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How to Use QR Codes on Promotional ProductsHow to use QR codes on promotional products

How to Use QR Codes on Promotional Products

Published October 30, 2023

First released in 1994 by Denso Corporation in Japan, an industrial solutions company, the QR code has come a long way from its IT origins.

What is a QR code?

A QR code—short for Quick Response Code—is a matrix bar code that you scan with a camera on your smartphone or tablet, and it links to a website, an app, an online document, or even to add a vCard contact.

When first introduced to end users, it had a lukewarm reception at best. People didn’t know how to use it. So the QR code quickly faded away.

But as more and more people relied on online shopping, the QR code was seeing a comeback. It was printed on instructions in the package, which linked to the manual online or even how-to videos.

And the pandemic brought the QR code back big time. Initially as an alternative to the printed menu (although the popularity of that didn’t last).

Nevertheless, the QR code is back, and we’re printing it on most of our full-color products. Here are some of the ways businesses and event planners are using QR codes on their promotional products and marketing materials.

QR code for catalog pricing

We do this! The cost of materials fluctuate, and sometimes that means a price adjustment. It’s easier to direct them to our website, where pricing will always be up-to-date.

Catalog lies open to pages showing photo folders with QR codes that will display the product pricing.

QR codes for guest or patient check-in or form submissions

If the facility has a specific questionnaire they need filled out, print a QR code on some signage, leave in the lobby or on the front desk, and have guests or patients quickly sign in on their phones or complete a form.

QR codes for on-the-spot fundraising

Popular on our table tents, fundraiser organizers have their design team add a QR code to a table tent. Event attendees can just scan the app and donate through a secure website.

Not having to worry about on-site donations is one less thing to worry about when planning a fundraiser or non-profit event.

Table tent with blue design has a large QR code printed on it for people to easily donate at a fundraising event.
Shown: Item #1851, Vertical Table Tent

QR codes for product or company reviews

Many places send a follow-up email after an order ships, asking for a review or feedback. If you want to do something different—and stand out from the crowd—consider a QR code.

There are a lot of different places people can choose to leave a review. Pick the place people visit the most and create a QR code for that website or app. Print the QR code on an insert that goes in the package or send a follow-up mailer with the QR code and personalized hand-written thank you note.

A blue card lies on a sunlit surface with shadows. The card has a QR code with text asking them to leave feedback about their experience at a winery.
Shown: Item #A2-DP, A2 Custom Printed Card

QR codes for product videos

When it comes to putting a product together, some people follow videos better than written instructions. Include written instructions with your product, but include a QR code to some how-to videos for those who learn better that way.

Some other videos you could link to:

  • How to use the product or service
  • Intro to you/the company
  • Show off the durability of the product
  • If it’s a food product, link to recipes!

Not just for videos, you could also link to your company’s podcast.

QR codes for professionals

Business owners and entrepreneurs say that LinkedIn is THE place they get the most leads. If you use that platform—or even a different one—create a marketing mailer with a QR code that leads to your page in the app.

QR code FAQs

Can you foil stamp a QR code on promotional products?

We don’t foil stamp QR codes. Though our foil stamping is precise, variations in the foil could inhibit the QR code from being properly read. We always recommend printed QR codes.

Can I change the URL once I create the QR code?

It depends on what kind of QR code you create. If you create a static QR code, you are unable to change the URL. If you create a dynamic QR code, you can change the URL anytime and the QR code will direct you to the place you want it to go.

Can I only link to websites?

No! There are so many more creative ways to use QR codes than we’ve listed above. Here are a few more ideas:

  • Link to an app
  • View a PDF
  • Store image files
  • Connect to a WiFi network
  • Business Card (great for swapping contact info at shows and conferences!)
  • Plain Text (your text shows up when someone scans the code)
  • Text Message
  • Email

How do I create a QR code?

If you have Adobe InDesign, you can create a static QR code there. If you want a free QR code generator, check out bit.ly. Important to note that it will have their logo in the middle unless you upgrade to a paid plan.

Let’s put your QR code to work.

See what we can do with QR codes. We print them on all the above products and more. Visit WarwickPublishing.com to learn more or get in touch with your rep.

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National vs. Regional Shows: How Do They Compare?Blue overlay trade show image about national and regional shows

National vs. Regional Shows: How Do They Compare?

Published April 20, 2022

As a supplier, we want to go to as many shows as possible, and that includes both national and regional shows. We don’t make it to all of them, but you’ll likely run into some of our Multi-Line Reps at those shows. What can we say, we want our name out there!

But as a distributor, provider, or supplier, is it necessary to do both? And if you have to choose between one or the other, how do you choose?

We asked President and Co-Owner Alex Paschal and National Sales Manager Phil Martin their thoughts on attending regional and national shows. Read on, and let us know your thoughts.

