| Promotional sourcing is important to get it right as | | | | internet, but the majority of business goes direct to |
| the success or failure of a promotional marketing | | | | manufacturers or via sales promotion agencies. |
| campaign . | | | | With more and more manufacturers becoming |
| Promotional sourcing is not rocket science yet it is | | | | trade-only suppliers, a larger proportion of promotional |
| important to get it right as the success or failure of a | | | | sourcing is being handled by agencies who act as |
| marketing campaign may be dependent on the type | | | | middlemen. As well as offering in-depth knowledge |
| and quality of the merchandise used. A quality brand | | | | and contacts they also often provide the complete |
| can easily be devalued if it is associated with poor | | | | package — from design and consultancy to |
| products. | | | | warehousing and distribution. |
| Just as crucial is choosing a supplier who can provide | | | | It is important to choose an agency with the |
| a high quality service. There is not much point in | | | | expertise and experience to handle your order |
| ordering the most innovative products if they arrive a | | | | competently, especially if it is a large or complex |
| day after the campaign began, or are faulty in some | | | | one. |
| way. | | | | Preparing a full brief for the agency is another key |
| So where do most companies turn to for their | | | | element of promotional sourcing. As well as covering |
| promotional sourcing? | | | | the obvious factors such as price, colour, size and |
| Exhibitions still play a major role for both buyers and | | | | quantity, the brief should also clarify leadtimes, |
| suppliers to see what’s new. Other key | | | | delivery and packaging in order to eliminate the |
| sources of information are trade magazines and the | | | | potential for any misunderstandings later. |