There are a lot of moving parts in the process to design, source, create, package and deliver custom branded products. Manufacturers have invested millions of dollars to improve efficiency through automation, training and instructional resources and yet, mistakes still happen.
Is it unavoidable?
In this feature experts from across the country share their experiences to help you navigate your ordering process with eyes wide open.
When you know where the pitfalls are it’s easier to avoid them.
BASIC BUNGLES
1. Incomplete Purchase Orders
Purchase orders need to accurately and completely convey all the order information to your vendor. Too often a rushed process leads to missing or misinformation. Forgetting order details like product colour, sizes, decoration location, or contact details for billing or shipping, cost time and can lead to mistakes.
Using a consistent purchase order template for every order can eliminate unnecessary back and forth messaging and ensure your orders are processed quickly and accurately. Online ordering systems have helped to reduce troubles in this area, but the information is still only as good as what’s entered, so take your time.
2. Bad Artwork
Understanding how your logo can and will appear on a promotional product is important to managing your time and expectations. For example, a greyscale logo is not technically a black-white (or one-colour) logo in the world of a decorator. Requests for particular file types, image quality, colouring, or size needs, can cause confusion and impact your timeline.
Working with a partner who can take on your artwork needs and create the layout you envision in a format compliant with the needs of your product selection is ideal. Make artwork services a priority question when selecting a vendor, and ask for examples to illustrate different decoration requirements and techniques.
3. Lazy Proofreading
Art proofs are the gateway to production and should be one of the most scrutinized and priorized aspects of your ordering process. And yet, too often these documents are approved with spelling errors, incorrect phone numbers, and other design flaws.
Once a proof is signed you are responsible for the production results. Automated (online) approval systems are increasing the speed and accuracy of proofing, but their influence is limited. Work with a vendor partner who helps support your proofing, provides an extra set of eyes on your order, and won’t hesitate to ask questions to confirm accuracy. If they’ll share responsibility for the results, bonus!
POOR PROJECT PLANNING
4. Timeline Ignorance
Time management is the biggest potential pitfall of any product order. Every back and forth during the order submission and approval process jeopardizes the scheduled production start time and delivery.
Late requests for preproduction samples or virtual renderings either push a timeline longer or cannibalize the time available. Running against the clock leads to temptation to cut corners and create shortcuts to results. Skipped steps in an order process, and bypassed securities or approvals, invite the danger of catasprohic results and unexpected costs. For example, taking an extra day to respond to a request for approval can cost your order its position in the production queue, leading to a later completion time and the need for expedited shipping costs in order to make an event date.
Time for the approval process needs to be considered when planning an order, with room for adjustments if needed. Make sure your vendor knows your timeline expectations and needs up front, and confirms their process and time requirements to ensure that you share expectations and a positive experience.
5. Trend Hunting
When a buyer seeks “what’s new” with abandon of consideration for what best communicates their brand values and mission, they’re trend hunting.
Falling into this trendy trap will ultimately deliver brand engagement that is disconnected from a target audience. It is most often a result of buying items out of a feeling of obligation rather than purchasing with a promotional plan.
Sharing a conversation with your promotional products vendor about the ideal audience you are aiming to attract, the call to action you want that group to perform, and how you can measure the responses, will lead to more effective results. Your promotional offer can benefit from the shared experience and creative input of the professionals working to earn your business by helping you grow your business.
BAD HABITS
6. Blinded By Bargains
Turning to the bargain bin for items that will carry your brand name cannot be your norm. Consider that clearance items come with added complications.
What if the quantities you need are not available in all sizes and colours? What if you need to the repeat the order, or add to the order, and can’t get the same product at the same price point? What if the fine print says no return or refunds, and you’re really unhappy with the quality?
If your brand doesn’t identify as the lowest price in the market, or offer “take your chances” quality, consider another approach.
7. Verdict by Price Point
When two items you perceive as offering similar features and benefits have a significant difference in price point, you need to look more closely.
Prices are different for a reason. Find out why one product is a lower price. Is it a compromise in quality? Fewer features? A longer production time? A higher minimum quantity required? Missing the details will result in disappointment when your expectations don’t meet the delivered results.
CUTTING CORNERS
8. Skipping the Interview
Experiences like fit, feel, colour and quality cannot be fully realized in digital or in print media. Insist on a sample, and remember that you’re aligning the reputation of your organization with this product choice. Take a moment to research a supplier’s reviews and their investment in social and environmental responsibility.
9. Bound by your Brand guides
Brand guidelines are not meant to be used as an excuse to avoid creative concepts. Explore opportunities to design engaging media that enhance your brand messaging and present as something more than a personal billboard. Connect your brand elements, like colour and icons, with the interests of your target audience in a manner consistent with their fashion or lifestyle.
10. Where’s the WOW?
Today’s promotional products industry offers so many different methods for customization and presentation that not looking beyond a one-colour imprint feels like a disservice to your brand, the designers behind it, and every person you expect to engage with your branded product. If you don’t want your marketing investment to be treated like a disposable commodity then make sure you put in the effort to present it as quality keepsake.
- as featured in marketingedge magazine, June 2024
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