Phil Martin, left, and Alex Paschal, right at 2021 ASI Chicago

First up: Alex’s thoughts on the pros & cons of regional & national shows

Alex has a different perspective on the Regional versus National Shows than Phil does. This perspective is heavily influenced by working the booth at the shows, but also influenced from an owner’s perspective.

First and foremost – YES you should go to both National and Regional shows! Whatever your role is, attending is how you set yourself up for success in the promo industry. These shows usually take a significant amount of effort (and/or money) to attend, so you can go with confidence knowing that everyone is there for the right reasons.

National Show #1 Pro: The Sheer Volume of Ideas

Because of the size and amount of people that national shows draw in, you’re going to see more ideas and concepts than you can possibly count. As an owner on the supplier side, this helps me keep a pulse on the direction that everyone else is heading and keeps me apprised to new possibilities that I could bring back and implement. I try and walk the entire hall at shows to see if something sparks an idea for a new or improved product we could offer.

But this sheer size does have a downside…

National Show #1 Con: The Vast Amount of Distractions

High volume comes with a lot of noise. It’s up to you as an attendee to sift through the booths and products that are unrelated to your show goals. Stay focused to find the gems you’re looking for. Even with this in mind, the most disciplined attendees will probably find themselves wandering through extraneous booths. The larger the show, the more distractions you’ll encounter, and it does take practice to get everything done that you need to without running out of time. 

Regional Show #1 Pro: The Time to Build Quality Relationships with Distributors

By far, the number one benefit of regional shows is the amount of time you’re able to spend working with distributors face-to-face on specifics. At a national show, you might have to cut conversations short because of the number of people in your booth; this is rarely the case at a regional show.

Because regional shows tend to have less people due to a smaller draw pool, most (if not all) conversations with distributors can usually run their full course. This leads to A.) Distributors getting all of their questions answered, and B.) Stronger relationships between the distributor and supplier being formed.

Regional Show #1 Con: The Boom-or-Bust Nature of Smaller Shows

Because of the drastic size difference, there’s no guarantee that a regional show will have the right spread of distributors and suppliers to match the goals that you have for the show. With a national show, you’re almost guaranteed that something will crop up to justify the effort of attending.

Depending on the show, location, your product line, and the distributors in attendance, regional shows may not always live up to the hopes and goals you have for them. Some shows might be worth their weight in gold, and others might be quiet enough to hear a pin drop. This is why there are so many of them, though; one “Booming” show often yields enough to justify numerous quiet shows.

Next Up: Phil’s thoughts on the various shows available in the promotional products industry

First, let’s talk about what are considered the LARGE shows

When we talk about large shows, everyone knows we’re talking about the PPAI Expo and ASI Shows. In my opinion, Expo is the only true “National” show. The ASI shows are well attended, but are a bit more localized or regional. Although, ASI does occasionally draw some large distributors in for their national meetings—which is a positive. ASI also draws a newer crowd.

Here Is my analogy of the two:  ASI is like the first day of school—lots of new faces! PPAI Expo is more like the class reunion—lots of old friends and familiar faces. Both have a fair amount of networking opportunities as well as educational opportunities. A downside is they are two to three days long, which increase costs and out-of-office time. Also, you have a larger amount of booths and suppliers than regional shows. You get lost in the crowd a little easier.

Next, let’s talk about regional shows

I am going to refer back to the “OLD DAYS” when it comes to regional shows. In the 80s and 90s, regional shows were very strong. You basically had EXPO (Dallas) and the regionals. Regional shows lost a little bit with ASI moving in to the show business, with multiple shows in different parts of the country. You also had the traveling show coming in to the mix.

That being said, I do believe that regional shows are making a big comeback as of late. They are inexpensive, have fewer suppliers, and you get to spend more quality time with the distributor. They also are only single day shows, so you have less hotel costs. Follow up from all of the above shows are relatively equal. We will get some quotes and distributors contacting us from both equally as well. 

Bonus! Suite “Meeting” Style of Shows

EME (Exclusive Meeting Events) came in to the fold, I believe back in 2009, and have since become a very popular show format. You meet with small groups of 1–4 people of top distributors for 20 minutes. You will have anywhere from 25 to 35 of these meetings over the course of a couple of days.

Because of its popularity, many others have joined in the fun: ASI Facilitate and Promo Marketing Power Meetings. Regionals are offering this style of meeting as well; OPPA Sales Safari coming up in May is one of them. These style of shows are rather expensive and do require far more pre-show, during show, and post show work.

The follow up from these shows are far more intense. Only because you have their undivided attention for 20 minutes as opposed to just a few minutes while they are in the booth. They do offer better networking opportunities due do having group meals (and a possible cocktail) together over the course of a few days. We actually do one of these style of shows thru our multi-line rep Billy McDonald. He calls his “Connections” meetings.

So what’s your take?

