Patterson Brands » Blog

Three B2C lessons I use in my B2B world

schwagman — Mon, 02 Apr 2012 09:23:35 +0000

Here was my experience transitioning from marketing B2C to my current role as owner of a B2B company. From 1996 to 2004 I was in several senior marketing roles with Canadian brand powerhouse Roots http://canada.roots.com/

Here are the top 3 lessons I took from my time as a B2C marketer that I use daily in marketing my B2B business:

a) You are your best billboard. I once went to a reception for an international sporting event — everyone was wearing 3-piece suits. I wore slacks, a tie and a sporty Roots track jacket with huge logos. I asked a good friend who is a marketing genius if I was underdressed to which she replied: “Well, you don’t sell suits do you?” Point taken: wear your brand proudly, represent! A B2C company takes every opportunity to brand through vehicle wraps, staff uniforms, etc.

b) Say yes far more often than you say no to customers. When I was a B2C marketer we said “yes” to customers 99.9% of the time. We said “yes” and then figured out how we were going to make good. Too often when I’m trying to buy from B2B suppliers (telecom services, shippers, suppliers) I think “don’t they want my money?” Why are they making it so difficult? When I sell B2B I try to say “yes” far more often than “no.”

c) One instance where I will say “no” is when my B2B customer acquisition costs are too high. This is my last tip stolen from B2C marketers — analyzing customer acquisition cost/benefit to determine when to pass on clients. In B2B (especially small biz like mine) I have a very loyal group of long-term clients. I do want to grow my biz but NOT at the expense of my loyal and well paying clients. Sometimes you have to say ”no” or “not now, but here’s who I recommend can help you.”

- rich

Luddite finally goes all Mac for productivity and cloud hosted apps

schwagman — Mon, 19 Mar 2012 15:55:40 +0000

**This post was originally published on Mar. 3rd, but for some reason WP wouldn’t list the post. Some glitch — who knows? I’m taking the lazy route and re-posting it today. thanks!

I’m a reformed luddite — as of 3 weeks ago! I was using a 9 year old Dell and one of the original Blackberries, almost 7 years old.

My rationale for technology circa 2003: I had too much time/money invested in software and systems designed to run (barely!) on PC based platforms. The fear of losing my systems/work/archives kept from making any changes for far too long!

The new setup. New addition not in photo is Apple magic mouse, bye ugly green MS unit.

Then, finally, 3 weeks ago I couldn’t take it anymore. Nothing worked. The Dell constantly blue-screen-of-deathed and the blackberry barely worked. I had two different scheduling calendars operating and neither was accurate. My accounting / order tracking system was based on Microsoft Excel and was terrible.

I took the plunge and got a MacBook Pro, iPad2, iPhone4s and iPod nano. Its been awesome. I use iCloud to ensure all 3 main devices (phone, laptop, iPad) are sync’d all the time. My company’s inventory/order/accounting is all moved to a cloud based program (more on commonsku.com later — it rocks!). One of our key salespeople at Patterson Brands already uses Mac so now we are on the same wavelength.

And, thanks to the good people at Adobe, I was able to transfer my licenses for expensive design programs Illustrator, photoshop, etc over to my Mac at no charge. Yay!

For other small biz colleagues I hope you don’t wait as long as I did to finally wise up. The systems cobbled together on ancient laptops can be replaced with better, faster, more stable substitutes. And for less money than you think.

- Rich Patterson

Effective Giveaways on Budget

schwagman — Thu, 15 Mar 2012 00:04:16 +0000

- by Jayne Ircha

As most companies, I have noticed that all my client’s budgets keep dropping but their wants for creative and new promotional items keep increasing. Below are some of the giveaway items that I have come across that WONT kill the budget but WILL impress the end user.

Mobile Phone Cleaner

Cost: as low as $1.35

This micro fibre mobile phone cleaner is a useful for any industry and a perfect giveaway for any event. The cleaner simply sticks to the back of a mobile phone which means your brand will be seen every-time a user wants to communicate. More perks? These items are reusable and washable.

Herb and Veggie Seeds

Cost: as low as $1.95

This is the promo gift that keeps on giving. Users will thank you for not only the herbs and veggies that they can grow but also for being eco and

kepp’n it green. Packages are branded with your company logo and small enough to send via regular post in the mail.

Shoe laces

Cost: as low as $2.30

Yes….shoe laces! If you are looking to promote in the sport/fitness/uniform industry, or just simply looking for a unique give away that hasn’t been done, then this is the item for you. The laces come in a variety of sizes and colours and are extremely easy to pack and ship. Just think, every time the user bends down to tie their shoe, they will think of your brand.

