Advertising specialties become permanent "billboards" to connect businesses with customers.
Originality, dependability and stellar execution are three keys to remember in launching an advertising specialty business. Companies want their items to be unique, they want items delivered on time, and they don’t want mistakes. Logos with the wrong colors or late shipments can be devastating, especially for a new business. Develop systems, processes and procedures to provide exceptional services that will keep clients coming back for more.
Instructions
1. Identify business prospects that have an ongoing need for advertising specialty products. This will help you search for products that will appeal to them in developing your catalog of products offered. For example, if you were targeting the medical profession, you would look for items such as high-tech thermometers for general practitioners, trendy toothbrushes and flavored floss for dentists, classy eyeglass cases for optometrists and fun growth charts for pediatricians.
2. Locate manufacturers and sources for the items. Get several sources for specialty items so you can provide prospects with a wide array of choices. Also, be sure to check sources for importing products from countries such as China and Taiwan. They will often have clever new gadgets and specialty items that may not be available with domestic manufacturers. This can assist in making your business and specialty selections unique.
3. Source printers and customization services. Clients will want their logos and slogans on items. Develop working relationships with local sources in addition to manufacturers for custom printing services. This can come in handy if you run across special deals for items such as plain T-shirts, tote bags and plastic bags, or if you purchase them in bulk from superstores.
4. Set up a professional, eye-catching website. Hire a web designer and copywriter to develop your website. Include professional photographs of your items and descriptions of your services. Include the ability to capture contact information from website visitors for follow-up sales. Put your logo, e-mail and telephone number on every page for easy access by website visitors.
5. Purchase a mailing list of businesses you are targeting. Most lists are sold on a "per one hundred" or "per thousand" basis and are relatively affordable. Make a list of the types of businesses and their zip code areas to purchase a list that zeroes in on your prospects by geographic location.
6. Review website analytics. Monitor where your website traffic is coming from at least on a weekly basis. Examine what pages visitors click on to view and items they look at. Also pay close attention to the exit page (or last page they visit). Use this information to incorporate key words on your pages to maximize and improve search engine optimization (SEO) so that your website increases in search rankings.
7. Execute ongoing e-mail marketing activities. Send out e-mail newsletters to keep reminding prospects about your advertising specialty products and services. Focus on new products and seasonal items. Also, track and monitor what recipients click and view because of your e-mail marketing efforts.
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