Throw in the Towel Already
Move the Ball Forward
Tania Boon-Richardson, vice president of administration at Woodstock, Illinois-based E.P.S. Solutions, views towels as an affordable product with wide-ranging appeal. “Towels lend themselves to most any event, the strongest being the customary printed or embroidered golf towels for golf outings, or beach towels for sales giveaways or awards programs,” she explained. “Any sports event would not be complete without printed rally towels nor would a charity walk or run be complete without a sports or workout towel.” Even as it seems every other part of the economy is shedding jobs and advertising dollars, Boon-Richardson said the company has seen an increase in its business with hotels, casinos and cruise lines.
In addition to increased interest in the hospitality side, Boon-Richardson sees the eco-market as a great opportunity for distributors, stating, “We have had more requests asking if our products are organic.” Further, she noted E.P.S. Solutions’ towels are made from U.S.-grown cotton.
Even with some markets still wide open, none of this is to imply a 60x80" piece of cloth is going to sell itself. Zezzo is quick to point out the advantage the towels offer. “We spend a lot of time in front of our customers teaching them and talking to them about how to sell a towel and why to sell a towel.” He points to the beach towel as an example. “The beach towel is such an underutilized category for what the end-user gets dollar for dollar.” It’s a product that offers many advantages over more traditional products, such as the large imprint area and the one-size-fits-all nature.
The Final Yard
With the economy’s black cloud looming over every sales proposal, both Boone-Richardson and Zezzo see a way forward. Boon-Richardson commented on the fact that even though things are slow, the economy doesn’t just stop. “Although the media insists on telling us that the market/economy looks bleak, we feel that the only way to change it is to get out there and promote our names, our businesses and our industries,” she insisted.