Foldable Water Bottles

Cost: as low as $2.50

A twist on the ever so popular “water bottle giveaway”. This unique idea folds as thin as paper but acts as good as a standard plastic bottle. It is also ultra lightweight and leak resistant so end users can take it everywhere from the gym to the office in their purse or even pocket!

Contact Jayne at Patterson for more info and follow me on twitter for more unique ideas!

email: jayne@pattersonbrands.com

twitter: @jayner22

Luddite finally goes all Mac for productivity and cloud hosted apps

schwagman — Sat, 03 Mar 2012 00:12:29 +0000

I’m a reformed luddite — as of 3 weeks ago! I was using a 9 year old Dell and one of the original Blackberries, almost 7 years old.

My rationale for technology circa 2003: I had too much time/money invested in software and systems designed to run (barely!) on PC based platforms. The fear of losing my systems/work/archives kept from making any changes for far too long!

The new setup. New addition not in photo is Apple magic mouse, bye ugly green MS unit.

Then, finally, 3 weeks ago I couldn’t take it anymore. Nothing worked. The Dell constantly blue-screen-of-deathed and the blackberry barely worked. I had two different scheduling calendars operating and neither was accurate. My accounting / order tracking system was based on Microsoft Excel and was terrible.

I took the plunge and got a MacBook Pro, iPad2, iPhone4s and iPod nano. Its been awesome. I use iCloud to ensure all 3 main devices (phone, laptop, iPad) are sync’d all the time. My company’s inventory/order/accounting is all moved to a cloud based program (more on commonsku.com later — it rocks!). One of our key salespeople at Patterson Brands already uses Mac so now we are on the same wavelength.

And, thanks to the good people at Adobe, I was able to transfer my licenses for expensive design programs Illustrator, photoshop, etc over to my Mac at no charge. Yay!

For other small biz colleagues I hope you don’t wait as long as I did to finally wise up. The systems cobbled together on ancient laptops can be replaced with better, faster, more stable substitutes. And for less money than you think.

- Rich Patterson

Past Meets Future

schwagman — Tue, 10 Jan 2012 22:40:45 +0000

- by Jayne Ircha

When deciding to make a career change from event planning I had to put a lot of thought about what I wanted to venture into next. I had, and still do have, a love for the creative side of events. From decor themes to website design to delegate gifting programs, I have a passion for it all. Not only that, I had made many valuable contacts and friendships in the industry that I wanted to keep and grow. The switch to Patterson Brands came as an easy one. It let me keep all the things I valued in my old position, but allowed me to practice in depth the side I loved most, gifting/promotional products.

Jayne giving exceptional customer during an event off the coast of Portugal.

I have found my past experience has helped me in so many ways as I embark on this new path with Patterson Brands. I bring with me numerous skills that will help in my new role as an Account Manager. Some of which are listed below:

Customer Service – We all know that customer service is the number one asset to have when working in a sales position. Without it, you have nothing. The customer service experience I gained through working events has been deeply engraved in my brain (happy attendees equal happy client. Happy client equals repeat client).
Creative brainstorming – Each time I had to come up with a new theme for an event I always did a creative brainstorm, even if I had to do it solo. Writing down ideas and watching them grow is the best way to get the the “Big Idea”. I have found myself doing the same with my clients at Patterson. You never know where one idea can take you.
Trending – No, I am not just talking about Twitter and social media here, although both definitely important aspects of marketing and sales. I am talking about staying on top of new ideas and products for my clients. This hits home for me because when I was a client on the other side, my biggest pet peeve was receiving ideas or options from suppliers (never Patterson) that were boring, way to generic or simply “so last year”. I have made it my personal and business goal to ensure I do not do this for my clients….unless asked for of course!

Looking forward to incorporating my experience with your promotional product needs in 2012! Please contact me at jayne@pattersonbrands.com for more info.

debrand helps turn error product into benefit

schwagman — Mon, 19 Dec 2011 18:43:14 +0000

Patterson Brands is proud to use Vancouver success story debrand to aid in responsible and sustainable disposal of corporate swag (uniforms, garments, gifts, trinkets). We’ve been in business since 1999 and over the years we’ve had a few projects that went off the rails — garments decorated with the wrong client logo, pens shipped in the wrong color. It doesn’t happen often, but there are mistakes in this business.

