neck treatments like a fashion collar. The general popularity of full- and partial-zip styles in both sweatshirts and polar fleece will continue to grow this season with V-necks being particularly popular. Hoods will remain an extremely hot accessory. Alternative accents, like a striped or ribbed trim, are simple embellishments that also elevate fleece's fashion appeal.
What's hot? Think open bottoms (with or without a drawstring) and think hoods, because those are two of the biggest fleece trends to drift our way from retail. "This is due in part to PPDs looking for styles that will fit and flatter both men and women, rather than having to buy two separate styles for each,". "Hoods are very popular and are outselling crews this year again. This trend is about a year old though, and we are already seeing that crews are coming back.
"Trendwise we're seeing an increased demand in basic fleece for basic and fashion styling,". "For the past several seasons, retail has had an emphasis on basic fleece for both the women's and men's markets. We have found in our market that basics are certainly where the volume is as well as the demand," she adds. "We have been seeing short-sleeve and sleeveless styles (vests) as well as quarter-zips and hoods in various styles and garment treatments, whether they are garment dyed, sueded, etc."
Crews, pullover hoodies and zip hoodies are VF's top sellers in the heavyweight category of 50/50 poly cotton blends. New items for the coming year include a pullover hoodie in a heavyweight, high-cotton, ringspun fleece. Styling for these items include open bottoms, oversized front muff pockets and raglan sleeves. VF also offers the open bottom/raglan look in mid-weight crew and pullover fashion pieces.

Outdoor Games

2005-10-30T10:23:00.000-08:00

Promotional games are an increasingly utilized form of sales promotion; yet, few studies exist in this area. Some research suggests that promotional game participants may be similar to gamblers in terms of lifestyles and personality traits, such as sensation seeking. The current study extends existing research on this topic, by utilizing a telephone survey of randomly selected adults from two major cities in the U.S. (N=555), to examine this notion. Results support the similarity between promotional game participants and gamblers. Respondents' race, gambling interest levels, variety of gambling activities and sensation seeking are all found to be associated with liking to participate in promotional games.
According to the 20th Annual Survey of Promotional Practices, consumer promotions accounted for around 24% of manufacturers' marketing budgets, not including the additional money allocated to advertising budgets for leveraging such promotions ("Promotion Practices Condensed", Potentials, November 1998). In recent years, one of the most popular forms of consumer promotions has been what has have termed promotional games, where companies use contests or sweepstakes to help them reach their marketing objectives. Promotional games are often expensive, as it has become increasingly common for marketers to offer consumers a chance to win up to a million dollars, to help draw attention to their brands. Despite the growing use of promotional games, however, they have not received much attention in the consumer behavior literature; consequently, little is known about the psychology involved. Based on existing research, the current study employs a telephone survey of randomly selected adults (N = 555) to investigate the relationship between respondents' demographics, lifestyles and personalities and reported enjoyment of participating in promotional games. More specifically, it focuses on gambling interest and related activities, as well as the trait of sensation seeking, as it has been suggested that such factors might be part of the profile of promotional game participants.
PROMOTIONAL GAMES AND GAMBLING
Some have defined promotional games as opportunities for consumers to win a prize through luck or skill. They further delineated this marketing strategy into the categories of sweepstakes (games of chance) or contests (games of skill). Companies employ promotional games to help them build brand awareness, to influence customer behavior and to obtain market research. According to a recent study sponsored by Incentive magazine, promotional games were one of the most popular promotion strategies with 54% of marketers surveyed. The popularity of this form of sales promotion is further evidenced by the growing sales of scratch cards for use in marketing campaigns, as these figures rose from 50,000 cards sold in 1993 to over 5 million units sold in 1999.
Although promotional games are currently very popular with marketers, this is hardly a novel promotional strategy. Ewen (1972) has noted that medieval Italian shopkeepers were among the first to use lottery-type games of chance to help attract customers. Some have suggested that consumer-oriented prize promotions and forms of legalized gambling (such as lotteries) have coevolved in the marketplace over the past 300 years. Given the similarities between some promotional games and certain types of gambling, in terms of structure and outcome, they often served as substitutes for one another, as legal restrictions on one or the other fluctuated over time as a function of changing social attitudes and government regulation. The evolutionary course outlined above may have helped to blur the lines between promotional games and gambling, as their regulation (and subsequent scarcity) may have actually led to both activities becoming more popular with consumers. Based on this notion, and research profiling promotional game participants, it may be that consumers' experiences with such promotions are comparable to those derived from gambling activities.
Current industry data suggest that gambling in the U.S. is becoming an increasingly popular activity and it appears that marketers may be trying to capitalize on public interest in such activities to help them achieve their marketing objectives. According to one 1999 report, gaming activities in the U.S. accounted for $54 billion in 1998. The public's growing interest in gambling and promotional contests or sweepstakes may also be reflected in the sizable ratings garnered by such television game shows ? According to, these cultural and business trends are further evidenced in recent consumer promotions involving million dollar half-time contests during major sports telecasts, as well as several contests held by on-line companies. However, despite the long history and current prevalence of this promotional practice, little empirical research exists about the consumer psychology involved in this type of marketing activity. Given the sizable amounts companies often invest in promotional games, it would seem prudent to develop a better understanding of consumer behavior relating to such marketing efforts, similar to the rationale for research on advertising or other promotions.
PROFILING PROMOTIONAL GAME PARTICIPANTS
Although promotional contests and sweepstakes are popular marketing tools, only a handful of studies have been conducted on this subject over the past 15 years. For example, some examined survey data from a national panel study of adults (N = 3468), finding that males and females differed in terms of their preferences for sweepstakes and gifts. More males preferred the former and a greater number of females preferred the latter. They also found that sweepstakes tended to appeal more to respondents in urban areas, who enjoyed higher occupational status. They concluded by calling for future research that would examine also the influence of lifestyles and psychological characteristics such as risk-taking.
They employed an experimental design (N = 51) to examine subjects' responses to promotional game participation, focusing on the effects of winning or losing. Among their key findings, winning had a significantly positive influence on mood and subsequent attitudes towards the brand being promoted. In addition, winners reported significantly more favorable attitudes towards the Outdoor, Sports & Games than did losers, hence their behavioral intentions to participate in future sweepstakes were significantly greater as well. The authors posited that demographics and personality traits might also affect consumer preferences for such games, and issued a call for future research in that direction.
Some offered a conceptual model of factors influencing participation in promotional games. Consistent with existing research in this area, antecedent variables in their model included consumer demographics, such as gender and income, in addition to their experiences with gambling or other games and their personality characteristics. They noted that personality research in this area of sales promotion was virtually non-existent at the time of their writing and they argued for its importance, as an understanding of individual differences could help marketers to better target such promotions.
Some employed a statewide phone survey of Oregon residents, examining demographic and lifestyle influences (i.e., gambling behaviors) on promotional game participation. Their demographic findings indicated that adult participants in promotional contests were better educated and tended to hold professional or managerial positions. In addition, they were more likely to be younger and to have children. Moreover, playing the lottery and racetrack betting were both found to be significant predictors of participation in sweepstakes and contests. Based on their results, the authors contended that promotional-- game participants bear a psychographic resemblance to gamblers and proposed that future studies should examine the experience-seeking tendencies of such consumers.

Promotional Items

2005-10-23T09:58:00.000-07:00

In the promotional products industry, there is a lot of talk about product because in almost every case that is how this business is manifest. Yet, underneath the veneer of wearables, pens, mugs and the other specialized and logoed products that become the face of the industry, the real industry, at its heart, is one of relationships and solutions. Down there, at the core, the most important thing to understand is not the nuts and bolts of day-to-day business - although that is certainly important - but rather who is buying the products and services.
In other words, the end-user is all important.
There are, of course, as many end-user stories as there are end-users, and each one would no doubt tell a tale that would be useful to any other practitioner in our business.
Wearables Business, however, went looking for a few insights into today's end-user, and through conversations with many PPDs, industry practitioners and end-users has come away with some interesting perspectives on where our industry is today and where it might be heading. This magazine tends to look at the industry through the narrow window of wearables, although here the emphasis was broadened to some extent. What was discovered, predictably, was that one person's rosy outlook is another's dour prediction. In the end, however, the most important lesson is that end-users are getting ever more sophisticated about the use of promotional products, and promotional wearables, in their branding efforts. What this may mean for promotional practitioners is that they will need even more information and more creativity to stay competitive in the years to come.
Taking promotions further at www.landrenterprise.com
A good example of the growing sophistication required by industry practitioners comes from. At one level the company is a promotional products distributor, through its Promotional Merchandise Management Division. In this arena, the company features an amazing, wide array of products available to its clients and potential clients that would be recognizable to just about any PPD in the business. But firm that handles licensing programs on behalf of its clients, as well as retail management where required. This is an agency that takes the basis of the promotional products industry one step - or perhaps two or three steps - further.
He notes that a, dealer personnel are required to wear Land Rover Gear apparel on the showroom floors, and this gear, which some of the promotional apparel items are sourced through such companies as The North Face, but much of it is custom-made for the company.
The apparel line, which includes such things as sport coats, ties, woven shirts, polos, fleece, outerwear, and pants, was developed to say something about the brand.
"What we're looking for in the apparel is quality, functionality - the ability to use the stuff for what they use the vehicles for,".
The power of the channel is potent. He notes that a series of events, called the G-4 Challenge, where competition between enthusiasts using the vehicles is key. For these events, his firm developed a limited selection of G-4 gear in Europe for events held over there. Branding importance.
This sense of the growing importance of branding to a company and its image may have far-reaching effects on a wide spectrum of promotional products industry practitioners, from the PPD to the supplier.
A good case in point is the company encompassing the famous brand of baby food and related products. Uses a variety of promotional products in its operations, for everything from polo shirts and windbreakers for staff people attending national sales meetings, to incentive products intended to bolster a relationship with its customers: mothers-to-be and mothers of very young children.
For the all-important mothers market, companies use as incentive products "things mothers use for their babies." These have included an inscribed baby spoon, bibs, "onesie" baby outfits, and even a picture frame shaped like a jar of baby food with the inscription attached "My Baby," intended as a desk accessory.
"Sometimes they have a practical use and sometimes a keepsake use, or both,". "But just about everything we do - we don't buy things off the shelf. We figure out a way of making it exclusive for us."
To source such exclusivity, says he's "been in the business long enough where I know people."
L & R Enterprise has developed a catalog of promotional items, including "pens, mugs, T-shirts, sweatshirts, caps, things for your desk." They also recently put together 20 different specialty items to commemorate a companies anniversary. People throughout the organization order things from the catalog for immediate delivery.
Trading down, trading up
Wearables Business contacted a representative of one of the industry's larger mills to see if the firm had conducted any end-user research of late. Turns out that such a study had just been completed, although the data had yet to be fully tabulated. Requesting anonymity for the firm until a more detailed accounting of the important study is ready in perhaps September, the representative did offer some insight.
"We have determined that the entire industry is trading down," this mill representative says. "Where a couple of years ago they were buying a $10 item, they are now buying a $5 item."
This representative adds that an interesting aspect of the preliminary data shows that while dollar volumes are down, unit sales, particularly in apparel lines, seem to be holding up and even increasing.
"Some of it is because T-shirts are going for 81 cents," the mill representative says. "Still, the apparel market continues to grow. (Apparel) units are growing perhaps faster than other products in the promotional products business."
This study surveyed PPDs and sales representatives of major industry wholesalers, as well as a cross section of end-user buyers, the mill representative says.
Taking directly with a few PPDs and industry sales practitioners, Wearables Business discovered a wide range of reaction to where end-users are today.
"I mean, they are spending it begrudgingly," he says. "I had a 400-piece jacket order and then the headquarters came down and said 'No spending.'"
He has heard from others in the industry that things are getting better, but his experience on that score is limited.
"This year, 2003, is just a little better; last year was dreadful," he says. "Some people feel it's getting better, but for every company loosening up, there are four (companies) still on budget restrictions. We have to be more creative, sell more value where pricing is the top concern. We're selling more trinkets and trash, lower-cost, lower-priced stuff. People who were buying more expensive things for trade show handouts two, three years ago are now buying 95-cent pens."
In the apparel arena, a firm maintains a number of web-based company stores on behalf of clients - says the lower-priced trend is particularly prevalent. When the sites were launched over the past few years, he says, clients selected prominent brand-name shirts selling retail for $50 and more, but now they aren't selling.
"For these website programs, two, three years ago people wouldn't think twice about spending 50 bucks for a polo shirt,". "Now, they are buying the $25 shirt or they are buying pens. We have to go back and re-price or re-merchandize these sites because the stuff is not moving."
Not everyone, however, thinks times are so tough.
"Wearables would be the leader of it (the turn-around),". "We see people buying higher-priced merchandise. All of it is market driven: the economy is coming back, and our order count is up.
"In our company," he adds, " we run three-year comparatives and we are now exceeding 2001 - last year we were way down - and 2001 was better than 2000. Our order count is way up and it started in February.
"I think there's more confidence out there,". "Just last week I got an order for 125 Swiss Army gift certificates for $150 each for an employee incentive program. That was just not happening last year. There is confidence that companies can influence the marketplace (with promotions) and they need to do something."

State Calendar

2005-10-22T17:24:00.000-07:00

Using the retail calendar as a promotional tool
For many businesses, the calendar that reads "January, February, March..." isn't nearly as important as the one that reads, "Martin Luther King Jr. Day, Valentine's Day, St. Patrick's Day" and so on. The latter is the retail calendar, and as its name implies, it's the marketing tool of choice for many merchants.
"We pretty much live and die by the retail calendar,". "From Valentine's Day and graduations to Halloween, Hanukkah and Christmas, we're always looking ahead to the next holiday."
Sure, that's great for a party supply store. But how does it apply to your business? The retail calendar can offer opportunities for many businesses to create innovative and effective promotions. The following steps will help you look at this marketing tool in a new light:
* Examine buying habits and think creatively. Each holiday or season fosters its own buying habits. For example, May and June cover Mother's Day, Father's Day and many graduations and weddings. Automobile repair shops, computer training companies or housecleaning services can create gift certificates or service packages that would be useful, unique and unconventional alternatives to traditional gifts during this season.
* Look for publicity opportunities. Nathan's Famous, the renowned hot dog maker, for instance, holds an international hot-dog-eating contest at Coney Island each Independence Day. The holiday tie-in is perfect for a patriotic push in the event's publicity materials. Similarly, announcing a search for the most romantic couple in time for Valentine's Day or for the messiest house in time for "spring cleaning" season could give your business a good bit of attention. Be sure, however, that your efforts are appropriate for your target audience and marketing goals.
* Make your own holiday. If you're tired of the same old celebrations, check out Chase's Calendar of Events to find a new one. This comprehensive listing contains more than 12,000 entries, including celebrity birthdays, astrological phenomena, culinary celebrations and festivals from around the world. From Dr. Seuss' Birthday (March 2) and Elephant Appreciation Day (September 22) to Peanut Butter Lovers' Month (November), you can be sure to find a holiday that tickles your fancy. If you still can't find one, declare your own - Chase's Calendar of Events shows you how. To order a copy of the book, call (800) 323-4900, ext. 147.
* Plan ahead. Regardless of how you use the retail calendar, give yourself enough time to create effective promotions. Start by looking three to six months in advance to determine how you can capitalize on what's to come.
RELATED ARTICLE: It's A Date Discover America Series Calendars
Can't think of a date-related promotion? Here are some ideas for particular businesses:
Accounting firm: Offer a "tax break" to your customers. Send a small tax relief package in late March or early April. You might include aspirin, flavored coffee and a couple of pencils for figuring out returns.
Landscaping business: As the calendar progresses, issue an "It's time to . . ." list to your customers. Use the change of seasons to remind your clients how your services can be used to keep their yards and gardens in top condition all year long.
Software development or training company: Create a celebration around Clean Out Your Computer Day (Feb. 8), High Tech Month (January), or International Shareware Day (December 12). Hold a seminar or send a unique promotional item.
Restaurant: Search for the best more in time for Mother's Day or for the all-American family around Independence Day. Inviting your patrons to vote for their favorite candidate may encourage entrants to send their family and friends your way.

State Calendars

2005-10-22T17:22:00.000-07:00

For many businesses, the calendar that reads "January, February, March..." isn't nearly as important as the one that reads, "Martin Luther King Jr. Day, Valentine's Day, St. Patrick's Day" and so on. The latter is the retail calendar, and as its name implies, it's the marketing tool of choice for many merchants.
"We pretty much live and die by the retail calendar,". "From Valentine's Day and graduations to Halloween, Hanukkah and Christmas, we're always looking ahead to the next holiday."
Sure, that's great for a party supply store. But how does it apply to your business? The retail calendar can offer opportunities for many businesses to create innovative and effective promotions. The following steps will help you look at this marketing tool in a new light:
* Examine buying habits and think creatively. Each holiday or season fosters its own buying habits. For example, May and June cover Mother's Day, Father's Day and many graduations and weddings. Automobile repair shops, computer training companies or housecleaning services can create gift certificates or service packages that would be useful, unique and unconventional alternatives to traditional gifts during this season.
* Look for publicity opportunities. Nathan's Famous, the renowned hot dog maker, for instance, holds an international hot-dog-eating contest at Coney Island each Independence Day. The holiday tie-in is perfect for a patriotic push in the event's publicity materials. Similarly, announcing a search for the most romantic couple in time for Valentine's Day or for the messiest house in time for "spring cleaning" season could give your business a good bit of attention. Be sure, however, that your efforts are appropriate for your target audience and marketing goals.
* Make your own holiday. If you're tired of the same old celebrations, check out Chase's Calendar of Events to find a new one. This comprehensive listing contains more than 12,000 entries, including celebrity birthdays, astrological phenomena, culinary celebrations and festivals from around the world. From Dr. Seuss' Birthday (March 2) and Elephant Appreciation Day (September 22) to Peanut Butter Lovers' Month (November), you can be sure to find a holiday that tickles your fancy. If you still can't find one, declare your own - Chase's Calendar of Events shows you how. * Plan ahead. Regardless of how you use the retail calendar, give yourself enough time to create effective promotions. Start by looking three to six months in advance to determine how you can capitalize on what's to come.
RELATED ARTICLE: It's A Date Discover America Series Calendars
Can't think of a date-related promotion? Here are some ideas for particular businesses:
Accounting firm: Offer a "tax break" to your customers. Send a small tax relief package in late March or early April. You might include aspirin, flavored coffee and a couple of pencils for figuring out returns.
Landscaping business: As the calendar progresses, issue an "It's time to . . ." list to your customers. Use the change of seasons to remind your clients how your services can be used to keep their yards and gardens in top condition all year long.
Software development or training company: Create a celebration around Clean Out Your Computer Day (Feb. 8), High Tech Month (January), or International Shareware Day (December 12). Hold a seminar or send a unique promotional item.
Restaurant: Search for the best more in time for Mother's Day or for the all-American family around Independence Day. Inviting your patrons to vote for their favorite candidate may encourage entrants to send their family and friends your way.

Wooden Nickels

2005-10-16T12:45:00.000-07:00

This June, members of the alliance will start distributing wooden nickels (about the size of a silver dollar) to customers, friends and strangers in an effort to promote locally owned independent businesses in the region.
The nickels will say Think globally, shop locally owned on one side and Good for freebies and discounts on the other. The Promotional Wooden Nickels also will feature the group's Web site.
It's really a tangible reminder of our message that we want to circulate out in our community - in an organic way. The inspiration behind the marketing plan came from alliance member.
Try distributing wooden nickels for over a year and folks who return the nickel receive a free small cup of coffee.
One of the challenges independent business owners face is getting folks to come to their shops. Smaller businesses lack the advertising dollars of national and international chain operations.
The goal of the nickels is to attract folks to local independent businesses and to arouse curiosity.
And offering freebies never hurt a business.
Give out wooden nickels worth one dollar in store credit. We're here for the kids, he said. Giving store credit is one way to win over customers.
Once the nickels are given to member businesses, he plans to offer either a dollar in store credit or free buttons.
The push to promote locally owned businesses is needed. Independent retailers are getting to be a dying breed. It would be a pretty boring retail landscape if it was only chain stores.
I don't know how much good it does. He is not, however, pessimistic. I think there's strength in numbers.
Order 5,000 wooden nickels from the L & R Enterprise located in Newmanstown, PA. The nickels will be distributed to 44 member businesses.
The alliance is hoping to get a resolution passed to declare July 1-7 Independents Week. The first week in July is Independents Week elsewhere in the United States.
There are 14 official independent business alliances in the United States.
The benefits of shopping locally are immense. Shopping at locally-owned independent businesses returns three to three-and-a-half times more money to a community than shopping at a chain store, she said.
I know about 90 percent of our revenue stays right here.
We've been a small merchant for 20 years in the downtown market and it's very difficult to survive, he said.
The fewer the number of independent businesses in a city, the more a watered-down sense of community will exist, he said.
If it (the wooden nickel project) somehow wakes people up then it's the best thing ever. I don't know if a baseball bat over the head would wake people up.

Business Briefcase

2005-10-09T10:26:00.000-07:00

Business bags are booming in the promotional products industry -- now more than ever before. One reason for this incredible increase appears to be that more and more companies are becoming tuned into the needs of consumers and the fast-paced lives we all lead.
"Companies that address peoples' lives is what people want," a longtime industry activewear supplier that added bags and accessories to its promotional lineup over the last few years. He says, "The styling has to suit our lifestyles -- soft, comfortable, casual and can look good with a suit or khakis. People have changes in their lifestyles now and the hard, alligator bags wouldn't look right anymore. Bags need to have fashion flexibility." Levesque points out that Anvil's business bag sales have increased over the years, particularly in the promotional products industry. And this increase stems from the fact that today's businesspeople need more than just a briefcase to carry a few papers to and from the office.
A company has also seen an increase in business bag sales and says one reason for this is that "[There are more] road warriors now -- people need to travel with their work. You can now operate your office out of Central Park in the spring."
Obviously, bags and totes are not worn like a shirt, but here at Wearables Business we have adopted them as wearables because they are as closely associated with the person and as mobile as any wearables item. So, PPDs, now is your chance to get in on the business bag boom and sell some of today's most sought-after promotional "wearables."
Business bag promotions
Bags have become an increasingly popular wearable to promote a business or product, in large part because bags have emerged from the old fashioned, hard-sided briefcases popular in years past to the stylish bags used today as coveted promotional products.
"One consistent thing in [today's] corporate market is the business bag,". "Business bags may be more casual now but people still need them. [And people] may not wear suits anymore but they still need a case."
And, because of this, High Sierra bags are often in demand by companies wishing to use them as giveaways to its employees, customers or sales forces.
"[Companies] don't want their salespeople carrying beat-up bags because the bags are a reflection on the company,".
Along the same lines, "The promotional markets are getting more sophisticated for gift giving -- they want the best." Therefore, he adds, companies that are trying to impress clients or give appreciation gifts to employees often choose bags that are high in quality.
The promotional uses of business Polyester Business Briefcase by saying that bags are often used not only as gills for company employees, but are also featured in larger corporate magazines and even in resort or souvenir shops.
"[Business bags] cross over well and the outlets aren't always what you'd think," he says. He also notes that besides being able to cross over into different areas of business and leisure outlets, business bags are a "blend of weekend and weekday -- they aren't designed like the hard briefcases were where you can't also take them to the gym or to restaurants."
Promotional perks
When someone receives a promotional product with a company logo on it, he or she wants to be impressed. And the company giving the item wants to be remembered in a positive light.
"A good, functional bag makes life easier, people can be more organized and use the bag as a tool. And if it's a good tool, people remember who gave it [to them] which makes a statement about the company,". "Everyone in business needs [a bag]. It goes everywhere they go -- along with the logo."
He adds that his company's bags make a great corporate gift and they make a presentation to people. In addition, Clava's leather products are great for promotional uses because "the perceived value of a leather bag is high. The word 'leather' implies high end, leather items are 'in' and the distributors can profit tremendously,".
Business bags of the 21st century
Business bags have also been climbing the sales charts due to the wide variety of bags, bag features and special-use bags in the industry today.
Indeed, the influx of bag features available nowadays is nothing short of astounding. Gone are the days of the hard, square-shaped, monochromatic briefcases that men would carry to their jobs in the '50s. Those passe bags have now been replaced by the business bags of today that include a huge assortment of colors, sizes and shapes that cater to the business people of the 21st century.
Other than the wide array of choices in business bags today, there are several standards that bags need to meet, such as durability. People need to have a quality-made bag because, "if it's used year after year, especially in New York [for example], a bag gets wear and tear [plus] it needs to go everywhere." Hence, bags are constructed with heavy zippers, metal clasps rather than plastic ones and padded shoulder straps.
In addition, he adds, today's bags need to have a lot of spaces for all the technology business people carry. For this reason, Levesque says his company, like most bag companies, also provides lots of "inside pouches. The bags have [compartments] that people can get to quickly and, for the person with gadgets, they include spots for CD players, PDAs, laptops and phones."
Besides the bells and whistles for all the "doo-dads" people carry these days, companies are continually trying to meet the needs of consumers by creating bags that are user-friendly in a variety of ways.
He says his company addresses all types of price points and brings retail products to the corporate market. Along with these options, not only carries bags with the amenities needed for the latest technological advances, but also offers a minimum five year warranty on its products and a lifetime warranty on most. He also says in order to make traveling for business or pleasure easier, wheeled products that feature extended handles and durable inline skate wheels are quite popular in this day and age.
With the advancements in business technology as well as the need for having bags become more mobile and durable, it's pretty evident that sales for this promotional product are "in the bag."

Golf Balls

2005-10-03T20:20:00.000-07:00

Done any sleeve-reading lately? One ball claims "Long Distance and Super Feel," another touts "Longer Distance, More Spin and Control," and a third shouts "Ultimate Distance and Control." It's enough to make you choose a ball based on the color of the box.
Categorizing golf balls is a sketchy business, a curious alchemy of science, marketing and a golfer's particular desire to consistently get a 20-yard chip shot to check. Still, manufacturers categorize balls all the time, usually by price and type of construction (another way of saying "performance"). Manufacturers realize that finding the right ball is a challenge.
"Everybody is different," says Bill Morgan, senior vice president of golf ball research and development at Titleist. "We have different swings, different areas in which we need help from our equipment, different areas in which we can take advantage of equipment nuances, different perceptions and different economic realities."
Price is clearly a factor, but it's also true that what you paid for a sleeve doesn't mean diddly when you need to get up-and-down on 18 for all the money. To assist you in your golf ball purchase, we present a breakdown of the golf ball universe and three key questions to ask about yourself and your game. Finally, we reveal some testing that shows just how different (and similar) the various types of balls can perform. Process it all, and you just might find a ball that really is longer and softer. For you.
THE FOUR TYPES OF GOLF BALLS
The argument can be made that there are as many golf ball construction types as there are individual models of balls. But for the sake of simplicity, let's break it down to four. Categories two and three below (two-piece low compression and what we're calling "two-piece performance") feature a variety of balls designed for average golfers. Your mission: Identify a category you like, and try the balls within that category
to find the one that addresses your different needs.
1 TWO-PIECE DISTANCE
Examples: Callaway Warbird; Pinnacle Gold; Slazenger Raw Distance Fusion; Top-Flite XL Pure Distance; Wilson Jack. Price range: $10-$20 a dozen.
Upside: They spin less, and that means less slice and hook. They also may launch higher because the firm polymer cover tends to slide up the clubface slightly at impact. Harder covers are less likely to show damage from abrasion, too. The biggest benefit: They're cheap, not much more than a dollar a ball and sometimes less.
Downside: They spin less. That's a problem around the greens, but it also could prevent slower swingers from generating enough lift (or carry). As for feel, generally, it's going to be more croquet ball than feather pillow.
Expert advice: "The firm cover and high compression yields a ball with high velocity, high launch angle, low spin and firm feel. However, golfers are sacrificing the attributes of spin and feel."--John Calabria, vice president of research and development for TaylorMade.
2 TWO-PIECE LOW COMPRESSION
Examples: Dunlop LoCo; Maxfli Noodle; Nike Power Distance Super Soft; Precept Lady and Laddie; Titleist DT SoLo. Price range: $15-$25 a dozen.
Upside: Because they're easier to compress, low-compression balls can improve distance for moderate swing speeds. Some balls in this category offer low spin to improve accuracy and softer covers to improve feel.
Downside: Soft feel may not translate into more spin on short greenside shots.
Expert advice: "The cores are more resilient while keeping the compression soft."--Dean Snell, senior director of research and development for TaylorMade.
3 TWO-PIECE PERFORMANCE
Examples: Callaway CB1 and HX 2-Piece; Maxfli A3; Slazenger Tour Platinum; Srixon Hi-Spin and Soft Feel; Titleist NXT and NXT Tour; Top-Flite Infinity; Wilson True Velocity. Price range: $20-$30 a dozen.
Upside: Some in this new genre tout large "springy" cores (A3, NXT Tour and Infinity, for example). Balls with large cores have thin covers, and that can make it easier for the core to compress when the ball meets the clubface. In theory, this leads to more distance.
Downside: Like the two-piece low compression balls, these balls may not offer the same spin advantages on short shots as the multilayer urethane ball.
Expert advice: "We are squeezing the last bits out of two-piece ball technology. This type of ball is definitely going to give most players enough performance. It probably provides 80 percent of all a ball can do."--Tom Kennedy, vice president of research and development for Top-Flite Golf Company.
4 MULTILAYER CONSTRUCTION
Examples: Ben Hogan Apex Tour; Callaway HX and CTU 30; Maxfli M3; Nike TA2, Double C and One; Precept U-Tri and Tour Premium; Srixon Pro UR and UR-X; Strata series; Titleist Pro V1 and Pro V1x; Top-Flite Tour; Wilson True Tour V and Elite. Price range: $25-$50 a dozen.
Upside: Each layer enhances a performance aspect. The soft cover enhances feel, the firm inner mantle improves energy transfer to the core and the core itself promotes distance. Urethane-covered multilayer balls are softer than two-piece balls and can spin more on chip shots and bunker shots. Urethane is just as soft as balata but is more durable and consistent.
Downside: Not all multilayer balls have urethane covers or even the same type of urethane cover, and some are designed for tour-level swing speeds (105-120 mph). Furthermore, urethane actually slows the ball's spin rate slightly, decreasing its distance potential for slower swingers.
Expert advice: "These balls behave like balata on the green and still have the distance of a hard two-piece ball. Of course, if you want it all, it's going to cost more."
CORE VALUES
Top Flite Pure Distance two-piece Infinity line features the largest cores found in two-piece balls. Models include the Awesome Distance and the Absolutely Straight (with a core diameter of 1.60 inches) and the Buttery Feel and Ideal Spin.
ALL IN THE FAMILY
The Titleist line (left to right) includes a lower-compression ball for average swing speeds (DT SoLo), performance two-piece balls (NXT Tour and NXT) and the urethane-covered multilayer balls that dominate the tour and retail market (Pro V1 and Pro V1x).
THE QUESTIONS YOU NEED TO ASK YOURSELF
WHO ARE YOU? Do you want a car with a speedometer that goes up to 140 miles per hour, even though you'll never drive it faster than 70? That might be what you're getting with the newest multilayer balls. Do you believe buying an inexpensive ball means you're giving up performance? And what about price? Is an extra dollar a ball OK, but $11 for a sleeve too much? Weighing price and performance is tricky, but if you think you play better with expensive balls, the extra cost might be worth it.
HOW DO YOU PLAY? Are you a finesse player? Or do you just bomb it? Is your course manicured with tightly mown fairways, fast, firm greens and deep greenside bunkers? If so, you might like the playability options a soft urethane ball provides. If you play a muny with soft, slower greens, a two-piece model is less of a sacrifice. As for feel in putting, remember that urethane is generally softer, however some putters, especially those with soft inserts, may produce the desired feel even with a harder ball. If you miss a lot of greens, your ball choice might depend on that next shot you hit from around the green, so judge a ball by that shot, assuming scoring is important to you. Two other issues: Can you hit a half-wedge shot 10 feet from the hole nearly every time, or are you just trying to get it on the green? Do you make strategy decisions based on potential or tendency? The answer says a lot about your ball of choice.
WHAT DO YOU WANT FROM A BALL? The ball decision is really about only one thing: priorities. If all you're looking for is distance, you will find all the distance you could want with a two-piece ball at about a third of the cost of some multilayer models. However, how much more distance are we talking about, and will it change your game? Golf Digest testing of four types of balls (two-piece distance, low compression, performance and multilayer urethane-covered) shows how significant or insignificant those distance differences can be (see next page). Of course, scoring is keyed by the short game, a performance area distance balls clearly lack by comparison.
THE FINAL PIECE IN THE PUZZLE Given the choice, most golfers want the multilayer ball the pros play. But unlike the pros, most golfers have to pay for their balls, so whether they think they deserve that ball is another matter. There's no real technical reason they shouldn't play those balls. Callaway's Yagley says even an average player would notice the difference between a distance two-piece ball, a soft two-piece ball and a three-piece ball in "just a couple of minutes of chipping and putting."
Says Golf Digest Chief Technical Advisor Frank Thomas: "The best ball for the best golfers is a multilayer ball. But there's no reason the average golfer shouldn't play these balls, although he or she might not hit the ball consistently enough to recognize all its benefits."
Certainly, every two-piece ball (distance, low-compression, large core, etc.) is designed with the so-called average golfer in mind, not a tour player. Conversely, most multilayer balls, particularly those with urethane covers, have attributes only elite players can appreciate. (Tiger Woods, for example, was attracted to his new ball because it let him be more aggressive when trying to hold a draw into a left-to-right crosswind. Most of us don't have those sorts of issues.)
Is playing one particular short-game shot slightly more vital to your game? If you're struggling to break 100, maybe not. If you're always breaking 80, maybe it is. But that's why finding the right ball remains a consummately personal search, says Titleist's Morgan.
"Golf is a game of individual performance with individual implements: me and my stuff against the elements," Morgan says. "I search for the perfect swing, and I search for the perfect gear. Only I know when I have found it."
UNDERCOVER
NIKE's One ball, used by Tiger Woods, has a soft urethane outer cover and two inner mantles--one to promote accuracy and the other to improve energy transfer off the driver.
NEW IDEAS
PRECEPT has extended its U-Tri line with the U-Tri Tour, an inexpensive urethane-covered multilayer ball ($30). SLAZENGER's Tour Platinum is a two-piece ball with a urethane cover.
SOFTHEARTED
At the center of the core of SRIXON's UR-X, the hardness rating is nearly half that of the outer surface of the core. Srixon's mantle is made of firm rubber, unlike other multilayer balls with mantles of ionomers or plastics.
HOW DIFFERENT ARE GOLF BALLS?
That's a loaded question, but a robot test conducted for Golf Digest by Technical Advisor Gene Parente at Golf Laboratories in San Diego suggests there are some subtle differences based on ball type. In our test a driver swung at an average swing speed (90 miles per hour) produced similar distances and spin (revolutions per minute) among four ball types. (Remember: Less spin with the driver can reduce slices and hooks. More spin with the irons may help shots stay on the green close to where they land.) An 8-iron swung at average speed (78 mph) revealed similar distances again, but produced more spin in the multilayer ball and the two-piece performance ball compared to the two-piece distance ball. The most telling difference came with half-wedge shots. In our test, the multilayer ball spun significantly more than two-piece models (and flew at a slightly lower trajectory), an indication the urethane cover and multilayer design may provide an extra element of precision. M.S.

