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Products Branding proves the key to getting a grip on market Great inventions can often sell themselves, it’s said, but the principals behind eGrips technology would beg to differ. American Fred Antonini hatched a unique idea – a silicone, non-slip strip that could be attached to mobile phones and adhere to most surfaces. After considerable effort getting from the drawing board into manufacture, the Texas supplier had a product that worked and people loved – except it wasn’t selling well in retail. The rise of eGrips as US industry’s fastest-growing supplier can be traced to a common business strategy – branding. Partner Matt Malone takes up the story. “The problem we ran into was that people did not know what the eGrips brand was. People didn’t know what the material was. So, when we initially went into retail, people saw it but it was a hard sell.” It was, however, the right product at the right time – eGrips Technology had devised a perfectly-timed item for the boom in mobile technology. Four years later, the firm has become the US’s fastest-growing industry supplier – skyrocketing from just $200,000 in sales in 2006 to more than $4 million in 2008. Branding other companies’ products, by becoming part of the promotional gifts industry, has played a major part in that success story. “It’s really been the gift to our company, being in the promotional product world,” says Antonini, who worked as an electronics parts manufacturer before starting the company in 2003. “It’s got our product out in the hands of millions of people. It’s given it brand recognition. And we’ve been making money while we’ve done it.” In a matter of a couple years, eGrips Technology has gone from doing 20 per cent of its sales in advertising to more than 90 per cent. For more, visit tradeonly.com/egrips Cotton is a real keeper as sales go through roof There doesn’t seem to be any stopping the meteoric rise of the cotton bag. KeepMe Bags says that sales of its cotton products have quadrupled in the last six months, going from 75,000 to 350,000 per month. However, Steve Anderson, joint MD at KeepMe, is unsurprised by the sheer scale of growth. “I have never doubted the benefits of cotton,” he said. “When my brother and I got into the industry of promotional solutions, we called our company ‘KeepMe’ because we knew that re-useability was the key to promotional effectiveness. “If a product with your logo emblazoned on it is kept, valued and re-used by the recipient, it radically increases your company exposure. “Cotton looks good, it feels good, it’s green and it’s affordable. “But these benefits have to be recognised by the public for it to work and, in the case of cotton, the scale of customer appreciation has been remarkable. “The moment we made cotton bags available to the UK industry, their use as part of a promotions package generated a very positive response and from there, the success story has really taken off.” For more, visit tradeonly.com/keepme Biodegradable range has the bottle to deliver benefits Everything Environmental has launched the UK’s first promotional drink bottle range manufactured out of biodegradable plastic. Available in two sizes, and ideal for the summer months, the biodegradable bottles give marketers the option to screen-print up to four colours on the product, offering an eco-friendly solution to drink bottles in the promotional sector. Made from special biodegradable and recyclable materials, which break down when fully immersed in a landfill or compost environment, the new bottle range has been approved for child and food safety applications. It is readily available in a frosted “clear” tone and can also be made to order in different colours. Everything Environmental MD Evan Lewis said: “Whether used at the kids’ weekend sports activities or the drink bottle that’s constantly on your desk at work, the biodegradable drink bottle has the versatility to promote a brand in both the professional and private realms of people’s lives.” For more details, visit tradeonly.com/ everythingenvironmental 28
Sleek and silvery is a hit – and now it’s back in stock After what it describes as an “incredible reaction” and an almost immediate sellout, gift company ICE London has now received more stock of its silver-plated USB drive. The supplier says that the classy tech gift proved to be a huge hit, both in terms of retail orders and corporate use. ICE London points to the item’s silver-plated finish, affordable price and excellent space for engraving as being behind the high demand. A spokesman for ICE London said: “Distributors quickly grasped the opportunity to show their end user clients tremendous savings compared to the published retail price, while still enjoying margins unusually high for USB products.” USB sticks are an essential item for anyone who is an avid computer user (see elsewhere in this issue of PPD for more on this trend), so this sleek and shiny little number has wide appeal. “The option for personalisation with initials, words or logo, makes these items the perfect gift,” the spokesman added. Drive capacity is increasingly important in this sector of the market, reflected in ICE London’s decision to extend its range of 1gb and 2gb drives to include more substantial 4gb and 8gb models. For more, visit tradeonly.com/ice Products These key ring lights, calculator and torch are just some of the items featured in the Galaxy range Stellar new range as ICE unveils a Galaxy of winners ICE London is also introducing the Galaxy range as part of its extensive and popular Lexon Design Collection. The company says that the products within the Galaxy range have an ultra-modern simplicity that makes them perfect corporate items for any company in tune with the contemporary business world. The range shows everyday office essentials in a new light, as each item sports a glossy outer-shell and smooth rounded edges. A spokesman for ICE London said: “As with all Lexon items, the discounts from retail prices allow you to show excellent value for money to you customers and enjoy some of the highest margins available in the industry.” For more information, visit tradeonly.com/ice Bec says: Special offers on our NPBR Nylon tote bag with reflective strip! 5% Discount on plain goods plus free origination* Please quote PPDNPBR1 when ordering to claim your discount. NPBR07 Navy blue bag NPBR09 Yellow bag NPBR19 Orange bag Dani says: Special offers on our NPC Nylon and PPC PVC pencil cases! Free origination on orders above 250 units* Please quote PPDCASE1 when ordering to claim your discount NPC0104 Red Nylon pencil case To take advantage of these special offers, contact our sales team on: 01352 730 006 by phone or email us at: sales@preseli.biz * Free origination applies to the first colour only, additional colours are charged at the standard rate. All offers are valid until 31st August 2009. Preseli reserves the right to withdraw this promotion at any time. 29
Page 1: JULY 2009 ISSUE 14 Showing the way
Page 4 and 5: News Diary Dates Dates correct at t
Page 6: News Show business pays off for LSi
Page 9 and 10: Features Careful choice is the key
Page 11 and 12: Insider Flash of inspiration Six ye
Page 14 and 15: Products Newcomer is a timely help
Page 16 and 17: Products Innovative drink idea puts
Page 18 and 19: People Best man for the job as Chri
Page 20: Regulars More than ever, it’s all
Page 23 and 24: Regulars Define what you do properl
Page 25 and 26: Regulars Minority retort: Opportuni
Page 27: Why the devil’s in the detail whe
Page 35 and 36: Features Perfect finish Its time to
Page 37 and 38: Insider The write stuff Neil Cleere
Page 39 and 40: Retro gaming: Firebox’s Sega Mega
Page 41 and 42: Features Making gifts special makes
Page 43 and 44: News Success stories: Jose Thomas w
Page 45: Two days out of the office will hel
Page 48 and 49: collection 61192 61003 61188 btcact
Page 50 and 51: PCD Fruit of the Loom offers new ha
Page 52 and 53: PCD Sock it to them with fun, festi
Page 54 and 55: A F F O R D A B L E P R O M O T I O
Page 56 and 57: The Trade Only National Show 2010.
Page 58 and 59: Tittle Tattle Where are they this w
Page 60 and 61: Supplier Directory To feature in th
Page 62 and 63: Supplier Directory To feature in th

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