In the last post we discussed Personal Distribution Plans, which are some methods of getting your custom imprinted merchandise into the hands of your customers and prospects.
In this follow-up post we will discuss two additional methods, Carrier Distribution Plans and Third Party Distributions.
In Carrier Distribution Plans you are sending your promotional piece to the recipient. These are probably the most well-known methods of delivering your goods, such as:
- United States Postal Service (USPS): An obvious dependable choice offering a large variety of options including, among others, Express Mail, First Class, Priority Mail, Bulk Rate, and Book Rate. It is not as well known, however, that you can pretty much send anything through the USPS, even something the size and shape of a watermelon!
- United Postal Service (UPS): Includes other common national carriers like Federal Express, Emory, Airborne, and Express Mail. These services usually have a lower cost on larger and heavier items and have less restrictions. One additional benefit is a higher perceived value than using the USPS.
- Local Delivery Services: These services are available from private entrepreneurs in most cities. You can usually find them under “Mailing Services” under your local directory. Although the cost will vary, some general benefits of a service such as this is zero/low waste, the delivery can usually be timed during the day, and the delivery has a much higher perceived value which can add a great impact to your presentation.
- Independent Personal Delivery: Includes Boy Scouts and Girl Scouts, 4-H Clubs, and other groups including “rent-a-kid” all of whom want to earn extra money for their organizations or for themselves personally. There is a slightly higher risk than the other services due to the potential for negligence, but the cost can be lower as well. This service in addition to the local delivery service above both contain one added benefit – you do not need to have exact addresses.
The last distributon method we’ll discuss are Third Party Distributions. In these plans, items are distributed by someone other than the advertiser who has something to gain by distributing the items (besides direct payment, of course). Here are some of these methods explained:
- Piggy Back: Sometimes called Co-op Distributions, this method involves selecting some third party – other than the advertiser and his customer – who has something to gain by distributing the advertising. Often an exchange between two or more non-competing businesses that share a common market can add value and impact to your message. Some examples would include Health Clubs and Chiropractors; Landscape Architects, Contractors, and Lawn & Garden Outlets; Playground Equipment Manufacturers, Private Nurseries, and Schools; Hospitals and Insurance Companies, and many others. Think about shared advertising space in association with this method to further expand your reach into your target market.
- Public Good: This method associates the message and the advertiser with the good causes promoted by various public, civic, and charitable organizations. Distributions are made by a wide variety of organizations including schools, churches, non-profit United Way organizations of various kinds, fraternal organizations, state and federal agencies, your local Welcome Wagon, and many others. This method is a strong image builder that creates a perception of honesty, integrity, and permanency in the community (and of course, we hope you actually ARE honest and have integrity!).
- Associations: Any number of professional and business associations provide outstanding distribution value for items needed by these organizations for meetings and special events. Using this method gives the perception of a great gift and creates a high implied endorsement value as well.
All of the distribution methods from this post and the previous post – Personal Distribution Plans, Carrier Distribution Plans, and Third Party Distributions - summarize most of the methods that you will use in delivering your custom imprinted merchandise.
You most likely have used one or some of these methods, and we hope you’ve learned a new one through these posts that has opened the “idea generator” to getting your next promotion off to a great start!
Tags: advertising, distribution, marketing