Writing Pen

2005-10-02T10:52:00.000-07:00

The good news for the writing instrument category is that it continues to achieve healthy rates of growth with pens, pencils and markers remaining essential parts of everyday life despite the pervasiveness of electronic methods of organization and communication.
The category grew 3.3% in 2001 and in 2002 it grew another 3.7% to achieve annual sales of $4.5 billion. This year, growth is expected to accelerate to 5% with sales reaching $4.7 billion by year end, according to an extensive new report recently published by the School, Home and Office Products Association (SHOPA) and the Writing Instrument Manufacturers Association (WIMA).
"Writing instruments have been an essential part of everyday life for generations and this state of affairs is not likely to change in the foreseeable future," according to the report. "Writing instruments have essentially become extensions of the human body, often reached for and used unconsciously. While computers and other technological innovation have made inroads, especially when it comes to data transfer and communication, pens are still ubiquitous commodities that are very much a part of everyday life."
The optimistic view of the writing instruments category's growth is based largely on a close correlation to the growth of gross domestic product. In 2001 and 2002, GDP growth and the category's growth mirrored each other. So with increased economic growth taking place this year, the SHOPA and WIMA report draws the conclusion that writing instrument sales will also rise.
"Writing instruments primarily serve businesses as tools of communication and thus the level of demand generated by U.S. businesses is strongly dependent upon how well they are faring in the prevailing economy," according to the report. "If the trend of improving economic condition continues, the writing instruments market is expected to benefit and experience overall growth of approximately 5% over 2002."
Meanwhile, the influence of other factors is harder to gauge. For example, school enrollments in grades K-12 have stabilized and are not expected to contribute to growth. Product innovation is an area that could be expected to contribute to growth as it has in the past, but it depends on the nature of the innovation. In the pen and pencil category, product innovation tends to be subtle involving different types of inks, barrel designs, finishes and mechanisms, and ergonomics.
However, the basic design and functionality of pens, pencils and markers remains largely unchanged, and there appears to be no major technological breakthroughs on tap to sweep through the category the way digital technology has influenced product design and consumer demand in the consumer electronics industry. One potential source of innovation, should manufacturers be able to leverage it, is the fact that environmental concerns are exerting more influence in the writing instrument category and have the potential to impact future sales.
"While environmental friendliness is important throughout the office supply industry, it is particularly important for the writing instruments segment of the market. Historically, packaging has been excessive and inks in pens and markers have been made of toxic substances," according to the report. "The consensus among industry players is that companies operating in the writing instruments industry are attempting to increase their level of environmental responsibility and manufacture products that derive at least part of their appeal from being environmentally friendly."
Despite the expectations of future growth, retailers and suppliers face a host of issues that can be interpreted as either challenges or opportunities depending on ones perspective. Writing instruments tend to be viewed as commodities, and as such are subject to pricing pressures and low margins. Roughly two-thirds of the $4.7 billion in sales the category is expected to achieve this year come through the retail distribution channel where discount stores, warehouse clubs and office superstores accounted for nearly 70% of sales. These channels are expected to gain additional market share, ensuring downward pressure on prices. In addition, there is increased competition from Asian-based manufacturers and retailers who view writing instruments as a commodity are increasingly emphasizing private label. In addition, the category has experienced declining usage of trendy products and licensed images, according to the report.
Of all the issues facing the category,, one retailers and suppliers don't need to concern themselves with is the advent of technology. In much the same way that electronic organizers have not eliminated consumers' desires for old-fashioned paper-based organization products such as calendars and planners, Monte Cristo Pen have not suffered as a result of the pervasive growth of wireless communications and e-mail.
"The writing instruments market is healthy, and despite the warnings sounded by some observers who have noted that writing instrument may eventually decline in usage due to technological innovation that facilitates data transfer and general business communication, the prospects and continuity of the industry appear to be steady," according to the report.

Promotional Swiss Army Knife

2005-10-01T13:30:00.000-07:00

When Carl Elsener invented the Swiss Army knife in 1884, he simply wanted to open a factory that would create jobs to keep local residents from leaving the small Swiss village of Schwyz. In the early days (1891), the company gave an army knife to every recruit that entered the Swiss army. In 1945, military base Post Exchange (PX) stores made the knives available to U.S. troops. Years later, U.S. President Lyndon Johnson made a practice of passing the knives out to guests at the White House. Swiss Army knives have been used on expeditions from the North Pole to the top of Mount Everest and have been carried by astronauts into outer space.
Today more than one hundred models of the versatile knives are available. Most models include a can opener, screwdrivers, wire stripper, tweezers, scissors, ballpoint pen, and the very popular corkscrew. For more than one hundred years, the Swiss Army Pocket Knife has helped hunters conquer the elements.

Matchbooks

2005-09-25T10:35:00.000-07:00

YOU'RE a company executive. Business isn't what it was in the boom time of 1999. You want to trim your budget. You take a look at your expenses and conclude immediately that the most expendable item is advertising/marketing, so you scale back.
You have made a very big mistake.
"Companies that do it suffer the hardest,". "You're cutting off your nose to spite your sales curve. It's a proven fact. Sales increases follow ad increases. They don't precede it. Sales declines follow ad cutbacks.
"Whatever advertising you do - even if it's Personalized Matchbooks, shirts, and caps - if you're doing as much as the overall average of your competitors or a little more, over an average of four years, you will see a greater increase in your sales than they will. That's a proven fact. And if you're less than the average, you'll see a sales decrease and you'll lose market share." "Increase Distributor Sales Through Targeted Marketing," took the audience through the language of marketing and provided a strategy to improve marketing by using a variety of innovative channels.
He said no one can control the economy. What can be controlled is the quality of a company's marketing efforts.
He said there's an old adage: Nothing happens until somebody sells something ... but a lot happens before somebody buys something.
What the buyer does
In the buying process, a buyer:
*
Recognizes and defines a need.
"For example, 'I need a truck,' " he said. "The big fleets are consolidating. They are looking at miles, freight times, and what the consumers are buying. They're very interested in planning ahead, because you can't buy 500 trucks like that. But the individual - the local farm, the local business, the local trucking company - is more interested in the feeling in his gut. What is he seeing? Does he need to plan ahead for equipment? What's the lead time? Is it a good time to buy? It's been a traditional process, and you have the opportunity for a lot of interaction."
*
Collects information.
*
Investigates alternatives and evaluates options.
*
Executes a decision: somebody sells something.
"The market is over there - that's your customer," he said. "To some people, it seems obvious: 'We know how to get there. We'll go sell.' It's not simple. How do you get there? Marketing is everything. You need to get from your role as manufacturer or distributor to the customer, to your market."
What marketing achieves:
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Conception: create a product and features.
"It could be better steel, lighter aluminum, longer warranty, safety switches, more cubic capacity," he said. "Maybe you come up with a coin-operated manure spreader. Not very practical, but it's a new idea." read a report in which a group of scientists, educators, journalists, mathematicians, and engineers got together and discussed the state of world technology. They published a voluminous report, concluding that there was "absolutely nothing left to invent, that everything worth having had already been invented." The year? 1902.
"So when you talk about what's available to you," he said, "there are all kinds of new ideas: adapting your current product, adding new features, making it work better."
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Pricing: establish value.
"Marketing helps a fair market value that both the buyer and seller can agree upon."
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Promotion: influence your market.
"You've got to tell people about your product - features, benefits - and in a way they understand," he said, "and you've got to talk to the people who give a darn about what you have to say."
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Distribution: move goods.
"Why is there a Ford dealer in nearly every town?" he said. "Why is there a pharmacy on every corner? Because you're bringing the product to the people who need it. If you have sub-dealers in certain geographic areas, you're recognizing the role of distribution. We want to get out there and bring it to the people. Marketing does it."
He said that when the state of Pennsylvania put scratch-off lotto tickets in stores and vending machines, sales skyrocketed because it became an impulse buy.
"If you were a national manufacturer of snowplows and you elected to have only one dealer, you would not have very good distribution," he said. "You have to find a need, find who needs the need - or create a need, like Bill Gates did - and then fill that need."
Targeting
Who's going to buy the product? You have to define the buyer, and that is done by targeting.
"If you don't target, you're wasting your time and money," he said. "Is there anybody here who doesn't want to make money? Well, when you have to sell a product and make money, and you have limited funds to use, you have to advertise and promote in a way that recognizes targeting. You can't afford to buy two pages in the Wall Street Journal to advertise a snowplow. You're going to do niche marketing in little specks."
Ways to get there:
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Public relations.
"It's a company's communications and relationships with various publics. Publics? Plural? Your community and customers are your public. But so are your stockholders, customers, employees, society, supplier, government."
"Met Ed was telling everybody Three Mile Island was not going to melt down, that it was under control and we had no problems," he said. "There was a planned and well-executed program of public misinformation. But we came this far from a meltdown - one that probably would have killed 1.5 to 2 million people, and the area from Harrisburg to Philadelphia would have not been inhabitable for decades and generations beyond that."
He said a good example of good PR was Perrier's reaction to the discovery of benzene in its water in 1990.
"Rather than go, 'Don't tell anybody,' they jumped to the public and said, 'We made an error and we will pull all of the water from the shelves, and we will not resume selling until it's perfect and we can certify it. When they solved the problem, they got back to the public with broad-based information. Not only did sales get back up to where they were, but they went well beyond that."
*
Sales promotion.
"These are things that stimulate the consumer/dealer to purchase, other than personal selling, advertising, and publicity. You think to yourself, 'What's left?' What's left are trade shows, samples, working demonstrations, displays, literature, premiums, coupons, contests, demos. They're attention-getters."
*
Advertising.
"It's communication to inform or persuade a particular target audience. It's paid, non-personal, and the producer is identified."
Media
The various advertising media:
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Broadcast: radio and TV.
"If I were to buy a 30-second TV spot on the 5 O'clock news in Philadelphia, depending on my buy and how much and how often, I might expect to pay $1,000, $1,500, even $5,000 for that commercial. I also have to product it. But on a cable network - highly targeted to suburban audience or only sections of the county - I can buy a network that fits my demographics. I buy 30-second commercials in Pennsylvania for as little as $15 or $20 a spot."
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Print: newspaper, magazine.
"Magazines have greater opportunity for you - consumer publications or trade publications. There are more than 5,000 major b-to-b publications in the US. Everybody says, 'Well, the internet is going to put an end to publishing. We're going to end up having a paperless society.' Well, I went to a luncheon where the speaker talked about the paperless society. She observed that in the last two years, that topic - the paperless society - had given rise to 35 new publications. I get 168 trade publications - everything from Trailer/Body Builders to Hog Farmer - because I have clients in those markets. And there are some amazingly effective local publications that cover a couple of counties."
*
Direct mail.
"I don't recommend it unless you have a very finely tuned targeted list of prospects you're going to mail to. A mailer has to be hard-hitting, and it's expensive to get out there."
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Outdoor: billboards.
"A rule of thumb: six seconds, eight words. Most billboards allow you to see a message for six to eight seconds. They can only read and absorb a certain number of words. So if you do go for it, make them hard-hitting and succinct."
*
Point of sale.
Do you have a showroom, a literature rack, a sign that lists specials of the week?
You should," he said, "because you have a captive audience. They're there for a reason, even if they're only passing through."
Advertising
Tips for better advertising:
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Use clean, clear, uncluttered information.
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Buy as big an ad as you can.
"Space sells. People call me and say, 'I want to run a one-column, 4"-deep ad in a newspaper, and I want to list 26 pieces of used equipment, and can we get a couple of pictures in there, and don't forget that I have an address and e-mail?' You kidding me? You'd need a magnifying glass to see the result." He said that because of newspaper advertising rates, it might be more productive to buy 75 commercials on cable TV than a one-time newspaper ad.
*
Use color.
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Present features and benefits of your product.
"They don't want to know about you. And don't overstate them. You're in the b-to-b world. You don't have to sell beer with frogs - or flatulent horses. You can talk about the real products and real features and real benefits of what you sell.
"Don't use hyperbole or exaggerate. If you've got good stuff, it will sell itself when you tell people what it does.
He said advertising's effectiveness depends on frequency and reinforcement.
He said that out of 150 people surveyed after seeing an ad that ran three times, 81 remembered seeing it. But when that frequency doubled to six times - based on six insertions or six times - 40% more people recalled seeing it.
"The competitive edge always goes to the frequent advertiser," he said, "because buyers are more likely to make a decision or choose a supplier based on that recall."
He said that publications are by far the most effective form, reaching 95%, compared to trade shows (41%), sales people (34%), catalogs (25%), direct mail (23%), and directories (15%).
"You need to look at good, solid trade publications with the distribution and audience you're looking for," he said. "When people pick up a magazine and they only see you once, there's still an opportunity for multiple exposures. Sixty-five percent of the first time through, people see your ad. But every person goes through it two or three times. By the time they've done it three times, 85% have seen your ad - another good reason to be in print, because you can't play back the radio and TV commercials. But that printed piece is there."
Internet
He said the Internet isn't a business tool, it's a survival tool.
"You have to know how to use it," he said. "Ten years ago, 86% of buyers you sell to initiated contact themselves. They picked up the phone or wrote for literature. Not today. 1995: 98% of buyers were satisfied with phone interaction. 2002: 93% visit Web sites versus making phone contact.
"The buyer's going to come to you. He loves the anonymity of the Internet. It's quick and he doesn't have to hassle with your sales people. He can, at his leisure, go to your site and get all the information he wants. He can short-circuit the traditional buying process. Only when he's ready to buy does he need to talk to you. He can get competing quotes, specifications, investigate other types of equipment.
"You have to remember e-business is more than e-commerce, because you have to use the Web to build customer relationships. I know people who have automated response mechanisms for their e-mail. Somebody e-mails their site and says, 'I want more information.' As soon as he hits the button to submit, back to him comes, 'Thanks for inquiring.' They're acknowledging who you are."
He said companies need to build features into their Web site to promulgate their businesses and restore customer relationships. Have a news site, inform them of available specials.
"If you remember nothing else about the Internet, remember three words: content is king," he said. "People want to get real cute with their Web sites, add flash and animation. There are three or four screens of this before they get to anything the customer is looking for. A rule of thumb with Web sites: Gone in eight seconds. That's about how long it takes to lose people if you're not good enough to keep them.
"People say, 'I got 1,000 hits.' That's nothing. That's like passing cars on the road. We want to talk about how many spent time on your site. How many perused everything? When you create navigation, nothing should be more than three clicks away from the home page - not more than three layers deep."

Imprinted Holiday Calendars

2005-09-24T16:57:00.000-07:00

Office equipment retailers don't need to spend thousands of dollars on advertising or promotions to capture business from prospects. You can achieve year-round visibility for minimal cost by giving them something they need, want and use every day-a calendar imprinted with the promotional messages of your business.
Seven out of ten (72 percent) respondents to a poll by the Calendar Advertising Council use a calendar five or more times a day. That equals more than 1,800 exposures annually to the advertising imprint on the calendar. Forty percent refer to their calendars ten or more times daily, far more than 3,600 exposures each year.
While people do buy calendars at retail, more than half (55 percent) rely on receiving one from an advertiser. A whopping 81 percent can recall the name of the organization that gave them the American Scenic Calendars and 67 percent say they do business with the advertiser. That means nearly seven of every ten people to whom you give an imprinted calendar may add income to your business.
Imprinted calendars have been a popular advertising tool for decades and, thanks to innovations in customization and many other benefits, it's an even more valuable marketing medium today. Here's why:
Proprietary ad space-Every time the calendar is used, it acts as a personal point-of-purchase display ad that invites business and overshadows competition.
Repeat impression-Unlike other advertising media, calendars are promotional products that can deliver a retailer's message many times through daily use, at no added expense.
Controlled messages-Calendars allow your business to provide existing and potential customers information such as what products and services are offered, a phone number and address, a map and directions, business hours, tips, coupons, holiday reminders and other useful facts.
Controlled circulation-With calendar advertising, you are able to reach only the audience you want to reach, which means there's no wasted circulation.
Cost-efficiency-Because of its high exposure rate and relatively low cost, imprinted calendars have one of the lowest cost-per-exposure ratios of any form of advertising.
Also of value to you, as an advertiser, is the time value of calendars. You can give them as tasteful, appropriate, useful year-end holiday gifts. As the previous year's calendar becomes obsolete, replace it with a new one. That provides you with an opportunity to provide new promotional messages and make another impact upon the recipient.
People actually look forward to a new calendar each year from a business they patronize. It becomes a tradition, while continuing to build goodwill because customers appreciate receiving the gifts.
With more than 4,000 calendar styles to choose from, any budget can be accommodated. Before placing a calendar order, a good idea is to consult with a promotional products distributor.

18 Wheeler Calendar

2005-09-19T20:35:00.000-07:00

Promotional Water Bottle

2005-09-11T09:39:00.000-07:00

Nothing is more important to our health than drinking lots of pure water. All of the complex biochemical functions in our bodies depend on this key substance. Along with regulating the many micro-processes in our cells, it's essential in absorbing and transporting all nutrients and oxygen throughout the body. It's equally critical in eliminating wastes and toxins from the body. At a time when we are exposed to increasing levels of environmental toxins from our food, air, and water, the conventional wisdom to "drink 6 to 8 glasses of clean water per day for optimum health" is more important than ever before.Unfortunately, as most people now know, most sources of drinking water are also contaminated with a wide variety of toxins. As a result, increasing numbers of people are now using water filters and are spending large sums of money annually on bottled water.It is not so widely known, however, that an FDA survey has stated that 31% of the 52 brands of bottled water tested were tainted with bacteria. Similarly, a study conducted by the National Resources Defense Council on 103 brands of bottled water found that about one-third of them contained levels of contamination--including synthetic organic chemicals, bacteria, and arsenic. Moreover, there is growing evidence that xenoestrogens can leach out of the plastic bottles into the water when they are stored for long periods in either hot or very cold environments.So many Americans, in spite of spending over $1,000 a year on bottled water, may still be exposing themselves to a significant level of toxins. These two facts taken together provide a major incentive for considering a new alternative to bottled water. It's called "WELLNESS WATER."A Brief History of Wellness WaterAround 30 years ago, Haru Naito left Japan to attend the State University of New York. After winning the NCAA swimming championship there, he returned to Japan to coach Japan's National Swimming Team. Through his devotion to improving the performance of his swimmers, he became involved in the emerging field of sports medicine. This led him to start investigating the unusual levels of health, vitality, and longevity of certain ethnic groups, including the Hunza of Pakistan.As a result of his extensive research with this group, he concluded that their extraordinary health and longevity was largely due to their water supply. Through careful analysis of this water, he discovered that it had certain unique features as a result of being filtered through minerals of volcanic origin.During the following years, he continued to investigate the effects of filtering water through similar volcanic minerals in Japan until he developed water with properties very similar to those he had discovered with the Hunza. The final result of his ongoing research was the development of the "Wellness Filter."Following the circulation of many anecdotal reports throughout Japan about the health benefits of drinking water that had been conditioned by this special filter, the Japanese Ministry of Health conducted rigorous scientific testing of this filter. This resulted in an unprecedented governmental endorsement of the filter. It has now been installed in over 100 government hospitals in Japan, and one of its mineral components has been licensed in Japan as a medicinal mineral.It was introduced into the U.S. for the first time in 2000. Research here has added further documentation of the many health benefits of this enhanced "wellness water," not only for humans, but also for chickens and cows. (A link to an extensive online summary of this research can be found by clicking on the URL provided at the end of this article.)How to Have Your Own Portable Supply of Wellness WaterVery recently, the "Wellness Filter" has become available in a 16 oz. Promotional Sport Water Bottle. Through the use of this unique bottle, ordinary tap water is instantly transformed into purified ENHANCED water. Not only is this water at least as pure as the best bottled water, it also alters the water so that it: 1) increases the ease of absorption, helping your body absorb nutrients and rid itself of toxins; 2) adds trace minerals for cellular health; and 3) adds reduced ions for an anti-oxidant and anti-aging effect.In additon to being superior in all of these ways to bottled water, Wellness Water is also much less expensive. Depending on the particular brand of bottled water used as a price comparison, the savings can range from $160 to over $1,000 per year.Finally, using this Wellness Sport Enhanced Water Bottle as an alternative to bottled water eliminates the expense and burden on the environment of disposing of approximately 1,000 plastic bottles per person each year.

Why Buy Promotional Items

2005-09-05T13:16:00.000-07:00

Promotional items are tangible symbols. They are imprinted or embroidered with a company's name, logo or message, and include useful, that are utilized in marketing and communication programs. They include ad specialties, business gifts, other identification applications, and recognition awards. When promotional products are distributed free, they're referred to as advertising specialties.
Promotional products are used for a variety of purposes. Thanking customers for patronage; introducing new products, services or facilities; reinforcing established products or services.
There are more than 15,000 different types of advertising ideas used as promotional products. Some of the more conventional articles are pens & pencils, calendars, T-shirts, coffee mugs, portfolios, calculators, mesh caps, magnets, keyfobs, desk accessories and matchbooks.
For alot of companies, mass media isn't an efficient or economical way to promote their product, company or message. An advertising alternative for these companies are trade publications, direct mail and the use of promotional products, especially ad specialties. The non-advertising alternatives are direct personal sales calls and trade shows -- both suited to be effectively supplemented by the use of promotional products marketing. Promotional products marketing can be their best form of advertising. Using promotional items with corporate branding can get the prospect to respond in some manner, perhaps by requesting additional information or a visit by a salesperson.
Unlike other media, personalized items tends to stay around to be seen again and again. This makes the cost-per-thousand figures used in evaluating mass media misleading when applied to long-lasting promotional items. There is simply no way to measure how many exposures promotional merchandise receives over its lifetime.
If such measurement were feasible, it's likely that the lasting ability of promotional products would make them the least expensive advertising medium when figured on a cost-per-exposure basis. For example, a branded leather coaster may stay on a bar counter for years offering tens of thousands of exposures for less than a dollar.

How Can Promotional Items Help Your Business
Because of their utility value, most promotional items naturally create involvement. When this involvement is combined with effective targeting, well-considered timing, integration into overall marketing objectives, creative copy and/or creative imprint design, the impact is multiplied. Impact can also be affected by the personalized promotional item's size, value, shape, practicality, appropriateness, humor, or artistic flair.
With so many item variations, creative possibilities are endless. Consider receiving a party invitation on a mylar helium advertising balloon which rises out of a gift box when opened. To stimulate other senses, what about a scented pen which smells like the promoted product, such as fine leather or flavor-burst candies, or a chocolate award plaque which suggests the sweet taste of success, or a promotional audio tape with music and a message thanking you for your business? A tangible symbol can usually help you say it with more creative impact.

Promotional products constitute the only advertising medium that has ingratiation built in. People naturally like to receive gifts. The word "free" is one of the most powerful words in copywriting. Recent research supports the notion that goodwill results in repeat purchases, loyalty, and recommending the custom imprinted product to others.
Research studies consistently report that adding custom-branded merchandise to advertising, direct mail, client visits, corporate meetings and trade shows significantly increases performance. In a business-to-business environment, this translates to more sales leads and profits. Customers who receive a promotional giveaway, on average, return sooner and more frequently, and spend more money than customers who receive coupons.
Awards and incentive programs can improve performance and motivate employees to increase sales, reduce accidents, boost productivity and give customers better service. Promotional items, when used in conjunction with a sales letter or as incentive to respond, can make a significant difference in direct mail response rates. The use of promotional items can also significantly improve a business' effectiveness in converting leads to sales appointments.

Give Your Business A Boost
When times are tough, promotional items can be an economical way to promote business and merchandise and foster customer appreciation. To a large degree, promotional products are very cost effective. Even with a smaller budget, promotional products enable a business to actually do promotion.
The concept of promotional products may strike one as kitschy, but the industry is a huge one -- $16.5 billion in revenue in the most recent survey in 2001 -- an indication of just how widespread demand really is. Indeed, all those logo printed T-shirts, mugs and mouse pads are part of some company's concerted effort to make you remember its name.
Customers who received promotional products expressed more goodwill toward the company and its salespeople than those who did not. New customers who received promotional products spent 139 percent more than those who received only a welcome letter. This indicates that augmenting an advertising campaign with promotional products can positively impact both your company's image and your sales.
Promotional items also can be effective in generating customer referrals, increasing traffic at trade shows, publicizing new products or services and rewarding employees. One of the major benefits of promotional products is that they are items people use repeatedly like: headwear, umbrellas, travel mugs and patch handle bags, so they continue to have an effect every time someone picks them up.

Advertising Specialty For Your Promotional Needs
· Uses for promotional products are numerous. Whether you are going to a trade show or introducing a new service, the kind of product you buy is determined by what you want to accomplish with the promotion.
· A distribution plan significantly increases the effectiveness of promotional products. Create a plan to ensure that the products reach the desired audience. This will capture your promotion and make it more effective in cost and in result.
· Create a theme and message to support the theme, tying the campaign together with a common color, logo and message that complement each other. The logo should be simple, striking and recognizable. Also, choose a product that ties to your theme and the nature of your business to help solidify your message. If you're a piggy bank, you can give away a piggy bank. You can use something that gives an image and carries a message.
· Find an advertising specialty qualified distributor like L & R Enterprise. There are literally thousands of companies selling promotional products on the Web, but a good promotional-products distributor not only can sell you an item, but can advise you on product ideas and the nature of your campaign, from distribution to packaging.
Overall, promotional products are most useful as business-building tools when they are incorporated into a well-thought-out advertising plan that is both creative and professional.
While stylish bags, toy cars, or watches might light up the eyes of some meeting attendees, the less-flashy meeting items from Get a Bag also present organizations with avenues to impress their image upon attendees.

Ideas For Promotional Giveaways
Convention badge holders, trade tokens, lanyards, tote bags, pens, paper - is an opportunity to get your name or a sponsor's name out in front of people. You can do things like pens for under a dollar per person. They usually will take it with them, and other people will see them write with it as well.One of the meetings industry's ubiquitous, not-so-flashy products, the lanyard, can actually have a lot of value if the right one is chosen. Attendees will keep custom neck lanyards that they find comfortable, user-friendly or distinctive. They will get reused if they're very high quality or made from a unique material like polyester, leather, plastic, mesh or cotton.
Always searching out new attachment looks, and for things no one else has done. Since 100,000 lanyards get thrown away every year, we want to come up with creative ways to make them so people will keep them. A lanyard that converts into a sunglasses strap after the meeting, increasing the likelihood that it will go home with the attendee instead of getting left in a hotel room or trash bin.
Have you ever snagged a polar plus insulator bearing a company name, don't dismiss it as a dumb freebie. Treasure it. The same goes for all those gratis coach jackets emblazoned with corporate branding.
Freebies may end up moldering in a junk drawer somewhere, but their power as a marketing tool is clear. Even as the industry celebrates past glories such as the squishy imprinted coin and key zip purse, it plows new ground with rain gauges.The hall-of-fame handout roster is familiar to businesses that buy them and the people who get them: Logo-bearing activewear shirts. The combination holder/insulator for aluminum cans known as a "Koozie." Vinyl decals.
Today's automotive & travel bumper stickers, pens and coffee mugs are heirs to a marketing tradition that dates to the 19th century. The first known product used to promote a business: an imprinted burlap schoolbook bag, back in the 1870s.
Calendars are among the older promotional products, dating back to the 1800s. The promotional products industry knighted a somewhat contemporary version - the vinyl-backed magnetic calendar - as one of the century's best creations. Easily affixed to a fridge, filing cabinet or just about anything, the little calendars carry an ad with 12 pull-off months. They're functional, cheap and frequently seen - the triple-crown virtues of promotional products.
For walking billboards, it's difficult to beat activewear shirts with a corporate emblem, industry experts said. Classier than T-shirts, they're more likely to be worn in public than while cleaning an attic. Such qualities put them among the five "Products of the Century." Listed are more products:
card holder
desktop calendars
wooden nickels
sport water bottle
golf balls
baseball cap
pharmacy bag
flaming racing cap
bag clips
document case
indoor/outdoor thermometer
pencils
fanny pack
yardstick
jackets
Take a look in your home or office and you are bound to find several promotional products around-a tote bag you got from a trade show, a entertainer mug you took home as a favor from a party, or a mousepad that a company sent you as part of its advertising campaign. The uses of promotional items and types of products available are countless. In the events industry, promotional products can play a role in advertising your business, recognizing your employees and customers, or as a memento of a wonderful event. Such items are kept, used and cherished as a reminder of a profitable business relationship or an unforgettable event.
Three most important characteristics that recipients look for in promotional products are usefulness, quality and attractiveness. Studies also show that recipients place a high perceived value on promotional products such as wine bottle openers.
Healthcare and financial industries were the top buyers of promotional items for use as marketing tools, which purchase medicine droppers, spoons, pill boxes, document case and portfolios. Non-profit organizations were ranked third and trade and professional associations were fifth on the list of buyers of promotional products. Hotels, entertainment and sporting events and restaurants and bars were also recognized as top buyers. In addition, this study found that the principal uses of promotional products were to create goodwill, to build awareness of new products and services, trade show promotion, motivation, customer and employee appreciation and generating sales leads.Promotional items have so many benefits, they stimulate company pride, boost morale, call attention to the company and promote customer goodwill. They make people stand out with a custom tailored, uniform look at large events like golf tournaments using divot fixers, caddy covers and ball markers. They also have testimonial advertising value.
Research shows that promotional products work and experts concur. As part of a strategic marketing plan, the right product, custom imprinted with the right message and distributed to your target audience will result in greater response, more business, increased trade show traffic, loyal employees and customers and productive sales people. You may contact us to learn more.

