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.

“Safety products help end-users in everyday life … [which] will very well serve the purpose of promoting the company,” Xiao summed up. Kits that emphasize everyday protection—first aid, car emergency and sunburn prevention—as well as flashlights and utility knives are just a few examples of what’s out there. For Victorinox Swiss Army, the company’s Rescue Knife is extremely popular. Complete with seatbelt cutter, window breaker and other potential life-savers, “The tool includes the most important functions for freeing someone trapped in a car,” Thompson said.

• Corporate incentives. “For a company to invest money in a safety program, and to utilize promotional products as part of that program, sends a very strong message to the individuals receiving these products that the company is committed to their safety and well-being,” Thompson affirmed. He noted that, in growing numbers, mid- to large-level corporations are working with the Occupational Safety and Health Administration to initiate safety programs for employees. And it’s not just happening in factories. “I’d say safety isn’t something that’s [being] practiced just at manufacturing plants, warehouses [and] laboratories, but across all office environments,” Thompson added.

ON THE JOB

But even with new trails to blaze, distributors can always look to the standard sectors to sell promotional safety apparel and the like. High-
visibility jackets and fluorescent caps are typically valuable promotions for blue-collar industries. When describing his offerings, Xiao said, “All products are made of 100 percent fluorescent polyester mesh or solid fabric, most of them also come with reflective stripes on different positions.” Items that allow end-users to retain mobility and flexibility, while still keeping them protected, are always a good bet.

In addition to its safety apparel, Xiao noted Atteff International is finding success with gloves, including styles in leather and canvas. The company currently is expanding to include safety glasses, as well. “The safety glasses come in various coatings/colors of high-quality lenses and different styles that will suit practicality and personality,” he added. The lenses are coated for scratch-resistance and certain types include UV protection. The glasses safeguard what arguably is one of a worker’s most important assets.

In sales, much like in life, there are no guarantees. However, when selling and buying high-quality safety promotions, distributors and end-users alike can get one step closer to a sure thing.