Advantages Magazine January 2013 : Page 96
STRATEGY Prep Now For Spring Promotions Plant ideas for springtime promotions during the ﬁrst quarter so that you’re ready to grow sales come March, April and May. Distributors’ collective promotional product sales for the ﬁrst quarter of last ADVANTAGES UNIVERSITY By Tonia Cook Kimbrough Shades of Spring What hues will be hot as the weather warms? Pan-tone predicts nautical blues and pops of warm shades. Here are the top 10: Dusk Blue (PANTONE 16-4120) Monaco Blue (PANTONE 19-3964) Lemon Zest (PANTONE 13-0756) Emerald (PANTONE 17-5641) African Violet (PANTONE 16-3520) Grayed Jade (PANTONE 14-6011) Nectarine (PANTONE 16-1360) Linen (PANTONE 12-1008) Tender Shoots (PANTONE 14-0446) Poppy Red (PANTONE 17-1664) Take a Swing at These Springtime Sports As folks emerge to play outdoors after winter hibernation, they’re ready for sports. Three seasonal favorites are soft-ball, tennis and golf. Each market needs imprinted apparel, equipment and event/tournament-related promotions. Here’s the rundown on opportunity: Softball There are 250,000 teams in the Amateur Softball Associa-tion of America, representing a membership of more than 4 million people. The ASA has 76 local associations that organize leagues around the country. Visit www.asasoftball. com to learn more. Tennis Nearly 5 million people are frequent players in the United States, according to TIA ( www.TennisIndustry.org ). The United States Tennis Association (USTA) reports 750,000 individual and 7,000 organizational members. Learn about your state’s leagues, tournaments and special events by going to www.usta.com . Golf There are approximately 26 million golfers in the United States and over 15,700 golf facilities, according to the National Golf Foundation. You can get a state-by-state listing of golf facilities, retail stores and other golf-related companies from the NGF Golf Databases & List Services. Visit www.ngf.org to learn more. year (Q1 2012) were approximately $3.9 billion. That represents a signiﬁcant amount of planning for springtime promotions. It’s not too early to pitch an idea for the season. Four Springboard Quotes Spring is the time of plans and projects. (Leo Tolstoy) Deﬁnitely, so tap into the sentiment with pro-motions that launch a new company initiative or announce fundraising plans. Most people have a renewed spirit of hope, so take advantage with goal-oriented incentives. In the spring, at the end of the day, you should smell like dirt. (Margaret Atwood) Yes, gardening is on the minds of many people at this time of year. Therefore, campaign themes that speak to ﬁnancial growth, blooming success or budding ideas have a place. Start With A Springtime Theme Spring is nature’s way of saying, “Let’s party.” (Robin Williams) Think porch party. Folks are getting outdoors and enjoying picnics, golf tournaments and more. Launch a wellness program that celebrates health and active living. Sweet April showers / Do bring May ﬂowers (Thomas Tusser) Better be prepared. Suggest clients give imprinted umbrellas to help their audience weather the rain and imprinted ﬂower vases or seed packets to embrace the buds. When clients are ready to promote their products and services this spring, think about a thematic connection to the season. Many of the traditional themes still provide effective inspiration for product tie-ins. Let’s look at a few. Spring fever, for example, speaks to the age-old desire to break loose and enjoy life. It’s a useful hook for retail sales and promo-tional open houses. Thermo-strip magnets and keychains deliver the hot news that springtime sales are in effect. Service-oriented companies have an opportunity to show customers that they’re ready to “spring into action” with promo-tional items made from a coil. Think of the old-school Slinky toy. Many plastic promo-tional versions exist within the industry. For a functional and fun twist, consider a Coil Pen from CleggPromo ( asi/45450 ). Spring cleaning is another common rite of passage. Imprinted microﬁber cleaning cloths are easily mailed or passed out at trade shows. They’ll be used by recipients to wipe computer screens in the office or to dust around the house, making them a per-fect giveaway for small businesses like maid agencies or computer repair shops. Who to Target for Spring? What types of clients beneﬁt from springtime promo-tions? Think of service providers that homeowners rely upon as the weather warms and homes and yards are readied for outdoor enjoyment. House painters, land-scapers and window washers are good examples. Interior household systems need a tune-up as well. When homeowners shift over to the cool setting on their ther-mostats, air-conditioning repairmen often run specials to inspect and prep units for the hot months ahead. Folks who are looking to sell or buy a home often stir during the spring, as they wish to move as soon as school lets out for summer. Therefore, Realtors begin to promote their assistance come March, April and May. Banks and mortgage companies can use exposure, too, for either home loans or home improvement loans. Travel agents and resorts are another seasonal target. Early to mid-spring is the right time to snag reservations for sum-mertime travel. Tapping into consumers’ spring fever to go somewhere fun for vacation makes sense for these marketers. 96 "%7"/5"(&4r+"/6"3:
Tonia Cook Kimbrough
Prep Now For Spring Promotions
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