Business Cards
In the early days of doing business in North America, most people thought that business cards were designed to tell people your name, address, and telephone number. In the age of the guerrilla this is no longer so.Consider some factors:1. Your business card is now a marketing piece or, at least, it should be.2. Your company slogan and your important customer benefits should also be listed. If customers need to find you, maybe a simple site map should be there. Do you have a FAX, an email address, or a web site? Are they listed?3. Do you have an 800 number? Customers, even those living in your county, are six to seven times more likely to call you if you have a toll-free telephone number. Get it on your card!4. Have you considered a fold-over card? The front is more like a traditional card, but the inside is like a personalized mini-brochure. Customer response to these cards is very positive. We appreciate having a complete description in one easy place.5. Make sure that we, including us mid-life plus-ers, can read your card. Keep the print large enough.6. Make your card a "keeper." That is, give some important information on the back that your customers will want to keep with them.7. Make sure there's some room to write an imprinted message if you need to. You should always write some kind of personal identification message even if it's only "Best Wishes!" and your first name.Take your guerrilla business cards to the big game. When we score a home run or a touchdown throw about twenty of them into the air as you shout "hurrah!" Big dividends will follow.Give them to well-dressed strangers with your compliment on their appearance.Put your lavish 20% tip on top of your business card whenever and wherever you tip. You can even pin on a message board.Pass them out in the elevators where everyone's a bit too close and uncomfortable.Staple them to a dollar and pay for that car behind you on the bridge, the turnpike, or the parking lot. The response will be terrific.A great organizer uses their cards. Put a quarter in the meter for that BMW over there about to get a ticket. Write, "U O Me" on the back. Watch what happens.Reserve a lot of time in your daily planner for your business card. Make it a guerrilla business card. Now, pass them out to everyone. They should be in your shirt pocket, in your purse, in your wallet, even in your duffel bag. Refill daily. Pass them out on every greeting, every introduction, every service, every meeting to everyone.Give them out with purpose and intent. You have a serious business. It is important and it is designed to really support your customers. Don't pass them out casually like you would a swiss army knife, except at sport's events. Give your cards to others with two hands or attach them to a key ring. Yes, hand them to others with both hands. Notice the difference it makes.

Promotional Product List

2005-09-04T11:28:00.000-07:00

A promotion is a marketing activity aimed at boosting sales. That is why, business promotion should not be taken for granted and should be implemented with correct and effective promotional strategies. To start with, there should be a plan like a Product List which a company should follow. The plan of action must be made ahead of time and must be executed at once. Procrastination has no place in business marketing. The business marketing plan should include the various marketing campaigns including trade shows if the company deems necessary as well as events and then recognition programs for outstanding employees and avid customers. The business marketing plan should be decided upon ahead of time to provide ample time for preparation. Also, it is important to select two or more items for every promotional item your company is going to purchase. This way you have options if ever your first choice of promotional item happens to be insufficient in stock. Another consideration in choosing promotional items is its usability and would-be value to its recipient. Yes it’s true everybody love to receive gifts but receiving and appreciating the given gift are two separate things. Your customers should be able to enjoy as well as appreciate the promotional item or else it will just be put away in some nook of their house and then forgotten. When this happen the very purpose of your promotional endeavors is lost so be very careful with the items you choose. And if you are not sure on what promotional items to purchase and distribute it is always better to conduct a survey among your customers to know what type of promotional items they want. Knowing exactly what your customers want can help you save a great deal of money and also saves you a lot of time. Recent experiences of various companies has found out that pens or any writing instruments with the company’s logo are among the most common and well appreciated promotional items since they are available in various style that fits every occasion and with the addition of logo writing pads the promotional package is even more valued. On the part of the companies having pens as promotional items is very economical since pens are very cheap and never goes out of style. Pens as promotional items are also very effective since they are very handy and therefore can be carried anywhere the recipient goes thus exposing the company to more number of prospective clients. For companies that has a large promotional budget it would be better to offer various selections of promotional items starting off with your logo pens, logo pads, logo coffee caps, logo caps or even logo calculators if your budget still permits it. The more promotional items you give away to your customers the higher the chance of them getting reminded of your company. The very essence of launching a promotional campaign is to set the mind of your customers that your company can supply everything that they need.

Hanes Beefy T

2005-09-02T17:40:00.000-07:00

Your two main choices of textile in screen printing are 50/50 cotton/polyester blend and 100% cotton. Which type you would choose depends on the particular needs for the job and your own aesthetic preference.100% cotton t-shirts, such as Hanes Beefy T and Fruit of the Loom Lofteez, are a denser fabric and have a heavier feel. Ringspun 100% cotton t-shirts have a soft, almost fuzzy, feel. However that same texture can show through on an image, giving it a worn look. After washing, the fibers can break through the ink film, causing the image to look dull.An area where 100% cotton shirts, non-ringspun, work well is 4-color process printing. A higher weight shirt (6 oz. or higher) provides a denser, tighter surface to hold the small, fine dots and continuous ink layer of a detailed 4-color process image.50/50 cotton/poly blend shirts, such as Fruit of the Loom Best and Jerzees Heavyweight 50/50, have the advantage in pricing and durability. They also have less shrinkage than 100% cotton, although new processes have made shrinkage much less of a problem for 100% cotton than it used to be. Shirts that are going to worn and washed often will last longer when printed on 50/50 textiles. 50/50 shirts also have a lighter feel that some people prefer.In the final analysis, the main consideration in choosing between 50/50 and 100% cotton, other than some technical considerations regarding printing, will be your own personal preference in the weight and feel of the material. For a heavier, more luxurious feel go with 100% cotton. For a lighter feel and a more durable shirt, choose 50/50 blend.

Navigation

2005-08-31T09:33:00.000-07:00

Have you ever walked pass a shop that, for some reason, you just felt that you had to go in? Maybe it was the décor, or the window display, or the pretty girl, or a combination of all those but something in the shop called out to you, "Come in" and you just had to obey.In the online world, won’t it be nice to have a site that buyers just had to buy from, despite themselves? Surfers will be drawn to the "Add to Cart" button that squealed, "Click me!" to them. They found that they just had to click the button and buy the item.While I can assure you I can’t design such a site, and I certainly am not going to reveal how to design it in a free article even if I can, there are many ways to make your site more friendly to your visitor.The following tips will make your site load more faster, easier to use and more pleasing to your visitor. While they won't guarantee you a sale, a happier and more satisfied surfer should greatly increase your chances of a sale.DON’T REINVENT THE WHEELProbably the first thing you want to do is to visit some of your competitor's sites. It will give you an idea of what your site could look like, what features you want for your own site and serve as a starting point for the design of your own site.Perhaps the best advice I can give you here is to look at the sites from a customer’s point of view. As a customer, what do you like or dislike about the sites? Would you buy from them, and why? Are you going to revisit again, and why?EASE OF NAVIGATIONIn many cases, you don't read a web site like you would a novel. You don't start from page 1, continue to page 2, and so on.You would probably "read" a site like you would a reference book. Maybe you will read the introduction to get an idea of what the book is about, and then you will skip to the table of contents to look for the location of the information that you need. In some cases, you may turn to the index at the back of the book to see what on what pages the information you want is referred to.Notice the navigation aids - the table of contents and the index. The first will be found at the beginning while the second, if available, at the end of the book. This is a standard observed by all books.Your site should be as easy to navigate.- Main Menu. You should have a menu, located either at the top, left or right, that directs users to the various sections of your site. This menu should be available from every page of your site, and at the same location.- Site Map . If your site is relatively large, and you feel that users may have a problem locating the information they want even with a main menu, consider including a site map. Site maps give much more detail than the main menu and users will have an easier time locating the information they want.- Search Engine. If your site is a very large site, including a search engine is a good idea.FAST LOADING PAGESMany webmasters will have broadband or cable connections and they tend to forget about the poor souls still struggling with dialup.It is best that you keep the size of your pages as small as possible to accommodate users with slow connections. A general guideline is to keep the size of your pages below 100k.GRAPHICSPretty graphics are nice to look at. But unless your site is about graphics, it's probably best to keep it to a minimum. It distracts users the information you want to convey, and increases the load time for your pages.Don't forget to optimize the graphics that you use. The jpeg graphic format is a compressed format. You can choose to compress it as much or as little as you want. The more you compress it, the smaller it becomes, but the image is of a lower quality.To optimize your jpeg’s, start with a jpeg of acceptable quality. Save the jpeg with more compression and view it. If you find the quality acceptable, save it again with even more compression. Keep doing it until you get an image with unacceptable quality. The image before that will be your optimized image.Note that you cannot go from a low quality image back to a high quality image. So remember to save your high quality images into a separate directory before trying any optimization.CONSISTENCYWe discussed consistency regarding the location of your main menu. This consistency should extend to all areas of your site. In other words, your fonts, color scheme, buttons, etc, should be the same for all pages of your site.TESTINGThe computer on your desk is called a PC, or personal computer. Whenever I am asked why a particular computer behaves in a strange way, I will invariably remark that the computer is called a "personal computer", and thus will exhibit its own personality. :)Similarly, surfers viewing your site will also have their own personal computer, with their own particular combination of software and hardware. Therefore, it is best to test your site under as many different types and versions of hardware and software as possible.- Browsers. Although IE is the dominant browser, some of your users may be running other browsers like Netscape or Firefox. Test your site in as many different browsers as you can. Also, don't forget to test it under different versions of the same browser.- Screen Resolutions. Don't forget to test your site under different screen resolutions.- Java and ActiveX. Many sites depend on Java or ActiveX to display properly. If your site needs a Java enabled browser, try it with Java disabled and see how it looks. If possible, it is best that your site will function correctly even if the users have Java or ActiveX disabled.

Pens

2005-08-28T10:03:00.000-07:00

There are many uses for promotional items. This means that they are just not used as freebies for a grand opening special. Knowing all the uses for these nifty items, often called "swag," will open up many opportunities for your place of business.Advertising SpecialtiesLook around you. You can probably count on two hands the number of items in your office or home that are etched, engraved or printed with someone's name- magnets, key chains, coffee mugs, calendars, rulers and note cubes. Oh, and how could we forget the Promotional Bic Clic Stic Pen or stress ball? These items were most likely given to you at no cost at a business you frequent, or perhaps were even sent to you. These are often given out at trade shows, seminars and other events open to the public. Even the businesses that have booths at the county fair have these types of giveaways. And, some businesses just have them out in their reception area. Others, like schools, may hand out pens, folders and lanyards at orientations and open houses. This marketing tool not only builds recognition but also is a way to gain your repeat business. Business GiftsMany of the above type of items are also used as business/corporate gifts. Items under this category sometimes also fall under higher price ranges too such as insulated travel mugs, clocks, messenger bags, polo shirts, fleece blankets, paper weights and more. These are generally sent to clients and vendors of a business to show their appreciation. They can be sent around the holidays, given out at receptions or just sent around an event specific to the company sending them. According to a Baylor University study, over half of the companies in America take part in this practice, and 68% of them find them to be very effective in helping achieve their business objectives. Some more reasons for business gifts: thanking customers, developing business and recognizing employees.PremiumsSometimes promotional items aren't free. But, the customer is not exactly paying for them either. Welcome to the world of premiums! If you sign up for this, you'll get this for free! And, this gimmick works! Have you ever donated to a charitable organization (like the Sierra Club) for a free newsletter subscription and t-shirt? Have you ever applied for a credit card to get an umbrella? Have you ever pledged to your local PBS station during a membership campaign for a Sesame Street plush toy? Or, have you ever switched banks to get a free beach blanket, or signed up for a health club for a free gym bag? These are just an inkling of ways companies use premiums to win your business. Premiums are basically promotional products used as an incentive to gain your business. Many times, the item is not given until an obligation us fulfilled. So, if your company is seeking membership, subscriptions or even sales, attaching a premium is a smart way to attract new business!Recognition AwardsSometimes promotional items are created solely for inside purposes, such as the case with recognition awards. These can range from plaques and pins to jackets and messenger bags, and many other types of gifts. These can be used for reaching and exceeding goals, perfect attendance, leadership qualities, promotions, inside contests and much more. Unlike ad specialties and premiums, which cater to the public, these cater to employees to motivate and boost morale within the place they work. While the recognition may mean more than the actual item, it serves as a reminder of accomplishments. When others see someone with an award, their own performance may increase. In a way, a recognition award is sort of like a premium after all- there is an incentive to earn one. Other UsesSometimes promotional items are given out to customers as prizes as events. This is similar to recognition awards, only these are usually smaller ticket items given to random customers. An example would be a special sale or promotion where people can enter to win at the store, perhaps there is a grand prize of a big-ticket item and runner-ups will be selected to win imprinted prizes donning your logo. Also, items like inflatables (balloons and other shapes) will draw attention to a business and are indeed considered promotional items. Also, everybody has seen items with logos up for sale in gift shops- think tourist attraction, or gift shops at the end of a company tour (Hershey, Crayola factory, etc). These are still promotional items, but are considered souvenirs and are bought my consumers. Shot glasses, pint glasses, mugs, license plate frames, bumper stickers, salt and pepper shakers and more can fall in to this category!

Why Promotional Products

2005-08-28T09:57:00.000-07:00

There are numerous ways to market your business. The most popular is with the use of mass media. However, this is a very exorbitant option. A page in the broadsheet may mean a notable sum. A 60-seconder ad in radio or television is even more taxing. To keep away from expensive advertising and marketing, there must be an alternative that can result to same effects but will cost us less. One of the good alternatives is the use of promotional items. These include T-shirt, key, tags, mugs, badge holders, pens, clocks, bags, bottles, games, puzzles, magnets, CD holders, calendars, caps, balloons and other promotional specialties. These items are printed with the product or company’s name and valuable information. These items do the twin function of advertising and marketing. Without much effort from the company or business, the business is already widespread and doing great…It is amazing how promotional items have evolved over time. Now, it already has a wide-selection of choices. The hard to imagine items to be connected with it are now apparently and successfully used. In fact, they have been regarded as a great way to promote business, school and upcoming marketing events. Examples of exquisite promotional products are toys that have multiple areas for the company to communicate about their business. Usually, the logo, message or slogan of the company is put on the top of the toy. On its side are the slogan and tagline and on its bottom is the extended information about the company. This may include the contact information or philosophy of the business.The desire to give something different also resulted to the utilization of branded music and software CD’s. These CD’s are considered influential and tactical marketing tools. Companies use popular and influential artists to get the attention of their market. Especially created labels are also made to capture and motivate them.Promotional products also invaded foods. In fact there are a great number of candies, lollipops and chocolate out in the market to promote businesses. Nonetheless, they are no ordinary sweets. Why Buy Promotional Items? This is because they come in different presentations, different contents and with added function. They are not merely there for the sweets fanatics - they serve to promote a business. To give you a picture of how strange they are presented, well, they can come in combo bars, business cards, CD chocolate in CD case, golf ball, logo lollipops and other creative presentations. Edible at that, they can be very alluring. Personalized items create a lasting impression on the recipient. This is because they feel that the item is especially made for them. The resultant factor is more lasting though, because it can create a bond between the parties involved. This bond will create the motivation for your products to be purchased and your services utilized. Isn’t it great to have these remarkable effects?

Promotional Mugs

2005-08-27T19:40:00.000-07:00

When you want someone to like you, associate yourself with something that they love. Take coffee for instance. How much of America, or the world for that matter, would still be asleep if it weren't for this dark, smoky beverage?Now, coffee is messy without a receptacle. You can't have coffee without a mug. Everyone knows that. Every morning a huge number of humans across the world seek solace in a mug of this steaming liquid. It makes us feel good, it wakes us up, and we consider ourselves debilitated without it.We are also happy that it isn't scalding our laps or streaming down our chins. The good feeling we have about coffee rubs off on the receptacle. No doubt about it.Those of us who don't have a special mug, wish we did and envy those brandishing theirs.Whatever is emblazoned on this promotional mug of the world's most popular beverage, is going to start enjoying some of the general good feeling emanating from the legendary coffee experience: every day, several times a day. Here's how it works: barely awake human gropes for the meaning of life in a promotional mug and starts to think that your company may just be related to all that is good. And if the connection fails first thing in the morning, then there's always the lifesaving mug later that morning or early that afternoon. Sooner or later the human makes the all-important emotional connection: coffee perks you up. Then there's thought association; coffee perks one up, but so does 'Joe Slows Wicked Wart Remedy' or whatever you have cleverly custom printed on your promotional mugs.Promotional mugs are a superior marketing tool to gain attention. Coffee makes you more alert, so by the time the drinker notices your name, he or she is wide awake and taking notes.Promotional mugs come in every imaginable shape, size and form from the elegant Café Grande numbers to the humble bistro mug and the perennial travel receptacle. You can get them in plastic, ceramic or stainless steel. Some come with or without lids and others are insulated.Having promotional mugs made is a simple procedure that can be done at the click of a mouse, online. Many companies have websites with catalogs that you can scroll through at your leisure and pricing to help you make your final decision.When you find the style you want, check what the minimum quantity is to see that it fits your budget. A rule of thumb is that the most cost effective promotional mug offers seem to have a higher minimum quantity while the more costly items are sold in smaller quantities.Prices for Imprinted Challenger Mug range from $2.35 for a fairly basic bistro mug to $7 and more for designer type insulated or stainless steel promotional mugs.

Custom Magnets

2005-08-27T19:36:00.000-07:00

Some people are happy with just a business card. For others it's not enough to be glanced at once and packed away. They want to be attached to something that you have to open in order to eat and therefore live.This association with survival is what promotional magnets offer. Often attached to the refrigerator, that focal point of the modern home, these little promotional items stick, both literally and figuratively.Promotional magnets also have an uncanny way of attaching themselves to high profile, metal office furniture. Unlike paper promotional items, magnets will simply not be put away. They insist on coating the surface of things, so they are a highly visible method of promotion.And the thing about promotional magnets is they are useful and practical. Recipients are able to use their remarkable qualities to affix notable paper information to refrigerators and file cabinets. This way your information is the last word on any scribbled note or bill that needs paying.The paper under your magnet remains there as long as it is current but your magnet stays forever. No-one can afford to throw it away. It's just too useful. Other stuff comes and goes but your promotional magnet is perennial.Promotional magnets come in many shapes and forms. The most common usage is the business card. Most promotional companies offer a wide range of business card designs and it is often possible to place an order without having to speak to a customer service representative. The process is simple and the directions are clear.You can peruse a large number of samples and choose whether you want a full color promotional magnet or not. Some promotional magnets come in specific shapes so that a pizzeria can order a magnet shaped like a pizza in bright yellows and reds and an auto dealer can order a vehicle-shaped magnet. Some companies offer an extensive promotional service that includes mailing out promotional postcards with your magnetic business card attached. The recipient can peel it off, attach it to the refrigerator and thereafter think of you whenever your particular product or service is needed.Most promotional magnets are 20 to 30 millimeters thick which makes them durable but not too heavy or solid to slip into a purse when necessary.There are Custom Business Card Magnets suited for all industries: vehicle shapes for the automotive industry, food item shapes for restaurants and animal shapes for the pet industry. Any business that relies on having their details out there can use this particularly effective way of promoting their products and services. Promotional magnets even come in the form of calendars or notepads with a pen attached.Promotional magnets are also effective for long running promotions. They can be your advertisement for that exceptional island getaway for two or that half price special entrée.

Caps

2005-08-24T20:57:00.000-07:00

Trucker caps are getting makeovers; knit hats are the cool way to keep your head warm; performance caps will keep you cool when it's hot; camouflage caps should be easy to spot; and pewter emblems look to be this year's shining decoration trend.
There you have five of the more prominent headwear trends for 2004, according not only to suppliers but confirmed by taking a look through their booths at the Orlando ASI Show in early January. Headwear suppliers are upbeat about not only their new offerings for 2004, but about the business climate in general for promotional headwear.
"When we look back at 2003, it will be the point where business started turning back in a positive direction," says Elaine Lam of Houston-based Kati Sportcap.
David Porter, general manager at Lenexa, Kan.-based Sportsman Cap Network, says 2003 was a very opportunistic year for his organization, as Sportsman capitalized on the efficiency of its business model and made adjustments necessary to ensure a secure future in the business.
"Dollar for dollar, headwear continues to lead the promotional apparel industry in terms of perceived value versus actual cost," says Porter. "In addition, headwear carries a huge 'wow' factor for the recipient and there is no better billboard advertisement than someone's forehead!"
Truckers still making big haul
Make no mistake about what's leading the way in the headwear market, thanks to retail fashion trends, Porter says. "Following the trends set by retail, Imprinted Mesh Baseball / Trucker Capand knits are on top of the fashion trend. The surge in sales prompted by retail trends is a great boost to the headwear industry," Porter says. "Our basic styles continue to perform well, but the trucker mesh and knits are running away with the sales as trendsetters continue to do these great styles."
The foam front, mesh back trucker cap that Ashton Kutcher of "That '70s Show" and MTV's "Punk'd" helped push back into fashion in 2002, appears to having staying power for at least another year.
"Due to the overwhelming popularity of the MTV, Hip-hop culture, fashion and trendy apparel continue to be set by celebrities in the music and entertainment industry. Obviously, the 'trucker caps' have been taken to a whole new level due to all the retro trends in the fashion industry," says David Chen, sales/marketing manager at Mega Cap, a supplier based in Rancho Cucamonga, Calif.
And new variations on the generally hideous-looking foam fronts of these styles could be the key to trucker hats retaining their popularity among the younger crowd that has made them a "fashionable" item.
A few suppliers have introduced new trucker-type styles that aren't as, well, unattractive.
For example, Montreal-based supplier Fersten Worldwide is introducing style FP126, which mixes heavyweight brushed cotton twill with soft mesh side panels reminiscent of a trucker style, "but not as ugly," as Marketing Coordinator Michele Lavoie says. The FP126 has a contrasting sandwich bill and piping over the back arc that also add to its appeal. Mega Cap has also updated its trucker cap offerings for 2004.
"With the assumptions and predictions of fashion designers that the 'trucker caps' will be around for another season, we've came up with a few more fashion-oriented trucker cap styles, including low profile with contrast stitching, fitted trucker caps and trucker style visors," Chen says. "We believe these innovative, fashion-oriented styles will take off for us in the upcoming year."
At Santa Rosa Beach, Fla.-based Adams Headwear, "Buzz" style BU101 is an "updated version of a trucker classic," according to the catalog description of the new style. It is a six-panel constructed mid-crown, 100% cotton twill front and visor with heavy garment wash. The nylon mesh side and back panels match, naturally, as do the sewn eyelets, and it features a classic trucker style plastic strap closure.
And for those customers who still want the completely authentic trucker style, most headwear suppliers will be happy to help you out with "classic" styles.
Los Angeles-based KC Caps has four styles in its "Trucker Collection," including new style 5400C, a colored foam-front, white nylon mesh back cap with a flat (not pre-curved) bill.
Ontario, Calif.-based Otto Cap has a variety of 5-panel and 6-panel trucker caps, which also come in low-profile styles.
"The 'gotta have' cap styles for year 2004 are foam front, mesh back caps. These have become so popular in year 2003," says Otto Caps' Lisa Chang. "The trendy styles in the headwear market now are trucker caps and low-profile pro style caps."
David Porter says he expects Sportsman style 5010 and Magic Headwear style 5021 to continue to sell well in 2004.
Beanies, baby!
Another style being driven by younger end users is the knit cap, which, as a fashion statement among the Gen X and Gen Y crowd, is much more appealing than fleece hats that aren't as form-fitting or retro-looking.
David Chen at Mega Cap says knit caps, aka: beanies or skull caps, actually hit a couple years back as well. He says the solid short black beanies remain the most basic and most popular at Mega Cap. "Knit caps continue to be strong for us and we have expanded our variety by adding multi colors, stripes, and other decorations woven into the original fabric," Chen says.
Lisa Chang at Otto Cap says knit caps are definitely growing in popularity, and Otto has added a new knit style for 2004: the 12" Knit Beanie Cap, offered in nine solid colors.
Sportsman Cap Network has added 81/2" and 12" knits (styles SP08 and SP12) in its Sportsman line. Both are made of 100% acrylic. The SP08 is a beanie style available in 13 solid colors while the SP12 is intended to fold up at the bottom. It comes in 11 solid colors.
Fersten has added to its knit collection a mid knit beanie with three contrasting stripes, available in eight color combinations (style FP553). Also new are styles FP550 and FP555, a mid-knit tuque with contrasting cuff and inside, and a mid knit beanie with single contrasting stripe, both in six color combinations and made of 100% acrylic.
Students and twentysomethings are typical wearers of knit caps, which are especially popular with the skate/snowboard crowd. Logoed knit caps can be a great choice to promote new products or brands that target the young and hip. While knit caps are a natural in the winter months and in colder climates in general, beanies in particular are enough of a fashion statement among urban youngsters that they can be seen just about anywhere at any time of the year.
Camo caps not incognito
It's a safe bet to predict that 2004 will see more camouflage cap sales than any other year. Headwear suppliers are certainly ready for camo cap sales to grow, as many have bolstered their lines and now offer more than a dozen different styles with camouflage patterns.
While the branded, licensed camouflage patterns such as Advantage and Mossy Oak are obviously popular with hunters, Imprinted Camo Caps are being logoed and worn everyday as fashion or outdoor lifestyle statements by hunters and anglers - and also by cowboys and even stock car racing enthusiasts. Camouflage patterned shirts and caps have become popular in rodeo circles and are being incorporated into race-themed styles. You can often find outdoor-related brands advertised on camouflage caps, but in Wisconsin, for example, you'll likely see hunting/fishing logos but also Green Bay Packers or Miller High Life logos on camouflaged caps.
Among its 11 different headwear labels, Sportsman Cap Network has a wide variety of camo styles, including many from camo cap specialist Cap America. There is even a knit camo style in the Cap America line that offers three different patterns. The Cap America camo caps are offered in the best-known patterns - Advantage Timber, Advantage Wetland, Advantage Classic, Advantage Max 4, and new Mossy Oak Breakup.
Sportsman also carries camo styles from Kati Sportcap, which a line long known for its racing-inspired styles and popular Jagged Edge multi-colored cap.
"We continue to build our camouflage line," says Elaine Lam of Houston-based Kati Sportcap. "Mossy Oak camouflage is our major push for 2004."
Kati offers a Jagged Edge style that has a solid color on most of the cap and Mossy Oak Forest Floor or Mossy Oak Breakup camo patterns on the left side. Three more caps are completely done in Mossy Oak patterns - Shadow Grass, Forest Floor and Breakup.
Sportsman's Porter says he expects the new Kati camouflage hats to be very popular in 2004.
Falcon Headwear uses the NaturalGear brand of camouflage patterns, offering structured and semi-structured styles in natural camo and evergreen camo patterns. Falcon also has an urban camo style (more like army camo patterns than hunting camo patterns) available in nightwatch (blue, gray and black), arctic (white, gray and black) or woods (green, khaki, brown and black).
KC Caps style 6180 is a Mossy Oak six-panel camouflage cap, available in Shadow Grass or Breakup patterns, and style 6160 is a non-branded camouflage pattern cap offered in camo green or camo tan.
Otto Cap devotes six full pages in its catalog to camouflage styles, ranging from neon orange patterns to trucker styles where the camo patterns continue on the nylon mesh sides and back.
Mesh styles hot with active set
Performance caps are yet another growth niche headwear style. Usually made of pique mesh, these hats help the wearer stay cool and dry no matter how much they sweat.
Speaking of cool and dry, that happens to be the name of Flexfit's new Cool & Dry moisture management cap (style 6577CD), which is carried by Sportsman Cap Network. "It will be a big hit in 2004 with anyone who wants their cap to work as hard as they do," Sportsman's Porter says.
At Fersten, Michele Lavoie says she thinks they have a winner with new style FP127, made of an elastic woven mesh with a sandwich visor. "The extreme sports field is loving this," Lavoie says of the style, which targets a younger, active wearer. She also says the new, soft mesh side panels on style FP126 (the less-ugly take on the Trucker as mentioned earlier) make it a great cap for golf or outdoor sports because it breathes so well.
New at Otto Cap is the Pro Mesh Polyester Sandwich Visor "Otto Flex" cap, a flexible fit cap, in addition to the adjustable Velcro closure style Pro Mesh cap Otto also makes. Otto also has a couple of non-sandwich visor Pro Mesh styles in solid colors or two-tone, which would be ideal for baseball and softball teams.
New in this category for 2004 at KC Caps are styles 3913 and 4013, the Nu-Fit Deluxe Pique Mesh Spandex Fitted Cap and Visor (4013). Both styles have a sandwich bill.
PAW Distributors, a supplier out of Fairfield, N.J., has added several more colors in a pair of Richardson Pro Mesh caps. Style 400S5 is the Richardson System 5 Stretch-Fit pro model mesh cap, now offered in 12 solid colors and 11 two-tones. Richardson style 414 is an adjustable pro mesh cap, which PAW now carries in 13 solids and 15 two-tones.
Metal emblems ready to shine
While embroidery and, to a lesser extent screenprinting (especially on Trucker styles) remain the staples of headwear decoration, one decorating technique that seems to be gaining steam are metallic emblems.
Metal emblems in pewter, brass, and copper will be our big mover," says Elaine Lam of Kati Sportcap. "We are able to price this item in the same range as embroidery with a much more expensive look."
Those sentiments are echoed by Sportsman's Porter: "New decorating trends will include metal art in pewter, copper and antique brass. The perceived value of metal art is very high, but is no more expensive than basic embroidery," Porter says.
"Metal Art" is a new application in 2004 for Falcon Headwear, which offers two-dimensional, three-dimensional, three-level and color application emblems. The Metal Art emblems, again in antique brass, antique copper, pewter and color fill, can be attached to any Falcon Headwear style.
Several other Headwear suppliers at the Orlando ASI Show were touting their pewter emblem capabilities, as well, as distributors and end users are discovering this classy alternative to traditional embroidery.
"Decorating options continue to expand into new horizons," says Mega Cap's David Chen. "Regular embroidery remains the most basic and popular decorating option in the ad specialties market, but a lot of the fashion-retail decorations - felt applique, woven patches, sandwich bill imprinting, private labeling, etc. - are starting to catch the eyes of the local suppliers and becoming more and more popular."
Woven labels are another new decoration technique this year at Falcon Headwear. They can be done overseas for a minimum of 144, and can actually be less expensive than traditional embroidery.
What else is new
What else is new? Plenty, as just about every headwear supplier you come across will be excited to show you some new style or feature they have added this year. But here are a few things to keep an eye out for:
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Among the seven new styles in 2004 at Falcon Headwear are a pair of Teflon-coated styles in the First On Headwear golf line. Pro golf styles 27760 and 212745 are water- and stain-resistant. Water rolls right off and stains wipe away, says Cynthia Farris, vice president of sales at Falcon. While the hats are not waterproof, they look brand new longer as sweat from a hot day at the golf course can be wiped right off.
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Otto Cap is introducing a new Sample Bag made of 600-denier polyester. Distributors will receive 50% off on sample caps, up to 36 pieces, when purchasing a sample bag. Sample caps must be assorted styles, with a maximum of three pieces per style number.
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Fersten has a "Ride the Wave" campaign going on in support of its new style FP434, the Wave Sandwich Peak. This semi-low fit, premium cotton twill style has a stylish contrasting color that begins near the end of the top of the bill and extends until the bottom of the brim. It offers a different look than a typical sandwich bill, where a contrasting color is inserted in the middle of the edge of the brim.
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At Kati Sportcap, "We have come out with a new closure called 'Flex-Strap.' We are very excited about introducing this closure," says Elaine Lam. "We added elastic in the back so it almost gives you a fitted cap feeling." The Flex-Strap closure is on all new 2004 styles that have a plastic buckle.
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Sportsman Cap Network is excited to be carrying two new retro styles from the edgy Alternative Headwear line. Style AH87 is the Alternative Old School Retro Cap, a blast from the past with metal eyelets, a leather strap closure, and stone-colored front panels while the rest of the cap comes in 10 different bio-washed cotton twill colors. Style AH88 is the Alternative Urban Retro Cap, a pinwheel-style cap with an urban feel and retro flair.
Brian Anderson is Senior Managing Editor of Wearables Business.
EventPak a unique way to package headwear with other themed products
Combining a variety of logoed promotional products to give away at an event is nothing new, but Falcon Headwear thinks it has a winner on its hands with the EventPak, which it bills as a "revolutionary new concept in promotional packaging." The EventPak by Headline Sports Inc., of Denver, and available through Falcon Headwear, has a unique and patented design. The packaging is made of strong, clear plastic for creative merchandising and easy viewing of all enclosed products. It enables distributors to combine promotional headwear and custom logo apparel with a variety of other advertising specialties to form a tailored combination of products for an event or as a gift.
Rod Jackson of Falcon Headwear and Headline Sports invented the EventPak. "It's a multiple sale for the distributor," Jackson says, noting that the EventPak can be taliored for any theme, marketing program or event.
Golf, racing, vacation/travel, fishing, and hiking are examples of themes for EventPaks, and they are also good for safety programs or awards, trade shows, client gifts, sales meetings, and new employee orientations. A GolfPak to be given away to participants in a charity tournament, for example, might contain a Falcon hat, a golf shirt, a golf glove, golf balls, tees and a divot repair tool - all logoed, of course. A VacationPak given to members of a tour group might contain a beach cap, towel or T-shirt, sunscreen, sunglasses, lotion and lip balm.
The EventPak is also designed to stack or hang for easy storage, shipping or display. For more information contact Falcon Headwear.
No more quotas means saturated cap market
David Chen, Sales/Marketing Manager at Mega Cap, shared his thoughts with Wearables Business regarding the elimination of quotas on hats imported from China and how it is affecting the industry:
"Unfortunately, due to the elimination of quotas on caps, many suppliers have been affected, and what has resulted is an extremely saturated cap market. Now that the channel of business has opened up, more and more ASI suppliers, distributors, and wholesalers have gone direct and started to deal directly with the Orient. Also, factories are arriving to the states and dumping mass quantities of caps at extreme low prices, which ultimately may kill the already saturated cap market.
"More and more suppliers are starting to carry caps along with the already existing cap distributors due to the elimination of the quota; however, the only thing I recommend and suggest to all cap buyers out there is that they remain dealing with the actual 'manufacturer' such as Mega Cap... anyone and everyone can and are importing caps, but where you are going to get the best selection and price still lies with the manufacturer."

