|Vol 0239, November 26, 2008|
NEWS : PromoGram
NORWOOD EXPANDS ITS REACH
Norwood Promotional Products CEO Tom Roller told PromoGram this week that Norwood is pursuing new channels to boost business, including sports marketing, sales promotion, advertising and economic development agencies. This, says Roller, will enable Norwood to promote its new integrated services capabilities – customer service, information technology, accounts payable/receivable, product sourcing and distribution – which it will offer as an outsource service to distributors. In addition, Norwood is investigating the possibility of co-op arrangements with apparel companies.
Reaction from distributors was mixed: "It looks an awful lot like a mega-supplier going direct," said one. "Is there anything in this action that will be good for the industry?" Another noted, "I have been reading about these mega-mergers and strategic partnerings for the last few years. I often wonder how much effect they actually have on the day-to-day business of most of the industry. Is this just another Halo/Starbelly waiting to implode?" A third distributor added, "I view it as a supplier trying to diversify and continue to grow their business. I'm sure every supplier would love to only market to promotional product distributors. However, one must maintain a viable business first and foremost. If growth isn't available in a given industry, the supplier will need to look at additional markets to distribute their products. This doesn't mean that one will sell direct. There are additional reseller markets that can be used to sell one's products. It's better for Norwood to come out with an announcement rather than trying to hide it."
In a related announcement, Norwood recently
became the exclusive supplier of promotional products for distributor
PSI-20/20 (asi/289037), a sports-marketing agency and one of only
two promotional product marketing licensees for the U.S. Olympic
Committee. Under the agreement, Norwood will provide PS-20/20 with all its
imprinted product needs, including those not represented in Norwood's
lines, which will be sourced through other industry suppliers and Norwood
Asia, the company's international supply chain division.
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To get the most out of referrals, try these tips from SELL!NG:
Sure, you know that you can sell promotional products
as rewards in loyalty programs, but what about selling imprinted items
to educate consumers about the Rules, Regulations and Redemption of
those rewards? A Maritz poll found that 22% of Americans do NOT know
the rules and regulations of the rewards programs in which they participate;
only 19% understand the programs "very well." The clincher is that
89% of participants who do understand very well were more likely to
do business with the company offering the rewards program.
hard hat features advanced styling while still meeting the applicable
requirements for a Type 1 helmet. The helmet comes in a variety of
The number of children who have access to the Internet has increased dramatically over the past few years, reports eMarketer.com. The percentage of kids aged two to five who go online grew from 6% in 2000 to 35% in 2002; for those aged 6 through 8, the percentage grew from 27% to 60%. The study, compiled by America Online and Digital Marketing Services, also found that 20% of kids between the ages of 7 and 12 log on to the Internet daily, while 46% go online four times a week. Consequently, companies should keep kids' Internet use in mind when planning promotional campaigns. Sites that offer kid-friendly content can get families' attention by using imprinted computer accessories or other promotional products targeted to kids and their parents. (Read more at www.emarketer.com/news/article.php?1002480)
Q: WHAT WILL THE
INDUSTRY LOOK LIKE IN 10 YEARS? IN 25?
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