Do you agree with Phil and Alex? Or maybe you have something else to add? Comment below or send us a message on Facebook, Twitter, or Instagram.

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How Sponsored Social Media Content Builds Brand Awareness: A Chat with PromoCorner

Published March 16, 2022

Do the words “sponsored content” make you shudder? It’s ok if the answer is yes.

But here’s the thing: if you—like us—are a small business, sponsored content can help get your brand visibility that you just can’t get on your own. And that’s not your fault; you wear many hats, you don’t have enough hours in the day. You’re tired.

So let someone else help you get your name out there. BUT… it’s still on you to get that content to your desired audience.

We create a lot of content in-house. It’s authentic, it’s us. But we also invest in sponsored content because we don’t have enough time to do what we want. And it provides us with a fresh take on our product and brand.

Phil Martin and Stacey Gluchman sat down with Brandon Pecharich of PromoCorner to discuss the whys, hows, and whens of sponsored content.

So if you—supplier OR distributor—are thinking about using sponsored content to help grow your business, listen to this Express Training Bites to learn how it can benefit your business.

Express Training Bites: Sponsored Social Media Content – video overview

Watch the whole video above, take notes, or browse through the main points below.

Why does Warwick sponsor social media content?

  • Small team needs help! Sponsored content saves us time and lets us share content we don’t have time to create.
  • Sponsored content (like PromoErrday) provides a fresh voice, a fresh take
  • Short 1-minute videos are easy to share on any social media platform: not too long, not too short
  • So easy to repurpose this content, either as-is or break it apart and share tidbits where they fit

What’s your best practice for engaging with the sponsored content and encouraging engagement with it?

  • Share it when it comes out (Something new! Something exciting!)
  • Collect all the PromoErrday videos at the end of the week and say, “Did you miss it? Here they all are!”
  • Videos are an easy, attractive add-on to any promotion. “Here’s the promotion, now watch the product in action.”
  • Our PromoErrday videos are perfect for when we want people to know about the product without us doing a hard sell

“But social media takes TIME!” some say. How much time does it take?

If the content is already created, it takes very little time to share on any social media platform. Yes, it takes time to create the graphics you might want to go along with it or write a short blurb. But imagine how long it would take you to produce a professional-quality video vs. someone who does it for a living. It’s the age-old time vs. money debate.

Take some advice from Phil: he calls himself a “lunchtime stalker.” He takes a set amount of time each day, at the same time, to interact on social media. Make a habit, make a schedule of when you will spend time sharing and engaging on social media.

How often should you share your sponsored content?

As Brandon said: you paid for the content, you sponsored it, it is YOUR content, go out there and repost it all over the place. Broadcast it everywhere!

Some points to keep in mind:

  • Don’t just post it when it airs; post it repeatedly
  • You will receive new viewers each time you post it
  • You are your own brand ambassador! The more you talk about yourself, the more people will hear you.
  • It will seem redundant to you… but it isn’t to your audience
  • As Kirby Hassman says: “Just because you had 10 people on your last video and you have 10 people on this one doesn’t mean it’s the same 10 people.”

How do you distinguish your voice on social media from the company voice on social media?

  • Use your voice wisely (ie, stay polite and professional!)
  • Whose voice is the brand voice? If you are a small company, make the brand voice align with the people who your brand is known for (ex: sales reps, owners)
  • From Phil: “Your personal voices ends up as part of your company voice.”

So how about you: have you used sponsored content?

If you’ve successfully used sponsored content to boost engagement and generate excitement about your brand, let us know below. Or share it with us on social!

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The Many Creative Uses of Promotional Door Hangers

The Many Creative Uses of Promotional Door Hangers

Published April 29, 2021

When you think “promotional door hangers,” does the word creative come to mind?

We’re guessing not. And that’s ok. We get it; a printed piece of paper isn’t inherently exciting. It’s what you put on that piece of paper—and how you use it—that can kick this budget-friendly promotional product up a notch.

How to use custom door hangers to promote your business

Looking for some design inspiration for your promotional door hangers? We have some clever design ideas and case studies for you.

1. Keep residents informed

Keep a supply of pre-printed doorknob hangers on hand for municipal services to hand out to residents on an as-needed basis. For this design, the water department uses door hangers to inform residents of service or payment issues.

Door hangers help keep residents informed.

2. Give yourself some quiet time

Not just for outside doors, hang it on the office door if you have an important call, the basement door if you want a quiet, uninterrupted workout, or the den if you want to kick back and watch a show or read a book in peace.

Need some quiet time from the kids o roommates? Door hangers can help.

3. Not just for doors! Bottle hangers for your branding.

Think of it as a greeting card that hangs on a bottle of wine or champagne (or your alcohol gift of choice). Printed on the front and back, this useful branding tool is popular with realtors as part of their closing gift package for homebuyers.