Car Calendars

2005-08-20T13:45:00.000-07:00

Using the retail calendar as a promotional tool
For many businesses, the calendar that reads "January, February, March..." isn't nearly as important as the one that reads, "Martin Luther King Jr. Day, Valentine's Day, St. Patrick's Day" and so on. The latter is the retail calendar, and as its name implies, it's the marketing tool of choice for many merchants.
"We pretty much live and die by the retail calendar,". "From Valentine's Day and graduations to Halloween, Hanukkah and Christmas, we're always looking ahead to the next holiday."
Sure, that's great for a party supply store. But how does it apply to your business? The retail calendar can offer opportunities for many businesses to create innovative and effective promotions. The following steps will help you look at this marketing tool in a new light:
* Examine buying habits and think creatively. Each holiday or season fosters its own buying habits, according to St. Jean. For example, May and June cover Mother's Day, Father's Day and many graduations and weddings. Car repair shops, computer training companies or housecleaning services can create gift certificates or service packages that would be useful, unique and unconventional alternatives to traditional gifts during this season. Car calendars are a big hit for a giveaway. Everyone type of business, when giving away Street Thunder Calander to their customer just love them. Something about car calendars, a real eye catcher.
* Look for publicity opportunities. Nathan's Famous, the renowned hot dog maker, for instance, holds an international hot-dog-eating contest at Coney Island each Independence Day. The holiday tie-in is perfect for a patriotic push in the event's publicity materials. Similarly, announcing a search for the most romantic couple in time for Valentine's Day or for the messiest house in time for "spring cleaning" season could give your business a good bit of attention. Be sure, however, that your efforts are appropriate for your target audience and marketing goals.
* Make your own holiday. If you're tired of the same old celebrations, check out Chase's Calendar of Events to find a new one. This comprehensive listing contains more than 12,000 entries, including celebrity birthdays, astrological phenomena, culinary celebrations and festivals from around the world. From Dr. Seuss' Birthday (March 2) and Elephant Appreciation Day (September 22) to Peanut Butter Lovers' Month (November), you can be sure to find a holiday that tickles your fancy. If you still can't find one, declare your own - Chase's Calendar of Events shows you how. To order a copy of the book, call (800) 323-4900, ext. 147.
* Plan ahead. Regardless of how you use the retail calendar, give yourself enough time to create effective promotions. Start by looking three to six months in advance to determine how you can capitalize on what's to come.
RELATED ARTICLE: It's A Date
Can't think of a date-related promotion? Here are some ideas for particular businesses:
Accounting firm: Offer a "tax break" to your customers. Send a small tax relief package in late March or early April. You might include aspirin, flavored coffee and a couple of pencils for figuring out returns.
Landscaping business: As the calendar progresses, issue an "It's time to . . ." list to your customers. Use the change of seasons to remind your clients how your services can be used to keep their yards and gardens in top condition all year long.
Software development or training company: Create a celebration around Clean Out Your Computer Day (Feb. 8), High Tech Month (January), or International Shareware Day (December 12). Hold a seminar or send a unique promotional item.
Restaurant: Search for the best more in time for Mother's Day or for the all-American family around Independence Day. Inviting your patrons to vote for their favorite candidate may encourage entrants to send their family and friends your way.

Promotional Specials

2005-08-14T10:47:00.000-07:00

What, you may be thinking, are trinkets and gizmos? These are the thousands upon thousands of items that make up promotional products or PP items, as they are called. For those who don't know, promotional products are used as incentives and rewards in the promotion of businesses or causes. It is a huge industry, accounting for some $18 billion in worldwide sales. Out of that number, it has been estimated that decorated apparel constitutes roughly 30 percent, so, at some point, you have to wonder whether or not it behooves you to expand your product offering to include these products.
If you're inclined to shy away from Promotional Product items, it may be because your instincts tell you that if decorated apparel makes up such a large piece of the pie, why bother with diversification? There's obviously ample opportunity for you to make a livelihood. And, besides, if you're going to invest, wouldn't your resources be more wisely invested in your embroidery business?
But for those who are still tempted to give it a try, you might want to think about this: Is product diversification part of your original business plan? Or are you considering broadening your offerings solely as a reaction to market forces like Specials ? These are valid questions and they should be carefully considered before you jump into Promotional Product items.
Defining Your Status
The lines that define your embroidery business are less rigid than you imagine, in that they probably vary from customer to customer. There are many embroiderers who provide goods and services and a smaller number who simply supply services (I like to refer to them as pure contractors, or embroiderers who make their living by providing services only). The rest of you probably sell apparel to the end user or you may be operating retail stores filled with unique gifts, but in either case, the sale of goods like running specials is an integral part of your business, despite the fact that you may do the occasional "contract" job.
This is an important distinction that goes back to your initial business plan. Some of you may be saying, "What business plan?" Well, hopefully, you sat down before getting into this business and you did the research to arrive at a comprehensive evaluation of the marketplace to determine where and how you would attack that market. Furthermore, within the business plan, hopefully you would have devised a marketing plan and a strategy for executing that plan. All of this would be an integral part of your road map to success. Many of us go through this exercise and once we get started we don't take the opportunity to go back and revisit the plan. But, it's never too late to go back and assess the original plan, keeping in mind that it is desirable to change where change is clearly dictated. The basic tenets of management require us to visit our business plans often and modify them based on the dynamics at hand.
Is One-Stop Shopping For You?
In favor of adding PP special items, one could argue that, as long as you're in the decorating business, you might as well provide all that is decorated! Many of us already do screenprinting, embroidery, sublimation and more, so why not get into PP items as well? If you have a graphic artist on staff and he already does color separations, it'll be a breeze for him to pick up digitizing, and you've spent all that money on that top-of-the-line digitizing system...and so on.
Some would say that providing these services will allow you to keep your customers captive. Why let a customer go elsewhere and have him be exposed to a potential competitor? Why not just service the account completely? There are several reasons. First of all, you must determine what business you are in.
What's Your Message?
Given the limited and informal research we have, one can conclude that, for some, selling PP items is really an accident. It's the result of being that dependable soul for customers who don't know or don't want to visit that next level. These customers aren't promotional product professionals, but your local citizen looking to make a buck.
For others, however, selling PP items is viewed as an addition to their current business. Perhaps, it is a result of the economy and is meant to be an enhancement to the business. The truth of the matter is that, over time, it may actually hasten the tailspin. This scenario has played out here in the Phoenix metro area more than once recently.
Business owners quite often do not realize that they've got a problem until it is too late. It becomes a simple question of, "What is your core business?" Do you want to be known as the best embroidery operation in town, the region or nationally? Does your selling trinkets and gizmos reflect this, or is it a distraction? Again, like pricing and other business actions, you're sending a message to the buying public. Is it the right message?
Aside from the message we send to the marketplace, there is the tangible side of this issue that involves the risks and rewards of the situation. Generally, where the risk is great, the reward will be commensurate. But do you really know how much it costs you to place an order with a vendor and to execute a purchase order within your system? Also, what's the cost associated with receiving those items? What's the cost associated with handling art-work, samples and approvals? Who's responsible for mistakes, and what about under- and over-runs?
Quite often the decision to diversify is not made in a very cogent manner. We don't always sit down and do an analysis of the pros and cons, using, instead, the broad-brush approach. Selling other items is seen as a way to increase revenue, but seldom do we think of the cost involved. A colleague recently told me that PP items represented about 20 percent of his business. The current staffing levels in his business were such that anyone on the staff could process these orders so there were no additional costs involved.
Unfortunately, the first law of economics is that everything has a cost! The decision you make to do something will have an impact on those things that you chose not to do. The digitizer who gets up to service a customer placing an order will impact his output (time is money). Did that customer place an order sufficient in terms of profit to cover the associated costs to take that order? Do you, instead, hire a person to service these accounts? Can you generate enough profit to cover salary, benefits, marketing expenses and other associated costs?
Perhaps the idea of goodwill is sufficient enough to have you venture into PP items. After all, getting customers is tough enough, why let them go someplace else? That would be the logic of a worried business owner. The owner confident in his business would be a valuable resource to your customer. You could very easily explore the landscape and become knowledgeable about PP items and be ready and willing to help your clients, but what do you really gain?
It's Not Black & White
"Diversify or die." Those words, uttered by my accountant, still ring in my ears. Offering Promotinal Product items is certainly a way to diversify. However, changing the way you do business can also be a form of diversification. For example, a company that does little or no marketing can become proactive in marketing. The owner of a small business can initiate a direct mail campaign, make the occasional sales call or get involved with a local organization. Recently, while speaking with an apparel sales representative, I was amazed to discover all the tools his company makes accessible to promotional products distributors. In an effort to sell more products, the company had invested in generic catalogs, inventory locators, stock levels, on-line marketing, 3-D viewers and more. To his lament, few customers were utilizing these options.
In our business we use our expertise to woo the customer. All we want is one opportunity because we go out of our way to service them and "make them look good." We've established relationships with a wide range of vendors, so that in the event we get a call, we're able to point the client in the right direction. It becomes a networking opportunity that is an investment and a win-win situation for all. Given the scarce resources that most small business owners have, you would be well advised to parlay existing resources into more businesses. Should you choose to diversify into Promotional Product items, keep this one thought in mind: cash flow.
Many of you know what we're talking about. Generally, you will be paying for the product long before your customer pays you. Given the state of the economy, many suppliers have tightened credit requirements and terms even to their best customers. There are many profitable companies that have gone out of business due to poor cash flow.
There's nothing wrong with expanding your offerings. Corporate America has made product diversification a habit for years. A marketing executive gets the idea to broaden the lines, seemingly to bolster business, but, ultimately, only to fail over time. The strategy could have been solid but the execution suspect, and vice versa; but the point is that the venture was carefully planned. If trinkets and gizmos are having an alluring effect on you, then take the time to research the market and see how it complements your business. If the pros outweigh the cons, then by all means move forward. However, be advised that it is a very competitive market and typically one based on price. Are you up for that game?

18 Wheeler Calendar

2005-08-11T20:48:00.000-07:00

Using the retail calendar as a promotional tool
For many businesses, the calendar that reads "January, February, March..." isn't nearly as important as the one that reads, "Martin Luther King Jr. Day, Valentine's Day, St. Patrick's Day" and so on. The latter is the retail calendar, and as its name implies, it's the marketing tool of choice for many merchants.
"We pretty much live and die by the retail calendar,". "From Valentine's Day and graduations to Halloween, Hanukkah and Christmas, we're always looking ahead to the next holiday."
Sure, that's great for a party supply store. But how does it apply to your business? The retail calendar can offer opportunities for many businesses to create innovative and effective promotions. The following steps will help you look at this marketing tool in a new light:
* Examine buying habits and think creatively. Each holiday or season fosters its own buying habits. For example, May and June cover Mother's Day, Father's Day and many graduations and weddings. Automobile repair shops, 18 Wheeler owner operators, computer training companies or housecleaning services can create gift certificates or service packages that would be useful, unique and unconventional alternatives to traditional gifts during this season.
* Look for publicity opportunities. Nathan's Famous, the renowned hot dog maker, for instance, holds an international hot-dog-eating contest at Coney Island each Independence Day. The holiday tie-in is perfect for a patriotic push in the event's publicity materials. Similarly, announcing a search for the most romantic couple in time for Valentine's Day or for the messiest house in time for "spring cleaning" season could give your business a good bit of attention. Be sure, however, that your efforts are appropriate for your target audience and marketing goals.
* Make your own holiday. If you're tired of the same old celebrations, check out Chase's Calendar of Events to find a new one. This comprehensive listing contains more than 12,000 entries, including celebrity birthdays, astrological phenomena, culinary celebrations and festivals from around the world. From Dr. Seuss' Birthday (March 2) and Elephant Appreciation Day (September 22) to Peanut Butter Lovers' Month (November), you can be sure to find a holiday that tickles your fancy. If you still can't find one, declare your own - Chase's Calendar of Events shows you how. To order a copy of the book, call (800) 323-4900, ext. 147.
* Plan ahead. Regardless of how you use the retail calendar, give yourself enough time to create effective promotions. Start by looking three to six months in advance to determine how you can capitalize on what's to come.
RELATED ARTICLE: It's A Date
Can't think of a date-related promotion? Here are some ideas for particular businesses:
Accounting firm: Offer a "tax break" to your customers. Send a small tax relief package in late March or early April. You might include aspirin, flavored coffee and a couple of pencils for figuring out returns.
Landscaping business: As the calendar progresses, issue an "It's time to . . ." list to your customers. Use the change of seasons to remind your clients how your services can be used to keep their yards and gardens in top condition all year long.
Software development or training company: Create a celebration around Clean Out Your Computer Day (Feb. 8), High Tech Month (January), or International Shareware Day (December 12). Hold a seminar or send a unique promotional item.
Restaurant: Search for the best more in time for Mother's Day or for the all-American family around Independence Day. Inviting your patrons to vote for their favorite candidate may encourage entrants to send their family and friends your way.
Trucking Company: Picture their 18 Wheeler Photos from their freight line and hand out to their loyal customers who ship with them on a consistent basis. 18 Wheelers when vinyl lettered really make a great picture for a calendar.

License Plates

2005-08-08T20:05:00.000-07:00

Belting along the M4 to Bath, she would have been able to read other motorists' social station at a glance, from the age of their cars as revealed by the prefix letter on their registration plates. And what fun she'd have had drawing the distinction between the old rich and the nouveau riche, the former merely in new cars, the latter sporting personalised plates.
Both quirks are practically unique to Britain's system of registering cars. Abroad, it is usually a vehicle's geographic origin that is encoded; here, it is its age. And with numbers predominant in their formats, most other countries offer no scope for the nonsense of getting one's name or initials into this peculiar form of print.
The Americans allow it, but make it too easy. It is simply a matter of applying for your preferred letters. I once knew a Vicky Quick. Her California Personalized Poly License Plates read V QUICK. She was not unknown to the Highway Patrol.
It requires low cunning to extract sense from our rigid sequence of letters and numbers. Our obsession with class and love of word-play find themselves sharing a journey. The plates themselves, introduced as cars - and accidents began to proliferate, tell stories. Those of frontier lands such as Canada and Australia are, like the American plates, expediently pressed out of sheet aluminium. They are small billboards, selling the merits of their region - its milk, its potatoes, its sunshine; the plate for the Northwest Territories has the outline of a polar bear.
European plates are more crafted and dully functional. The Scandinavians, Germans and Swiss have crisply cut modernist typefaces, sometimes with the luxury of proportional spacing. France's elongated lettering is typically odd, but the system is rational, with the number denoting region of origin echoed in postcodes.
The British style is stolid, and set to stay that way. Later this year a mandatory new font is to be introduced - one of very few changes made in 95 years of car registration. Tradition has prevailed over modernisation: the characters will retain their familiar chunkiness, rejecting continental typographic cool. At the same time, the police will be encouraged to crack down on drivers who express their individuality with incorrectly spaced lettering or custom fonts.
It was an earlier change that first gave scope for individual expression. From the 1930s cars began to be registered according to a scheme involving a number and three letters - so often the number of people's initials. Thus were born what the Driver and Vehicle Licensing Agency lip-smackingly calls "cherished" registrations. These were traded at first through small ads in the Sunday papers, but today a telesales force at the DVLA is happy to sell you configurations of round numbers with your choice of three letters according to a complicated tariff of premium prices.
The agency also gets first dibs on especially significant combinations, "so that a government asset is not given away for nothing," according to the agency's marketing manager. The task is one of considerable ingenuity. Come August, it won't only be S1MON who finds satisfaction, but also S108HAN, a combination without obvious numerical significance which you might have thought would be issued in the normal course of events to a random car buyer. The number combination 786 was plucked out because it is auspicious for Muslims. "Not many examples slip through the net these days."
The DVLA's assiduity in anticipating saleable configurations raises the stakes of the game. The challenge to a nation of crossword puzzlers is to find specialness in combinations that the bureaucrats would think unremarkable. But the money is in sheer egotism. NICKS went for [pounds]37,000 in June. P4TEL raised [pounds]28,000 at auction earlier this month. Wasim Khan, the 24-year-old owner of a Manchester leatherwear business, recently paid [pounds]16,000 for WAS5 to add to his existing collection of WAS1M, WAS1, WAS51 and 1WAS. Company names and professions also figure. A dealer recently bought P1LOT for [pounds]66,000 - M1NER might have gone for rather less.
It seems a very brash, Thatcherite way of carrying on. But the trade is equally at home in the Britain of Tony BLA1R. "People think they are vanity plates, that they are naff,". "But we have sold eight or nine hundred thousand numbers since we started. That's a huge section of the motoring public." The DVLA is laughing all the way to the Treasury. The scheme has raised [pounds]310 million since it was introduced in 1989.
Now, however, the familiar sequence of letters and numbers is to be altered. In June, the transport minister Gavin (GAV1N) Strang announced a new format: ABC12DE or AB12CDE, depending on which of the two the police judge to be the more memorable. The group of two letters will make it easier to identify a car by region. The numbers will identify the age of the car and will be updated every six months rather than annually at present. The aim is to smooth out the August bump in the sales curve (last year more than half a million cars, a quarter of the annual total, were sold during August).
The DVLA's cottage industry is safe. It's likely that the clock will start at 12, with the agency keeping back the precious single digits (AMUSED or NOT 4 ME) as well as 10, which will unleash a lexicon of pricey adjectives (CAR10US for the confectioner, DEVIOUS for the spin-doctor), and 11, which will give PILOT an excuse to add TAX11NG to his fleet and for somebody else to buy a new car for his DAR11NG wife.
Meanwhile, there is a rush to the end of the present alphabet. T1MMY will be on the roads in March next year, V10LET next September, and so on in time for the new scheme to start in 2001. The DVLA did consider whether to go the whole hog and adopt the more direct form of vanity plates used in the United States. In a declaration of cultural independence, they decided against instant gratification. WH1MSY lives.

Pocket Screwdriver

2005-08-07T09:41:00.000-07:00

ONE GOOD TURN: A NATURAL HISTORY OF THE SCREWDRIVER AND THE SCREW WHEN HE WAS ASKED to pen a magazine piece about the best tool of the past millennium, he was stumped. The hammer, auger, saw, drill, and plumb line all turned out to predate the last 1,000 years. More recent innovations, such as power tools, amount to mere laborsaving, incremental improvements. The wife, Shirley, finally came up with a viable candidate: "You always need a screwdriver for something," she told her husband.
In this trim volume, architect and historian, engagingly recounts his quest into the origins of the screwdriver and its necessary adjunct, the screw. Indeed, the screw steals the show. The concept of this helical wonder has been with us in some form since the early Greeks, and Rybczynski assiduously tracks its development and use in machinery, armor, and weaponry. By the time he espies perhaps the earliest depiction of a screwdriver --in a medieval rendering of a screw-cutting lathe--it's a bit of an anticlimax.
But the screw's history engrosses right down to its daunting manufacture. As he relates, 16th-century screw-making was a cottage industry. The threads, filed by hand, were imperfect and shallow, and screws were so expensive that they were sold individually. In the 18th century, industrialization brought consumers mass-produced screws at cheaper prices, but they still had one drawback: The machinery of the day couldn't file a screw to a point. Workers had to drill a hole into material to get the blunt screw-end started. The familiar machine-made, pointed self-starting screw didn't appear until the mid-19th century.
One of Rybczynski's most absorbing tales is of how the Phillips -- Personal Pocket Screwdriver the one with the cross-slotted head--enabled its corresponding counterpart to beat out the Robertson screw, making the Phillips the world's standard. The Robertson, with an incised square socket on its head, fastens faster and tighter than the Phillips. But car manufacturers preferred the Phillips precisely because of its less-snug fit: The automated screw-drivers on the factory line popped out of the screw's recesses more easily, thus preventing over-torquing.
Two new pocket screwdrivers with square-recess tips are available in No. 1 or No. 2 tip sizes. The crank-action handle of the tool spins screws fast with just a twist of the wrist, says maker, for quick, one-handed operation. Featuring the Cushion-Grip handle, the handle ends are color-coded for easy identification and selection of the proper tip.

Card Holder

2005-08-06T21:05:00.000-07:00

Promotional products are an integral part of the business world and probably a staple in every office. Check your desk or cubicle, in all probability there's a promotional product...or several in your workspace. It could be the standard pen, pencil, calendar, coffee mug emblazoned with a company name or Custom Imprinted Card Holder . Maybe you even have one of the newer innovations in promotional products-a computer screen cleaners advertising a local realtor, a laser-engraved metal picture frame, or a bendable business card holder with the name of a vendor. Chances are your company has imprinted shirts. Wearable art is the top selling promotional product in the market. Maybe there's an award for sales on your shelf or a "thank you" plaque from a customer. Those are also promotional products. Every office uses promotional products, though they may not know it. Every office worker sees promotional products every day, though they might not be aware that's what they are called.
THE MAGNITUDE OF THE INDUSTRY
In the year 2000, advertisers spent more than $17.8 billion on items purchased via professional promotional products distributors-out-- pacing nearly every other traditional form of advertising. The industry posted a 19.5 percent increase for 2000, easily outdistancing growth in 1999 of 13.3 percent and 11 percent growth in 1998. Magazines, newspapers, television, cable television, and radio posted increased sales between six percent and 16.6 percent, according to Advertising Age. The only media that saw a higher increase was outdoor media, with an increase of 20.3 percent.
While sales in 2001 appear to be tracking the downturn in the economy, last year's results indicate a very healthy and thriving industry. Moreover, the last half of the year is where up to 70 percent of promotional products sales are made due to business-to-business holiday gift giving, end-of-year awards and recognition programs, and holiday customer appreciation.
In a study conducted exclusively for the promotional products industry, the most popular promotional products were wearables/apparel, which includes shirts, hats, aprons, uniforms, neckwear, footwear, etc. Writing instruments like Pens & Pencils held the second-- largest category, with other top favorites being desk/office/business accessories; bags; calendars; glassware/ceramics and games/toys/playing Cards/Inflatables. (see accompanying graphic chart)
A BOOSTER IN AN AILING ECONOMY
Everyone knows that our economy is in distress; the symptoms are evident and obvious. The recent terrorist attacks further wounded the already weak marketplace in ways that still are not fully evident.
It would be presumptuous to offer simple solutions to such a multi-leveled, complex situation. But, there are some important considerations for companies currently developing marketing/advertising responses to the economy. Often during slow economic times, one of the first areas for cutbacks is advertising. However, statistics show that well-planned, targeted advertising involving promotional products can be highly effective in converting disinterested prospects into active, buying clients. Moreover, studies have shown that customers who were given promotional items were more likely to remember the company that gave them the product, more likely to refer the business to others and twice as likely to return to that company for future business.
PROMOTIONAL PRODUCTS POWER: PROVEN POWER To BOOST SALES
These studies were done by the international, non-profit trade organization for the promotional products industry. The association serves those in the $17.8 billion industry who manufacture, imprint, sell, or promote decorative and useful items that carry an advertising imprint or logo such as pens, desktop accessories, apparel, calendars, awards, bags, buttons, and sporting goods, just to name a few.
Studies and finding included:
* Schreiber & Associates of Peoria, IL, found that 39 percent of people receiving promotional products could recall the name of the advertiser as long as six months after they received it.
Nearly three quarters-72 percent- of business travelers surveyed in a poll at Chicago's O'Hare and Dallas/Fort Worth International airports had in their possession at least one promotional product. Remarkably, 73 percent of those carrying a promotional product could recall the name of the advertiser's name or message prior to showing the item to the pollster. And, 61 percent carried on their trip two or more imprinted items such as key tags, pens, calculators, Imprinted Post - It Notes, pocket mirrors, or a wearable such as a sweater, jacket or shirt.
* Southern Methodist University in Dallas found that selective distribution of promotional products out-pulled newspaper advertising by two-to-one.
* Baylor University in Waco, Texas, found that retailers that use promotional products as part of sales contests out-perform sales contests without incentives by up to 50 percent.
Additionally Baylor found that promotional products boost direct mail response rates by up to 75 percent.
* Another study by SMU found that customers receiving promotional products reorder up to 18 percent sooner than those who received coupons and 13 percent faster than those without any incentive.
"In times like these, businesses have a clear choice to make,". "They can cut back on advertising, and find themselves behind the curve when the economy improves. That decision will cost money in the short-term and down the road, when more advertising will be needed to catch up. But companies can turn up the volume on their sales by using promotional products. It's that simple."
PROMOTIONAL PRODUCTS: A DYNAMIC INDUSTRY
Everyone uses promotional products. That's one reason statistics show the use of promotional products can increase business awareness. And that's probably why people want to get involved in this expanding and extensive industry. Promotional products have been around for 150 years. With today's new technology and new techniques, it's a growing and changing industry. There are always new and innovative ideas. It's an industry that thrives on... and welcomes creativity, enthusiasm, persistence, and that old-time entrepreneurial spirit.
For those who want to become involved, PPAI offers the following suggestions:
* First and foremost, do the needed research to become familiar with the industry. There are industry publications. The Counselor is another industry trade journal published by a for-profit company, Advertising Specialties Institute (ASI). The Resource Center can also provide a catalog of books, tapes, and materials for the interested candidate on a variety of subjects and topics, such as sales, marketing, technology, customer service and legal issues. Visit the L & R website.
* To succeed, a practical knowledge of printing and imprinting processes will be important. Local colleges and universities, usually through the art department, offer appropriate courses in this process. Large printing companies sometimes conduct seminars and workshops. Within the industry, there are numerous education venues that also provide this kind of training. PPAI has extensive education opportunities.
* At the core of the industry is selling products, so experience in sales is essential. While the industry is very supportive, with a huge emphasis on education, support and peer networking, it is also highly competitive.
* Finally, to learn about the industry first-hand, attend industry tradeshows and end-user premium incentive shows.

Totes and Duffels

2005-08-02T20:23:00.000-07:00

Introducing the cooler sure to get packed up and shown off. Country club picnics, twosomes at the park, getaway lunches at the beach... the new Picnic Cooler is one corporate gift bound to go everywhere. Made from durable 600-denier polyester, this leakproof cooler has a convenient collapsible design featuring a bottom compartment that can be packed with ice to hold cold food and beverages, and a top compartment for dry items. Colors: black, navy, red, royal. Size: 15 3/4"x93/4"x9". Approximate imprint area: 6"x5" (top pocket). Maximum embroidery area: 41/2" diameter (top pocket).
New this year from L & R Enterprise is the Weekender Duffel Bag, style 4005BK. Designed for those on the go, the Ultra Athletic Bag has a U-shaped zipper opening for easy access to the main compartment. It has two large side and two front zippered pockets, plus the water bottle pocket with bottle included. There is an adjustable, detachable padded shoulder strap, and a double nylon web handle. Dimensions: 21"Wx12"Hx10"D.
Style 1002 is the Traveler Convertible Bag/Blanket. It quickly and conveniently converts from a bag to a blanket - perfect for picnics, corporate or sporting events, vacations, or as an employee gift or reward. Protective, water-resistant Softex II Polyester backing helps keep those using the blanket clean and dry. It has a front pocket and large, bellowed back pocket on the bag, both with zipper closures; black accent zippers and adjustable shoulder carrying strap (strap is detachable); and a snap closure to secure bag in place. Available in forest, navy, red, black, and maroon. Shell: powder-soft and feather-light Softex II Polyester with a water-resistant finish. Lining: 12.8-oz. soft Horizon Fleece brushed for softness with anti-pill finish.
The Nylon "Pack-Away" Jacket, style 5509, packs away into a convenient carrying bag for easy portability. It is a lightweight, hooded, two-color, wind-resistant, water-repellent jacket that is perfect for spring weather. The jacket features a front storm flap with zipper and hidden snaps. Both the jacket and the bag can be embroidered or printed for maximum advertising opportunity. Available in four core colors in sizes Getabag. Made of 600 denier polyester PVC, this bag measures 12"x16"x4.5" and features a 12"x5" decoration area on the front pocket. It has a deluxe stationary organizer and a cell phone pocket on the side.
High Sierra style 2945 is the Cove Island Computer Case, and ideal choice for the stylish professional. The Cove Island Computer Case offers two separate main compartments and an inside organizer with removable key fob and a mesh zip pocket with additional pockets for your cell phone or PDA. Additional features include: a removable, fully-padded notebook computer sleeve with carry handles, three disk pockets, large slash pocket and an over-the-handle strap; removable five-compartment accordion file folder with carry handles; zippered back pocket that can be used as an over-the-handle sleeve; a detachable, adjustable shoulder strap with non-skid shoulder pad; and convenient grab handles with handle wrap. Dimensions: 17" x 13.5" x 9".
New Expandable Roll Bag (Style 2008) is so named because its size changes to accommodate what you put in it. The utilitarian bag unzips to expand from hand-size to a full-size roll bag. The side pocket with zipper is accessible when the bag is closed. It's made from 400-denier nylon with polyurethane coating and the hardware is plastic. Features include piping trim, web handles reinforced at stress points, a shoulder strap that's adjustable and detachable, and a zippered main compartment. The Expandable Roll Bag comes in seven colors and when fully opened, its dimensions are 18 inches by 10 inches by 10 inches. For more information call 800-237-6695 visit www.augustasportswear.com
Armor Gear
The Corkage Caddy from Armor Gear is a sturdy, wine-gift bag that is reusable. The Corkage Caddy comfortably carries a 750 ml bottle of wine. Carry wine to a restaurant or dinner, and then store the collapsible caddy in a purse or on a belt loop. Colors: Cabernet or Grape Leaf. Approximate collapsed size: 3.5" W x 3.5" L x 2" H.
The Summer Daze Collection Sunseeker Tote Bags from L & R Enterprise shines from dusk to dawn as one of the most dazzling promotional ideas around. More than just a great decorating platform, Toppers packs even more promotional power into every T0810 Tote with contemporary design and much-appreciated conveniences that people simply love to take and display all over. Made of durable 14-oz. 100% cotton canvas. Other features include hook-and-loop closure, key ring and front pocket. Size: 21-1/2"x16"x7" with 26" handles. Colors: natural with black or navy handles & bottom. Approximate imprint area: 6-1/2"x8" (front pocket). Maximum embroidery area: 4-1/2" diameter.
Style 8935 is the Contrast Sport Duffel from PremiumWear. Its spacious storage compartments keep even small belongings organized and secure. It has four rubber feet on bottom of bag reduce wear; contrast sport piping with two-tone oxford accent; 1.5" adjustable, detachable shoulder strap with Ergo-design pad for added comfort; large interior storage compartment with zip-around end shoe pocket with grommets for extra ventilation; expandable dome shaped zippered side pockets; expandable outside mesh water bottle pocket; faux fur lined zippered pocket to keep jewelry safe and scratch-free. Made from 600-denier durable polyester canvas. Size: 20.5"L x 11"H x 10"W. Embroidery: 3"H x 5.5"W. 5"H x 5"W. Colors: bright yellow w/black, China blue w/black, or deep red w/black.
The Shoulder Pack available from One Stop is made of 70-denier nylon with waterproof backing and a drawstring closure. It is offered in black, Carolina blue, forest, maroon, navy, red, and royal. Size is 14"x18".
L & R Enterprise carries' Contrasting Handles/Bottom Tote. Featuring 600 denier polyester, bottom gusset, 16"x12"x5" (14" handles), imprint area: 4"x4" (on pocket), embroidery area: 3-1/4" diameter (above pocket). Available in the following colors: white with black, forest, navy, red or royal, navy with red and grey with black.
The 600 Denier Polyester Messenger Bag is style 405. It has one front adjustable clasp closure, main compartment with inside slip pocket, and the front panel has a zipper compartment. The flap is lined and has two zippers providing easy access for screenprinting or embroidery. Black trim surrounds interior and exterior edges. Includes and adjustable 2".
The Eclipse Signature Tote is guaranteed to get noticed with its eye-catching colorful pattern on side and bottom gussets. It has a side zippered pocket for cell phone and keys, a Velcro closure, and single strap adjusts up to 24" for carrying options. Made of 600-denier PolyCanvas.
The new Corporate Line includes the City Corp, offered in black, lead, or royal. It has internal file separators, a Palm/calculator pocket, pen organizers, a padded drop-in laptop sleeve, business card pockets, audio pocket with headphone exit port, cell phone pocket with lifter, adjustable padded shoulder strap, and power cord pockets. Made of 600D poly/420 diamond dobby nylon.
Sport Collection includes the poly-vinyl Drawcord Backpack, style 97030, in yellow and black. It features a 9-1/2"x9-1/2" outside zip pocket with an included one-color imprint (additional colors available), two mesh side pockets, a mesh top with large grommets, and a double drawcord top. It can be worn over the shoulder or as a backback.

