Unlocking New Revenue: How PSPs Can Profit from Promotional Products

Matt Barnes, executive vice president, ASI and ASI Show

Commercial print service providers (PSPs) are exploring new revenue streams, with promotional products offering a lucrative opportunity. Matt Barnes, executive vice president at the Advertising Specialty Institute (ASI) and ASI Show — the leading technology, marketing and information provider in the $26.6 billion promotional products industry — shares expert insights on how PSPs can successfully integrate promotional products, leverage technology, and stay competitive in this growing market.

Printing Impressions (PI): Where would you suggest a commercial PSP start if they want to break into promotional products?

Matt Barnes: There are 3 basic steps to help any commercial PSP break into promotional products and grow their portfolio of services and revenue.

First, evaluate the customer base along with the current printing services that are delivered by the commercial PSP. For example, if the client is in financial services and it’s the HR manager who provides printed collateral to their new employees, then it’s a definite target to offer promotional products for onboarding new employees.

Second, what is the end-use application of the printing services for each specific client? Are you printing for an event or trade show, a direct mail campaign, business collateral, or whatever service you provide? If you’re assisting with direct mail campaigns then adding mailable promotional products, like magnets, USB drives or pens would be an effective way to improve the campaign and create revenue for the commercial PSP.

Last and most importantly, a PSP has to commit to succeeding in promotional products. As the saying goes, half-in is half-out. Budget for growth and the expenses that go with it. Join an industry organization like the Advertising Specialty Institute. In addition to offering curated education like PRINTING United does, ASI offers technology and product research tools, plus a community of industry professionals to guide you and your business to success.

PI: How can PSPs effectively integrate promotional products with their existing print services?

Barnes: Adding new services like promotional products is important for PSPs to grow their business and improve retention of their best customers. To effectively integrate promotional products, PSPs can create cohesive marketing packages that combine both print and promotional items. For example, you could offer a package that includes printed brochures, business cards, and branded merchandise like pens, tote bags, or mugs. This not only enhances brand visibility but also provides a comprehensive marketing solution for your clients.

To streamline this process, PSPs can leverage technology resources like ESP+. Included as part of ASI membership, ESP+ is an end-to-end technology platform to seamlessly search, market and sell promotional products to your customers. It also includes add-ons like ESP+ Websites and ESP+ Stores. The +Website solution is your public facing domain to promote your business. And +Stores are branded online e-commerce storefronts for your clients. Think spirit wear, pop-up seasonal shops, fundraisers and more – the possibilities are endless!

Consider offering bundled packages for events such as trade shows or corporate meetings. A package might include a printed event program, branded lanyards, and custom tote bags filled with promotional items like pens, notepads, and USB drives. This approach positions your business as a one-stop shop for all marketing needs, making it more convenient for clients and strengthening your relationship with them.

By utilizing tools like ESP+ and offering integrated marketing solutions, PSPs can effectively expand their service offerings and provide greater value to their clients.

PI: What are some of the biggest trends you’re seeing in promotional products?

Barnes: Global partnerships are heating up, with U.K. and EU distributors eager to work with U.S. companies making waves with acquisitions in Europe, fully aware of globalization’s opportunities for cross-border partnerships. To help the industry, 10 years ago ASI formed PromoAlliance with PSI in the European Union and Sourcing City in the U.K., with the goal of making global business easier for members by providing access to key markets, data, networking and cross-border trade opportunities for  distributors and suppliers.

A one-time trend that’s become a movement: Sustainability. It’s no longer just nice-to-have — it’s a business imperative. Buyers are increasingly seeking certifications and transparency, with younger consumers — a critical demographic — driving demand for eco-friendly, socially responsible products. To help our industry ramp up sustainability efforts, ASI created the Promo for the Planet sustainability resource site, with everything industry members need to know.

On the product side, consumers crave ultra-personalized products that stand out, with retail trends driving demand. People want something fresh and tailored to them, like custom shoes, decorated apparel and unique branding options like laser-etched drinkware. Versatile drinkware and multi-tools with extra features are also trending.

PI: What should PSPs consider when adding promotional products to their service offerings?

