Using Promo to Sell Promo

Being that we are in the business of promoting branded merchandise, you would think it common sense that we would be the first people to recognize the value of using promotional products to build our own brands. Interestingly enough, however, rather than using promotional products to promote what we do, the majority of us resort to promoting our businesses through the use of email blasts, social media, and dare I even say it, cold calling.   In a world where we proclaim that promotional products work and that these logo’d items are the number one way to build brand exposure and be remembered, the number of professionals using promo to sell promo is actually quite low.  Though it might sound harsh, it is my opinion that if we, as self-proclaimed industry professionals can’t do a phenomenal job of differentiating ourselves from our own competition, then we have no leg to stand on when it comes to advertising that we can help our clients differentiate themselves from theirs.  It then stands to reason that if we truly believe promotional products work, we should set out to become our own best case study.  By creating a killer self promotion campaign, you will collect solid evidence to validate the idea that branded merchandise is the most powerful tool in any company’s marketing tool box, and be able to market your products and services with undeniable confidence.

So what does a killer self promo campaign look like?

Being that this blog is coming to you from Peerless, I’d love for you to work with us to develop a campaign that involves umbrellas, bags, or one of the other retail quality products that we produce. However, more than I desire for you to pick a Peerless product for your self promo, I want you to pick the right self promo for your brand. To do this, you need to be sure that the product you choose delivers the right message to the right recipient, and gives you the desired outcome you wish to achieve.  Every brand is different. There is no one size fits all self promo.

The first step in picking the right self promo is to take a good look at the values and culture of your brand.  What makes you different than the guy down the street who sells the exact same products you sell? Low price is not a sustainable competitive advantage, and quality products paired with excellent customer service should be a given. You have to look deeper than that. Are you family owned? Are you involved in the community, or passionate about helping a certain demographic? Is there something special about what you do and how you do it?  What is your area of expertise? If you were the client you are trying to reach, why would you do business with you?

Next, determine who you will market to, what message you want these people to receive, and what action you want them to take.  The benefit of picking the right self promo is that you don’t have to market to everyone under the sun and hope they bite.  With a targeted message and specific call to action delivered to the right group of people, you can accomplish a lot more and most likely spend a little less. This frees up capital to invest in thank you gifts and loyalty programs for existing clients, which is also a very important self promotion spend!

Once you know what you want to accomplish, look for products and unique ways of printing on these products that help you tell your brand story. However, don’t stop there! The packaging, delivery method, and follow-up are just as important as the product. You’ll also want to be sure that you have a way to measure success.   Your call to action might include a coupon, promo code, or token to redeem for a free gift with purchase which allows you a means to gauge your campaigns effectiveness when they are redeemed.

At the end of the day, the best part about creating a self promotion campaign is that once you have the first one under your belt, you’ll have a better understanding of what works and what doesn’t work. This will allow you to adapt what you do in your own campaigns, but also in your client campaigns. How cool is that? Using promotional products to build your own brand, not only grows your business, but it helps you help your client more effectively so they can grow theirs too.  Now that is what we call a win-win!




A Challenge for You – Don’t Save it for a Rainy Day!

Charity here, coming at you from sunny Phoenix, Arizona.  Here in the desert we are having a week full of record breaking days heat-wise.  Yesterday the thermometer in my car registered at 123 degrees! Add to that, it’s supposedly monsoon yet there is not a cloud in sight.  With these factors in mind, one might find it laughable that Peerless brought me of all people on to help them grow their umbrella business.  After all, what in the world do I know about rain?

Contrary to what you might think, we actually do get our fair share of precipitation out West, but I’m not here to talk to you about using umbrellas on rainy days. When I’m out driving, there are actually people out walking around in this heat. While some don’t have umbrellas, although I am guessing they wish they did, many do! What I am here to tell you is that in two months of passing these very wise people toting around their own shade, there is one thing I have yet to see on any of these umbrellas.  Branding!

Every time I see an umbrella without a logo, I not only see a blank, boring umbrella – I see a missed opportunity! That umbrella that I, along with hundreds of other passers by, am seeing, could be covered with you our your client’s logo, sharing their brand message with it.

When you take a moment to consider the facts, umbrellas have the ability to make your job really easy.  How?  Umbrellas offer a massive imprint area. In fact, these imprint areas are some of the largest of any products industry-wide. In addition, umbrellas are ultra-portable, making them true walking billboards. Plus, according to industry research, umbrellas are kept longer than almost any other branded product.  When you are teaching your clients about cost per impression and trying to sell value, the amount of time a product will spend in the recipient’s hands is crucial.  Don’t save umbrellas rainy day. Umbrellas can be used year round, in every season, and by people of all ages, so it stands to reason that they are the perfect product for your client’s next promotion – even if the sun is shining and there isn’t a rain cloud for miles!

So what’s next? I’m sending you on a mission!