Bootle hangers: like a greeting card that goes with the wine! A perfect closing gift combo for realtors.

4. Door hangers for privacy and Do Not Disturb signs

Whether it’s at the office, at an event, or just at home, privacy matters. Use custom hangers on your doorknobs to inform others that the room is currently in use. Here, a breast pump manufacturer provided door hang tags for moms who use their product. Door hangers are the perfect resusable do not disturb sign.

Whether it’s at work or at an event, give moms the privacy they deserve.

5. Show off the brand, give them documents they need with pocket door hangers

Bills, invoices, receipts, marketing flyers, brochures… whatever you need to get to them, pocket door hangers are the answer. No more rolling up a flyer and awkwardly sticking it in the door handle. Just slip the papers into the pouch, and you’re done. That’s marketing made easy!

Door hangers with pockets are perfect for holding invoices, receipts, and other marketing flyers.

6. Use door hangers as a non-intrusive way to ask for help

Whether homeowners are at home or out, leaving a door knob hanger on their front door is an easy way to let them know you want their attention—but you don’t want to disrupt their day in doing so. This simple door hanger for a non-profit asked homeowners to share their excess fruit with others in their community. It was an easy way to promote a message.

Simple message on the front, full details on the back.

Even more ideas!

We have too many ideas to share, so here’s a list of other ways to use custom printed door knob hangers for your business, organization, or cause:

  • Political campaign marketing tool. More practical than shoving a flyer in a door!
  • Convention mini swag kit. Hand out pocket door hangers to attendees at registration, or hang on their door knobs. Fill the pocket with a small collection of mini goodies!
  • Hotels & Inns. Want to use less water? If guests are staying multiple nights, offer them a door hanger so they can tell staff whether they want their sheets washed that night or not.
  • Library Giveaway. Encourage library patrons to read more by giving out “Do Not Disturb” bookmarks for them to hang on their door at home.

How to add promotional door hangers to your marketing toolkit

Easy: check out what we can do for you at WarwickPublishing.com. And we love showing off how people use this practical promotional tool, so be sure to follow us on Instagram, Twitter, and Facebook to get more mini case studies like these.

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Introducing the fifth generation of Warwick PublishingAlex Paschal, fifth generation at Warwick

Introducing the fifth generation of Warwick Publishing

Published July 20, 2020

Did you know that less than 3% of family-owned businesses make it to the fourth generation? As a fourth-generation, family-owned business, we’re proud to say we’re part of that 3%.

But now we’ve made it to the fifth. We’d like to introduce one of our newest employees, and the fifth generation in the Warwick family business, Alex Paschal.

But first, the family history.

Before we fully introduce you to Alex, first we’d like to give you a brief run-down on the family lineage.

First up is Lina Paschal. Lina purchased the company, which was a newspaper publisher (The Valley Chronicle), from her brother-in law, Albert Hall, in 1903. In 1926, Lina stepped down and her nephew, Paul Paschal, took over. It was under Paul’s leadership that the company started producing calendars with logos as a means of using the presses when not printing papers. It was also during this time, in 1926, when we officially became Warwick Publishing Company. At the end of WWII, Don and John Paschal took the reins of the company. Between 1977 and 1999, Rob and Jim Paschal (Don’s sons) purchased the company. The original newspaper operation was sold in 1989, at which time we focused fully on promotional products. (Don’t want the condensed history? Read our full story.)

Which brings us nicely to the next generation, the fifth generation, Alex. And trust us when we say Alex worked hard to get to where he is with the family business.

Not just handed to him: what it took for Alex to prove his worth.

Alex graduated from the University of Dayton (Dayton, OH) with a bachelor’s degree in Chemical Engineering and a minor in Business Administration. He then continued on at Dayton to receive his master’s degree in Business Administration shortly thereafter.

Alex Paschal, Rob Paschal, Warwick Publishing
Alex with his father, Rob, at his graduation from Dayton.

During graduate school, Alex was part of a teaching team in the chemical engineering department. His major role was to help out with the senior capstone lab courses, with a specific focus on safety, proper experimental techniques, and analytical methods. As a minor role, Alex also helped students grapple technical skills in coding courses and financial skills in the senior capstone. Though this experience was not directly related to managing a business, Alex believes his experience gained from teaching safety education directly translates to maintaining safe working conditions in our plant and office.

His graduate capstone was an integrated project with a local Dayton-area business, in which he and his peers spent a semester acting as a consulting group that developed an action plan for the owner as the final deliverable. Of the project, Alex says, “It was both an incredible and intense experience that taught me how to strategically plan businesses for the future without it being distilled by a classroom setting.”

Professional development and learning the ropes.

Though Alex officially joined the team full-time in January of 2020, that wasn’t the first time he’s worked here. Throughout college, he had been working here part-time, learning the ropes in as many departments as he could, including HR, die-cutting and foil stamping, and operating the digital presses.

