Guess Who’s Coming To Dinner
Another factor making kitchenware a long-term means of promotion is its ability to amass over the course of several months or years. “One of the neat things about our line,” explained Kielman, “is the opportunity for continuity. … One year you can give a paring knife, and the next year you can follow it up with a steak knife. Each new gift reinforces the last one and adds to the collection.” Furthermore, this strategy of continuity can be implemented with both individual kitchen items and packaged gift sets. In both cases, the result is a promotion that leaves a lasting impression.
Since eating is a fundamental human need, the market for kitchen products is particularly broad. Kielman noted the applicability of promotional kitchenware is not limited to any particular type of company, but rather pertains to “anyone that wants to give a nice gift.” As is outlined in his company’s “Salesperson’s Guide,” distributors selling kitchenware should consider a wide variety of businesses and organizations ranging from banks, credit unions and mortgage companies to hospitals, realtors and nonprofit groups. For purposes of promotion, kitchen products can be profitable in
virtually any market and for nearly any organization.
Considering a few instances of end-buyers who have successfully utilized kitchen products demonstrates this versatility. One such example, revealed Kielman, “is a bank that gave serrated pie servers to their customers as a thank-you gift with the imprint ‘Serving Your Banking Needs.’” Another, he noted, “is a church media company that gave gift sets to customers after the holidays.” These diverse examples demonstrate the ways in which kitchen products can act as appropriate gifts regardless of the end-buyer’s business.
Whether offering a thoughtful gesture, partaking in celebrations or merely creating their daily meals, people are sure to be engaging in food preparation all year long. By selling the kitchen products that aid in these situations, distributors ensure they are always invited to dinner.