Sales feed egos. Profits feed families.

So said promo products industry sales veteran/consultant Cliff Quicksell Jr., president and CEO of Cliff Quicksell & Associates (asi/825111). What he means is that robust profitability is an essential element of success, not just a gaudy topline sales number.

One outstanding means to significantly strengthen margins is to provide clients with creative packaging/kitted solutions to ramp up the effectiveness of their branded merchandise campaigns, Quicksell said.

“Sales feed egos. Profits feed families.” — Cliff Quicksell in an education session today at #ASIShowFortWorth. Part of his discussion on how creative packaging can greatly increase the profitability of your #promoproducts business. pic.twitter.com/0egVPlBCZS

— Chris Ruvo (@ChrisR_ASI) January 23, 2023

He told promotional products distributors the ins and outs of doing just that during a packed Education Day session at the ASI Show Fort Worth 2023. Insights included:

Create Consistent Packaging: Quicksell said packaging – centered on arranging promo/print items in a themed, decorated box that an end-user receives – is one of the “most underused tricks in the toolbox” for increasing sales/profitability. That’s because many distributors either don’t present it as an option or don’t realize it is one. Stop missing the opportunity. Learn about packaging, and then in your discussions with clients demonstrate ways it can enhance the impact of their campaigns. “Show your customers this stuff,” Quicksell said. “Don’t make decisions for them, and assume they won’t want it.”

Do Your Homework: Before you can start advising clients on packaging, you need to increase your own knowledge. For example, it’s important to know about the different types of box materials and shapes of boxes, which can include octagon, display mailer, hinged and slider. Learn about what decoration varieties – from embossing, debossing, CMYK and more – may work best.

Realize that certain types of in-box materials meant to create effect – such as glitter – can actually be annoying given their clean-up requirement, so avoid them, advised Quicksell. Understand sheet cost, which is essentially how many actual boxes can be produced from a particular sheet of, say, corrugated cardboard.

There’s more, of course, so consider talking to suppliers/vendors who are experts in packaging; They’ll likely be willing to help, as your success with packaging can be their own. “Create a library of people you can go to on packaging,” said Quicksell.

“You’re only limited by your imagination.” Cliff Quicksell Jr. on the potential with packaging

Know What’s Going in the Box: Size and weight, whether it’s hard goods, apparel or food – all of that factors into the type of box you’ll have to use. “If it’s food, there may need to be a special coating on the inside of the box,” Quicksell noted.

Understand the Client’s Goals: Factors like the intended audience and how the client plans to distribute their products influence the type of packaging/boxing you’ll provide. Feature products, messaging, box graphics and styles that aim to generate the client’s desired reaction among the particular set of end-users being targeted.

Pitch Custom Packaging Options: The margins can be higher and their singular nature makes it less likely that the buyer will use a competitor.  

Shown here is a summary of action items for distributors on packaging from Quicksell’s education session.

Consider Incorporating Tech: Today’s branded packaging solutions can include lighting effects, audio/video elements, inks that illuminate when hit with light, and even near field communication technology. Try to interweave such elements into clients’ campaigns. Doing so can greatly enhance results and your potential sales tally/profit margin. “You’re only limited,” said Quicksell, “by your imagination.”

Outsource Kitting & Fulfillment: Packing everything correctly and then shipping accurately, especially if shipping to a plethora of home or business addresses instead of a single location, can prove time-consuming and a logistical challenge, particularly for smaller distributors. Quicksell advised that you at least consider working with a partner who can handle this aspect of the process, which frees you up to devote your time to selling and crafting creative solutions.