For years I let those mistakes languish in boxes in my storage area — you can’t exactly donate 50 t-shirts with client’s logo to a local charity (well we can, and have, with the clients permission). But often its not reasonable to do. So how to dispose of properly and responsibly? Answer: debrand. From their own website:

from debrand website, clothes re-imagined

“debrand’s safe and secure garment recycling service offers the most creative and environmentally responsible solution to dispose of textiles and clothing. Whether it’s law enforcement uniforms or damaged garments, all materials are recycled within a secure chain of custody. debrand’s unique service allows processed fibres to be reused in new products; therefore, keeping harmful textile waste out of the landfill or incinerator.”

So, if you are a current or future customer of Patterson Brands, rest assured we are guardians of your brand from cradle to grave.

Warm up to your Mobile Device, iPad, iPhone, etc

schwagman — Thu, 15 Dec 2011 01:48:51 +0000

Its winter and your field staff are out reading meters, conducting security, measuring customers and their hands are cold! But they have to use your company supplied smart phones, mobile devices, iPads, iPhones, etc. How about these cool patented gloves that work with the touch screen? A great gift for a mobile company like Telus, Verizon or others to give out as gift-with-purchase.

Material: 95% Acrylic, 5% spandex.

Size: 20 cm. One size fits all.

Color: Black

Unit price:

500 pairs: $5.99/pair

1,000 pairs: $4.99/pair

Imprint: Price includes 1C 1 location, set up charges $80

Packing details: 250 pairs/carton, Meas’t: 40cm x 35cm x 35cm, GW: 8 kg

Terms: FOB (C)

Delivery: 25-35 days

Managing Space costs for small biz

schwagman — Thu, 08 Dec 2011 22:11:57 +0000

My Kind of Office Environment. Simple.

Commercial space is the biggest and most common money waster I’ve seen for small businesses / entrepreneurs in my 22 years of business experience. I’ve opened four different offices for myself over the years and helped my chiropractor wife open two offices.

We’ve always favored building office environments on the cheap – reasonable rent, fixtures from Craigslist, simple signage. Those who’ve visited Patterson Brands showroom know what I mean – its not going to win any design awards.

I’ve seen supposedly educated business people and naïve newcomers overpay, overbuild and overspend on buildings, lease, rent storefronts, leasehold improvements, fixtures, and signage. Unfortunately, ego sometimes trumps good sense which results in business people committing to spaces they can’t afford. The overused adage “fake it till you make it” is fine – just don’t fake yourself into bankruptcy!

Small Biz Sales Management

schwagman — Tue, 29 Nov 2011 20:43:34 +0000

We are a small biz here in Vancouver Canada with a team of 8 (ft and pt) supplying promotional product and licensed merchandise (sales $1M+). I am most responsible for opening accounts — sales. Here are tips for others business owners in the same boat:

A) Establish an accurate sales cycle for your biz. For me I know that whatever I’m working on today will bear fruit within 60 days. This is important for small biz owners who are often cash poor and can find themselves in a desperate situation. But you have to be realistic — if I need four thousand dollars to make payroll this week then I better have taken the right sales steps 60 days ago to generate sales today.

B) Track current & prospective sales and have a strong relationship to results. I am constantly updating my sales and looking at weekly, monthly and year over year results. Don’t fall into a stock ticker approach to results where you freak out if there is a daily drop. But watch month over month results looking for trends. Lastly, record prospective sales so you can forecast cashflow and encourage the possible to become a reality.

C) Lastly, its ok to be the main rainmaker in your small biz but if that’s your roll please delegate some other responsibilities. For instance I like to handle sales and marketing but need to delegate bookkeeping and product management.

What other tips can you share with us about sales management and success? What is your worst habit in the sales cycle?

- Rich Patterson (rich@pattersonbrands.com)

100 Mile Swag — Logo mats

schwagman — Thu, 06 Oct 2011 21:18:44 +0000

Over the years in this business I’ve been asked repeatedly to source Logo Mats for use at events, in lobbies, doorways — anywhere an organization wants to make a big impact. Trouble has been, that for most clients in the Pacific Northwest its a real pain to get the mats (carpets) here. Shipping from the USA is costly and wasteful. Now, we are proud to announce that we have a reliable manufacturer right here in Richmond B.C. that can print all the popular mat sizes in a huge array of colors. Let us help brand your small, medium or large business or event with a custom logo mat. And, keep the manufacture within 100 Miles — help us practice 100-Mile Swag!

These mats can be ordered in singles (1) or up to 1,000 units. There are infinite sizes available including most of the basic (2′x3′, 3′x10′ runner, 5′x8′ boardroom) sizes. Depending on units ordered and size prices vary from as low as $49 each to $330. There are no setup costs.

For more info@pattersonbrands.com

Small Doorway Mat with Array of possible colors (vast!) price as low as $49!

Realtors take notice? What a slick Open House tool!

Great branding for your business!