Sourcing your promotional products

Promotional sourcing is not rocket science yet it is important to get it right as the success or failure of a marketing campaign may be dependent on the type and quality of the merchandise used. A quality brand can easily be devalued if it is associated with poor products.

Just as crucial is choosing a supplier who can provide a high quality service. There is not much point in ordering the most innovative products if they arrive a day after the campaign began, or are faulty in some way.

So where do most companies turn to for their promotional sourcing?

Exhibitions still play a major role for both buyers and suppliers to see what’s new. Other key sources of information are trade magazines and the internet, but the majority of business goes direct to manufacturers or via sales promotion agencies.

With more and more manufacturers becoming trade-only suppliers, a larger proportion of promotional sourcing is being handled by agencies who act as middlemen. As well as offering in-depth knowledge and contacts they also often provide the complete package – from design and consultancy to warehousing and distribution.

It is important to choose an agency with the expertise and experience to handle your order competently, especially if it is a large or complex one. 

Preparing a full brief for the agency is another key element of promotional sourcing. As well as covering the obvious factors such as price, colour, size and quantity, the brief should also clarify leadtimes, delivery and packaging in order to eliminate the potential for any misunderstandings later.