Barnes: When adding promotional products to their service offerings, PSPs should consider several factors:

• Market Demand: Research and understand what products are in demand within your target market. For example, if your clients are in the corporate sector, items like branded notebooks, pens, and desk accessories might be popular. If your clients are in the sports industry, consider products like custom water bottles, gym bags, and sports apparel.

• Supplier Relationships: Building strong relationships with reliable suppliers is crucial to ensure the quality and timely delivery of promotional products. Attending industry trade shows, such as the ASI Show, allows you to source promotional products in person and establish strong relationships with supplier partners. These events provide opportunities to see the latest products, negotiate deals, and network with industry professionals.

• Brand Alignment: Ensure that the promotional products align with your brand identity and values. For example, if your brand emphasizes sustainability, focus on offering eco-friendly products. The promotional items should complement your existing offerings and enhance your brand image.

PI: How can printers use variable data printing or other personalization strategies with promotional items?

Barnes: Printers can use variable data printing (VDP) to create highly personalized promotional items. VDP allows for the customization of each item with unique data, such as names, messages, or images, tailored to individual recipients. This personalization enhances the perceived value of the promotional items and strengthens the connection between the brand and the recipient.

For example, you could offer personalized calendars where each calendar features the recipient’s name and important dates. Custom mugs with individual names or personalized messages can make a memorable gift. Branded apparel, such as t-shirts or hats, can be customized with unique designs or names, making them more appealing to the recipients.

Personalization can also extend to packaging. For instance, you could create custom gift boxes with the recipient’s name and a personalized message, adding a special touch to the promotional items inside. This level of customization shows that you value your clients and are willing to go the extra mile to create a unique and memorable experience.

PI: How can PSPs help clients choose promotional products that will have the biggest impact?

Barnes: PSPs can assist clients in selecting impactful promotional products by:

• Understanding Client Goals: Identify the client’s objectives and target audience to recommend suitable products. For example, if the client’s goal is to increase brand awareness at a trade show, suggest items that are practical and likely to be used frequently, such as tote bags or pens.
• Using Expertise: Leverage your expertise in colors, logos, and design to suggest promotional products that best represent the client’s brand. For example, if a client has a distinctive color scheme, recommend products that can be customized to match those colors, ensuring brand consistency. Your knowledge of design principles can help clients choose items that are visually appealing and effectively communicate their brand message.
• Offering Expert Advice: Provide insights on trending and effective promotional items that align with the client’s brand and campaign goals. For instance, if the client is launching a new tech product, recommend tech-related promotional items like USB drives or wireless chargers. ASI offers ample coverage on how to combine print and promo, trends, techniques, and more. This wealth of information can help you stay informed and offer expert advice to your clients.

• Providing Samples: Allow clients to see and feel the products before making a decision. Providing samples helps clients make informed choices and ensures they select items that resonate with their audience.

PI: What advice would you give PSPs looking to stay competitive in the promotional products space?

Barnes:

Stay Updated on Trends:

Continuously monitor industry trends and adapt your offerings accordingly. For example, if eco-friendly products are trending, consider adding items like reusable water bottles, biodegradable pens, and recycled tote bags to your product line. Staying ahead of trends ensures that you can meet the evolving preferences of your clients and attract new customers.

Invest in Technology: ASI provides access to cutting-edge technology and a full end-to-end platform to seamlessly run your business and integrate promotional products. Tools like ESP+ allow you to search for promotional products, manage orders, and create custom websites for selling your promo and print services. This comprehensive solution streamlines your operations, enhances efficiency, and helps you stay informed about the latest industry developments. By utilizing ASI’s technology, you can offer a wide range of products, provide personalized services, and maintain a competitive edge.

Diversify Offerings: Expand the range of promotional products to cater to different client needs and market segments. For example, if you primarily serve corporate clients, consider adding products for other industries such as healthcare, education, or sports. Diversifying your offerings allows you to tap into new markets and reduce dependency on a single client base.

Attend Industry Events: Participate in industry trade shows and events, such as the ASI Show. These events provide opportunities to see the latest products, network with suppliers, and learn from industry experts. Attending these events helps you stay connected with the industry and discover new opportunities for growth.