Promotional Calculator

2005-07-31T11:15:00.000-07:00

Promotional Solar Calculators Find a Pegboard Home
Promotional solar calculators have found a home on the peg while more expensive desk-top models continue to be shuttled from showcase to gondola.
Chain buyers agree calculators have become as essential as paper and pencil for back-to-school and remain the most promotable CE category.
However, they said merchandise presentation is not the only issue in flux. Calculators, both low and high end, can be found in as many as five different departments at discount chains.
K mart, Pamida, Roses and a host of other discounters feature the category in consumer electronics departments, and Harts and Danner's, in stationery. ALCO merchandises calculators in sight and sound and stationery. Heck's splits them between CE and jewelry. Fishers Big Wheel recently moved calculators out of jewelry and into its home office department.
Area of Reliance
Although the overall classification enjoys sales boosts during Christmas, tax season and back-to-school, the category, according to buyers, has emerged as a steady, highly productive year-round business and its undisputed star continues to be--solar-powered models.
Since their introduction three years ago, then thought of as "just another passing fad,' solar units have held margins between 30% and 40%, and 15% to 20% on promotion.
Indeed, promotional solar calculators, hand-held or desk-top but usually priced below $10, have become one of the leading commodity items at discounters, wherever they are placed, and have enjoyed their greatest success right at check-out, said buyers.
Thanks in part to sophisticated new packaging, featuring clear and flexible film coverings for solar models, many chains have embarked on new carded and pegged programs, either chain or manufacturer generated.
"We've approximately doubled sales in the 20 stores we've pegged since late 1984,".
The chain merchandises calculators on a 7 1/2-ft. gondola run, of which 5-ft. is dedicated to pegged items. The remaining 2 1/2-ft. displays boxed desk-top models. Roses is planning to roll out the pegged program chain-wide this year, according to the buyer.
Clearly, pegged programs for low-end calculators represent the industry trend, as several discounters have adopted this presentation over the last year. But, higher-end, greater-margin items, including desk-top printer models which have traditionally been displayed in glass showcases, are also beginning to appear on gondola runs.
With attractive, informative and in some cases, color-coordinated packaging (tied to several of a manufacturer's related product lines), such companies as Royal, Sharp, Casio and Texas Instruments have all but eliminated the need for sales help or individual highlighting of any unit, according to several buyers interviewed.
"It requires a little more housekeeping; we have to be aware of front facings, for example, but in the long run, it's more than worth it. It makes the area much more efficient. Anyone interested in the calculators' features can find out more about them by reading the package than speaking to a salesman,'.
The Nitro, W. Va.-based chain is currently in the midst of changing from glasscases in its jewelry department to merchandising the items on a 4-ft. gondola run in consumer electronics departments.
At ALCO, however, desk-top printer calculators, retailing for about $80, are still kept under lock and key in the sight and sound area, for the present, it's the ideal location.
"It's the easiest way to step up a customer into the higher price points. We carry a full line of desk-top printers, eight to 11 digits, and without someone to explain the differences, the customer is virtually lost,' he said.
Zutavern, as well as several other chain buyers who merchandise Personalized Calculator under glass, also print to the positive security aspect of showcases.
"We don't have a complete security system in place in many of our remodeled stores, so the glass cases are still our most effective method in preventing shrinkage,' said Heck's Branham.
Yet other buyers feel the pegged programs are more than acceptable, if not as effective, at preventing theft.
Danner's recently changed over from glass to a peg-hook program has not seen a discrenible difference in shrinkage. He has, however, experienced a doubling of calculator sales since he went with the carded program and he expects about $20,000 per store annually for the 4-ft. run.
Also following the industry trend, Fishers Big Wheel moved the classification but for a different reason. The chain recently moved calculators out of jewelry cases into its home office area, instituted last year. The 12-linear-foot department was broken out to add definition to a myriad of home office products, and calculators were a logical completment, according to a chain spokesman.
Fishers will introduce a carded program, provided by Aurora, in the next few months, and the manufacturer will account for 11 of the 15 calculator sku's Fishers will carry.
Photo: Discounters are split on merchandising calculators--either pegged on gondolas or under lock and key--.employs both, featuring low-end solar units on endcap and higher-priced printers in showcases.

Dog Tags

2005-07-26T20:27:00.000-07:00

Dog tags of American soldiers killed in action are sold on the streets of Vietnam as souvenirs. But two Americans have brought many home to return to family members.
The trip from her home in Punta Gorda, Fla., to Orlando took a little more than three hours. The journey from unspeakable sorrow to peace of mind took more than three decades. Both were filled with anguish, memories and tears.
A widow, came to Orlando on Independence Day -- her 76th birthday -- to receive a special gift: the U.S. Marine Corps dog tags of her son, who was killed Aug. 25, 1968, six months into his tour of duty, while on guard in the Quang Nam province of South Vietnam. He was 19 years old.
Decker's dog tags, the military identification worn around his neck, were found and retrieved earlier this year in Saigon (now called Ho Chi Minh City) by two Orlando businessmen. The men make frequent business trips to Asia, and Decker's dog tags, along with more than 600 others, were purchased by Stiff and Gain to return to families of fallen servicemen.
While many are bent, scratched and nearly illegible, these I.D. tags naturally hold tremendous sentimental value as a link between the lost lives of the veterans who fought abroad and their families who prayed, waited and worried at home.
A stage magician and inventor of magic devices, an import/export professional, happened upon the Black-Silver Dog Tags during a trip through Vietnam in January. The pair noticed that various military I.D. tags, which appeared to be authentic, were being sold as "trinket trash" by street vendors and back-alley merchants. The tags often were sold at six for a dollar as cheap souvenirs.
Sales of dog tags stir ugly memories for Americans with strong emotions about the Vietnam conflict. They have been returning them to military families without expectation of compensation or reward. They have established a Website, to help do this.
"I was born just as the Vietnam War was ending, so I cannot even begin to appreciate what these soldiers and their families went through,". "These dog tags represent lives of men who fought in our country's uniform," Stiff continues. "If my father fought in the Vietnam War and died there, and I heard that his dog tags were being sold, I'd want them back."
Stiff and Gain did not buy dog tags during their initial January visit to Vietnam but returned in May at their own expense, spending roughly $6,000 in travel costs, to locate and buy tags and return them to the United States. They enlisted the help of rickshaw drivers, some of whom remembered them from their visit several months before, and again toured the vendors of Ho Chi Minh City where the dog tags were offered for sale along with other military remnants, such as helmets, uniforms and discarded weapons parts.
"Jim and I knew there was a chance that some of the tags could be fake, but we were convinced some were real,". "If so, we wondered, why hadn't our government retrieved them after all this time? We wanted to ascertain the authenticity of the dog tags and get them out of the country without causing a ruckus, but there were some dicey situations as we were followed by people on bikes through the streets of Ho Chi Minh City and back to our hotel, the Renaissance Riverside,". "At one point, as we were leaving for the airport, we found ourselves in the hotel elevator with three men who wouldn't tell us which button to push to select their floor. It was eerie, because they were waiting for Us to make a move. Finally, one of the men said `20,' so we pushed a lower number and got off the elevator quickly, without turning our backs to the men."
The sense of being spied upon continued at the airport, where Stiff used his professional sleight of hand to outwit the security police. "The airport metal detectors found a bag full of dog tags, and we were detained by the guards, representatives of the Republic of Vietnam and immigration officers," Stiff says. "I showed them that I do magic tricks and told them the dog tags were souvenirs to perform the tricks. I showed them a picture of myself on one of the magic products I sell and, after some time, they let me go."
Once home, we began the process of categorizing and validating the nearly 620 dog tags they obtained in Vietnam. Using Internet search engines and military-specific Websites, they were able to verify the names of soldiers who died in Vietnam and match those names to information on each dog-tag.
Gain sought help from the Department of Defense (DOD), which questioned the authenticity of the tags without having seen them. DOD considers such artifacts "spoils of war," according to Gain, and an official there told him he could do what he wanted with the tags since he already had them.
Gain contacted the (CILHI), a state-of-the-art facility in Hawaii that examines the repatriated remains and personal effects of American soldiers from foreign wars. He forwarded some names he found on the dog tags, one of which was that of U.S. Marine Corps. The names were legitimate, and all died in the same region of South Vietnam.
Stiff and Gain contacted the office of, a first-term Republican from Orlando, and met with his staff for more than an hour. They placed a phone call to the Pentagon and a search was begun to locate living family members and facilitate return of the tags. Several days later, Stiff received a call from Keller's office with the, mother of the fallen lance corporal, who had moved several years after her son's death to Florida's Gulf Coast.
Making the telephone call was hard. Stiff and Gain say they were "like little children" about it. "How do you tell a woman that you have something that belongs to her son who died 33 years ago?" Gain asks. "There was no other way to do it but to just say it and wait for a response."
He smiles broadly. "She couldn't have been sweeter,". "When she told me that she was going to be in Orlando the following week to celebrate her birthday on the Fourth of July, I just knew I had to meet her and return her son's dog tags."
She arrived in Orlando on the eve of Independence Day with a plan to place flowers and American flags at the grave sites of her son and her U.S. Navy veteran husband, Louis, who died in 1988. She did so the next day in the presence of extended family members and crowds of print and broadcast reporters, under the baking Florida sun at Memorial Cemetery near Orlando.
"This is a gift from these wonderful boys who brought the dog tags home and from God for making this all possible," she said. "At home I have a picture on the wall, along with his Purple Heart and other medals, but no dog tags. I never gave it any thought, but when Rob called me I looked through a box my husband had put away, and I found an old dog tag that belonged to Allan. Rob read the information to me from the tag he had found and it was a perfect match. I just said, `Wow!'"
Decker says the gift of the dog tags, while moving, does not bring closure to the experience of losing her 19-year-old son. "There is never, ever closure,". "The hardest thing in the world is to lose a child. It's the saddest thing that could have happened, but I am thankful for all of the good that has come of this and for the memories that have returned because of the tremendous amount of love and respect that these men have for our servicemen."
Decker, clutching a Bible she had inscribed for her husband after learning of their boy's death, says, "I believe in miracles, and I believe in the God of miracles. God doesn't make mistakes. Our son Allan was the kind of boy who loved God and his country. He was an usher at his church, and his friends from the service, who are now my friends, have told me that he often spoke of his faith. I know he is with Jesus now, and if his memory can help heal other families who will receive these lost dog tags, that gives me great joy. I know he would be overwhelmed and overjoyed."

Promotional Pens

2005-07-24T20:27:00.000-07:00

Metal nostalgia signs kiosked in front of a rug gallery, wooden versions arrayed throughout a jewelry shop, a compact poster display for convenience stores, pens arranged atop a silver tray filled with sand or dried beans, oh the unexpected placement of items that can and do work. If it strikes a chord, generates an impulsive response, is easily accessible, sales happen. From signs and posters to pens and pencils, retailers are finding how best to expose saleable features.
On the Wall
"Signs go high where everything else seems to need to be at eye level to sell quickly,". She adds, "Signs can go over the top of the door and over the top of your cabinets so it's a great fill in thing." In country colors painted wood or ornate tapestry, the signs popping out at customers from every angle of the gallery reflect attitudes or thoughts to make people feel good.
A nostalgically rendered "Open Soon" sign is positioned next to the entry to Southwest Sensations says he juxtaposes signs virtually everywhere. Some of the Old West Signs he carries are in the window so people walking by can read them. "We like to mix it up quite a bit, says Manney, "all throughout the store. They stand out because it's something to read."
Gives customers something to read in the dressing room in addition to hanging signs throughout her Blazin'Saddles Western Wear Store in Cave Creek, Arizona. Bennett maintains it's much easier to make a decision to buy if signs can be read directly rather than having to flip through a stack of them leaning up against a wall.
Metal brand name signs have made their way from the past into reproductions by Kool Collectibles LLC, in Bessemer City, North Carolina supplying various mass merchants, museum gift shops and flea marketers with the choices that hang ultimately in dens, children and family rooms, business foyers and offices. Some are even displayed on a roving kiosk in front of or inside a military-based rug gallery in Nevada. Owner Don Fereday says there is a market for anything, especially for people who like to collect in the old vintage look. Fereday provides retailers with the option of a cardboard backer to mount his round or rectangular signs to hang on a peg on the wall, a turnstile or end cap. Big sellers are the arrow-shaped Corona and "Pepsi sold for 5 cents here," the authentic looking molded Corona or Pepsi bottle or bottle cap shaped signs.
At the Counter
The search never need end empty-handed with an eye-catching impulse buy readily available at the counter like Promotional Stick Pens. Penholder racks under Millie's Hallmark Gift and Collectible's counter hold packaged scented gel pens, various animal pens and Hello, Kitty pens and pencils. Buckets containing butterfly pens and pompom laden ones are easily accessible on under-counter shelving. Assistant Manager Sharon Estevez says lizard pens do well with visitors to the Southwest at this Phoenix, Arizona area store.
The novelty pen is also the impulse counter purchase at Stacy's Hallmark in Phoenix. The going thing, says owner Stacy Gibson, is the pen that has some glitzy attraction to light up or has fur attached. If there's growth, says Stacy, that's were it is. She also carries Stylus' Yahtzee Game Pens and D & M Merchandising's inexpensive smiley face pens that light up and sport feathers.
Freestanding POP
Tampa, Florida-based Long Shot Posters is able to quell retailer concerns about big bulky displays with its point of purchase poster display. Its appeal, explains Owner Arthur Leduc, is a judicious use of space. The compact-sized container houses 120 units of the long skinny format Long Shot poster in a 12 1/2 inch wide, 13 1/2 inch deep, 44 inch high display that enables small convenience stores, gift shops, beach stores, places that usually don't have room for posters, to bring them in without taking up much room. "They are using a little over 1 square foot of their store to merchandise posters which is unheard of," says Leduc, who has been turning out a mixture of home decor, food and wine, fantasy and motorcycle artwork since 1991.
The Long Shot focus now has settled on the 5 to 26 year old demographic, leaning towards the female. Leduc notes, "There is a trend toward more acceptance of the edgier stuff of what we are producing, for the teenage boys and the tween market, which is becoming the strongest market in the poster industry."
A Way with Words
Signs that do well for Tuacahn gift gallery in St. George, Utah are those that make people laugh or say what they would say. Manager/Buyer Graham laughs, reiterating a favorite saying upon a tapestry sign that reads, "I chose the road less traveled and now I don't know where the hell I am." Some of the wooden signs read merely, "dream" or "families are forever," and other messages from the heart.
Manney says Southwest Sensations patrons like that verbal information. "Given the written word, they can just look at it, take it for what it says, instead of having to think why the artist painted something a certain way." Manney added there is a sign to appeal to anyone who might be looking for a sign. There's the bright Pueblo Chilies Company eye-catcher and the humorous "danger-friendly dog, extremely mean wife," which he doesn't sell too much to husbands. Since these are nostalgia items, misspelled words on them add to their authenticity.
Saying "I've Been There"
Being a Southwest merchandise store, anything that refers to that area is a big seller. Manney reflects, "People that like what we sell at Southwest Sensations, like the Old West feel and like to carry it with them." The land markers "Tombstone Cemetery" or "Deadwood "are among those that appeal to the diverse crowd that floods the area in the winter season.
Pens are a consistent sell at the Tuacahn Gift Gallery with the name of the Tuacahn Amphitheatre and Center for the Arts embossed on them. Manager Graham realizes they wouldn't do as well if the store were not in a tourist destination. Graham advises against just "sticking them in a mug on the counter," but rather displaying them inventively, such as on top of a dish of simple dried beans, rice or the sparkly gravel used in sandblasting.
Dropping the name of the gift receiver onto a pen set while the customer continues to shop is another drawing card at the Fiesta Mall store, Things Remembered in Mesa, Arizona. Manager Tara Cannizzo noted that the engraving, applied to any of the brands the store carries, the Waterman, Reflections, Cross, Sheaffer, and Sensa, takes about an hour and is a popular office gift inducement.

Pacifier

2005-07-23T20:49:00.000-07:00

Your baby is crying. She looks very unhappy: She has her mouth open, her eyes squeezed shut, her fists clenched. You've tried everything you can think of to calm her down--breastfeeding, walking her in the stroller, gently rocking her and singing to her. In your palm you hold what you hope will be the answer--a pacifier. But before you pop that binkie in her mouth, consider the many ways using it could affect your baby's health.
THE PROS
A way to soothe > The amount of time an infant spends crying increases from birth until about 6 weeks, when a baby cries for an average of three hours a day.
"That's a lot of crying stress,". Sucking undoubtedly helps calm a baby, she adds, which is why pacifiers are so popular. According to a 1999 study, approximately 75 percent of babies are given pacifiers to suck.
Health benefits > The only proven medical benefits linked to pacifiers have been seen in preterm babies. Preemies who suck on binkies gain weight faster, according to a 1992 study published in the Swedish journal. Other research has found that preemies who use pacifiers shortly after birth show earlier sucking patterns and experience fewer health complications. "Sucking promotes oral-muscle function and muscle development,".
Reduced risk of SIDS> Pacifiers are associated with a reduced risk of sudden infant death syndrome (SIDS), according to four recent studies. But since a cause-and-effect relationship has not been proven, researchers aren't sure how, or even if, pacifiers prevent SIDS. In the meantime, the SIDS Alliance refrains from recommending their use.
THE CONS
Ear infections > Pacifiers were found to be responsible for 25 percent of ear infections in children under 3 attending day care, according to a study. Restricting pacifier use to just before a child fell asleep, though, returned the risk to almost normal, a follow-up study in 2000 (also in Pediatrics) found. Why the link? Pacifier sucking promotes fluid collection in the ears, which can lead to ear infections.
Early weaning from the breast > Offering a Promotional Pacifier with Clear Cover to a full-term baby may keep her from what she really needs--food. Indeed, several studies have linked pacifier use with early cessation of breastfeeding. However, a study reported in the Journal found that pacifiers probably were not to blame for early weaning. The researchers concluded that their use is a sign of breastfeeding difficulties or reduced motivation to breastfeed.
While the pacifier-breastfeeding connection remains a question, if you do give a binkie, it's best to wait. "If you want to offer a pacifier, wait until four to six weeks, when your milk supply is established,".
Dental, problems> Children who suck anything--thumb, finger or pacifier-- past age 2 have a higher risk of developing protruding front teeth and/or a crossbite in baby teeth, according to a study published last year in the Journal v/the American Dental Association. In some cases, these problems persist when permanent teeth come in.
So where does that leave you and your screaming baby? Prudent use of a pacifier--occasionally and briefly, after breastfeeding is established and before your child is 2--probably won't cause any harm. So if your baby is soothed by using a pacifier for short intervals, give it to her guilt-free. Or you could try another round of feeding, rocking or singing. Either way, your baby eventually will settle down.
RELATED ARTICLE: * Do's and don'ts
If you do decide to offer your baby a pacifier, here are some caveats to remember:
* Never give your baby a pacifier to delay a meal.
* Offer a binkie; don't force it.
* Boil the pacifier or run it through the dishwasher frequently for the first six months; after six months, wash the pacifier regularly with hot, soapy water.
* Never tie a pacifier around your baby's neck or hand, or to your child's crib or bassinet.

Tote, Duffels and Bags

2005-07-22T20:27:00.000-07:00

Business bags are booming in the promotional products industry -- now more than ever before. One reason for this incredible increase appears to be that more and more companies are becoming tuned into the needs of consumers and the fast-paced lives we all lead.
"Companies that address peoples' lives is what people want," a longtime industry activewear supplier that added bags, Totes & Duffels and accessories to its promotional lineup over the last few years. He says, "The styling has to suit our lifestyles -- soft, comfortable, casual and can look good with a suit or khakis. People have changes in their lifestyles now and the hard, alligator bags wouldn't look right anymore. Bags need to have fashion flexibility." Levesque points out that Anvil's business bag sales have increased over the years, particularly in the promotional products industry. And this increase stems from the fact that today's businesspeople need more than just a briefcase to carry a few papers to and from the office.
A leather bag manufacturer, notes that his company has also seen an increase in business bag sales and says one reason for this is that "[There are more] road warriors now -- people need to travel with their work. You can now operate your office out of Central Park in the spring."
Obviously, bags and totes are not worn like a shirt, but here at Wearables Business we have adopted them as wearables because they are as closely associated with the person and as mobile as any wearables item. So, PPDs, now is your chance to get in on the business bag boom and sell some of today's most sought-after promotional "wearables."
Business bag promotions
Bags have become an increasingly popular wearable to promote a business or product, in large part because bags have emerged from the old fashioned, hard-sided briefcases popular in years past to the stylish bags used today as coveted promotional products.
"One consistent thing in [today's] corporate market is the business bag," based supplier. "Business bags may be more casual now but people still need them. [And people] may not wear suits anymore but they still need a case."
O'Brien points out that High Sierra has brand name recognition which is attractive to consumers. And, because of this, High Sierra bags are often in demand by companies wishing to use them as giveaways to its employees, customers or sales forces.
"[Companies] don't want their salespeople carrying beat-up bags because the bags are a reflection on the company,".
Along the same lines, Vazquez says, "The promotional markets are getting more sophisticated for gift giving -- they want the best." Therefore, he adds, companies that are trying to impress clients or give appreciation gifts to employees often choose bags that are high in quality.
Anvil's Levesque also touts the promotional uses of business bags by saying that Anvil bags are often used not only as gills for company employees, but are also featured in larger corporate magazines and even in resort or souvenir shops.
"[Business bags] cross over well and the outlets aren't always what you'd think," he says. Levesque also notes that besides being able to cross over into different areas of business and leisure outlets, business bags are a "blend of weekend and weekday -- they aren't designed like the hard briefcases were where you can't also take them to the gym or to restaurants."
Promotional perks
When someone receives a promotional product with a company logo on it, he or she wants to be impressed. And the company giving the item wants to be remembered in a positive light.
"A good, functional bag, Promotional Cosmo Bag makes life easier, people can be more organized and use the bag as a tool. And if it's a good tool, people remember who gave it [to them] which makes a statement about the company," a sport bag supplier. "Everyone in business needs [a bag]. It goes everywhere they go -- along with the logo."
Vazquez adds that his company's bags make a great corporate gift and they make a presentation to people. In addition, Clava's leather products are great for promotional uses because "the perceived value of a leather bag is high. The word 'leather' implies high end, leather items are 'in' and the distributors can profit tremendously," says Vazquez.
Business bags of the 21st century
Business bags have also been climbing the sales charts due to the wide variety of bags, bag features and special-use bags in the industry today.
Indeed, the influx of bag features available nowadays is nothing short of astounding. Gone are the days of the hard, square-shaped, monochromatic briefcases that men would carry to their jobs in the '50s. Those passe bags have now been replaced by the business bags of today that include a huge assortment of colors, sizes and shapes that cater to the business people of the 21st century.
Other than the wide array of choices in business bags today, there are several standards that bags need to meet, such as durability. Levesque says that people need to have a quality-made bag because, "if it's used year after year, especially in New York [for example], a bag gets wear and tear [plus] it needs to go everywhere." Hence, Anvil bags are constructed with heavy zippers, metal clasps rather than plastic ones and padded shoulder straps.
In addition, he adds, today's bags need to have a lot of spaces for all the technology business people carry. For this reason, Levesque says his company, like most bag companies, also provides lots of "inside pouches. The bags have [compartments] that people can get to quickly and, for the person with gadgets, they include spots for CD players, PDAs, laptops and phones."
Besides the bells and whistles for all the "doo-dads" people carry these days, companies are continually trying to meet the needs of consumers by creating bags that are user-friendly in a variety of ways.
"High Sierra is like a car dealer that carries every type of car there is,". He says his company addresses all types of price points and brings retail products to the corporate market. Along with these options, High Sierra not only carries bags with the amenities needed for the latest technological advances, but also offers a minimum five year warranty on its products and a lifetime warranty on most. In order to make traveling for business or pleasure easier, wheeled products that feature extended handles and durable inline skate wheels are quite popular in this day and age.
With the advancements in business technology as well as the need for having bags become more mobile and durable, it's pretty evident that sales for this promotional product are "in the bag."

Products

2005-07-19T19:47:00.000-07:00

This increase puts 2004 figures close to the record of $17.8 billion in 2000. Sales in 2001 and 2002 saw the first decline in more than 20 years, and in 2003, sales rebounded to $16.3 billion.
The study was conducted exclusively for PPAI.
"I think this significant increase, coupled with the increase last year is an indication of an optimistic business environment,". "Many of those we surveyed pointed to the economy as a primary reason. Businesses are ready to grow. Most other advertising mediums also saw an increase last year, so it's apparent that business leaders want to do what's necessary to get their names out to their potential clients and to their current customer base. And obviously, that includes the tried and true advertising medium of promotional products."
In addition to the increase in annual sales, the study also showed that the number of small distributor companies - those with annual sales under $2.5 million - grew from 20,150 to 20,249. Likewise, the number of companies with sales of $2.5 million or more also increased from 815 to 919.
"Because the economy has improved, we are seeing new people enter the promotional products industry," who has been conducting a Product List for this study for since 2000. "It's a very attractive business because there's little initial costs and a huge potential for profit. Those who have an entrepreneurial passion, the skill to sell and are willing to work can build a solid business in this industry. With the rise of technology, particularly the Internet, local promotional products distributors can increase their sales with a national reach."
In what is almost a total turnaround from the 2003 figures, large distributor companies enjoyed a 12.7 percent increase in sales over the 2003 increase of only 1.7 percent. Conversely, the small distributor company only saw a .9 percent rise in sales, compared to 7.1 percent the previous year.
Estimate of Promotional Products Distributors Sales is the most comprehensive study of its kind in the industry and is conducted by independent researchers based on actual sales reported by promotional products distributors.
To gather the data for annual sales volume estimate, a survey is sent to a sample of 15,500 distributors, drawing from an estimated total number of 21,168. The lists are compiled from a database as well as from four other industry organizations/firms. Distributors were asked to report their promotional products sales for the 12-month calendar year ending December 31, 2004.
Distributor companies are divided into two groups - those with sales of $2.5 million or more and those with sales less than $2.5 million. Because some distributors have such a large volume of business, and an omission of their numbers could distort the overall statistics, a census was conducted of all companies doing $2.5 million or more in promotional products sales. For smaller distributors, a random sample of 12,500 firms was surveyed. Responses by mail, web, fax and phone produced 2,611 usable reports, for a response rate of 16.8 percent - highest in recent years.
Here we go again! It seems as though everyone has just discovered the promotional products industry when, in fact, most embroidery companies have been in this market long before our brethren promotional products distributors, who, having only recently stumbled into it, now claim it as sacred territory! Given the explosive growth in this market over the last six to eight years, it's been a wild ride for most. Today, some would claim that wearables is an over-saturated category within the world of promotional products. But there's more to playing in this arena. Let's try to unravel the mystery and better understand the dynamics of this very lucrative market.
Wearables World
Let's look at the scope of what is at stake. Wearables is the word most commonly used to refer to those items, such as shirts, aprons, uniforms, headwear, jackets, etc., that are then decorated with a corporate identity. The decoration can be in the form of screenprinting, embroidery and welding, to name a few of the most popular methods. While the most recent surveys are not available, it's worth looking at previous trends. According to various industry surveys, wearables reign as the number one product category in sales for promotional products distributors. Despite a slight dip to 78 percent in 2000, from an 80-percent advantage in 1999, wearables maintains this market lead due in part to the ever-changing fashion scene and the robust return on investment (aka: great margins). The intended use of this type of product is varied. The more popular uses of wearables are business gifts (58 percent), employee relations (41 percent) and event marketing (38 percent). So while there is a decline in the "casual Friday" look, there remains opportunity in other areas. According to the 2000 annual survey by the promotional products market accounted for approximately $17.85 billion in sales. That's an increase of some 20 percent from the previous year. Wearables accounted for about 29.1 percent of that expenditure, down from the 1999 figure of 29.5 percent. That's a large component of the overall figure, and it spells opportunity for those involved in decorating that apparel. However, as I write, the latest surveys are being scrutinized and I can't help but recall the most important aspect learned in many statistics classes - statistics lie and liars use statistics. Suffice it to say, promotional products is a viable market.
Every Man For Himself
Apparel suppliers are coming to grips with a lack of growth and, in many cases, financial losses for the first time in their histories. While this market segment is saturated, more and more brands are entering the marketplace via strategic alliances. Look for the traditional shirt supplier with no headwear offerings to form alliances with headwear manufacturers and vice versa. Fresh new styles, the return of polyester/cotton/rayon, and branding all go to demonstrate the state of the apparel industry. It is mature and extremely challenging. For some, the concept of a marketing strategy is new, given the robust economic times of yesteryear when just taking orders was the norm. Look for a return to a better marketing strategy in the apparel industry. Along these lines, also look for your suppliers to be more discriminating in how they distribute their merchandise. Don't be surprised to see more suppliers offering decorating at reduced fees and providing more marketing collaboration in an effort to push the product out the door. But many of these suppliers are your competitors in that they sell to the end user be it directly or through the "golf event division," retail units or direct mail campaigns.
What does all of this mean for the embroidery marketplace? Oddly, we're a reflection of those we service. Promotional products is where most embroidery companies focus their marketing efforts. For many of us, corporate identity is the mainstay of our business, whether we are selling direct to the end user or through a distributor. Schools, fire departments, corporate America - it's all the same: promotional products.
Gaining The Competitive Edge
Thriving in this environment can be more than challenging. The order sizes tend to be small, one to 48 pieces on average. Great if you're providing the garment and the decorating, but that doesn't hold true for those doing only decorating. Contractors tend to carry an uneven share of the workload when dealing with promotional products distributors. Why, you might ask? Well, the average distributor is merely an order taker. They write up the orders and pass them along. They pay little attention to detail because they are always searching for that next order and are prone to avoiding accountability for any aspect of an order. Without question, they know very little about the embroidery process and they don't want to take the time to understand even the basics. How often do you hear, "you know, left-chest size" or "same as the last time" or "embroidery is just embroidery!" You or your staff will spend an inordinate amount of time chasing details, details, details.
It's more likely that the smaller embroidery company is going directly to the end user so you're controlling the outcome more effectively. You should be in a position to offer more service than larger companies because you are intimately involved with the customer. Too often, sales reps of larger companies don't provide the intimate service that a smaller company can offer. The competitive advantage, in terms of service and quality, provided by smaller, leaner companies, could help level the playing field. Larger companies may enjoy a price advantage due to end-column pricing, but be assured even some advertising specialties companies can achieve favorable pricing from most apparel suppliers in today's market. That's not to say there won't be those pure price plays. Just recently, I watched as two distributors competed for a large order. It was the same shirt from the same supplier and I would be doing the embroidery either way. The order came down to a difference of roughly $3 per unit. The difference in profit margin was 17 to 23 percent. Not bad by most standards, yet still below the golden 35 percent espoused by most in the promotional products marketplace.
Make Up Your Mind Already
Conducting business in this marketplace can be lucrative; however, early on you must decide what role you'll play. As a contractor, I've chosen to do everything in my power to service the needs of my customers. I do whatever it takes to educate them about embroidery and entice them by offering unique and unusual applications in order to give them a competitive advantage. I do not threaten my customers by going directly to the end user. Going direct is not an option. Instead, I choose to educate my customers as if they were my sales force. Too often lately, embroiderers will see their business decline and decide to offer products beyond apparel, thus competing directly with their clientele, only to wonder why business is off. Should you decide to become a company that provides the goods and services, then you really are a promotional products company and not an embroidery company. And that's not a bad thing. There are many promotional products companies that have embroidery operations in-house. They are not embroidery companies as we know them. They do embroidery for themselves under the misguided notion of better control, better quality and a cheaper price.
Selling directly to the end user can be rewarding. However, it is a more costly way of doing business. You may want to have a showroom; you'll have significant marketing expenses (yes, personal selling is expensive) and you can be assured of a cash flow problem from the beginning. Take heart though because your competition is probably in the same straights. Doing this business has increased costs, but the payoff can be rewarding.
The object of business is to maximize your profit. As with so many companies, success comes from executing a well thought-out plan. A comprehensive business plan will address each functional area of the business. Another key ingredient for success is the ability to form and nurture relationships that are mutually rewarding. Selling and servicing the promotional products market takes better-than-average interpersonal skills. These are keys to success that transcend particular markets. The nuances of the marketplace may change, but your approach should not waiver. There's no question as to the potential of the promotional products market. Do your homework, plan accordingly and have fun!

