Courtney Bills and Tactive (asi/299441) were doing kitting way before it was cool.
That’s to say, the Indianapolis-based distributor was already harnessing the power of combining promotional products and print inserts into branded kits before the “kitting boom” that came amid COVID-19. More than two decades of work got the company to that point.
“We started as a print broker and then bought our first digital press and opened up the ASI division,” explains Bills. “It’s all been about bending with the needs of the customer. It’s really important to stay flexible.”
In this Convergence Corner podcast hosted by ASI Media’s Brendan Menapace and Christopher Ruvo, Bills talks about finding success with kitting – and with so much more at the intersection of the promo and print worlds. Part of the discussion includes a dive into a fascinating campaign that centers on a web store Tactive created for a technology client that featured 30 items that end-users could select. Fulfillment included international shipping, complementary print products and a dizzying array of personalization and customization.
“People were just picking stuff left and right, so you might have some orders that have two products in it that are at a high value, and we had some orders that had 20 products in it,” Bills says. “You’re trying to make sure your error rates are as next to nothing as possible.”
Get the full story here.
Podcast Chapters
0:39: Courtney Bills’ background in the industry
2:52: What is “multisensory marketing in a digital world?”
4:27: How Tactive evolved from a print broker to full-service distributor
7:28: How digital and tactile come together in projects
12:27: The challenges in operating an e-commerce store with promo and print fulfillment
16:47: Narrowing down product choices with a customer
18:24: Demand for full-service providers is increasing
21:27: Biggest advice for distributors
Key Takeaways
• Focus on Tactile Products: Tactive emphasizes the importance of tactile products that create tangible connections with customers. These products are not only functional but also help in creating memorable and engaging experiences.
• Invest in Employees & Training: Success requires investing in employees and their training. Tactive’s Courtney Bills highlights the depth of knowledge needed in both print and promotional products, stressing the importance of thoroughly equipping staff with the knowledge and tools they need.
• Consider In-House Capabilities: Bringing certain operations in-house, such as screen printing and embroidery, can be a game changer. However, it requires significant financial investment in equipment, space and materials.
• Expand to E-Commerce: Tactive has developed a robust e-commerce program, which is a significant facet of their business. This expansion allows them to reach a broader audience, enhancing their overall service offerings.
• Take a Customer-Centric Approach: Tactive focuses on understanding and meeting customer needs, whether through direct services or contract work. The firm aims to provide high-quality, timely products that make their customers look good.
