Safety in Numbers
PAINT LIKE MONET! On the box of every kit, those number-guided paint sets would woo consumers with the golden promise of artistic excellence. And, should the would-be impressionist follow directions to the very last detail, “Water Lilies” would emerge.
Consider the following a distributor’s by-numbers guide to creating quality safety-themed promotions. Whether it’s a case of getting a foot in the door, or simply selling more deeply with existing customers, these tips will make the traditional protective gear more appealing to any end-user. Follow closely, and create a marketing masterpiece.
1. Choose good-looking products.
Piece of cake, right? Maybe for other categories, but when said products are eye goggles, reflective vests and bulky gloves—not so much. Yet, it’s a hole in the market that David Campochiaro, president of Memphis, Tennessee-based PromoVision Palomino, is more than happy to fill. He noted that using upscale, good-looking safety glasses for a promotion increases compliance. “It just reiterates the fact that … people will wear things that look good,” Campochiaro said. The company has sold its line of safety glasses into the medical/pharmaceutical ield, including a promotion for a Pfizer plant. “They ordered one of the safety glasses that was more upscale, looked good and it carried a safety message,” he related.
2. Find the untapped market.
Though Campochiaro has found success in the medical sector, it’s not the only unconventional industry to consider. Step away from traditional construction or other blue-collar end-users and try schools or event promotions for a whole new perspective. According to Jackie Barker, vice president of sales for ERB Safety, a division of Woodstock, Georgia-based ERB Industries, “We sell to a couple of school-supplies catalogers, so maybe … some of our safety glasses might be used in the science lab for protection.” She also noted, surprisingly, that at concerts and sporting events such as ESPN’s College Game Day, it’s not unlikely to see patrons sporting logoed hard hats. Similarly, “We’ve done things over the years for Super Bowls,” Barker added.
Groundbreaking ceremonies are another potential event that uses hard hats, and the corporate market in particular can always find use for the popular first-aid or auto-emergency kits, like those sold by Toronto-based Superex. “Our products make
excellent gifts,” explained Michael Gisser, the company’s vice president. “It’s all over the map. It does cross so many potential uses and people and business[es] and price points,” he added.