How To Be Successful in Both Print and Promo
At the PRINTING United Expo in Las Vegas, a panel discussion moderated by Brendan Menapace highlighted the growing trend of printers diversifying into the promotional products market. Titled “From Print to Promo,” the session focused on strategies for successfully expanding revenue streams by incorporating branded merchandise into existing print businesses. The panelists shared their experiences, noting that many transitioned into promo after requests from print clients.
Brendan Menapace (right) moderates a panel on the trend of printers diversifying into the promotional products market.
They emphasized the lucrative nature of promo sales, which typically offer profit margins around 40%. They acknowledged that while selling promotional products can be more complex and time-consuming—requiring attention to details like logo specifications and deadlines—the rewards are substantial.
The discussion revealed a consensus that the consultative nature of promo sales enhances client relationships, fostering loyalty and repeat business. Panelists stressed the importance of timing and aligning promotional opportunities with clients' marketing goals, suggesting that identifying these intersections can lead to expansive possibilities in the promotional market.
