Holiday Time Flies

IN 1905 ALBERT Einstein published his theory of special relativity. The theory, which has since been proven correct by experiments, revealed one of the most startling truths about the way the world works: Time changes depending on who is observing it. It seems counter-intuitive when dwelled upon, but most people have experienced it in some way. Einstein himself described the phenomena to the masses with a quirky analogy. He said if a person touches something hot for a minute, it will seem like an hour, but if he or she sits with a lover for an hour, it will seem like a minute. “That’s relativity,” Einstein said.

Around the holidays, most distributors feel the crunch of time. The days in between August and December seem to fly by. With so much to do, it takes all of a salesperson’s energy to keep up with business in the final hours. Luckily for distributors, this is also the time of year when suppliers are revealing new products and stocking up for the holiday rush.

One idea being implemented by several supplier firms is the use of brand name products. Tom Riordan, president and founder of Maple Ridge Farms, Mosinee, Wis., said his company recently released gift packages containing Starbucks coffee. He said these products drew many excited distributors at a recent trade show in Chicago. The surge of inquires, he speculated, came from the strength of the Starbucks brand.

Diane Fleetwood, marketing communications manager at Incentive Concepts, Maryland Heights, Mo., also pointed to the use of name brands as a way for distributors to simplify their selling. Fleetwood said by using well-known brands, distributors can essentially capitalize on the marketing dollars these companies have already invested. She used Bose as an example. “You’re selling brand image,” she said. “You’re selling loyalty,” but, she continued, “the fan base there is huge.”

Some of the most popular brands cannot be imprinted directly, but this is usually not a problem. “What we found is that there are different types of buyers,” Riordan explained. “A lot of people aren’t that concerned with [imprints] and they just want to give a real nice gift.”

The use of branded products is part of a large and widely cited trend in the promotional products industry of end-users demanding products similar or identical to retail products. Ryan Shui, merchandiser at Norwood Promotional Products, Indianapolis, said as a result of this interest, many products geared to the holiday season or meant to be used as holiday gifts are domestic in nature. She said following retail trends has brought many kitchen, bar and drinkware items to the industry.

Staying up to date with new products is only a fraction of the holiday problems for the distributor. Beyond knowing the new products, distributors must be able to get the newest information out to clients and guide clients toward decisions. Hopefully, this can be accomplished before Dec. 22. To aid distributors, some suppliers offer discounts or bonuses for orders placed before holiday panic-time. Riordan said Maple Ridge Farms offers a 10 percent increase to the contents of orders placed before Oct. 10 and a five percent increase for orders placed before Nov. 5.

Shui said it is also important for distributors to contact their suppliers to get a clear understanding of the products that will be in stock, even in the final hours.

The approach of the holiday season also marks a time when most companies will be contacted by promotional products distributors asking for business. It is essential during these times to remain at the front of the pack with existing customers. Presenting customers with ideas and information now will keep a distributor ahead of the game when clients are ready to make a purchase.

Fleetwood explained now is the time to start informing clients of the new products and if they are not out yet, it is important to let clients know the new products will be coming out in time for the holiday season. An e-mail campaign should start the season. Riordan emphasized the importance of getting catalogs into the hands of the buyers. “You can’t just mail it to them,” he said. “You’ve got to get it in their hands and suggest they look for holiday gift ideas.”

Taking proactive steps now in preparation for December will allow distributors to have the knowledge they need at their fingertips when clients come scrambling for last-minute gifts. Being able to guide clients toward early decisions and having a series of fall-backs and spur-of-the-moment ideas will make the holiday season a little more bearable for distributors. The added time should allow for some more relaxing moments, rather than the usual panic and chaos. The time is going to fly. It should be enjoyed and made to feel a little longer, relatively speaking.

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