Throughout college, Alex attended various leadership seminars through the National Society of Leadership and Success, as well as a University of Dayton Entrepreneurial Summit called “Flyer Formation.”

Between January and June of 2020, he started and finished the PPAI online education, resulting in earning an MAS (Master Advertising Specialist) certification.

What Alex has to say about being the fifth generation.

“Warwick has always been a constant in my life. Whether I was working part-time during summers or just stopping by to visit, there really hasn’t been much of a time where I haven’t been involved with the company. Being the only fifth generation member is certainly daunting, but I’m excited to finally get involved in my family’s business on a more permanent basis, especially during this crazy time we’re living through.” says Alex.

And, of course, we can’t leave you without a word from co-owner—and Alex’s father—Rob Paschal. “Alex has a lot on his plate right now—especially given the current global environment,” says Rob, “but he has the drive, the initiative, and the passion to help us continue to grow this company.”

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Monthly Distributor Sales Guide: 150+ Seasonal Marketing Ideas for Promotional ProductsMonthly promotional product ideas for distributors

Monthly Distributor Sales Guide: 150+ Seasonal Marketing Ideas for Promotional Products

Published December 5, 2019

Is your monthly marketing schedule filled? If so, AWESOME.

But… what if you have some gaps in your schedule? Do you have a plan to fill those gaps, and generate more income for your business?

We’ve put together this big list of national holidays, days of recognition, and other seasonal events to help you and your clients plan out their 2020 promotional marketing initiatives.

You know it’s ideal to get your clients thinking about upcoming events with as much lead time as possible. We recommend planning for your seasonal promotions and events at least 2–3 months in advance, if not sooner. While it doesn’t always happen that way, discussing a yearly plan with your clients now can help mitigate rush fees and reduce stress when you’re pushed up against tight deadlines.

ProTip: Bring this event list to the PPAI or ASI shows to help you brainstorm some specific, strategic campaigns as you walk the show floor! Warwick will be at the PPAI Expo, ASI Ft. Worth, and the PPAChicago show. Come say hi and see how we can help you plan ahead for this year.

January 

Plan + pitch these themes and products in November / December or sooner

View January Monthly Observations Here

  • Fitness + Nutrition
  • Productivity / New Year’s Resolutions (calendars, planners, organizational tools, office items)
  • Martin Luther King Jr. Day (Monday, January 20)
  • National Chocolate Cake Day (January 27)
  • Tax preparation (pocket folders, document pouches, financial / bookkeeping tools)
  • Travel / Vacation planning / Cruises / Resorts (calendars, picture frames, document pouches)
  • Weddings / Wedding Expos (calendars, planners, picture frames)
  • Employee recognition (awards, certificate folders, branded gifts, apparel)
  • National Blood Donor Month

February

Plan + pitch these themes and products in December / January or sooner

View February Monthly Observations Here

Browse more February holidays here.

March

Plan + pitch these themes and products in January / February or sooner

View March Monthly Observations Here

April

Plan + pitch these themes and products in February / March or sooner

View April Monthly Observations Here

May

Plan + pitch these themes and products in March / April or sooner

View May Monthly Observations Here

June

Plan + pitch these themes and products in April / May or sooner

View June Monthly Observations Here

July

Plan + pitch these themes and products in May / June or sooner

View July Monthly Observations Here

August

Plan + pitch these themes and products in June / July or sooner

View August Monthly Observations Here

September

**Busy season starts this month for many suppliers** plan + pitch these themes and products in July / August or sooner

View September Monthly Observations Here

October

(**Busy season for many suppliers** plan + pitch these themes and products in August / September or sooner

View October Monthly Observations Here

November 

**Busy season for many suppliers** plan + pitch these themes and products starting August, September, October or sooner

View November Monthly Observations Here

December

**Busy season for many suppliers** plan + pitch these themes and products starting July, August, September, October or sooner

View December Monthly Observations Here

Want to do something different? National Day Calendar is a great online resource to use when looking for creative new campaign ideas. Beyond the widely recognized holidays and mainstream seasonal events, there are also some more fun and obscure ones, like these:

Campaign ideas for all year round:

Ask your clients if they host or sponsor any of the following types of events—and ask them when the host them. Check in to see if they have been satisfied with the results they’ve gotten in past years, or if they’d like to get more brand exposure, capture more leads, drive more web traffic, or create stronger social media engagement, then plan a smart promotion around their goal.

  • Self-promos (Plan at least 2 per year. Send out in June / July and again in November / December)
  • Corporate anniversaries
  • Employee Appreciation Celebrations
  • Fundraisers
  • Birthdays and retirement events
  • Bar / bat mitzvahs
  • Quinceañeras
  • Award ceremonies
  • Trade shows and conventions
  • Sales meetings
  • Class reunions
  • Local chamber of commerce events
  • Industry association events
  • Networking events

We hope these event ideas help you generate some creative, timely ideas for your clients. We recommend you prepare a list of 3–5 events that will resonate best with your client based on their values, customer base, and sales cycle.