Camo Caps

2005-07-18T20:32:00.000-07:00

Trucker caps are getting makeovers; knit hats are the cool way to keep your head warm; performance caps will keep you cool when it's hot; camouflage caps should be easy to spot; and pewter emblems look to be this year's shining decoration trend.
There you have five of the more prominent Headwear trends for 2004, according not only to suppliers but confirmed by taking a look through their booths at the Orlando ASI Show in early January. Headwear suppliers are upbeat about not only their new offerings for 2004, but about the business climate in general for promotional headwear.
"When we look back at 2003, it will be the point where business started turning back in a positive direction,".
2003 was a very opportunistic year for his organization, as Sportsman capitalized on the efficiency of its business model and made adjustments necessary to ensure a secure future in the business.
"Dollar for dollar, headwear continues to lead the promotional apparel industry in terms of perceived value versus actual cost," says Porter. "In addition, headwear carries a huge 'wow' factor for the recipient and there is no better billboard advertisement than someone's forehead!"
Truckers still making big haul
Make no mistake about what's leading the way in the headwear market, thanks to retail fashion trends. "Following the trends set by retail, trucker mesh and knits are on top of the fashion trend. The surge in sales prompted by retail trends is a great boost to the headwear industry,". "Our basic styles continue to perform well, but the trucker mesh and knits are running away with the sales as trendsetters continue to do these great styles."
The foam front, mesh back trucker cap that Ashton Kutcher of "That '70s Show" and MTV's "Punk'd" helped push back into fashion in 2002, appears to having staying power for at least another year.
"Due to the overwhelming popularity of the MTV, Hip-hop culture, fashion and trendy apparel continue to be set by celebrities in the music and entertainment industry. Obviously, the 'trucker caps' have been taken to a whole new level due to all the retro trends in the fashion industry," a supplier based in Rancho Cucamonga, Calif.
And new variations on the generally hideous-looking foam fronts of these styles could be the key to trucker hats retaining their popularity among the younger crowd that has made them a "fashionable" item.
A few suppliers have introduced new trucker-type styles that aren't as, well, unattractive.
For example, style FP126, which mixes heavyweight brushed cotton twill with soft mesh side panels reminiscent of a trucker style, "but not as ugly,". The FP126 has a contrasting sandwich bill and piping over the back arc that also add to its appeal. Mega Cap has also updated its trucker cap offerings for 2004.
"With the assumptions and predictions of fashion designers that the 'trucker caps' will be around for another season, we've came up with a few more fashion-oriented trucker cap styles, including low profile with contrast stitching, fitted trucker caps and trucker style visors,". "We believe these innovative, fashion-oriented styles will take off for us in the upcoming year."
At Santa Rosa Beach, Fla.-based Adams Headwear, "Buzz" style BU101 is an "updated version of a trucker classic," according to the catalog description of the new style. It is a six-panel constructed mid-crown, 100% cotton twill front and visor with heavy garment wash. The nylon mesh side and back panels match, naturally, as do the sewn eyelets, and it features a classic trucker style plastic strap closure.
And for those customers who still want the completely authentic trucker style, most headwear suppliers will be happy to help you out with "classic" styles.
Los Angeles-based KC Caps has four styles in its "Trucker Collection," including new style 5400C, a colored foam-front, white nylon mesh back cap with a flat (not pre-curved) bill.
Ontario, Calif.-based Otto Cap has a variety of 5-panel and 6-panel trucker caps, which also come in low-profile styles.
"The 'gotta have' cap styles for year 2004 are foam front, mesh back caps. These have become so popular in year 2003,". "The trendy styles in the headwear market now are trucker caps and low-profile pro style caps."
He expects Sportsman style 5010 and Magic Headwear style 5021 to continue to sell well in 2004.
Beanies, baby!
Another style being driven by younger end users is the knit cap, which, as a fashion statement among the Gen X and Gen Y crowd, is much more appealing than fleece hats that aren't as form-fitting or retro-looking.
Knit caps, aka: beanies or skull caps, actually hit a couple years back as well. He says the solid short black beanies remain the most basic and most popular at Mega Cap. "Knit caps continue to be strong for us and we have expanded our variety by adding multi colors, stripes, and other decorations woven into the original fabric,".
Knit caps are definitely growing in popularity, and Otto has added a new knit style for 2004: the 12" Knit Beanie Cap, offered in nine solid colors.
Sportsman Cap Network has added 81/2" and 12" knits (styles SP08 and SP12) in its Sportsman line. Both are made of 100% acrylic. The SP08 is a beanie style available in 13 solid colors while the SP12 is intended to fold up at the bottom. It comes in 11 solid colors.
Also has added to its knit collection a mid knit beanie with three contrasting stripes, available in eight color combinations (style FP553). Also new are styles FP550 and FP555, a mid-knit tuque with contrasting cuff and inside, and a mid knit beanie with single contrasting stripe, both in six color combinations and made of 100% acrylic.
Students and twentysomethings are typical wearers of knit caps, which are especially popular with the skate/snowboard crowd. Logoed knit caps can be a great choice to promote new products or brands that target the young and hip. While knit caps are a natural in the winter months and in colder climates in general, beanies in particular are enough of a fashion statement among urban youngsters that they can be seen just about anywhere at any time of the year.
Camo caps not incognito
It's a safe bet to predict that 2004 will see more camouflage cap sales than any other year. Headwear suppliers are certainly ready for camo cap sales to grow, as many have bolstered their lines and now offer more than a dozen different styles with camouflage patterns.
While the branded, licensed camouflage patterns such as Advantage and Mossy Oak are obviously popular with hunters, camo pattern caps are being logoed and worn everyday as fashion or outdoor lifestyle statements by hunters and anglers - and also by cowboys and even stock car racing enthusiasts. Camouflage patterned shirts and caps have become popular in rodeo circles and are being incorporated into race-themed styles. You can often find outdoor-related brands advertised on Imprinted Camo Caps, but in Wisconsin, for example, you'll likely see hunting/fishing logos but also Green Bay Packers or Miller High Life logos on camouflaged caps.
Among its 11 different headwear labels, has a wide variety of camo styles, including many from camo cap specialist Cap America. There is even a knit camo style in the Cap America line that offers three different patterns. The Cap America camo caps are offered in the best-known patterns - Advantage Timber, Advantage Wetland, Advantage Classic, Advantage Max 4, and new Mossy Oak Breakup.
Sportsman also carries camo styles from L & R Enterprise, which a line long known for its racing-inspired styles and popular Jagged Edge multi-colored cap.
"We continue to build our camouflage line,". "Mossy Oak camouflage is our major push for 2004."
Jagged Edge style that has a solid color on most of the cap and Mossy Oak Forest Floor or Mossy Oak Breakup camo patterns on the left side. Three more caps are completely done in Mossy Oak patterns - Shadow Grass, Forest Floor and Breakup.
Porter says he expects the new Kati camouflage hats to be very popular in 2004.
Falcon Headwear uses the NaturalGear brand of camouflage patterns, offering structured and semi-structured styles in natural camo and evergreen camo patterns. Falcon also has an urban camo style (more like army camo patterns than hunting camo patterns) available in nightwatch (blue, gray and black), arctic (white, gray and black) or woods (green, khaki, brown and black).
KC Caps style 6180 is a Mossy Oak six-panel camouflage cap, available in Shadow Grass or Breakup patterns, and style 6160 is a non-branded camouflage pattern cap offered in camo green or camo tan.
Otto Cap devotes six full pages in its catalog to camouflage styles, ranging from neon orange patterns to trucker styles where the camo patterns continue on the nylon mesh sides and back.
Mesh styles hot with active set
Performance caps are yet another growth niche headwear style. Usually made of pique mesh, these hats help the wearer stay cool and dry no matter how much they sweat.
Speaking of cool and dry, that happens to be the name of Flexfit's new Cool & Dry moisture management cap (style 6577CD),. "It will be a big hit in 2004 with anyone who wants their cap to work as hard as they do,".
At Fersten, says she thinks they have a winner with new style FP127, made of an elastic woven mesh with a sandwich visor. "The extreme sports field is loving this," The style, which targets a younger, active wearer. She also says the new, soft mesh side panels on style FP126 (the less-ugly take on the Trucker as mentioned earlier) make it a great cap for golf or outdoor sports because it breathes so well.
New at Otto Cap is the Pro Mesh Polyester Sandwich Visor "Otto Flex" cap, a flexible fit cap, in addition to the adjustable Velcro closure style Pro Mesh cap Otto also makes. Otto also has a couple of non-sandwich visor Pro Mesh styles in solid colors or two-tone, which would be ideal for baseball and softball teams.
New in this category for 2004 at KC Caps are styles 3913 and 4013, the Nu-Fit Deluxe Pique Mesh Spandex Fitted Cap and Visor (4013). Both styles have a sandwich bill.
A supplier out of Fairfield, N.J., has added several more colors in a pair of Richardson Pro Mesh caps. Style 400S5 is the Richardson System 5 Stretch-Fit pro model mesh cap, now offered in 12 solid colors and 11 two-tones. Richardson style 414 is an adjustable pro mesh cap, which PAW now carries in 13 solids and 15 two-tones.
Metal emblems ready to shine
While embroidery and, to a lesser extent screenprinting (especially on Trucker styles) remain the staples of headwear decoration, one decorating technique that seems to be gaining steam are metallic emblems.
Metal emblems in pewter, brass, and copper will be our big mover," says Elaine Lam of Kati Sportcap. "We are able to price this item in the same range as embroidery with a much more expensive look."
Those sentiments are echoed: "New decorating trends will include metal art in pewter, copper and antique brass. The perceived value of metal art is very high, but is no more expensive than basic embroidery,".
"Metal Art" is a new application in 2004 for Falcon Headwear, which offers two-dimensional, three-dimensional, three-level and color application emblems. The Metal Art emblems, again in antique brass, antique copper, pewter and color fill, can be attached to any Falcon Headwear style.
Several other headwear suppliers at the Orlando ASI Show were touting their pewter emblem capabilities, as well, as distributors and end users are discovering this classy alternative to traditional embroidery.
"Decorating options continue to expand into new horizons," says Mega Cap's. "Regular embroidery remains the most basic and popular decorating option in the ad specialties market, but a lot of the fashion-retail decorations - felt applique, woven patches, sandwich bill imprinting, private labeling, etc. - are starting to catch the eyes of the local suppliers and becoming more and more popular."
Woven labels are another new decoration technique this year at Falcon Headwear. They can be done overseas for a minimum of 144, and can actually be less expensive than traditional embroidery.
What else is new
What else is new? Plenty, as just about every headwear supplier you come across will be excited to show you some new style or feature they have added this year. But here are a few things to keep an eye out for:
*
Among the seven new styles in 2004 at Falcon Headwear are a pair of Teflon-coated styles in the First On Headwear golf line. Pro golf styles 27760 and 212745 are water- and stain-resistant. Water rolls right off and stains wipe away, says Cynthia Farris, vice president of sales at Falcon. While the hats are not waterproof, they look brand new longer as sweat from a hot day at the golf course can be wiped right off.
*
Otto Cap is introducing a new Sample Bag made of 600-denier polyester. Distributors will receive 50% off on sample caps, up to 36 pieces, when purchasing a sample bag. Sample caps must be assorted styles, with a maximum of three pieces per style number.
*
Fersten has a "Ride the Wave" campaign going on in support of its new style FP434, the Wave Sandwich Peak. This semi-low fit, premium cotton twill style has a stylish contrasting color that begins near the end of the top of the bill and extends until the bottom of the brim. It offers a different look than a typical sandwich bill, where a contrasting color is inserted in the middle of the edge of the brim.
*
At Kati Sportcap, "We have come out with a new closure called 'Flex-Strap.' We are very excited about introducing this closure,". "We added elastic in the back so it almost gives you a fitted cap feeling." The Flex-Strap closure is on all new 2004 styles that have a plastic buckle.
*
Sportsman Cap Network is excited to be carrying two new retro styles from the edgy Alternative Headwear line. Style AH87 is the Alternative Old School Retro Cap, a blast from the past with metal eyelets, a leather strap closure, and stone-colored front panels while the rest of the cap comes in 10 different bio-washed cotton twill colors. Style AH88 is the Alternative Urban Retro Cap, a pinwheel-style cap with an urban feel and retro flair.
EventPak a unique way to package headwear with other themed products
Combining a variety of logoed promotional products to give away at an event is nothing new, but Falcon Headwear thinks it has a winner on its hands with the EventPak, which it bills as a "revolutionary new concept in promotional packaging." The EventPak by Headline Sports Inc., of Denver, and available through Falcon Headwear, has a unique and patented design. The packaging is made of strong, clear plastic for creative merchandising and easy viewing of all enclosed products. It enables distributors to combine promotional headwear and custom logo apparel with a variety of other advertising specialties to form a tailored combination of products for an event or as a gift.
Falcon Headwear and Headline Sports invented the EventPak. "It's a multiple sale for the distributor," noting that the EventPak can be taliored for any theme, marketing program or event.
Golf, racing, vacation/travel, fishing, and hiking are examples of themes for EventPaks, and they are also good for safety programs or awards, trade shows, client gifts, sales meetings, and new employee orientations. A Promotional Par Pak to be given away to participants in a charity tournament, for example, might contain a Falcon hat, a golf shirt, a golf glove, golf balls, tees and a divot repair tool - all logoed, of course. A VacationPak given to members of a tour group might contain a beach cap, towel or T-shirt, sunscreen, sunglasses, lotion and lip balm.
The EventPak is also designed to stack or hang for easy storage, shipping or display. For more information contact Falcon Headwear.
No more quotas means saturated cap market
Mega Cap, shared his thoughts with Wearables Business regarding the elimination of quotas on hats imported from China and how it is affecting the industry:
"Unfortunately, due to the elimination of quotas on caps, many suppliers have been affected, and what has resulted is an extremely saturated cap market. Now that the channel of business has opened up, more and more ASI suppliers, distributors, and wholesalers have gone direct and started to deal directly with the Orient. Also, factories are arriving to the states and dumping mass quantities of caps at extreme low prices, which ultimately may kill the already saturated cap market.
"More and more suppliers are starting to carry caps along with the already existing cap distributors due to the elimination of the quota; however, the only thing I recommend and suggest to all cap buyers out there is that they remain dealing with the actual 'manufacturer' such as Mega Cap... anyone and everyone can and are importing caps, but where you are going to get the best selection and price still lies with the manufacturer."

Underarm Portfolio

2005-07-17T10:30:00.000-07:00

We asked a variety of industry bag suppliers to tell us about their new styles that are generating the most interest among distributors and end users. Here's what they had to say:
* Logotec USA
At Irvine, Calif.-based Logotec, says the company's proprietary new decorating technique, Image Bonding, is generating the most buzz. The patent-pending Image Bonding process promises perfect color registration on every order, every time; a clean and crisp imprint down to the finest details; printing with ease on difficult surfaces, including 70-denier foam insulated coolers, 1200-denier weaves, and cotton denim; and a lifetime guarantee on the items and imprint, with no fading, cracking or peeling.
Lederer says the hottest Logotec products for 2004 are not actually new products, but favorites like the original Ice Roller 54 Can Cooler (style 47700) that remain top sellers.
He also mentions the Essential Fitness Bag, style 4001, which includes a water bottle. "The size and price point are perfect for the current economic climate," Lederer says.
The Ice Day Tripper 12-Can Cooler with Camera, style 12500, is another hot item. "It's sturdy leak-proof design makes it a perfect gift and summer promotion,".
* Leed's
"A popular new addition this year is the Micro Tek E-Organizer (style 3600-73),". "It is great for the traveler on the go, with unique exterior grip front pockets for PDA and cell phone. Inside is a writing pad which can be combined with our Clio multi-funtion pen with pen and stylus (style 1015-16). There is also room for CDs, DVDs, IDs, and business cards inside the stylish zippered case."
He, adds that $10-$15 computer cases are very hot, as are stylish totes for trade show usage. "For example, the 8100-39 (Excel Sport Utility Tote) has been a huge hit in the trade show market. Product launches are a hot market for bags, for example the 3100-37 (Pacific Trail Carry-All Tote) has been a hit in that market."
* Admanco
The new denim-like fabric "Rugged Line" featured on the cover of Admanco's 2004 catalog is doing well, as is the "Magic Bag" line. "These items start as functional wallets/eyeglass/cell phone case and turn into large functional tote bags or backpacks that when open you can use the functional pockets on the outside,".
* Gemline
The Icon collection, including a tote, padfolio, Flap-Style Underarm Portfolio, molded padfolio, backpack, computer portfolio, duffel, and locker duffel, has proven to be a great new addition at Lawrence, Mass.-based Gemline. "It contains several items that fill any customer's needs from computer portfolio to tote to locker duffel. Many customers have commented on the great styling and the usefulness of the items," House says.
"This spring we introduced some great new coolers, the About Town coolers, which have created a lot of interest due to the design and colors used. Color has been very important in this line as well as in our new Ultimate Sport Bag series," House adds.
* High Sierra
Mentions one new and one updated line as particularly hot products in 2004.
"Cross Sport Duffels: This is a brand new line of value driven duffels. We introduced these duffels at the Luggage Show and the response was very strong. The entire line of duffels (6 SKUs) have a lot of value built into them. They all have water bottle pockets, CD player pockets/headphone ports, wet/shoe pockets and neoprene handle wraps,". "I am most excited about the #7118 22" Duffel because it gives us a quality product in a price point that we've not been at in the past. In quantity, we will be at $22 (A). These duffels are High Sierra quality that our customers have grown to appreciate, with our limited lifetime warranty, and have generous imprint areas."
The Cove Island line has been a leading seller in High Sierra's Corporate Division for many years, but it has been updated this year and is now offered in both Loden Green and Black. "This line has been and will continue to be our 'step-up' line,". "The new Cove Island is a beefy 1680 Denier Ballistic Nylon and features split leather trim accents. The Cove Island line has a tradition in the industry as being a bag that will perform well for many years while maintaining it's 'curb appeal' and this new line is no different. It is built to last. Look for the #2926 24" Travel Duffel and the #2945 Computer Case to be on the best sellers list."
* Ogio
Ogio's "Stinger" golf bag, featured on this month's cover, is filled with innovative, patented or patent-pending features. Perhaps most notable is the RAIL - Rapid Access Incline Lock - that allows the bag to be mounted on a golf cart at an angle for convenient club access.
"The RAIL won 'Best of Show' at the PGA Merchandise Show in Orlando and was named 'Editors' #1 Choice' in the April 2004 issue of Golf Digest. The RAIL and our new 'Shling' carrying system has also been featured in several publications such as US News and World Report, Sports Illustrated, Stuff, and Golf Digest. The 'Shling' also won "Most Innovative Product" at the PGA show.
Ogio golf bags featuring the "Shling" will not be available until July, but distributors can check out a video demo of the "Shling" at www.landrenterprise. It is a modified version of shoulder strap system with a wraparound harness that is quicker and easier to put on and take off, and distributes the weight of the bag evenly.
* Page & Tuttle
Minneapolis-based PremiumWear has added several new styles in the bag collection of its Page & Tuttle label. Highlights include the Extreme Vertical Brief, style 8420, which is loaded with compartments and can be carried conventionally with a detachable shoulder strap or worn as a backpack, thanks to hideaway backback straps.
The Contrast Carry-All Tote, style 8850, is an attractive, durable new canvas tote with a Velcro closure and a zippered front pocket. Also new is the Cinch-Top Tote (style 8915), the Pack and Roll Cooler (style 8920) and the Contrast Sport Duffel (style 8935).

Maps

2005-07-16T19:45:00.000-07:00

Your school's website is a big hit with parents. Now the Technology Team is suggesting that it would be nice for individual teachers to develop their own class Web pages. Or perhaps you've decided on your own that you want to design a classroom site. Many schools and individual teachers are exploring the use of teacher-created websites either in conjunction with the school's site or as an independent endeavor. But before plunging into becoming a webmaster, you would be wise to lay some groundwork.
Large numbers of schools jumped onto the website bandwagon a few years back without giving much thought to why they needed a site or how it would be managed and maintained. The same is true for individual classroom sites. The shoulders of the Information Highway are littered with teacher pages that say, "Welcome to my classroom," and not a whole lot more. It's common to find sites that offer hopelessly outdated information, suffer from severe cases of link rot (links that do not work), or display "Under Construction" messages in virtually every area. The reasons behind these neglected pages range from "I really didn't want to do this, but was told it was required," to "It was more work than I ever imagined, and I can't keep it up."
On the other hand, there are classroom sites that students and parents visit regularly because they know the sites are well maintained and provide important information they need. While raw enthusiasm is certainly a factor in the success of these sites, there is more to it, like a Site Map . Teachers who stick with building and maintaining websites that are successful over time usually do so because the benefits their sites offers them, their students, and parents outweigh the work involved. Typically these sites fulfill a clear purpose for a specific audience, and the teachers use design strategies that do not require more time than they are willing or able to spend.
This success can be replicated, but several key areas must be considered first. These include identifying the purpose and benefits of the website, understanding school policies and legal issues, and deciding on a workable design format. Throughout this planning process, teachers can visit the Internet to review other teacherdesigned websites for ideas about what does and does not work and to access free and low-cost tools created to assist in site design. More information about some of these sites is provided later in this article.
Define Your Site's Purpose
A website that serves no clear purpose is a waste of time for the developer and for end users. Zero in on the purpose by considering who regular site users will be and what benefits they will derive from visiting the site. Don't attempt to be all things to all possible visitors; it's better to have a fairly narrow focus initially. Students and parents are probably the first logical target groups. It's always possible to add features later for fellow teachers, community members, or other groups.
Once the target audience is established, begin to identify the kinds of information users might want and need. Conduct an informal student survey and a more formal parent survey to ask about their level of interest in a classroom site, the kinds of resources they would like to access and why. Using the information collected, make a list of the most frequently requested items like promotional items.
The next step is to identify the specific benefits a classroom website would offer. These might include increased home/school communication, ready access to assignments and resources, or a forum to showcase student work. For example, links to hotlists of Internet sites used in a lesson save students time during class and provide ongoing access to these sites for follow-up work at school or at home. Posting examples of student work and activities updates enables working parents to "visit" the class outside of school hours. Links to homework tips and activities for parents to do at home with their children can be used to extend the school day. But remember, each link or resource included on the site should have a specific benefit associated with it; if this is not the case, it should not be there. In some cases, it may be necessary to refer back to survey responses concerning why parents and students suggested various resources.
Once the benefit for each item on the list is identified review the list for patterns and group items into categories such as homework assignments, class news, student work, or online resources for class. If there are too many categories or if the lists of items for each category are lengthy, it may be necessary to prioritize the items in order of importance and plan to address the highest priorities first. It's better to start small and expand the site offerings than to take on too much initially.
Policies and Legal Issues
Every school should have an Acceptable Use Policy and a Copyright Policy in place. There may also be specific policies regarding teacher-created websites. Review these documents to learn about existing requirements regarding classroom websites. Guidelines might include the kinds of information that may be posted, permissions needed to post student work or photos, rules for linking to outside websites, use of graphics, student access to e-mail or discussion boards, or linking to the school's official website. There may also be restrictions placed on site design and who may host the site, such as requiring the use of specific design templates or the school's Internet Service Provider (ISP). If teachers are permitted to choose their own hosting service, they may also be required to pay any subscription fees that are incurred.
Schools that accept ?-Rate or certain federal funds also must comply with the provisions of the Children's Internet Protection Act (CIPA). These requirements should be reflected in the school's existing policies, but check to be sure. For instance, these requirements would forbid the posting of information, such as last names, that could make a student readily identifiable to an outsider. The site should also be accessible to visitors with disabilities. Once a prototype is designed, each page can be scanned for potential access problems using a free online tool called Bobby. This service is available at http://www.landrenterprise.com.
Plan a User-friendly Web Page
Once the preliminary research is completed, it's time to think about the design of the classroom site. Even when page templates are provided, there is usually some latitude given when it comes to setting up links and use of graphics. Reviewing existing classroom websites is a great way to get good ideas and to identify pit-falls to be avoided. The sites listed here include links to teacher-designed classroom sites:
The primary goals are to create a site that's easy to use and interesting enough to keep parents and students coming back, and that is manageable in terms of the work that must be done to keep it current. Here are some planning tips to help meet these goals.
Avoiding link overload: Pages must be easy to read and simple to understand and navigate. Users should not need to scroll to find important links. A frequent mistake made by beginning webmasters is cramming too many links on each page, making it difficult for users to locate the information they need. Instead of showing each individual resource in one place, use the categories developed earlier as titles for links to separate pages where the specific resources can be found. With this approach, the Home page itself may have just a few links to areas such as Classroom News, Homework Assignments, Spotlight on Student Work, or Online Activities for Class. This makes it much easier for site visitors to zero in quickly on the type of resource needed, which is then just a click away.
Careful use ofvisuals: Visuals go quickly from being interesting to becoming intrusive. Avoid the temptation to use too many backgrounds, graphics, and animated cursors. In addition to becoming a visual assault that actually interferes with reading the page, maintenance may require more time when each page has its own unique set of graphics. Animated cursors pose a special problem because, unknown to the user, some download unwanted programs in order to show the animation. While such programs are supposed to be harmless, some computers have crashed or had desktop settings altered after one was installed.
Easy navigation: When limiting the number of links per page, don't go so far in the other direction that users need to click through multiple pages before finding what they need. A rule of thumb is to limit the number of required clicks to three if possible. An easy way to plan the site is to use a graphic organizer or index cards to lay out a site map. Start with the Home page and write the links that will be provided there. Then make a card for each of these links. These cards each represent a new page. List the links that will be provided on each new page. Create a new card for each of these links. If these links are sub-categories of the main topics, continue this process until you reach the link to the actual document or resource. This approach quickly shows how many clicks will be required to get to a specific resource. It also helps identify where it might be appropriate to add main topic links in a sidebar or tabs across the top of the screen to allow users to jump from one area of the site to another without having to back out the way they came in. Include a Home link on each category and sub-category page.
Analyzing maintenance requirements: Once the layout for the site is satisfactory, review the kinds of documents and resources that will be provided. Some of the items will be static, meaning that once they're posted, they can remain unchanged for a long time. These might include classroom rules, a personal introduction, student supply lists, etc. The remaining items will be dynamic, things that must updated or changed regularly. The dynamic items will give students and parents a reason to keep returning to the site. They will also determine the amount of time required to maintain the site. It's important to strike a workable balance between the two.
Look at each dynamic item and honestly appraise how often it would need to be changed. Some may be obvious, such as weekly homework assignments. Others may require more thought, such as student artwork. It's not a good idea for a student showcase still to be featuring autumn leaf rubbings in January! Make a schedule of weekly, monthly, and quarterly updating tasks and decide whether or not it is reasonable. Using the artwork example, perhaps a quarterly gallery featuring less time-sensitive work is more realistic. However, to keep parents and students interested, several items must be changed at least monthly.
Next Steps
With the groundwork laid, it's time to build pages. Check with the school site technology coordinator or webmaster to see what programs or tools are currently in use for building and maintaining the school site and whether they are available to teachers who are building classroom sites. Teachers who must find their own tools and hosting services will find various options on the Internet. There are free hosting sites; however, some may be blocked by school filters, and ads are often included on the site's pages. The two sites listed below offer low-cost site building tools and hosting to educators.

Munsingwear Polos

2005-07-15T17:55:00.000-07:00

The Munsingwear Button-Down Collar Twill Shirt from Premium Wear is made of 4.5-ounce, 100% ringspun combed fine cotton sanded twill. Features include button-down collar, contrasting inside neckband, back neck patch, classic seven-button French placket, double yoke back with box pleat, oversized patch pocket and shirttail hem. Also available in a ladies' style.
The Munsingwear Jacquard Collar Interlock Shirt from Premium Wear is made of 100% ringspun, combed cotton. Features include birdseye jacquard knit polo collar and welt sleeve cuff, reinforced placket with four horntone buttons on men's style and three horntone brass etched trimmed buttons on ladies' style, single-needle topstitching and clean finished hem with side vents.
Munsinwear's bird's-eye pinstripe jacquard golf shirt and Munsingwear Jacquard Collar Interlock Polo is mode from 100% ringspun combed cotton and accented with a jacquard tipped polo collar and welt sleeve cuffs. Details include reinforced placket with three horntone buttons, taped seams, clean-finished hem and side vents.
Munsinwear's bird's-eye pinstripe jacquard golf shirt is mode from 100% ringspun combed cotton and accented with a jacquard tipped polo collar and welt sleeve cuffs. Details include reinforced placket with three horntone buttons, taped seams, clean-finished hem and side vents.

