The COVID-19 pandemic has forced distributors to experiment with alternative sales strategies, adapting their tried-and-true methods for the digital age.

Jamie Young, Uptown Screen Printing

Jamie Young, founder of Battle Ground, WA-based Uptown Screen Printing (asi/184812), used Facebook Live for the first time last year at the urging of her speaking coach. She simply talked about the impact of promotional products, offering some ideas and marketing strategies along the way. Two days later, she picked up her biggest client ever.

Young recalled the sale and explained the importance of going live on social media during a Facebook Live interview with ASI Media’s social media guru Vinnie Driscoll last week. The video garnered more than 800 views and nearly 30 comments.

One of those viewers was Jeff Coons, owner of Bentonville, AR-based PromoHog (asi/300824). Sitting in his office was a batch of 24 Richardson caps that weren’t the color his client wanted. Inspired by Young, Coons went on Facebook Live to offer the first viewer interested in a sweet deal for the hats. Before the 34-second video ended, an offer was made.

Jeff Coons, PromoHog

“We’ve done a couple of videos before, but I never really featured myself,” Coons says. “Now we’re going to push everyone out of their comfort zone to do more of this. Maybe we won’t capture a sale with every post, but it’s free. How can you not do it?”

Coons’ nearly 15-year-old distributorship has amplified its online presence over the past year. Despite the challenges of the pandemic, the company’s sales were stagnant as opposed to down like most of the industry. Coons attributes 90% of his firm’s sales to social media, as his small team posted pictures of hats being decorated in house at least once a day. Now, Facebook Live is part of the marketing arsenal, too.

“We’ve done Facebook and Instagram heavily, some Twitter and I’ve recently engaged in LinkedIn more,” Coons says. “I post photos of new products, educational information or some sort of unique imprinting capability. I’m trying to lead by example.”

Specializing in the agriculture and farming market, Coons is very optimistic about 2021. So far this year, sales are already up 20% compared to Q1 2020.

Young was thrilled to learn of Coons’ success with Facebook Live. “That is so freaking awesome,” she says. “Kudos to him and his bravery to show up for his audience.”