Your challenge for the next week is to pay attention to people out walking.  Is it sunny or raining? Are the people you seeing carrying an umbrella? If not, how much would having an umbrella improve their journey? If they do have an umbrella, is there a logo on it?  My guess is you’ll soon find out that you’ve got some calls to make to clients whose brands deserve to be seen in sunshine and in rain! Better yet, connect with us for information on our self promotion options.  That way when you see someone out walking on a hot day without any portable shade, you can give them your story to tell!



5 Products You Didn’t Know We Have | Peerless

Peerless Umbrella is a third-generation family owned business that was started in 1927.  We’ve been selling branded umbrellas into the promotional products industry for 35 of the last 90 years, but did you know we sell more than just umbrellas?  That’s right! Our product line has recently expanded to include bags and direct import items.

You might ask why we have diversified the line. My favorite thing to tell people when they are searching for that perfect promotional product is that if they find a product they won’t love, keep, and use, their client probably won’t either. If they will love it, keep it, and use it, their client most likely will too.  That’s what’s great about these new additions to our line. All of our products exist with the purpose showing off a logo, but also to be used, and to help make sure people are covered while they are enjoying life. Being covered means that whatever product you choose, you’ve got the quality of the Peerless name and brand making sure your clients have everything they need by their side in a trendy bag, are sheltered from the rain, or have shade from the sun.  Really. . . Does it get any better than that?

Without further ado, take a look at these five products that you might not have known we’re available under the Peerless…umbrella 😉

1) Under Category Tote Bags, Style #DEN001 – Denim Tote

I’d like to think that a bag is the umbrella’s best friend, so it only makes sense that Peerless has bags too.  Whether you are strolling through the city for work or leisure, or spending the day at the beach, tote bags are essential for well, ‘toting’.  This denim tote is just one of 50 bags in our line. Yes, you read that right…We carry 50 different bags!

This particular bag is a classic tote bag made with genuine denim material. A tarpaulin gusset (Definition of tarpaulin here btw. High fives and epic bragging rights if you knew what that meant without having to click the link) makes this bag super durable yet stylish with its great color combinations. It has shoulder length straps and magnetic snap closure. Most importantly, however, this tote overflows with style – and you can never have too much of that!


2) Under category Bags, Style #BHS002 – The Urban Backpack

I personally prefer the grey over black in this style, but either way, it’s a must have.  It is made of 210D polyester exterior with an ultra-suede bottom. It also has an outer pocket and multiple internal pockets for storage, plus an added compartment for a tablet and dual zipper and adjustable and padded shoulder straps.  It’s retail look and quality available right here in the world of branded merchandise.  In the word’s of Beyonce, if you like it then you shoulda put a logo on it. Wait. Maybe she didn’t say that, but I bet if she saw this backpack she would have!

3) Under category Patio/Market Umbrellas, Style #4401SQ – Aluminum 7′ Market Umbrella

Imagine this, you’re sitting on the patio of your favorite restaurant wanting to stay and enjoy another nice cool beverage, but the sun is blaring down on you melting the ice cubes in your cocktail and giving you a sunburn. Peerless has an easy fix!  You see, we aren’t selling market umbrellas. We are selling an experience. These extra large billboards advertise your client’s message and keep people cool so that they can stay longer, enjoy themselves more fully, buy more products and services from your client, and leave to go on recommend this place to all of their friends on Facebook.


4) Under category Direct Import, Style #Wooden Cooler Box

Where there are outdoor patios and people sitting under market umbrellas, there are typically libations nearby and the only way to keep those mountains blue is to put ’em on ice!  Our Direct Import Coolers come in several different styles, some of which are even built into chairs or a hammock.  Let’s face it, the more appealing the cooler, the more appealing the beverage coming out of it.

5) Under category Outdoor/Tents, Style #HAM02 – Hammock with Cooler

Ok. Tell me you wouldn’t love to get this as a gift?!  Minimum order is only 12 pieces.  Best. Corporate Gift. Ever.  Or set these up in an office and give people a place to nap on their lunch breaks? There we go selling experiences again, but there’s actually data to prove that sleeping on the job improves productivity.  Actually, now that I am thinking about it, remind me to have a chat with Dan about this later! #newpolicy #naptimeinnewjersey


So there you have it. Five items you might not have thought of when you think Peerless! What do you think?  And, how can we help you share these items with your clients?

Click here to meet the brand new Renegade Inverted Umbrella    |   Are you following us on Facebook?    |   We’re on zoomcatalog. Take a look!


The Rebel Umbrella

The Rebel umbrella its a new and unique design that closes away from you, keeping you dry when closing the umbrella.
Push to open / pull to close.

48” arc inverted style umbrella. Contrasting color on underside. Manual open/close. Pongee Fabric. Straight rubberized finger grip, handle.
Revolutionary design. Umbrella closes away from you, thus keeping you dry when closing. Easier to close when entering or leaving a car or through a door. It’s only been 300+ years, it’s time to change things up.