Outside Possibilities

Put into practice: He offered the following anecdote: "A construction company specializing in residential additions located in a college town gave the X-Grill as part of a 'Show Your Spirit' campaign. They advertised in the college alumni magazine and on the school website and offered the grill with a qualifying quote on a room addition. They were also able to take advantage of Picnic Time's collegiate licensing and offer the grill with the school's logo.

THE BEACH TRIP
The product: Beach Umbrellas

Why they're so great: Visibility and practicality. "[They have a] great imprint area," said Richard Meth, vice president of sales for Rainkist Umbrella Co., Edison, N.J. "Also, they're great safety products since they help protect you from the sun."

Where to sell: Beach umbrellas can be used in a variety of settings ranging from the beach to sporting events to restaurant, but Meth stressed the importance of timely product delivery. "Many companies battle for exposure; make sure you're the first to get the product to distributors or bars/restaurants/beaches," he said.

Put into practice: Meth explained that beach umbrellas can be used to great effect as centerpieces in dealer loader incentives—programs that encourage retailers to develop point of purchase displays or special product offerings. "One program put [a number of] beverages around the umbrella and at the end of the promotion gave the umbrella away in a raffle," Meth noted.

THE PICNIC
The product: Picnic Baskets
Why they're so great: "Tying your brand to a healthy family activity like a picnic is very valuable," said Grethe Adams, president of Southern Plus, Hartwell, Ga. "Other advantages are that baskets are unisex—even the guys will carry one, particularly if it's loaded with food—and one-size-fits-all."

What to look for: Adams suggested using products with large imprint areas to get the most out of the exposure offered by the outdoor setting. "These kinds of products are like mini outdoor billboards. [They allow you] to reach multiple demographics, not just the group that actually received the gift," she added.