Licensing: An Industry-Wide Opportunity
Counselor Reveals Fastest-Growing Canadian Companies
Promogram Canada: What is your product concentration?
Dan Engel: We focus mainly on flashlights, or anything that can accommodate a flashlight, as well as multi-tools, key chains and more. Three years ago we had 12 total SKUs; today, we have 150. In 2014, we're planning on launching a new category of multi-tools, pocket knives and safety items.
Promogram Canada: What kinds of clients do you serve?
DE: We focus on all distributors; we don't sell direct and we don't sell wholesale. We have a few non-members, but that's a small portion of our clientele. Picture the typical ASI distributor member and that makes up our primary customer base.
Promogram Canada: What kinds of promotions do you put together?
Promogram Canada: How can you explain your growth over the past several years? What are some growth strategies you've implemented that have led to your success?
DE: There are several explanations. First, we have very good relationships with our overseas employees. We run the business as if they're our partners, and we're actually planning on buying into some factories soon. Second, we're a very efficient company. We look at the internal costs, not the external. So that means we'll give our clients whatever they need, namely the free set-up, spec samples, proofs and more. Also, all our employees can multitask, so they can both answer phones and work in production, for example. We have a diverse group of employees.
Promogram Canada: What's a word of advice you can give other suppliers looking to grow?
DE: It's nice to be important, but it's more important to be nice. We think about it as how we can help them versus how they can help us. You want them to pull your catalog first. You might have the most tweets, the most Facebook fans, and a beautiful office and catalog, but none of that really matters if your customers aren't happy. Also, we don't do something that most suppliers do, and that's categorizing clients by size. Each one of our accounts is simply an account; we don't treat anyone differently. Some distributors have to meet certain criteria to qualify for EQP pricing, and we just always provide it from the beginning. That differentiates us and gives us a competitive advantage.
Promogram Canada: What lessons have you learned as a business owner?
DE: You have to invest wisely and make sure your cash flow is intact. You're going to have good days and bad. But make sure you have cash outlay for inventory, because financing isn't as flexible as it once was. Don't overspend. Grow from within and don't depend on anyone else.
Artech Acquires Décalomania
Ash City Launches New App
Spector & Co. Canada Releases New Product Video
Kanata Blanket Relocates Showroom
Lasting Impressions President Announces New Address
Prestige Glass Concludes Surf the Site Contest
Fersten Introduces New Freight 500 Program
Add Impact Identifies Core Values
Stahls' Canada Appoints Spencer Ritchie
Dennis Lee Welcomes Mark Trimble
Starline Hires Bilingual Sales Rep
Whiteridge Hires Sally Piitz
DON'T MISS THE ASI CANADA SEMINARS THIS SUMMER
The ASI Canada Seminars are coming back this summer and you need to be there. Visiting Burlington, Toronto West, Toronto East and Montreal from August 12-15, followed by stops in Edmonton, Calgary and Vancouver from August 19-21, the ASI Canada Seminars deliver what you need to stay one step ahead of the competition.
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