Our August Newsletter is Here!
Lot of exciting things going on the last half of 2017! Read about our upcoming Show, events and industry news! Thanks to Matt McCluggage, our member spotlight this issue. 
Fall End-User Showcase 
Tuesday, September 12th

Our biggest event of the year! Make sure to register as you don't want to miss this Show. Education session featuring Seth Barnett on Managing the Millennial Market begins at 9:00am. Show floor open 10-2:00pm. Distributors make sure to pre-register yourself and your clients so we can have your name badges printed and ready for you. 

Member Spotlight 

Matt McCluggage with  The Magnet Group

Matt McCluggage's taste in music is as diverse as the products he carries.  Two years fresh into the industry, McCluggage is the Ohio, Michigan, Indiana and Kentucky rep for The Magnet Group.  With a territory of that size, windshield time is accompanied by all types of podcasts and music...except country.

"Unless I'm on a boat," says McCluggage.  "If I'm on a boat, I'm not going to get mad about."
Like many in the ad specialty / promotional products industry, Matt sort of fell into the business.  Both Cincinnati natives, Current Vice President of Field Sales Dave Glaser has a mutual acquaintance of McCluggage's parents.  After selling office supplies for two and a half years, Dave asked Matt to come on board.

A graduate of the University of Kentucky, Matt always knew he wanted to go into sales.  When comparing his first job to the promotional product industry, there were some stark differences.
"There's nothing more rewarding than when you're sitting in a room with a distributor brainstorming, looking for a specific industry and seeing the lights go on in their heads," says McCluggage.  "Maybe it's the second idea or the fiftieth.  It's pretty gratifying working with a distributorship as a team and a true partnership.  We'll just sling a bunch of stuff up at the wall until something sticks.  It could take an hour to figure out, but it's a perfect feeling when you do."
The Magnet Group is the world leader in promotional magnets.  Like their competitors, The Magnet Group has strived to be a full-range supplier for their distributor partners.  Acquiring Castelli in the last few years is an example of that.

"There's definitely a trend to be the one-stop shop for our customers," says McCluggage.  "Will that ever be the case? I don't think so.  I think there's always going to be a niche in product offerings and categories, but we're certainly going to try."

When asked what item he's most excited to show his customers right now, Matt quickly pointed to their  new line of Brand Chargers. "The Harmony Power Bank & Bluetooth® Speaker (TBC001) is a little on the higher end with a retail styled look.  We're seeing great trends with premium gifts right now with a more exclusive feel.  It's been doing very well."  As the distributorship business evolves, McCluggage has seen successful businesses following some pretty simple models.

"Online company stores are becoming more and more popular and is trending successfully for distributors," says Matt, along with diversity of clientele.  "I'm seeing more and more customers being cognizant of putting all their eggs in one basket with their end-users.   They're really spreading across industries."

Matt's favorite city in his territory is Grand Rapids, Michigan.  "It's Beer City, USA," says Matt.  "They have a ton of breweries, and it's great to take customers there.  A lot of people don't think Grand Rapids as a go-to city.  It's an hour from the lake, water going through downtown, etc.  We've also got great customers there, too."

A hip-hop aficionado, Matt listens to all kinds of early to modern-day tunes, as well as Barstool Sports, Bill Burr & Joe Rogan podcasts.  When asked where his favorite food spot was when on the road?

"I eat a lot of Panera." 

Promotions at the Pub 

Our last stop of 2017 in Promotions at the Pub in Louisville on Thursday, October 26 from 4-7pm

Not your typical trade show, TSPPA brings Promotions at the Pub, where suppliers and distributors can connect in a fun, laid-back environment where real relationships are made.  

Exhibitors: Ariel Premium, Sabina, Vantage Apparel, LANCO Corp., McGovern Marketing Group, alphabroder, NEXT Products, Jones & Co. 

Thanks to our Gold Sponsor:  Ariel Premium 

Small Companies, Big Targets

Whether mom-and-pop retailers or solopreneur startups, smaller businesses need help with branding and promotions, just like any Fortune 500. 

Entrepreneurial and small-business ownership is on the rise. According to the most recent statistics released by the Small Business Administration (SBA), 28 million small businesses operating across the country account for roughly 54% of all U.S. sales.


And, they all have a desperate need for help marketing their businesses. From the pizza shop owner or florist to independent insurance agents, hardware store owners or sole proprietors running a virtual business from a home office, many are searching for new customers. 
That's where promotional products can be so valuable to the small business - they need your help getting their names and messages out to the buying public. Here's how some distributors have used creative campaigns and unique promotional products to help their clients build small-business brands.

Stir Positive Emotions

To be effective - even great - promotional items need to put forth a clear, compelling business message, says Lisa Baker-King. She is a writer, family coach, relationship expert and founder of LBK Kreatives, LLC, and zebecs.com. As a coach and small-business owner, she regularly deals with media outlets, and branding herself through meaningful promotions is an essential part of her business approach. 

Enter the Z-saver, resembling Lifesavers roll candy. The various colors and flavors represent diversity and serve as a tasty reminder to those who receive them to remember her business. "They think of me every time they are eating the candies," Baker-King says of the promotion and brand recognition Z-savers inspire. 

But Baker-King says business owners should not be "too emotional" or "caught up" in the promotional item itself. "I've made mistakes ordering things I was way too emotional about," she says about less successful promotional campaigns. On the flipside, the promotional item should encourage a positive emotional response from the recipient, and be memorable, too. 

Workshops Work

Customized one-of-a-kind travel mugs fit the positive emotional response bill for a small franchise coffee shop in Wisconsin. Tom Kibbe, vice president of marketing for Products of Distinction Advertising Specialties Inc., (asi/466529), says a standout promotion he managed several years ago for a Dunn Bros. coffee shop was highly successful because it exceeded the promotion's goals and was memorable years later. 

"The owner of the franchise was looking to bring in more than commuter traffic to her shop," Kibbe says. Since the boutique business roasted its own coffee beans onsite, the owner opted to carry through the java message by taking customization a step further. 
Workshops were organized for adults and their children to sign up for a creative art experience. Clear travel mugs included a blank piece of paper, and kids were encouraged to create their own masterpieces during the workshops held inside the coffee shop. 

The finished coloring pages were slipped back into a protective sleeve inside the mug, creating a customized, one-of-a kind gift item. The promotional mugs - which participants paid for - met two goals: promoting the shop and bringing in a diverse client base. "Every mug was unique," Kibbe says. "While not a giveaway, these mugs were very popular. We could order small quantities, which was perfect for the client." 

Minimum orders of 48 mug kits per batch resulted in less waste for the business owner, who ended up selling out of three rounds of orders. The mugs were purchased for about $3.50 a piece, and sold for $7, Kibbe says. 

Ensure Repeat Business 

For small retail business owners, repeat customers are their bread and butter. To ensure they keep coming back, one florist says colorful monthly calendars are a staple in his promotional toolkit. 

Steve Condon, owner/operator of Condon's Flower Cart in Collingdale, PA, sticks with calendars customized with gorgeous floral arrangements. The calendar serves as a lush visual cue to his customers to remember holidays, anniversaries, birthdays and special occasions - and to order from him. "The calendars in people's homes are a year-round reminder (of my services)," Condon says. 

The shop's name, address, phone number, website and reminder that Condon's Flower Cart is a Teleflora affiliate, provide an easy way for customers to place orders. Through his calendars, Condon's Flower Cart is front and center in his customer's homes, even when a fresh bouquet isn't. 



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