Golf Balls

2005-07-14T19:30:00.000-07:00

Done any sleeve-reading lately? One ball claims "Long Distance and Super Feel," another touts "Longer Distance, More Spin and Control," and a third shouts "Ultimate Distance and Control." It's enough to make you choose a ball based on the color of the box.
Categorizing golf balls is a sketchy business, a curious alchemy of science, marketing and a golfer's particular desire to consistently get a 20-yard chip shot to check. Still, manufacturers categorize balls all the time, usually by price and type of construction (another way of saying "performance"). Manufacturers realize that finding the right ball is a challenge.
"Everybody is different," says Bill Morgan, senior vice president of golf ball research and development at Titleist. "We have different swings, different areas in which we need help from our equipment, different areas in which we can take advantage of equipment nuances, different perceptions and different economic realities."
Price is clearly a factor, but it's also true that what you paid for a sleeve doesn't mean diddly when you need to get up-and-down on 18 for all the money. To assist you in your golf ball purchase, we present a breakdown of the golf ball universe and three key questions to ask about yourself and your game. Finally, we reveal some testing that shows just how different (and similar) the various types of balls can perform. Process it all, and you just might find a ball that really is longer and softer. For you.
THE FOUR TYPES OF GOLF BALLS
The argument can be made that there are as many golf ball construction types as there are individual models of balls. But for the sake of simplicity, let's break it down to four. Categories two and three below (two-piece low compression and what we're calling "two-piece performance") feature a variety of balls designed for average golfers. Your mission: Identify a category you like, and try the balls within that category
to find the one that addresses your different needs.
1 TWO-PIECE DISTANCE
Examples: Callaway Warbird; Pinnacle Golf Balls; Slazenger Raw Distance Fusion; Top-Flite XL Pure Distance; Wilson Jack. Price range: $10-$20 a dozen.
Upside: They spin less, and that means less slice and hook. They also may launch higher because the firm polymer cover tends to slide up the clubface slightly at impact. Harder covers are less likely to show damage from abrasion, too. The biggest benefit: They're cheap, not much more than a dollar a ball and sometimes less.
Downside: They spin less. That's a problem around the greens, but it also could prevent slower swingers from generating enough lift (or carry). As for feel, generally, it's going to be more croquet ball than feather pillow.
Expert advice: "The firm cover and high compression yields a ball with high velocity, high launch angle, low spin and firm feel. However, golfers are sacrificing the attributes of spin and feel".
2TWO-PIECE LOW COMPRESSION
Examples: Dunlop LoCo; Maxfli Noodle; Nike Power Distance Super Soft; Precept Lady and Laddie; Titleist DT SoLo. Price range: $15-$25 a dozen.
Upside: Because they're easier to compress, low-compression balls can improve distance for moderate swing speeds. Some balls in this category offer low spin to improve accuracy and softer covers to improve feel.
Downside: Soft feel may not translate into more spin on short greenside shots.
Expert advice: "The cores are more resilient while keeping the compression soft."
3 TWO-PIECE PERFORMANCE
Examples: Callaway CB1 and HX 2-Piece; Maxfli A3; Slazenger Tour Platinum; Srixon Hi-Spin and Soft Feel; Titleist NXT and NXT Tour; Top Flite Pure Distance; Wilson True Velocity. Price range: $20-$30 a dozen.
Upside: Some in this new genre tout large "springy" cores (A3, NXT Tour and Infinity, for example). Balls with large cores have thin covers, and that can make it easier for the core to compress when the ball meets the clubface. In theory, this leads to more distance.
Downside: Like the two-piece low compression balls, these balls may not offer the same spin advantages on short shots as the multilayer urethane ball.
Expert advice: "We are squeezing the last bits out of two-piece ball technology. This type of ball is definitely going to give most players enough performance. It probably provides 80 percent of all a ball can do."--Tom Kennedy, vice president of research and development for Top-Flite Golf Company.
4 MULTILAYER CONSTRUCTION
Examples: Ben Hogan Apex Tour; Callaway HX and CTU 30; Maxfli M3; Nike TA2, Double C and One; Precept U-Tri and Tour Premium; Srixon Pro UR and UR-X; Strata series; Titleist Pro V1 and Pro V1x; Top-Flite Tour; Wilson True Tour V and Elite. Price range: $25-$50 a dozen.
Upside: Each layer enhances a performance aspect. The soft cover enhances feel, the firm inner mantle improves energy transfer to the core and the core itself promotes distance. Urethane-covered multilayer balls are softer than two-piece balls and can spin more on chip shots and bunker shots. Urethane is just as soft as balata but is more durable and consistent.
Downside: Not all multilayer balls have urethane covers or even the same type of urethane cover, and some are designed for tour-level swing speeds (105-120 mph). Furthermore, urethane actually slows the ball's spin rate slightly, decreasing its distance potential for slower swingers.
Expert advice: "These balls behave like balata on the green and still have the distance of a hard two-piece ball. Of course, if you want it all, it's going to cost more."
CORE VALUES
TOP-FLITE's two-piece Infinity line features the largest cores found in two-piece balls. Models include the Awesome Distance and the Absolutely Straight (with a core diameter of 1.60 inches) and the Buttery Feel and Ideal Spin.
ALL IN THE FAMILY
The Titleist line (left to right) includes a lower-compression ball for average swing speeds (DT SoLo), performance two-piece balls (NXT Tour and NXT) and the urethane-covered multilayer balls that dominate the tour and retail market (Pro V1 and Pro V1x).
THE QUESTIONS YOU NEED TO ASK YOURSELF
WHO ARE YOU? Do you want a car with a speedometer that goes up to 140 miles per hour, even though you'll never drive it faster than 70? That might be what you're getting with the newest multilayer balls. Do you believe buying an inexpensive ball means you're giving up performance? And what about price? Is an extra dollar a ball OK, but $11 for a sleeve too much? Weighing price and performance is tricky, but if you think you play better with expensive balls, the extra cost might be worth it.
HOW DO YOU PLAY? Are you a finesse player? Or do you just bomb it? Is your course manicured with tightly mown fairways, fast, firm greens and deep greenside bunkers? If so, you might like the playability options a soft urethane ball provides. If you play a muny with soft, slower greens, a two-piece model is less of a sacrifice. As for feel in putting, remember that urethane is generally softer, however some putters, especially those with soft inserts, may produce the desired feel even with a harder ball. If you miss a lot of greens, your ball choice might depend on that next shot you hit from around the green, so judge a ball by that shot, assuming scoring is important to you. Two other issues: Can you hit a half-wedge shot 10 feet from the hole nearly every time, or are you just trying to get it on the green? Do you make strategy decisions based on potential or tendency? The answer says a lot about your ball of choice.
WHAT DO YOU WANT FROM A BALL? The ball decision is really about only one thing: priorities. If all you're looking for is distance, you will find all the distance you could want with a two-piece ball at about a third of the cost of some multilayer models. However, how much more distance are we talking about, and will it change your game? Golf Digest testing of four types of balls (two-piece distance, low compression, performance and multilayer urethane-covered) shows how significant or insignificant those distance differences can be (see next page). Of course, scoring is keyed by the short game, a performance area distance balls clearly lack by comparison.
THE FINAL PIECE IN THE PUZZLE Given the choice, most golfers want the multilayer ball the pros play. But unlike the pros, most golfers have to pay for their balls, so whether they think they deserve that ball is another matter. There's no real technical reason they shouldn't play those balls. Callaway's Yagley says even an average player would notice the difference between a distance two-piece ball, a soft two-piece ball and a three-piece ball in "just a couple of minutes of chipping and putting."
"The best ball for the best golfers is a multilayer ball. But there's no reason the average golfer shouldn't play these balls, although he or she might not hit the ball consistently enough to recognize all its benefits."
Certainly, every two-piece ball (distance, low-compression, large core, etc.) is designed with the so-called average golfer in mind, not a tour player. Conversely, most multilayer balls, particularly those with urethane covers, have attributes only elite players can appreciate. (Tiger Woods, for example, was attracted to his new ball because it let him be more aggressive when trying to hold a draw into a left-to-right crosswind. Most of us don't have those sorts of issues.)
Is playing one particular short-game shot slightly more vital to your game? If you're struggling to break 100, maybe not. If you're always breaking 80, maybe it is. But that's why finding the right ball remains a consummately personal search.
"Golf is a game of individual performance with individual implements: me and my stuff against the elements,". "I search for the perfect swing, and I search for the perfect gear. Only I know when I have found it."
UNDERCOVER
NIKE's One ball, has a soft urethane outer cover and two inner mantles--one to promote accuracy and the other to improve energy transfer off the driver.
NEW IDEAS
PRECEPT has extended its U-Tri line with the U-Tri Tour, an inexpensive urethane-covered multilayer ball ($30). SLAZENGER's Tour Platinum is a two-piece ball with a urethane cover.
SOFTHEARTED
At the center of the core of SRIXON's UR-X, the hardness rating is nearly half that of the outer surface of the core. Srixon's mantle is made of firm rubber, unlike other multilayer balls with mantles of ionomers or plastics.
HOW DIFFERENT ARE GOLF BALLS?
In our test a driver swung at an average swing speed (90 miles per hour) produced similar distances and spin (revolutions per minute) among four ball types. (Remember: Less spin with the driver can reduce slices and hooks. More spin with the irons may help shots stay on the green close to where they land.) An 8-iron swung at average speed (78 mph) revealed similar distances again, but produced more spin in the multilayer ball and the two-piece performance ball compared to the two-piece distance ball. The most telling difference came with half-wedge shots. In our test, the multilayer ball spun significantly more than two-piece models (and flew at a slightly lower trajectory), an indication the urethane cover and multilayer design may provide an extra element of precision. M.S.

Golf Towel

2005-07-10T10:30:00.000-07:00

Terry Collection has modified its Premium Velour two-ply golf towel for 2001. The towel is 16" x 26", 3.5 lbs. with a velour finish and dobby end hems. Available in white and 12 colors, the towel comes blank, printed or embroidered. Grommet and hook or trifold with grommet and hook are optional.
Like many apparel items in the wearables universe, towels and robes can easily cover the gamut of demand. In both of these related categories you'll find the entry-level, purely promotional offerings that serve the needs of heavy-traffic giveaways, and you'll also find high-end, luxurious offerings that serve the executive gift or travel-award criteria so often called for.
Opportunity abounds.
To help our readers wrap themselves in at least the knowledge necessary to soak up some towels and robes sales, Wearables Business asked a number of towel and robe suppliers to answer a series of questions concerning these important promotional offerings.
towels
Q: What distinguishes a price-point towel from a luxury towel?
A: Price-point towels are usually terry loop construction, single-ply whereas better towels are usually two-ply terry or terry velour. Two-ply indicates two yarns twisted together so that when the loops are sheared a fine, smooth and soft velour finish is created. To distinguish a better towel even more a dobby hem is added; this is a thicker hem with a pattern woven into it making it a fancier, more expensive feature.
Q: Please tell us about an interesting promotional products program your towels have been a part of, including any challenges involved or key promotional accomplishments.
A: A soft drink company is using our beach towel for two purposes at one time. It's used as a banner in some of their retail-customer stores to attract attention. The towel is also available for customers to purchase for a nominal fee or is given away to some of the retailers for their use. The soft drink company is getting twice as much bang for the buck from one item.
Q: What is the preferred decorating method for towels, and what are some innovative options?
A: Screenprinting is the preferred method of decoration. It provides for the largest logo exposure area and the most reasonable pricing. Embroidery would be the next option, which is primarily used on high-end golf and beach towels. Other options include adding a pocket or something to tie the towel once it's rolled up.
Q: What are some of the key end-user markets for towels?
A: Honestly, it's difficult to name just a few because the end-use market is huge. One of the biggest would be golf; many companies have golf outings where they give away towels as an amenity. It's a terrific item that all golfers are happy to get and will certainly use. Sports teams at all levels, stadiums and arenas are another huge market. Inexpensive fan towels are handed out in huge numbers at many sporting events, whether it is at the professional level, collegiate or high school. The promotional-weight beach towel is also used in big numbers for the same venues. Then there's the corporate market where beach towels, in all qualities, are used for corporate events, meetings and gifts.
Q: What distinguishes a price point towel from a luxury towel?
A: In towels, the weight is the biggest factor in determining the price. An example: When we are selling a 13-lb. towel that means that 12 individual towels stacked on top of one another weighs 13 lbs. Therefore, when selling towels a 20-lb. towel would be considered much more luxurious than a 7-lb. towel. There are other factors as well, such as velour, terry loop, and ring spun, but I would consider weight the biggest factor.
Some features that distinguish a towel include velour fabric, where a machine will shear the threads on the towel when processing the towel to get that soft velour feel; dobby hem, where that is a type of weave in the towel; and ring spun, a type of weave in the towel that gives it a soft feel - you have various looms when producing towels and ring spun is variation that is woven from the looms.
Q: What is the preferred decorating method for towels, and what are some innovative options?
A: We have currently introduced "flex tran" to our towels. It is a 3-D stamp that is put on a towel. The lettering is raised and makes for a unique look.
Q: What distinguishes a price-point towel from a luxury towel?
A: Luxury towels are heavier, softer, and usually made of twisted loop (two strands of cotton per loop).
Q: Please tell us about an interesting promotional products program your towels have been a part of, including any challenges involved or key promotional accomplishments.
A: Our bath sheets are often used by promotional groups that sell swim teams. We keep several colors in stock, they embroider beautifully and are big enough to be used throughout the often long meets.
Q: What distinguishes a price-point towel from a luxury towel?
A: In our towels, it's a few things. Our white towels are optically brightened, which creates a "whiter than white" look so screenprinted or embroidered logos "pop" off the decorated surface. For most of our towels, we offer a high-quality version and then a "step-up" version as well. For example, in our highest-quality Premiere Collection, the towels are sheared two times, which gets rid of imperfections and yields a softer, more plush finish. The dobby end hem and sewn side-seams also speak to quality.
Q: What is the preferred decorating method for towels, and what are some innovative options?
A: Our customers opt for either screenprinted or embroidered towels. Most customers want their beach towels screenprinted since we can print such a large image; Our Mega Print area is up to 32"x 54". Many of our customers like to make the ultimate statement with four-color process screenprinting, which turns beach towels into highly aesthetic miniature billboards. Towel Specialties also has a line of nine fiber reactive stock designs, each with a large imprint area where customers can have their logos screenprinted. We also offer options to our customers so they may have a tote bag or pocket sewn to the beach towel.
For our Golf Towel, customers may now purchase their towels with a grommet and carabiner hook. The carabiner hook option provides a classy, sturdy clip that is certain to last for a long time.
Q: What are some of the key end-user markets for towels?
A: Food and beverage companies, financial institutions, media (radio, TV/cable), consumer goods (beauty products, automobiles, etc.), and telecommunications, to name a few.
Q: What is the preferred decorating method for towels?
A: Embroidery, jacquard, fiber reactive printing.
Q: What distinguishes a price-point towel from a luxury towel? Explain such things as a dobby hem, and velour fabric, and other "bell-and-whistle" features that may distinguish a towel.
A: Size, weight/dz, two-ply construction.
Q: Please tell us about an interesting promotional products program your towels have been a part of, including any challenges involved or key promotional accomplishments.
A: Sports in-stadium promotions.
Q: What is the preferred decorating method for towels, and what are some innovative options?
A: (For) bath and beach (towels): screenprinting. Golf and sport (towels): transfer prints and embroidery.
Q: What are some of the key end-user markets for towels?
A: Golf, in-stadium promotions, rally and fund-raising, bowling, promotional products markets.
robes
Q: Tell us the difference (fabric, construction, features, etc.) between price-point and high-end robes.
A: Typically it is the fabric weight and body style that makes the difference between a moderate style and a high-end garment. A heavier weight fabric will be more expensive than a lighter-weight piece of goods, and a shawl collar style with roll-up cuffs would be more expensive than a kimono. There is also a difference in quality depending on the country of origin. A garment made in Brazil or Turkey is usually a better garment than one made in India or Pakistan. Most likely it is because of the quality of the fabric and not necessarily the sewing construction.
The fabric weight is probably the most sensitive area in the robe market, specifically in terry cloth and terry velour products. Many times people are not comparing apples to apples and I'll explain. There are different ways of quoting the weights of the fabric used in making a garment. The most accurate is grams per square meter, which should be converted to ounces per square yard. However, some play with the conversions and are quoting the weight as ounces per square meter and not per square yard. Sometimes weights are quoted as ounces per linear yard. All of these are probably accurate but not necessarily fair in quoting.

Balloons

2005-07-04T14:53:00.000-07:00

BALLOONS CAN MAKE FOR A STUNNING PROJECTION surface, but they can be a challenge to work with, as I found out when creating a display to introduce the E3 video game convention in Los Angeles. To pull off the display, to create a complex Advertising Balloons that allowed the projection of game footage in 360 degrees, via five seamless bands of video game footage.
First, the crew built a balloon 28ft. in diameter made of rear-projection fabric. That balloon was placed within a second transparent balloon made of plastic, with an 18in. gap between the two surfaces. Four fans kept the two balloons inflated, while a custom projection and lighting system was placed inside the inner balloon. That system consisted of a five-sided tower with five levels, housing five projectors each with a .8 lens that accommodated the short throw distance, and 24 Vari-Lite fixtures, along with tri-color lasers. With the inside of the balloon divided into five segments, each projector filled a segment, which overlapped to produce a seamless image.
Working closely with based in PA., produced the video in 4:3 aspect ratio, relying on existing game footage and unreleased game images from future PlayStation projects.
"Shout Creative needed to work with us on how the video was laid down in safe areas, allowing us room to manipulate it,". "It was very difficult because a balloon shrinks and increases in size as the air changes temperature."
Because the game footage could not be distorted in any way, we used a Digital Effects system on the images prior to projecting them. The system allowed the crew to shrink the images and correct for skew, while avoiding stretching the aspect ratio, distorting characters, or cutting off titles, prior to the event. The images were then burned to a hard drive that played them in a loop during the show.
But even after the image creation problems were solved, there was one prominent, unanticipated issue that arose.
"We vented the heat from the projector lamps outside the balloon, but there was no way to vent. "We didn't realize how hot it was going to get inside the balloon, and it got up to 140 degrees."
The day before the show, the team experienced a balloon failure due to heat stress. A spare inner balloon was swapped out, but it was clear that the crew had to figure out a way to bring the temperature down. They came up with a system to pump liquid nitrogen from the parking lot at the convention center through a specially constructed, 12-cylinder manifold and additional piping into the center of the balloon, where a showerhead device slowly released liquid nitrogen into the balloon to stabilize the temperature at 75 degrees.
To keep the balloon cool all day long translated to lots of liquid nitrogen - 140,000 cubic feet a day, to be exact. That required twelve 7ft. tall cylinders that were replaced three times a day. To pull that feat off, we worked closely with officials from the Convention Center and the show's organizer, Exhibits, to allow storage of the liquid nitrogen, something that required careful monitoring to meet health and safety standards.

50 State Calendars

2005-07-01T21:01:00.000-07:00

The financial services industry is one of the top three purchasers of calendars. Credit union members and bank customers have come to expect this service and look forward to receiving a calendar each year.
Give calendars to members and you'll increase business and improve relationships. As we enter the 21st century, who would have guessed that a promotional tool created in the 19th century would still be so effective?
Calendars are timeless because they're:
* Universal. Nearly everyone uses them.
* Memorable. Research shows that 86% of calendar recipients can remember its source.
* Targeted. Think of calendars as a personal billboard. What would you pay for advertising space on your member's wall?
* Used frequently. The Calendar Advertising Council finds 72% of respondents use a calendar five or more times a day, and 40% check their calendars 10 or more times a day. The long-term benefits of having your message in front of members every time they refer to the date can create up to 1,800 exposures annually for just one member.
* Affordable. Few forms of promotion can compete with the cost per exposure of calendars.
* Valuable. Because of their usefulness, members place a higher value on calendars than on other promotional items.
What should you look for when selecting a calendar provider?
Can you afford a completely customized calendar for your credit union, or will a customized imprint meet your needs? A customized imprint may deliver substantial value while keeping costs low.
Is imprinting free? If not, what are the set-up charges? Understanding all charges will allow you to make accurate comparisons.
* Can you include your logo? Is there a charge? Can you place the "America's Credit Unions" brand signature on your calendar? Logos are important in branding your message.
* Is there an early bird discount? Sometimes you can save money by ordering calendars early in the year.
* Must you print a minimum quantity? Are there quantity discounts? Some providers may require a larger order than you desire, or you may be able to save on large orders.
* Is there a competitive guarantee? Some providers will meet or beat competitors' prices.
In determining your imprint, Becker offers the following advice: "Calendar imprints are like a sign that reminds your members who you are, where you are, how to reach you, and what products or services you have available. The 'sign' becomes a tool that's used daily.
"I encourage credit unions to use their own special logo if they have one. Their members recognize that logo, so there's a quick, almost subconscious, mental connection to the credit union when they use or glance at the calendar. Discover America Calendars provide presence of mind."
The 2002 calendar line has several fresh new styles, such as "Dollars and Sense," which features money as artwork and includes interesting facts about currency and financial sense tips. You can start to make an impact for as little as five cents per member and fractions of a penny per exposure.
For many businesses, the calendar that reads "January, February, March..." isn't nearly as important as the one that reads, "Martin Luther King Jr. Day, Valentine's Day, St. Patrick's Day" and so on. The latter is the retail calendar, and as its name implies, it's the marketing tool of choice for many merchants.
"From Valentine's Day and graduations to Halloween, Hanukkah and Christmas, we're always looking ahead to the next holiday."
Sure, that's great for a party supply store. But how does it apply to your business? The retail calendar can offer opportunities for many businesses to create innovative and effective promotions. The following steps will help you look at this marketing tool in a new light:
* Examine buying habits and think creatively. Each holiday or season fosters its own buying habits. For example, May and June cover Mother's Day, Father's Day and many graduations and weddings. Automobile repair shops, computer training companies or housecleaning services can create gift certificates or service packages that would be useful, unique and unconventional alternatives to traditional gifts during this season.
* Look for publicity opportunities. Nathan's Famous, the renowned hot dog maker, for instance, holds an international hot-dog-eating contest at Coney Island each Independence Day. The holiday tie-in is perfect for a patriotic push in the event's publicity materials. Similarly, announcing a search for the most romantic couple in time for Valentine's Day or for the messiest house in time for "spring cleaning" season could give your business a good bit of attention. Be sure, however, that your efforts are appropriate for your target audience and marketing goals.
* Make your own holiday. If you're tired of the same old celebrations, check out Chase's Calendar of Events to find a new one. This comprehensive listing contains more than 12,000 entries, including celebrity birthdays, astrological phenomena, culinary celebrations and festivals from around the world. From Dr. Seuss' Birthday (March 2) and Elephant Appreciation Day (September 22) to Peanut Butter Lovers' Month (November), you can be sure to find a holiday that tickles your fancy. If you still can't find one, declare your own - Chase's Calendar of Events shows you how.
* Plan ahead. Regardless of how you use the retail calendar, give yourself enough time to create effective promotions. Start by looking three to six months in advance to determine how you can capitalize on what's to come.
Can't think of a date-related promotion? Here are some ideas for particular businesses:
Accounting firm: Offer a "tax break" to your customers. Send a small tax relief package in late March or early April. You might include aspirin, flavored coffee and a couple of pencils for figuring out returns.
Landscaping business: As the calendar progresses, issue an "It's time to . . ." list to your customers. Use the change of seasons to remind your clients how your services can be used to keep their yards and gardens in top condition all year long.
Software development or training company: Create a celebration around Clean Out Your Computer Day (Feb. 8), High Tech Month (January), or International Shareware Day (December 12). Hold a seminar or send a unique promotional item.
Restaurant: Search for the best more in time for Mother's Day or for the all-American family around Independence Day. Inviting your patrons to vote for their favorite candidate may encourage entrants to send their family and friends your way.

Squeeze Coin Purse

2005-06-29T21:05:00.000-07:00

The hip handbag book; 25 easy-to-make totes, coin purses, and bags. Watson-Guptill. 95p. illus. c2004. 0-8230-2263-3. $9.95. JSA *
Using everyday materials and easily acquired tools, one can create a bag that is a piece of unique, extremely useful art. Ribbons, buttons, beads, and fabric paints are just some of the amazing accoutrements that will enable anyone to make a marvelous tote, coin purse or bag. Very easy instructions are provided along with simple basic sewing techniques to attract even the person unschooled in the art of sewing.
The book shows how to take items such as (usually free) cosmetic bags and decorate them in your own dynamic fashion. There are simple little bags, made out of old jeans pockets; there are ways to transform small inexpensive tote bags by covering them with photographs. The sock Coin Purse is whimsical; the laminated newspaper bag would make a great birthday present for all ages. The patterns and instructions are complemented by great graphics. This is a must purchase for all libraries that would like to introduce pre-teens and teenagers to crafts and their magic.
Ready to hit pay dirt? Here are a few places to start digging:
1. In your pockets, between the sofa cushions, underneath your car seat, in old purses. It's just spare change, but the average American handles $600 in loose change a year, according to statistics from the U.S. Mint and Coinstar Inc. (makers of those coin-counting machines at supermarkets that made the tiresome chore of counting and rolling spare coins obsolete). If you emptied your pockets faithfully into a container each night for a year, that's about what you'd have--enough for a weekend getaway. Coinstar also estimates that $7.7 billion worth of coins are out of circulation, collecting dust in coffee cans and giant Coke bottles. So if you can spare upwards of $600, just leave it them. If not, call supermarkets around town to find a counting machine near you.

Business Briefcase

2005-06-28T20:10:00.000-07:00

Imagine a white-collar worker hauling his files and such to the office in a backpack 10 years ago. That loser would receive many a disapproving look from the three-piece-suited throngs carrying their leather briefcases and umbrellas.
We all know times have changed, and so have our business bags.
While traditional-looking briefcases are still available, bags that fit today's corporate casual lifestyle are now more the rule than the exception. And that includes many backpacks - or at the very least briefcases that convert into backpacks. Even the traditional-looking briefcases have been updated to include places for today's business tools: PDAs, cell phones, and occasionally laptops.
"You are not seeing the traditional brown leather briefcase any more," says Nick Wright, national sales manager of the Promotional Products Division at Bluffdale, Utah-based supplier Ogio. "Business people are dressing down and implementing sport and style into their business attire. They want a business bag that is stylish but it must be functional as well."
Insert alert
End users are shuffling fewer and fewer papers to and from work, as most information is now stored electronically. Bag suppliers have accommodated by allocating space in bags for PDAs and cell phones in particular. Many even offer removable padded laptop computer compartments that fit into areas that otherwise could hold hard-copy files.
"Business men and women take their 'office' with them when they travel. They want padded laptop compartments, cell phone holders, pockets for cords, mouse, Palms, calculators, and files," says Ogio's Wright.
An important development regarding laptops is the heightened security at airports, according to Wright.
"You need to be able to access your laptop, remove it, and place it back into your bag quickly! The Ogio City Corp has this feature," Wright says. "Your laptop compartment also should have ventilation so your laptop can 'cool down' if placed into the bag immediately after use. This is often the case on an airplane."
At many suppliers such as Ogio and Clava American, a leather bag specialist based in Englewood, N.J., computer inserts are a product by themselves.
"The insert can be sold separately, so that even a non-computer bag can be a computer bag," says Clava National Sales Manager Kirsten Logan. Clava is also looking into making inserts big enough for the newer widescreen laptops.
These removable padded computer cases are finding their way into other types of bags as well, according to Matt Kentner, national sales manager for the corporate division at High Sierra Sport Company, a Vernon Hills, Ill.-based supplier.
"Just about every one of our new daypacks have removable computer cases now," Kentner says.
They also have organizers, he says, and the combination makes such a daypack an ideal choice for many laptop-toting students whether they walk, bike or drive to class. Or for that matter, for many commuters who might walk and ride the train or bus to work.
High Sierra's new Sonic Pack, for example, has all the features of an attache, plus a removable CD player holder with a headphone port. The CD holder can also attach to a belt. The bag's versatility is a big selling point, and Kentner predicts it will be a best-seller before long.
"I think we're getting a lot more play on this type of a bag because it hits such a broad target of people," Kentner says.
This begins to hit on the point that people's needs - and tastes - in bags, have changed. Ten years ago, there wasn't a whole lot of variety in business bags. Today, the selection available to the end user seems unlimited.
"Business cases tend to be a personal choice," Kentner says. "What works for one person might not be right for the next person. It's tough to find a one-size-fits-all bag."
Kentner says High Sierra tries to find common denominators and designs bags that appeal to as many end users as possible.
More than a Polyester Business Briefcase
With the majority of corporate America sticking with corporate casual dress codes, it has made it easier for updated styles with different features from traditional briefcases to crack the market.
"Today's business bags are more functional in styling. The result is a departure from your traditional briefcase," says Steve Wegner, president of supplier Big Accessories Inc., of Petaluma, Calif.
The company's best-selling business bag is the XMM Metro Messenger Bag, made of 450 denier ripstop polyester with silver reflective trim across a zippered front pocket.
"It is popular because it is a very contemporary-looking messenger bag at a very affordable price," Wegner says.
A few years back, about the only time you saw a messenger-style bag, meant to be worn across the body with its single shoulder strap, was when a bike messenger flew past you on his 10-speed. Then the style caught on among the urban crowd, and soon found its way to the mainstream. The promotional market has done very well with the style in the past year or two, and the messenger bag trend has shown some staying power.
"People like to be able to sling it over their shoulder and still have access to their files," says Kentner of High Sierra, which offers the Courier Sling Pack and the Sonic Pack as messenger bag-style alternatives to briefcases.
Russ Rowan, director of product development at Thorofare, N.J.-based supplier Toppers, says the "fresher, more youthful" look of messenger bags make them ideal for corporate casual workers. Toppers has four different messenger bags in its 2003 line, and Rowan says they are still selling well.
Logan echoes those sentiments, saying Clava American did very well with its two messenger bag styles during the holiday selling season.
Another recent variation of the briefcase is the vertical brief. Instead of hanging horizontally from the shoulder, it hangs vertically. These styles tend to be designed with laptops in mind, are usually more compact than a briefcase, but are loaded with many of the same features. The line defining a vertical brief is a blurry one, as many vertical briefs are designed to be worn as messenger bags or convert to backpacks.
Toppers' Adrenaline and Ego Trip styles of computer bags/packs would fit this category, as would Clava's Convertible Brief/Backpack. Clava also has an Upright Vertical Brief without the backpack straps.
Roll with the changes
Another observation Clava's Logan mentions is that more and more people are starting to ask for wheeled bags - and not just for luggage. After all, those laptops, PDAs and cell phones can make a bag pretty heavy. Why carry it when you can roll it?
This is the logic behind High Sierra's Deluxe Wheeled Computer Case, style AT146. It has a removable padded laptop computer sleeve, a deluxe organizer section with tricot-lined cell phone and PDA pockets, inline skate wheels with corner protectors, a telescoping handle, two large main compartments, and a strap on the back to attach it to larger luggage.
Also in this category is Toppers' new 6815, a computer brief/overnighter on wheels. It is small enough to be allowed as a carry-on, but big enough to store clothes in addition to a laptop and any other business needs. Made of 1800 denier polyester, it has a retractable pull handle and inline skate wheels. Another special feature is a completely detachable front panel for easy decorating. It also matches two new larger travel bags on wheels offered by Toppers.
If it doesn't have wheels, that doesn't mean it has to be uncomfortable to carry. Forget the basic shoulder strap to supplement the hand carrying handles. Today's business bags have ergonomically designed shoulder straps.
All of Clava American's shoulder straps are now curved toward the body and adjustable, so it doesn't tend to fall off the shoulder, Logan says.
Even such an unconventional bag supplier as Page & Tuttle, the mainly golf apparel line from Premiumwear, features The Ultimate Vertical Brief. Made of 600 denier polyester, this versatile, many-pocketed bag features a single shoulder strap, a hand strap and a back-pack-like dual shoulder strap. A special addition is a pad on the single shoulder strap that is contoured to help prevent the strap from sliding off the shoulder. The shoulder straps are all detachable and storable in the bag.
Even Anvil gets into the business bag business. While the company carries a messenger bag in a variety of bright colors, its Messenger Elite Bag, which comes in black and other business-friendly hues, is really a vertical brief that easily handles the laptop and other electronic necessities. It too has an ergonomic, detachable shoulder strap.
While you'll still find the old straps on many low-end bags, Big Accessories' Wegner says ergonomic shoulder straps are now a must-have for most business bags.
What makes a bag high-end
Features like ergonomic shoulder straps are the kind of things that separate a high-end bag from a low-end one. And while price is always your simple indicator of bag quality, the reasons behind those prices are a variety of construction details.
First and foremost, of course, is the material with which the bag is made. Top-grain cowhide leather, which is what Clava American uses exclusively, is obviously going to be high-end. But when it comes to the synthetics, the denier count is the best way to compare materials. The higher the denier, the more durable the fabric. Generally speaking, 300 denier and below is low-end and 600 and above is higher-end.