You can also use this list to help clients part ways with stale, old, overdone promotions, and replace them with fresh, innovative ideas.

Take action now: Make some calls, draft some emails, and get some meeting dates on the calendar with your clients and prospects. Be sure to leave plenty of time to choose the right promotional products, get your orders in, proofs approved, products made and delivered for all of your 2019 promotional campaigns!

Have another idea that we missed? Please leave us a comment below, or drop us a note on Facebook! 

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Get Them The Promo Products They Need: Questions to Ask Your ClientsQuestions for clients

Get Them The Promo Products They Need: Questions to Ask Your Clients

Published November 12, 2019

How well do you really know your clients?

Are you actively working on building relationships with them? If not, it’s time to start.

Are you in tune not only with the cycle of their business, but also their personal life? These types of insights can help you tailor not just the product, but also the experience for your customers.

It’s never too late—or too early—to set some simple relationship-building goals for your promotional products business. Whether it’s the beginning of Q1 or nearing the end of Q3, now’s the time to start.

Below, we’ve collected some tried-and-true questions that distributors often ask their customers. Distributors will ask these questions during the initial meeting, a cold call, or when discussing strategies with promotional products and their business.

These are questions that not only help get the right branded giveaways for your clients; these questions can also help build relationships. After all, your customers will trust you even more if they see you actively trying to get to know them and their business.

Before picking a promo, first ask them “Why?”

Why are they having this event or promotion? Why do they want a branded giveaway?

They seem like such simple questions, but they really are important. The answer to these question could be as varying as “I want to grow my market” or “I want to re-establish client relationship.” And if those are the answers, great!

If their answer is more along the lines of, “Well, Company XYZ did it, so I figured we should,” it’s time to ask more “why”, “how”, and “what” questions. Here are some to get you started:

  • Why do you think Company XYZ’s promotion worked?
  • How does your business relate to Company XYZ?
  • What do you want to get out of this promotion?
  • What’s your expected ROI from a promotion like this?
  • What made you consider using promotional products in your marketing campaign?

While not an exhaustive list, these questions are enough to start the conversation and move you to the next step: figuring out what they actually need for a successful promotion or marketing campaign.

Tried-and-true questions to ask your clients to find promo products with the best ROI

Here are some solid questions to ask your clients. These are great to ask your clients face-to-face, but can also be utilized in other marketing channels, like social media or email marketing.

  • I am at the show and can’t wait to share my findings with you. As I am walking the show floor, is there anything you want me to look for?
  • Do you have any new HR, Sales, or Marketing initiatives that you are looking for innovative or creative ways to promote?
  • Do you have any upcoming promotions, contests, or events?
  • Are you exhibiting at any trade shows or conventions?
  • Are you holding any important meetings?
  • What are your business goals for the new year?

Where—and how—to have these conversations

Take them out to lunch. It’s a simple way for you to really get to know your customers. Perhaps it’s the environment, perhaps it’s the food, but taking clients out to lunch—or even just coffee—can be a great way to get to personally know them. This will help you decide how you can help them, what kind of marketing will best reach them (social? email? written note cards?), and also help you learn how passionate they are about their business.

In a regular email or phone call. Whether you do monthly, quarterly, or annual check-ins with your clients, ask these questions in these emails or calls. If you’re regularly contacting them, your customers will expect to hear from you, and won’t be surprised to hear these questions—especially if you’re asking similar ones with each contact.

At local business events. Whether it’s an association meeting or regular chamber of commerce meeting, take a brief moment to talk shop with clients. Even if nothing comes of it, it gets the ball rolling, and you can continue the conversation in a follow-up email or note card.

Cold calling. While not preferred by some, this method does still work. Check out a list of events coming up within the next year. While you can check events happening within a month or two, you’ll have more success if you reach out to event planners who still have at least a few months (or six!) away. When speaking with them on the phone, ask to send them a sample pack. Even if you don’t get their interest immediately, you’ve started the conversation.

How do you get your clients what their business needs?

We’d love to hear your success stories! Share below, or tell us on our Facebook page.

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Love ’em or hate ’em, end user shows are here to stayDo you attend end user shows with clients?

Love ’em or hate ’em, end user shows are here to stay

Published August 13, 2019

When it comes to discussing end user shows, it seems there are distributors who attend any chance they get… and then there are some who think they are a colossal waste of time.

We know these shows can be a slightly controversial topic, but there are solid arguments to both sides.

Why some distributors hate end user shows

The concern is that the end users could shop around for a new distributor, or that suppliers won’t talk to end users like end users, but rather as distributors—and there is a difference in how we speak to you versus how we speak to them.

