It can be hard to change the way you do business. It can be even more difficult, verging on brave, to add a service or product some might say is past its best days.
Nonetheless, Maxim Advertising Inc., a distributor based in Newton, IA, made the bold decision to go beyond its core business of promotional products and begin selling print solutions too – a move precipitated by a request from one of its largest clients. The firm hasn’t looked back since. Print has become an integral part of the distributor’s product offering, helping to create a one-stop shop.
Here, Maxim Advertising owner David McNeer tells the story about how he jumped feet-first into the multifaceted medium.
Print & Promo Marketing: How long have you been selling print and promotional products together? Why is offering both good for your business?
David McNeer: We’ve been in the promotional products industry for 40 years now. Once our largest customer, the Maytag Company, started asking if we could provide print, we added a full-service art department and began providing all types of print for them and other customers.
PPM: Is there an especially memorable promotion you’ve done for a client that blended print and promo? Something that really stands out?
DM: For sure. The most memorable was when the Maytag Company introduced the Ice-2-O, which was the first French door refrigerator with ice and water in the door. We combined a printed training brochure that was for Maytag technicians. Those trained could also choose from one of three different promotional products. These products were then shipped directly to the recipients in a custom refrigerator-shaped printed box.
PPM: How did you select the products you used for this particular promo?
DM: They were all “cool”-themed – a freezable soft-sided cooler, freezable can coolie and a freezable water bottle.
PPM: Did you run into any roadblocks on the order?
DM: The most challenging aspect was making sure that the box worked, and that all three products would fit and ship securely. We brought in samples of all the products and developed a multifaceted insert that worked for all three products.
PPM: What advice would you give distributors looking to do something similar?
DM: Do your homework and be ready to put in the hours to make a project like this happen. Once you do, you will eliminate much of your competition. Many distributors won’t go the extra mile to make these types of projects happen.
Want to be included in a future edition of “Convergence Corner?” Email Brendan Menapace at [email protected].
Take the next step in growing your print and promo business. Learn more.