Flex Fit Cap

2005-06-26T21:45:00.000-07:00

The convergence of three seemingly disparate facts have led to a perfect storm in the flex fit headwear and cap business. Suddenly, headwear from China has revolutionized the entire market niche. Headwear is everywhere, and your customer is wanting it - and wearing it.
First, four years ago, China relaxed its cotton quota restrictions. The cotton quota had two effects upon headwear imports: one, it created a situation in which importers could not always be sure they could get China-made stock because if the cotton quota was used up at the sewing facility where their caps were being sewn, then sorry, the order could not be fulfilled; second, the penalty on caps brought in over quota was frighteningly high - perhaps as much as $6 a dozen.
Whenever risk and uncertainty enter the market, prices go up.
Of course, those two impediments were compounded by the shaky status that China had in maintaining its "Normal Trade Relations" status. "Normal Trade Relations" used to be called "Most Favored Nation Status," but since the U.S. offers this accommodation to nearly all of our trading partners, the designation name was changed in 1998 as the term "favored" seemed to suggest that some countries were given an advantage over others, which is not the case.
This designation is vital because countries with NTR are always guaranteed equal footing on all U.S. tariffs. If the USA drops tariff rates for one NTR country, all the other countries also benefit.
Congress, attempting to tie NTR status to human rights standards, however, has challenged China nearly every year; China's proviso does state that the country must reapply each year, unlike other NTRs. So far, their single-year waivers have held, and China does still have the key importing status. That is unlikely to change.
Dan Saferstein, President of the Sportsman Cap Network, commented, "The net effect of the cotton quota was that prices were higher in China. The relaxing of those quotas, therefore, dropped prices. And dropped them considerably because people who weren't doing business there moved more sewing there, and China was already somewhat less expensive."
Now the quota has been again relaxed. Beginning in 2005, acrylic quotas have also been dropped. Saferstein expects to see many more Chinese sewn caps with polyester constructions enter the market this year.
This removed restriction on blended fabric headwear creates another factor to examine as well. The promotional market could well see large numbers of less expensive China-made product enter the market. The net result of the Chinese government removing the quota is that there is literally no limit to the number of caps that can come into the U.S. Some consumers in the know have indicated that supply will initially exceed demand, creating a temporary glut.
Most vendors and distributors predict a price decrease down the road although no one is publicly predicting how much or when.
Short hair
The second major change in headwear seems quite trite, really, when compared to the first, but it is having a real impact: Men are wearing their hair much shorter these days.
Mark Stern, Director of Marketing and Sales for Yupoong Caps, an American subsidiary of a Korean company, pointed out that hairstyle makes a large difference for caps.
"My 13-year-old son wears a cap almost all the time, but he has his head almost shaven he wears his hair so short. When I was his age, I wouldn't have been caught dead in a cap."
Why? Dreaded hat head, of course.
And although the issue sounds trivial, it is not. Men's hairstyles are now extremely forgiving to cap wearers. Therefore, the young men growing up with short hair are also growing up wearing headwear much of the time. They, in turn, buy a lot of headwear. Make that mental note: an entire generation of men is growing up wearing headwear; this has not been the case since the latter part of the 1950s.
Be hip to hip-hop
Finally, the third reason that headwear is so important these days comes from the hip-hop music scene.
Caps are hot, and the foam front "trucker" cap, until a few years ago declared dead, buried, with dirt in its face, is the hottest of all. "Truckers" are, in fact, still driving the entire retail cap market right now.
"Strangely enough," says Yupoong's Stern, "we are making two different rappers' private label caps right now, and both are doing pink foam truckers."
"Caps have moved to the foreground of fashion," says Saferstein. "They used to be an accessory, an afterthought, but that's no longer true. There is an explosion in headwear design."
Sportsman's 2005 catalog boasts over a thousand SKUs from 12 brands in its 44 pages, compared to a mere 15 pages back in 1999.
Stern concurs. "The retail integration of headwear has come on strong. With the pricing of embroidery coming down likewise, retailers are finding they can make very good margins on caps and hats. A high profit margin leads to market expansion."
So what about those high profiled, foam-front, mesh-backed trucker caps? How prevalent are they?
Think retail market dominant. Yupoong has actually added women's truckers, which are available in pale pastels like light green and pink. They also have a new Camo-Trucker in their style #6009.
Tracy Heinle, also with the Sportsman Cap Network, notes, "It's a great time for the affordable trucker cap. So many looks are hot right now that consumers can afford to have dozens of favorites."
And that is exactly what is happening. America is now often coordinating fashion to match its foam trucker. Or maybe just getting a foam cheapie in every color!
David Chen is sales and marketing manager for Mega Cap in Rancho Cucamonga, Calif. Chen smiles when he talks about the trucker caps.
"Who could have imagined the 'old geezer caps' that our grandparents used to wear would come back to make such a big fashion statement," he ponders. "Even though it was mainstream with the younger crowd, the trucker still had its impact in the promotional industry. Unfortunately, we thought there weren't many innovative new styles in this category.
"Mega Cap has designed a handful of new trucker/mesh caps for 2005. They have new fabric, new mesh, multi-colors."
Chris McConnell, vice president for sales and marketing of Outdoor Cap, a firm based in Bentonville, Ark., founded in 1977, hints at caution with the trucker look.
"Foam caps are past their peak with more fashionable mesh caps taking over a lot of the market in that area," he offers. "We have moved on to the second generation."
Jacqui Spangler, Port Authority accessories buyer from SanMar, the Seattle-based wholesaler and apparel supplier, sees the look as segmenting in corporate sales.
"Foam caps are still going strong in the market, but are more of a trend statement," she says. "The look is a bit more alternative. It's been popular with companies that are looking for a 'hipper' edge."
A straw poll
So obviously, everyone's riding the crest of foam, but what else is important?
At Century 21 Promotions in Seattle, two really interesting caps come to forefront right away. Both use an interesting new texture, a synthetic straw that can be decorated.
Vince White, who has handled national sales for the company for the last five years, explains. "The two styles are our #627 and #629. Both incorporate a synthetic straw as part of the cap. The first, the #627, has a straw front, which can be decorated. The #629 has a brushed cotton front and a straw back."
The straw back gives the #629 a kind of "Tommy Bahama" feel, and this particular look was the rage in Hawaii last summer at the "in" tourist boutiques. "Neither are inexpensive, but both look like a million bucks," says White.
Outdoor Cap's McConnell gives us his recommendation: "Lower and mid-profile caps are still the silhouette of choice in the promotional market."
Yupoong's offering has several interesting additions definitely worth mentioning.
First, is the Cool & Dry line. Cool & Dry picks up the wicking ability found the last few years in performance golf attire. Yupoong has developed a poly-cotton tricot weave that traps air pockets in the material that then absorbs perspiration away from the wearer. This ingenious new fabric is available in the women's style #6022, and in the men's #6572.
Yupoong also has its patented Flexfit line of headwear. All Flexfit items are made with a unique stretchable crown. In fact, the Flex Fit Cap stretch fabrication is available in truckers, Cool & Dry five-panels, and even a new women's Ponytail Cap, the style #6277PT.

Ponchos

2005-06-25T22:05:00.000-07:00

TO FIND JOY in the gray gloom of precipitation, look to the poets, "Let the rain kiss you," Langston Hughes suggests. "Let the rain beat upon your head with silver liquid drops." Dwellers of perpetually soggy cities like Seattle and New Orleans take Hughes' words to heart. "Our bodies are drip-dry," says Wendy Bumgardner, Portland, Ore.-based marathon coach and about.com walking columnist. "We're not going to melt in the rain."
Adopting that sprinkle-embracing spirit can enrich your physical and mental well-being. "When it's raining, one tends to stay inside and be less physically active," says Robert Thayer, Ph.D., professor of psychology at California State University, Long Beach. "But if you dress adequately to go out in the rain, a brisk walk can very effectively raise your energy." Our splashy selection of jackets, boots and umbrellas will have you singing and dancing in drizzles and downpours alike.
take cover
To keep those raindrops from falling on your head, find shelter with a waterproof hat and broad umbrella. "A rain hat may be a better option on windier days, since you won't have to worry about your umbrella becoming inverted," says Bumgardner. If your favorite hat isn't waterproof, spray the surface with a water-repellant fabric treatment such as Scotchgard.
For a classic look, match a plaid umbrella with a traditional khaki raincoat and bucket-style hat. Raincoat by Jones New York, denim hat by Steve Madden, umbrella by Tropical Shade.
liquid sunshine
Adding a burst of brightness to your wetwear performs a double duty: The vibrant colors contrast with the cloudy skies while helping to keep you safe. "Drivers won't expect you to be out walking in the rain, so you have to take extra precautions," says Bumgardner. "Wear bright or reflective clothing, and try to make eye contact with drivers before you cross the street."
Get eye-catching coverage witch a cheery mix of yellow, blue, red and green. Rain poncho by Stearns, top by Ideology, tights by Urban Outfitters, boots by Smith & Hawken, umbrella by S. Frankford Umbrella Co.
high & dry
The right jacket can make all the difference between finding misery or merriment under stormy skies. Avoid getting soggy by covering up in outerwear that's labeled "waterproof," not just "water-resistant." Waterproof gear features a protective film both inside and outside the garment, safeguarding against that soaked-to-the-bone sensation.
Waterproof and wind-resistant, these Imprinted Hooded Poncho are made with breathable fabric for maximum comfort. Moss Koven jacket by Cloudveil, khaki pants by Dockers, PreCip jacket by Marmot.
happy feet
When splashing through puddles, keep your toes toasty and dry with rubber boots that seal out water. But first, pull on socks made of wicking fabric like ThermaStat or Thermalite. Reserve your snuggly cottons for post-walk lounging: Cotton socks hold rain and sweat next to your skin, making you more prone to blisters.
Even if it's raining cats and dogs, you can take your Dalmation for a drizzly stroll in Urban Outfitters' 100-percent-rubber rain boots, Calvin Klein top, Ideology pants, and breathable, mesh-lined deck jacket by Land's End. Umbrella by S. Frankford Umbrella Co.
clear forecast
Staying smart in a shower requires inspiration, imagination and--most important--a broad, fail-proof umbrella. Carry one in a bubble style, made with a dome shape that completely shields your head and shoulders. A clear plastic canopy allows for better visibility and head-high sidewalk strutting.
With no distracting color or pattern, S. Frankford's bubble brolly keeps all eyes focused on Casch Copenhagen's luxurious ivory trench coat and Nine West's patent leather boots with traction soles. For an elegant flash of color, add a knit scarf by Echo.

First Aid Kit

2005-06-22T18:48:00.000-07:00

This summer, millions of people will set out on vacation by car, airplane, train, boat, even bicycle. While the tires may be kicked, suitcases packed, gas tank topped off, and tickets in hand, travelers may forget an important item--Mini First Aid Kit.
"A lot of people feel that they can always buy first aid supplies, bandages, antiseptics, and the like, if the need arises," explains paramedic Ralph Shenefelt, general manager of the American Safety and Health Institute and an advisor to Curad, maker of bandage products. "Emergencies can arise anytime and frequently do during travel. Time, trouble, and pain can be reduced just by being prepared with the proper supplies.
"Purchasing several portable first aid kits, compact enough to fit easily into your glove compartment or backpack, is a great way to make sure you have first aid supplies on hand when you need them. [A good kit should contain] a variety of adhesive bandages, gauze pads, anti-motion tablets, alcohol swabs, plus antibiotic ointment, aspirin, tweezers, and other useful items to help care for minor injuries....
"In addition to basic first aid items, don't forget to take along more-personal items, such as prescription medications, including an epinephrine kit if anyone in your family is allergic to bee stings." Most importantly, having a first aid kit is no substitute for prevention. "The best way to deal with injury and illness is to prevent it," Shenefelt emphasizes.
An estimated 80 percent of minor injuries occur at home. While some cuts, burns and blisters require immediate medical attention (see "Red Flags," on Page 145), others can be effectively treated with simple first aid.
When stocking a first-aid kit to deal with these inevitable accidents, don't overlook the many natural products that can speed healing and reduce the risk of infection. These include items you may already have on hand, such as vitamin C, aloe and honey.
WHEN THE SKIN IS BROKEN
To treat minor wounds, it's helpful to understand how the body responds to injuries. The skin, which is the body's largest organ, has two layers--the epidermis and the dermis. The epidermis is the thin layer (about five cells deep) that's in direct contact with the environment; it is also host to millions of bacteria and other microorganisms. Ordinarily, these residents cause no problems, but that can change quickly when you suffer a minor wound that breaks the skin.
Beneath the epidermis is the dermis. When a wound tears the dermis, microorganisms from the epidermis invade and threaten infection, and the immune system works to close the breach and kill the germs. Blood vessels around the wound dilate, and extra blood rushes into the area, rinsing the wound and cleaning it. The extra blood also carries a small army of white blood cells that attack infection-causing microorganisms. This process causes inflammation--swelling, redness and pain around the wound. Cells injured by the wound die, but before they expire, they release a protein that triggers blood clotting, which eventually forms a scab that closes the wound.
After about 24 hours, other white blood cells release proteins that stimulate the repair of injured blood vessels and the creation of new skin cells and collagen. Sometimes the process is less than perfect, and collagen forms where you should have skin, resulting in a scar.
Wounds also can get infected--in this case pain and inflammation can persist or increase, and pus, made up of dead bacteria and white blood cells, may ooze from your scab. However, if all goes well, minor wounds should heal completely, and the simple remedies below can help speed that process.
HEAL WITH VITAMIN C
No matter what kind of wound you have, taking vitamin C can help, whether you get it from fruit juice or from supplements. Low blood levels of vitamin C slow healing, while high levels speed formation of new skin cells and collagen, according to Dr. Melvyn Werbach, author of Nutritional Influences on Illness.
Studies conducted on vitamin C date back to the 1930s, and recent research has confirmed these effects. In a 1996 study, British researchers gave bedsore sufferers standard care plus either a placebo or vitamin C (500 milligrams twice daily). After one month, the average sore areas shrank by 43 percent in the placebo group and 84 percent in the vitamin group.
New York City-based nutritionist Shari Lieberman, co-author of The Real Vitamin and Mineral Book, suggests getting even more vitamin C--5,000 to 10,000 milligrams per day if you have a large wound or burn. However, large doses of vitamin C can cause diarrhea. If this occurs, reduce your dose.
Other research suggests that vitamin E and zinc also promote wound healing and reduce the risk of scarring. As wounds heal, Lieberman recommends a daily dose of 400 to 800 International Units (IU) of vitamin E and 30 to 50 milligrams of zinc.
REDUCE YOUR STRESS LEVEL
Emotional stress impairs immune function. So it comes as no surprise that stress also interferes with wound healing. Ohio State University researchers studied 26 women, half of whom were stressed by caring for spouses with Alzheimer's disease. The researchers inflicted identical minor puncture wounds on all the women, then treated them with an antiseptic (hydrogen peroxide) and tracked the wounds as they healed. Healing took significantly longer among the Alzheimer's caregivers (49 days versus 39).
However, effective stress management accelerates wound healing. Researchers at Southeastern Louisiana University worked with 24 people who had their gallbladders removed. After the patients emerged from surgery, half received standard care, while half were given audio tapes containing a relaxation program. A day later, the relaxation group showed less anxiety, lower blood levels of the stress hormone cortisol and less inflammation from the surgical incision.
Any relaxation program can help, including meditation, yoga, tai chi, visualization exercises or listening to music. (For more on reducing stress, see "Running from Bears," Page 126.)
HERBAL HEALING
A number of herbs can be safe and effective for aiding your skin in healing.
Chamomile (Matricaria recutita) makes a tasty, calming tea. The oils in this herb are also anti-inflammatory, antibacterial and promote skin regeneration. That's why Germany's Commission E, the government panel that judges the safety and efficacy of herbal medicines, recommends the herb for wound healing. Make a strong tea using 1 heaping teaspoon of flowers per cup of boiling water. Steep until cool. Apply using a compress. Comfrey (Symphytum officinale) contains allantoin, a compound that helps heal wounds. Dr. James Duke, author of The Green Pharmacy, suggests applying fresh, washed and bruised leaves directly to wounds as a poultice, or applying comfrey ms a paste of powdered leaves. (You could also try skin-care products that contain comfrey, available at health food stores.)
In recent years, comfrey's reputation has suffered because it contains compounds that can cause liver damage when ingested. You shouldn't ingest this herb, but there's no danger in using it externally for wound healing.
Calendula (Calendula officinalis) has been used for centuries to help heal wounds, and Commission E also recommends calendula for wound healing. Brew a tea using 1 to 2 teaspoons of dried flowers per cup of boiling water. Steep until cool. Apply using a compress, or mix 1 to 2 teaspoons of tincture in a cup of water and apply.
Gotu kola (Centella asiatica) has been used to heal wounds in India for centuries. It's no wonder: The Asiatic herb's acid stimulates collagen synthesis. Gotu kola salves are available at some health food stores and herb shops, or you can apply a compress containing tincture, liquid extract or tea. For tea, use 2 teaspoons of dried leaves per cup of boiling water. Steep until cool.
FIRST AID BASICS
Follow the steps below to handle common household injuries:
Care for Cuts
* The bleeding from cuts usually stops by itself. If not, apply direct pressure until it does.
* Immediately wash cuts carefully with soap and water.
* Apply antiseptic. Doctors often suggest iodine, antibacterial ointments and hydrogen peroxide, all available at pharmacies. Aloe, tea tree oil and honey, however, are equally effective natural alternatives.
The gel inside Aloe vera's fleshy leaves is best known as a treatment for minor burns, but it also helps treat cuts. In fact, aloe became medically prominent more than 2,000 years ago when Alexander the Great's army used it as a treatment for battle wounds. Modern researchers have identified several reasons why aloe gel spurs wound healing: It has antibacterial, antifungal and antiviral compounds that help prevent wound infections. It also has immune-stimulating and anti-inflammatory compounds, and it stimulates collagen synthesis and skin regeneration. Aloe contains vitamins C and E, plus the mineral zinc.
"Most household cuts and burns occur in the kitchen," San Francisco-based family doctor Anne Simons says. "Keep a potted aloe plant in yours, and you'll have fresh gel handy whenever you need it. Just snip off a leaf, slit it open, scoop out the gel and apply it."
When British explorer Capt. James Cook first arrived in Australia in 1777, he found the indigenous people treating wounds with crushed tea tree leaves (Melaleuca alternifolia). The oil in tea tree leaves is a powerful antiseptic.
"I use tea tree oil on wounds," Duke says. "It's as good as any nonherbal antiseptic."
Ancient Egyptian medical writings advised covering wounds with honey. Recent research shows they were onto something--honey has potent antibacterial action. British researchers cultured all the bacteria that commonly cause surgical wound infections and then placed two drops of honey in each petri dish. Honey treatment substantially inhibited most bacterial growth.
Another option, according to Dr. Richard Knutson, an orthopedic surgeon in Greenville, Miss., is to use a paste made from granulated sugar and water. Sugar also helps prevent infection and speeds healing.
Beat the Pain of Burns
* Cool it. As quickly as possible, run cold water over minor burns, or use an ice pack. Place a few ice cubes in a plastic bag wrapped in a cloth (or use a commercial cold pack). Apply for 20 minutes, then wait 10 minutes before applying again. Flushing with cool water is especially important for chemical burns caused by drain, oven and toilet cleaners. Flush the area with cool water continuously for 15 to 30 minutes. If the chemical container is available, read and follow the first-aid instructions on the label.
* Pacify the pain. Doctors recommend aspirin, acetaminophen (Tylenol) or ibuprofen (Motrin, Advil). A natural alternative is white willow bark (Salix spp.), which contains pain-relieving compounds similar to aspirin. Commission E endorses white willow bark for treatment of pain. For a decoction, soak 1 teaspoon of powdered bark per cup of cold water for eight hours. Strain. Drink up to 3 cups a day with honey and/or lemon. If you're sensitive to aspirin, do not use willow--the herb may upset your stomach.
* Apply aloe. Aloe first came to modern medical attention in the 1930s, with a medical journal report that the herb helped heal burns inflicted by radiation treatments. In 1995, Thai researchers treated 27 people with second-degree burns with either aloe gel or petroleum jelly under gauze dressings. The average time to healing in the petroleum jelly group was more than 18 days. In the aloe group, it was about 11 days.
* Spread on honey. Indian researchers treated burn victims using either a standard dressing or one soaked with honey. The honey group's burns healed twice as quickly (nine days versus 18 days).
* Herbalists and aromatherapists Kathi Keville and Mindy Green, co-authors of Aromatherapy: A Complete Guide to the Healing Art, suggest placing a few drops of lavender oil on burns or mixing three drops each of lavender oil, tea tree oil, chamomile oil and calendula oil, and applying the mixture to the burn.
* Don't break blisters. When burns cause blisters, it's tempting to pop them, but doing so risks infection. If blisters break on their own, wash the area thoroughly with soap and water, then cover with gauze soaked with honey, aloe, lavender oil or tea tree oil. Wash the broken blister and change the bandage and dressing once a day.
Banish Your Bruises
Bruises are red, blue or purple marks on the skin. Around the eyes, they're called black eyes. Bruises occur when a fall or blow leaves the skin intact but damages the capillaries beneath it. People bruise more easily as they age because skin capillaries become more fragile.
* Apply an ice pack as quickly as possible. Ice reduces pain and swelling. Do not take aspirin or use willow bark--they are anticoagulants and prolong bleeding.
* Take bromelain. This enzyme is abundant in pineapple and has anti-inflammatory action.
Bromelain is available at health food stores and supplement shops (chewable varieties of bromelain supplements taste delicious), or you can eat more pineapple.
IF INFECTION DEVELOPS
As wounds begin to heal, pain, tenderness, redness and swelling should subside. If they persist or get worse, the wound is infected. Minor infections can be treated safely at home by washing with soap and water, soaking the affected area in warm water and applying aloe, honey, lavender and tea tree oil. But if symptoms continue--especially if pus begins oozing--see a doctor.
Red Flags
Consult a physician promptly for:
* Cuts that won't stop bleeding, or those with jagged edges that won't come together. You may need stitches.
* Wounds that contain dirt or other foreign material you cannot remove. The wound should be professionally cleaned.
* Any burn over an area larger than your hand (except sunburn).
* Burns that produce extensive blistering, or any blister more than 1 inch across.
* Any human or animal bites that break your skin. Animal bites carry considerable risk of infection.

Promotional Products

2005-06-21T20:15:00.000-07:00

I am moving my 87-year-old mother from the home she has occupied for the last 48 years into a shiny new apartment in a deluxe adult community near her present house. The most interesting part of the move is that it puts me in constant contact with Mom and I get to relearn all the lessons of life that I've apparently forgotten in the 35 years I've been away. Wow.
How did I survive this long without remembering how to pack a box or fold a sock correctly?
As much as my Mom and I fight for control over our lives, I do confess that a few of her lessons have reminded me how to be a good salesman and businessperson. And not only the usual things, either. When I returned from SAAGNY's Promotions East show in Atlantic City followed by a week doing NSA from Minnesota to Missouri, I heard Mom's voice telling me to "Put Your Things Away!!!"
I left home with 33 pounds of baggage and returned with a 50-pound suitcase, a 36-pound duffle and three FedEx boxes that weighed from 18 pounds to more than 70. All of the FedEx boxes contained booty collected at the show and the duffle held a variety of paperwork that will either be critically important to my life or be recycle fodder in a few weeks.
As I was digging out from under my mountain of stuff, I received a call from my friend Bill Jarman. As usual, Bill's brain had been working overtime on esoteric business concepts dealing with the "Whys" and "Wherefores" of the promotional products industry. This time, Bill was cogitating on the question, "What is the central issue that we all face as sellers of promotional products?" (Or words to that effect.) I asked him to wait a second while I put on my headset because I knew that this would be a long conversation. Suitably attired in electronic headgear, we began to discuss his topic du jour.
Bill was thinking about the intrinsic value our medium has in the grand scheme of things as well as the contempt that traditional advertising (and many of our clients) hold for our industry in general. Of course, he put it more eloquently and opined that, "Our medium is extremely valuable due to its flexibility in meeting a wide variety of applications, its ability to fit any budget and adapt to an unending range of creative applications with great frequency, reach, and cost per M impressions, etc. However, our medium is undervalued in the eyes of our clients who refer to it as 'trinkets and trash,' or 'tchotchkes,' or simply as 'stuff.'"
The topic was apropos given that I had been discussing the relative merits of shirts with Maria, an old friend of mine who had "Only $7,000 to spend on a promotion," as she apologetically put it. While I had argued with Bill and said that our customers do, in fact, value what we do and understand the service we provide, I was proven wrong when Maria refuted my beliefs by asking, "Why would I want to blow 7K on junk?" as I suggested she think about our products as her vehicle.
We had been tossing around ideas on how to achieve her goal using two kinds of shirts and a cap. I said that the expense of garments and wearables is measured in how well they return value for the money spent. Maria calls this "ROI." She is obsessed with the term and has been for the 26 years that I've known her. It surprised me, however, that she really had no clue how well our medium works for the things that it works so well for.
Demonstrating the value
When she decided that she needed to "advertise" her new business service, she decided that "advertising" meant only one thing: fish wrap or deal with Promotional pens, promotional calendars, promotional water bottles .
At lunch, Maria was looking at a rate card from our local daily paper and furiously punching keys on her omnipresent calculator. We discussed the relative merits of a quarter-page versus an eighth-page ad and what section would provide the best chance of success. It became evident that "7K" didn't buy a lot of space for her needs. My problem was that I was trying to sell a "value concept" without a plan. I was winging it over an oriental chicken salad when Jarman's question intruded on my panic. I had a glimmer of an idea.
As the little grey calculator numbers jumped and flashed their dismal message, I patiently sat across from her with my arms crossed; right index finger casually pointing at the California State Lottery logo so beautifully embroidered on the green polo I was wearing. When she looked up, I innocently asked, "So, are you going to play this Wednesday?"
She said, "You know, until I saw your shirt, I forgot that we even have a lottery. I think I'll stop at the store after lunch and buy a ticket!"
I said, "I rest my case. My promotional wearable just stimulated you to action and will generate a dollar for the lottery that they would not have had if they didn't buy shirts and my friend Herm hadn't given me one for a birthday present. How many other people will be reminded to play Lotto today, do you think?"
An elegant solution
So, using brilliant logic and salesmanship, was the sale over? No, not yet.
Maria was still on the fence, tipping toward the field of traditional advertising. I changed the subject to gain some time to think and we began to discuss my Mom's relocation problems. As I began to tell Maria about Mom's choice of deluxe "homes" I remember hearing Mom tell me once, when I was in my early twenties, that if I was going to spend my "hard-earned money" on something, I should "Buy the best you can afford, son, so you will only need to buy it once." Also, on numerous occasions she said, "Son, don't ever be flashy. Always be elegant. Flashy always goes out of style. Elegant never does."
I told Maria that I had an elegant solution that would make the best use of her money and solve her promotional problem. I said, "Instead of "blowing 7K" on a flashy ad, spend 3K on some good caps and shirts that say, "We've Got You Covered All The Way!" and 2K on nightshirts that say, "We keep your business safe all day and all night!"
I continued, "That leaves 2K for some advertising brochures, magnets, mugs, pens, note pads and other 'high-visibility' products that will keep selling when your competitor's ads are in the landfill."
She paused to consider the plan as I spouted the Gospel According to Mom and Jarman. I said, "My Mom always said that you will do well finding someone who has a good idea and letting them put it into action."
My friend Bill Jarman says, "The relationship with our client is valuable because we provide the creativity and concepts that turn a plain coffee mug into a dynamic marketing piece that can reach out to drive home a message to a selected group of prospects our client wants to reach." Maria listened to both words of wisdom and is closer to writing a "7K" purchase order than she is to doing something else.
All in all, a good day. If everything goes well, I will refer her to my brother-in-law who will write a nice piece of business, Maria will have a successful new business launch and Mom will be able to tell me, "Son, I've always told you so!" And she has! Happy Selling!

Logo Bottled Water

2005-06-18T13:25:00.000-07:00

The Beverage Marketing Corporation of NY, NY, has released figures that show that sales of bottled water surpassed beer, milk and coffee for the first time last year. Beverage Marketing reports that bottled water has now become an $8.3 billion business, with sales growing 7-10% each year. "Consumers are looking for no-calorie beverage alternatives," Stephen Kay of the International Bottled Water Association in Alexandria, Va. told reporters. "They are choosing bottled water because it is convenient, available, and virtually anyplace you can buy the other bottled drinks, you will find bottled water."
However, experts said bottled water sales are partly based on public misconceptions. The Natural Resources Defense Council conducted a study of the bottled water industry in 1999, and discovered that many brands are just refiltered and repackaged tap water.
"Many bottles of water are sold with labels that suggest it comes from a pristine mountain stream, when in fact many come from city tap water," said Erik Olson, who led the NRDC study. "Bottled water has a huge marketing campaign to persuade the public that it's cleaner and purer and safer than tap water, and that is why the market has just exploded."
I wouldn't like to add up the amount that I spend annually on bottled water, but it's about what I used to spend on cigarettes. Yet, considering that water comes out of the tap cool and ready for drinking, it seems a lot less defensible. As a matter of fact, I was on the cusp of going back to good old British tap water when the story broke about the hermaphrodite fish whose sex has been compromised by all the oestrogen floating around in our rivers. The idea of residues from the Pill lurking in our drinking water (albeit not in actual sex-changing quantities) was enough to put me right off the back-to-basics plan. At least, that's what I told myself.
As it happens, the superior quality of logo bottled water is only part of the reason why I, and millions like me, are hooked. Apart from anything else, we now know that water "fresh from the mountain glacier" could have languished on the shelves for anything up to two years. In addition, it comes in plastic bottles, which contain phthalates that have been connected to the decline in male fertility. So, while everyone imagines they've embraced bottled water because it contains fewer impurities, the truth is rather more complicated. Portable drinking water has become the thinking person's accessory: a symbol of belonging and partaking in the serious business of life that occupies the same niche as a mobile phone. With a bottle of water in your bag, you feel on top of things, in control. The bigger it is, the better you feel. One thing you are not going to do is dehydrate.
When you come to think about it, this is a pretty extraordinary development. Ten years ago, no one drank water, other than at mealtimes, when it arrived in a jug in sufficient quantity to slake the thirst of a table of eight. Now, there are many of us who sit at a desk with a 1.5-litre bottle beside the computer, a couple of back-ups on the shelf behind, and proceed to guzzle water throughout the day as if it were a fat buster. Lately, I find that I can't go to a film without carrying a 500ml bottle of water in my handbag; can't get on a plane without 1.5 litres of the stuff (preferably two bottles of 1.5); and feel happiest on a long walk with a slimline Evian bouncing in my pocket.
Obviously, this is a kind of neurosis. Behind it is a whole range of explanations, from the need to find an alternative for those endless cups of coffee, to knowing that water fills you up and flushes you out (so that's fewer biscuits and less guilt about the extra half-bottle of wine last night). Water has become the mark of atonement, the promise of longer life and more youthful skin. Drinking it throughout the day is like a prayer for the future, a cleansing ritual, even an alternative to exercise. One thing is for sure: if I had a shrink I'd feel obliged to mention my relationship with water quite early on in the proceedings.
Every now and then we winos take a day off from our strenuous duties in order to taste the substance of which we are 90 per cent composed. Instead of relying on our alcohol intake to biodegrade into water, we imbibe the stuff directly. It really is rather good, and I recommend it. However, water is a far from innocent commodity, and before going over the top the aspiring hydrophile needs to take stock of some important facts.
First fact: the world is running out of water. Whole areas are now subject to regular drought, our own aquiferous west wind is weakening, and the art of attracting rain by dancing, as practised by Saul Bellow's Henderson, is dying out. The streams and ponds of Scrutopia dried up this summer, causing us to wonder what it will be like in Iraq when the Euphrates does likewise.
Second fact: as that example shows, water is a serious cause of political tension, and will in due course become a casus belli, as states extract more and more water from rivers of which other states lie downstream. This is the situation between Turkey and Iraq, Israel and Lebanon, Sudan and Egypt, and many more.
Third fact: an even greater environmental catastrophe awaits us on account of the absurd habit of treating Logo Leau Bottled Water as a luxury product, branded, ponced up and sold to the trivial and the gullible. Admittedly, water should be taken in small doses, for medicinal reasons only. But this does not make it into a luxury. The bottled-water industry is probably the greatest fraud to have been perpetrated in the whole history of food fetishism, and one that depends upon the kind of narcissistic health fad that is among the most unattractive features of Generation X. The water in those bottles is neither better for you nor sweeter-tasting than the water from the tap. And the cost of extracting it, bottling it, transporting it and putting it on sale is a fraction of what you pay.
Fourth fact: the real cost is not what you pay in any case. The real cost of bottled water is externalised by the villains who produce it, in the form of a non-biodegradable plastic bottle, a piece of immortal rubbish that will end up in a ditch or a hedgerow, will clog a river or pollute a lake or, in the best case, take up precious and unrenewable space in a landfill site. The cost of this, when multiplied by the many millions of such bottles sold each day, is not merely unsustainable, but ruthlessly dumped on unborn generations. Given this fact, you are under a positive moral obligation not to drink bottled water, and to lobby the government to force those who sell it to take back their empty bottles and swallow them whole.