Another concern is that suppliers will share net pricing with end users, hand out business cards, or promise to send samples direct. If suppliers are doing this—especially without your knowledge or consent—it might be time to find a new supplier for that product or market.

Why some distributors love end user shows

The thing that people love about these shows is that it’s a great place to see and feel the products (in case your showroom is too small—or non-existent!).

So many ideas in one space… how can a showroom compete with that? Distributors present a lot of options to clients online and in catalogs, but seeing the products in person can often be a game-changer—and lead to unexpected sales.

Plus, there is a perk of suppliers talking to the end user: suppliers really get the product—especially if they are the ones making it. Let’s face it, your product line is likely enormously diverse. While you know what works for certain clients or events, sometimes a little extra education from the supplier can help clinch the deal.

Who to invite to end user shows

If you decide to attend any end user events, only invite your most qualified clients. Or more specifically, qualified buyers.

True, there are instances where inviting their entire decision-making team is a good idea. For example, if they are a trusted client with repeat orders, find a show that takes place before they set their advertising or marketing budget for the next year. This will give them a great opportunity to look at and test out the products that will really work for their promotion—and their budget. Having the whole team there to make the decision moves the sales process along faster for you.

But for the most part, take just one client. If many of your clients are vying to go, hold a raffle and offer the event ticket as a prize.

Always check with the show registration first to see how many you can invite. Some shows allow multiple end users per distributor, others allow just one.

Where to find end user events

While some of the larger distributors have open houses for their clients, regional industry organizations often host events that end users can attend:

Here’s a creative tip for end user shows: send end users an invitation to these shows on a promotional product, made by someone in their industry. Bonus points if it’s made by someone who will be exhibiting at the show. What better way to start a conversation?

Let’s wrap this up.

Are we missing some end user events? Let us know of any annual end user events that you host or attend in the comments below.

 
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Paper Explained: Matte vs. Dull vs. UncoatedDifference in paper folder finishes

Paper Explained: Matte vs. Dull vs. Uncoated

Published May 31, 2019

(TLDR: Dull or “matte” papers aren’t exactly what most people think. Dull and matte are both actually coated paper finishes. If you want a truly non-shiny paper, go with an uncoated stock.)

At Warwick, we get a good number of people who ask for a “matte finish” and specify that they want “dull stock.” Really though, in their minds, what they want (in most cases) is an uncoated paper stock that has no finish.

People often think of matte or dull as just a plain paper with no finish or sheen—and we get it. The verbiage used to classify these different paper choices can be extremely confusing and counter-intuitive. So today, we’re clearing up the misconceptions. Here are the differences explained as simply as possible, to help you get exactly what you’re looking for on your next custom pocket folder order.

Pocket folder paper stock finishes explained

Uncoated paper (no gloss, no finish) prints your art with a more muted color. Because there’s no coating, the paper absorbs the ink quickly and there is no reflective finish to brighten the color.

*Matte paper, on the other hand, is a coated stock, with the least vibrant finish. This paper stock has a minimal sheen and will brighten your art one level from the uncoated stock. (*We do not stock this specific paper option at Warwick, but we can custom order it for pocket folder orders that meet our custom minimums.)

Dull stock has a slightly more vibrant coated finish than the matte stock, and prints with brighter colors. The dull finish isn’t as glossy as our standard gloss coated paper, but it’s still coated stock.

Glossy is our standard coated stock that prints the most vibrant colors for your art, and has the shiniest finish of these options. (We also offer a hi-gloss white paper stock in our designer line with a super shiny gloss finish.)

glossy vs matte paper finishes
From top to bottom: Glossy, Dull, and Uncoated.

How to choose the best paper for your project

“My first question to a customer is always: do you want coated or uncoated paper?” explains Sandy Peterman, Purchasing Manager for Warwick Publishing.

“Then, if they want paper with a coating, they have two options: standard gloss (most vibrant), or dull / silk (a less glossy coated finish)

If you want custom pocket folders made with a flat, matte, dull, or muted paper, first decide if you want a coated or uncoated paper. If you’re printing on something and want more vibrant colors, you’ll want to go with a dull or silk finish paper or our standard gloss.

If you truly want a muted result with your printing, then, we recommend the uncoated paper (also known as “smooth stock”) which will absorb more of the color and will have no shiny or reflective finish.

Want to see all the paper stock options from Warwick? Browse our entire line of folder papers.

What to do if you don’t know what paper stock to use

If you’re not sure, ask for a sample of each. We want you and your clients to get exactly what you envision. We can send you paper samples to touch and feel so that you can observe the differences between coated and uncoated papers first hand.

