Dana Zezzo, Vice President of Sales at ProTowels Etc., gave a presentation on the promotional products industry. The agenda included an industry introduction covering the top product categories and end user markets. Dana discussed industry organizations ASI, PPAI, and PPPC and the resources they provide. Pricing terms and calculating net cost were explained. Current popular product categories like apparel, bags, and accessories were overviewed. The presentation concluded with next steps for attendees to take after the convention.

2. Promotional Products…The Land of
Opportunity
Presented by
Dana Zezzo
Vice President of Sales, ProTowels Etc.
A 16 year veteran of the promotional products industry, Dana has extensive knowledge of wearables,
plastics, towels and everything in between. He’s been partnering with Proforma for the past 6 years.

3. Agenda
• Industry Introduction
• Industry Organizations
• Pricing
• What’s Hot!
• Next Steps
• Contact/Q&A
Promotional Products…The Land of Opportunity > Agenda

4. Industry Introduction

5. Top 10 Product Categories
Compliment print pieces:
 Wearables
 Writing Instruments  Garment tags
 Bags  Thank You/Welcome card
 Drinkware  Flyers
 Desk/Office/Business  Stationary
Accessories  Mailing Fulfillment Services
 Calendars  ID Labels – Tamper
 Recognition Awards Proof/RFID
 Computers  Shipping Labels
 Sporting goods  Packing Lists
 Automotive

6. Top 10 End User Markets
Compliment print pieces:
 Employee Relations & Events
 Brand Awareness  Recruitment Packs
 Tradeshows  Guides
 New Customer/Account  Banners
Generation
 Not-For-Profit Programs  Direct Mail Pieces
 Public Relations  Raffle Tickets
 Customer Referral  Newsletters
 Internal Promotions  Gift Certificates
 Dealer/Distributor Programs  Forms
 New Product/Service
Introduction

7. Industry Organizations – Tools &
Resources to Help You Succeed

8. ASI: Advertising Specialty Institute
 Tools
 ESP – sourcing, idea generation, presentation, business management
capabilities
- ASI convention session: ESP online – Sourcing Your Way to Success
Thursday, July 9 at 7:30am & Friday, July 10 at 7:30am
 LogoMall Plus – end user-friendly website for clients to search
 Catalogs, Media File, Magazines & Quarterly Register
 Exclusive Proforma pricing
- Registration forms for ESP & Logomall found on USB drive
 Membership Options
 Proforma Group Membership - #300094
 Individual Membership
 www.asicentral.com (request individual login)
 ASI page on iNET
 Vendor Development > Industry Organizations > ASI

9. PPAI: Promotional Products Association
International
 Education/Research
 CEUs: Continuing Education Credits (this session counts!)
 CAS/MAS certification available
 Industry studies available
 Bookstore & Resource Center
 Pantone products, industry resources, education & research
 Membership
 Proforma Group Membership #196835
 Individual Membership
 www.ppa.org (request individual login)
 PPAI page on iNET
 Vendor Development > Industry Organizations > PPAI

10. PPPC:
Promotional Products Professionals of Canada
 Tools
 Online product sourcing, Publications
 Education/Certification
 Online seminars
 CAS/MAS certification
 E-University
 Membership Options
 Proforma Group Membership #10503
 Individual Membership
 www.promocan.com
 Login: DRF7718 1NEQ803 Franchiser
 PPPC page on iNET
 Vendor Development > Industry Organizations > PPPC

11. Pricing – Calculating Net Cost

12. Discount Code Chart
 Universal chart for distributors
 Calculate your net cost
 PLP Sourcing Guide / Price Lists page on iNET
 Vendor Development > PLP Sourcing Guide > Price Lists

13. Additional Charge Examples
 Additional color charge – flat or running
 Screen charge
 Plate charge
 Embroidery tape charge
 Set-up charge
 Die charge
 Artwork/Composition charge

14. Pricing Terms
 EQP = End Quantity Pricing
150 300 500 1000 2000
1.90 1.80 1.70 1.60 1.50 2AB2C
 NQP / NCP = Next Column / Next Quantity Pricing
150 300 500 1000 2000
1.90 1.80 1.70 1.60 1.50 2AB2C

15. What’s Hot! – Understanding What
You’re Selling

16. Apparel (Wearables)
 Sell a ‘solution’ – not a product
 Retail look (fashion details / accessorize)
 Performance fabrics
 Eco-Friendly
4 Steps to Selling Apparel
 Wear it!
 Show samples
 Knowledge is power
 Be creative

17. Writing Instruments
 Evolving/new styles
 Multi-functional
 Niche marketing
 Cross-Merchandising (bundle)
 Did you know that…
- 99% of recipients will use a writing instrument
- 92% remember the pen’s brand and / or message
- 98% use the pen several times a week
- 83% use it daily
· Source: ISZ Media Analysis for Identity Magazine, 2008

18. Bags
 Bright colors, versatile fabrics, fun patterns
 Eco-Friendly
 Companion styles (not only for apparel!)
 Coordinating Programs (bundle)
 Coolers, luggage, etc. is also a bag

19. Desk / Office / Business Accessories
 Go beyond the norm
 Lifestyle…
 Timing is everything
 New year – inspire change, End of year – organization, Spring
& Summer – healthcare products, Fall – gifts, etc
 Eco-friendly, Hi-tech, Advanced imprinting
techniques

20. Decoration
 Alternative techniques hot!
 Laser etching, rhinestones, water-based inks, etc
 Adds Perceived Value
 EX: Up sell t-shirt with digital imprint.
 In-House vs. Contract
 Quality digitizing = Quality embroidery
New to decorating?
Check out Decorating 101 on the iNET!
Vendor Development – PLP Sourcing Guide

21. Case Study

22. Next Steps – Where do I go from
here?

23. After Convention I will…
 Visit a silk screener / embroider facility
 Tour a MVPLP/ PLPs facility
 Utilize MVPLP/PLPs
 Proven suppliers who have a relationship with Proforma.
 Contact my local sales rep
 Order sample kits
 Go to an industry tradeshow
 Subscribe & read industry publications
 Visit with PLP ProTowels Etc. during Vendor Showcase
- Friday, July 10 from 12:30pm – 5:30pm

24. About
 Innovative products & solutions
 Superior product quality
 Award-winning decoration
 Exceptional international & domestic manufacturing
capabilities
 Exclusive home of the Cutter & Buck Golf Towel Collection

25. Why ProTowels?

26. QUESTIONS?

27. Thank you for attending!
Please remember to:
• Complete your session surveys
• Have your CEU Tracking Card stamped to receive the
appropriate credits towards your MAS/CAS Certification
• Have FUN!
See You Again Soon!

28. THANK YOU!