WITH GREAT RISK COMES GREAT REWARD

STAPLE OF moms and grandmothers everywhere, “Better safe than sorry,” has proven its worth a million times over. It’s self-explanatory—no one’s more sorry than the guy who skipped the precautionary measures. Because, in that context, it usually implies being burnt to a crisp, poked with something sharp or losing an arm
/finger/insert appendage here.

The adage also rings true when considering the sale of safety items as promotional products. The stakes are understandably higher than those of other categories, and goods that don’t live up to expectations mean customers end up on the wrong side of a close call. On the other hand, however, it also means that when supplier and distributor do put their faith in a product, it can lead to big dividends in both profit and reputation. According to Jeff Thompson, vice president of corporate markets at Shelton, Connecticut-based Victorinox Swiss Army, “That type of personal involvement is much appreciated by today’s over-stressed and overworked individuals.”

This appreciation leads to greater brand recognition and, as Kevin Xiao, vice president of Atteff International, Ontario, Calif., said, “End-users who used the products and liked them are very likely to reorder.” Because nothing inspires repeat business better than a product that helps end-buyers avoid “the sorry.”

THE (NOT-SO) USUAL SUSPECTS

With a few adaptations on the traditional safety item, branding can reach even further than just the “mainstay” sectors. In the past, between construction workers, rescue personnel and the like, distributors have had many a niche for products that foster safety on the job. Now, however, Xiao reported that charity groups, and even banks and insurance companies are jumping on the safety bandwagon. Below are two possible selling slants to break into new markets:

• Personal safety. With color-coded alerts being issued by the day, and headlines of hurricanes, tsunamis and wildfires all too common, personal safety has become a hot-button topic in this country. As such, more and more items are being offered to protect the average consumer, whether they’re on the road or at home.