In summary

Despite their descriptions, “dull” and “matte” papers actually both have coatings that add a slight sheen to the paper. Use this guide when talking with your customers about their vision:

  • Gloss = most vibrant finish
  • Dull/silk = medium coated finish, prints vibrant colors
  • Matte finish = least vibrant colors (but still a coated paper)
  • Uncoated = no shiny finish. Prints with muted colors.

Learn more about our custom pocket folders here. Still have some questions? Leave a comment below, or call us at 800-383-7149 to speak with one of our paper-savvy experts.

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Say NO to Boring Promo! Creative Ways to Boost ROI On Your Next OrderHow to create promo products with healthy ROI

Say NO to Boring Promo! Creative Ways to Boost ROI On Your Next Order

Published April 3, 2019

Struggling to get creative with your promo solutions? You’re not the only one who’s in a rut.

We see it all too often—an order comes in with just a logo on a product that has the potential for full-color art or a larger imprint, like our flip pad jotters, padfolios, or pocket folders. Doing our due diligence as a supplier, we follow up to ensure our customers know they have options for more creative promo solutions.

“We just want something basic,” they tell us.

There’s a misconception that more complex design means a more complex—or longer—production process. In most cases, that’s not true at all. If in doubt, ask your supplier about artwork guidelines and production time. They may have some creative ways to improve the design or get more leverage out of the product.

So if you do want a promo product that has more than just a logo slapped on it, how do you create it? We have three simple tips to help boost ROI with creative design.

ROI Boost Tip #1: Your Goals Should Drive the Design

Sure, there’s something to be said for an understated, simple design… but your goals should drive the design elements. The same product being used for a brand awareness campaign might have a drastically different look from one being used as a thank you gift for new member sign-ups, for example.

Talk about their goals for the promotion. Draw a line between how the giveaway can help achieve those goals using a strategic design. Chances are that they don’t have another idea in mind; this allows you to add real value as a promotional consultant. Leverage your expertise as a marketing professional and share a case study showing how much more they stand to gain when they also add:

ROI Boost Tip #2: Don’t Think Just Front and Center

At the core, however, shouldn’t every promotional product you’re giving away also inspire some type of action, or engagement? There are tasteful ways to do this while sticking to your brand standards.

For example, there is a lot of potential ad real estate on the inside pocket of our padfolios or presentation folders. Those pockets can be printed with your contact info, a tagline, motivational quote, or a short mission statement.

Ordering flip pad jotters or journals for a trade show? Add a full-color photo on the cover—AND on the back.

High-quality graphics help your audience connect with your mission and engage with your brand. If your goal is to boost online visibility, include some social media icons, or a branded hashtag to drive social engagement.

Use your design to inspire emotion or invoke a powerful feeling tied to your brand, and boost your memorability factor.
Custom printed horizontal pocket presentation folder.
The logo and brand elements are on the front cover. On the inside pocket is a branded hashtag, as well as the social media icons indicating where patients can connect with them online. Simple elements like this continue the brand experience beyond the event.

ROI Boost Tip #3: Add The Things That Help Define Your Brand

If your customer is ordering a full-color promo, and they want just their logo on it, it’s okay to politely challenge them, or ask why that’s all they want.

Here’s a list of other brand details customer put on promo products:

  • Website URL (or even a special one for the promotion)
  • List of services
  • Address or location(s)
  • Full-color photos or graphics
  • A slogan or tagline
  • Social media icons, or Instagram handle
  • Branded hashtag
  • A call to action
  • Problems they help solve
  • An inspirational quote
  • Phone number & email
  • Special discount, coupon, or promo code
Custom printed promo picture frames.
Sometimes just the logo works. But then sometimes, adding full-color graphics, slogans, and event info takes the design to the next level. From left: F6637-MINI (Instax Mini Frame), DF5810 (Custom Printed Dual Easel Frame), and F6637-INSTAX (Instax Wide Frame)

ROI Boost Tip #4: Suppliers Are A Wealth of Creative Ideas

We recognize that there’s a time and place for simplicity. But more often than not, you can leverage the imprint area (and you supplier rep’s knowledge) to squeeze just a little bit more ROI  out of your promotional investment. 

Your suppliers see lots of creative uses for the same items. Suppliers are a bountiful, creative resource for ideas when you’re feeling stuck. They’ll have some great recommendations you may not have considered that can help drive engagement and ROI.

Need Help With Your Promo Product Design?

Need help? Ask your supplier! (Refer to tip #4)

At Warwick, we have an in-house art department with a team of dedicated designers. Typesetting work is complimentary, and if you need assistance with custom artwork, we’re happy to help (hourly art charges may apply for custom design work). If you don’t have design experience or software, this is a great resource that adds value for your clients’ branded products.

So don’t allow your clients to buy boring promo. They’ll thank you for having their best interests in mind.

We Want To Hear Your Success Stories

Do you have a success story converting a “blah” art concept into a home-run? We’d love to hear about it! Comment below, or share your story on the Warwick Facebook page.

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