CentralZone - May 2014

Welcome To CentralZone......... p.03 Supplier Spotlight........................... p.08 Liqui-Mark Makes A Mark Of Its Own With Promotional Products

DC Platinum Suppliers.................. p.10 Suppliers Earn DC's Platinum Supplier Designation

DC Up To Date................................... p.10 Issue: #001 / DCID: #1203332

MAY 2014

Product platform technologies bring creative concepts to light p.06

Welcome to CentralZone print edition There’s a new game in town. to providing the industry with more CentralZone is now published in print. information about the advantages to using DistributorCentral as a fullDistributorCentral is pleased to feature product platform with an provide you a print version of its array of cost- and time-saving monthly electronic newsletter. The technologies. Future content will objective is to offer yet another rely heavily on reader response and resource to help both suppliers and questions regarding DC. Don’t be distributors be mutually successful. surprised if other broader industry issues are addressed.

So…OK! This inaugural issue of You know where to find us, so let us CentralZone has hit the mailboxes hear: info@distributorcentral.com. of more than 17,000 distributors and suppliers across all promotional Also please take note of the products categories. The newsletter advertisers in this inaugural issue of CentralZone and let them know their will highlight DC’s numerous functions and capabilities as well as messages were seen. Then stay introduce new features and services. tuned for bigger and better things ahead.

As would be expected, there will be advertising opportunities as well.

The first few issues of CentralZone will set the tone for the direction the newsletter will take. We look forward

ADVERTISING Tiffany Tarr

TTarr@DistributorCentral.com 888-516-7358

CONTENT

Steve Hale

SHale@DistributorCentral.com 888-516-7234

SUPPORT / SALES DistributorCentral

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May 2014 // Issue #001 // DCID: #1203332

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P

erhaps you were not aware, Department. It’s open for

If this comes as a revelation, come and go. So many times promotional products industry – of everyday routines and entrenched

but your company has a Bright Ideas business every minute of every day. chances are you’ve seen good ideas – including right here in our own creative juices go sour under the weight processes.

Creativity in the digital world doesn’t consist solely of artistic acumen. Creativity involves an understanding of available tools and the ability to leverage those tools as we respond to the needs of current and future customers. Just like those keyboard shortcuts you were so excited to find in Photoshop a few years back, think about all the features available to you in a platform such as DistributorCentral.

Include these tools in your latest creative efforts and make good things happen.

Time to put the Bright Ideas Department to work: Present products however you want. DistributorCentral provides a variety of tools to showcase your products and services in ways that align with your needs and those of your customers. Get creative with robust product emails, create quotes in a flash or quickly launch a custom informational page on your website. Need more? Launch an entire website around a specific product line, theme, event or customer!

Expand to new markets. Technology allows distributors to tap into new and existing markets on a continual or

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May 2014 // Issue #001

as-needed basis. Be thinking about how to take advantage of the situation. “We have seen distributors launch a custom niche website in one day and shortly thereafter that new site is generating considerable leads and conversions,” said David Shultz, VP at DistributorCentral.

“Say your region is experiencing unseasonably cold weather and you want to launch a custom website to promote products for heating and repair companies. We provide the tools to do so quickly and easily and in your own way.”

Make messages connect with new buyers. Think outside the box when seeking specific customer segments and develop marketing and web initiatives to address their specific needs. Find a schedule of major events in your area and figure out who is in charge. Follow events and organizations on Facebook, Twitter and LinkedIn and get a sense of what would appeal to them.

Create a custom catalog on your website featuring sports calendars or products that would appeal to attendees. DistributorCentral’s “featured product block” is one of the most popular tools within our website platform. It allows you to add a product to your website in seconds. Had success with direct mail? Design a flyer and mail it to prospective clients. Technology allows you to get in front of customers in an instant.

No ordinary websites, please! How many times have you stumbled across a home page that looks like

a product catalog has exploded?

The new era of websites is all about clean lines and subtle designs. Don’t be shy about getting professional graphic design help to create a website that will make a lasting impression. Leverage fresh content by mixing educational information with product ideas. Take advantage of social media plugins to harness the power of these powerful platforms.

The more creative and informative the more likely your customers will post/ pin/tweet pages or products from your website. Leverage integration with Google Analytics to see which pages or creative approaches are seeing the most visits. Make changes often to ensure fresh and relevant content on your website.

in real time. Specials, discounts,

Let’s go shopping. Leveraging technology and e-commerce as a “tool” to help you meet the everchanging needs and expectations of your customers in an increasingly efficient manner. Why not be creative in how you approach online shopping tools? Promote its ease, convenience and tracking. Go after repeat customers. Send them an order reminder with a link back to your website to enable reordering with the click of a button.

within the retail world and so too

Present specials and discounts

page.

and promotions should be offered when the time’s right and not depend on waiting for special announcements or pricing updates from your vendors. That’s the beauty of working from a product platform where you control your own data. Coupon codes and free shipping have become ubiquitous

are they becoming common in the promotional products industry. Play them up! DistributorCentral offers a robust discount tool that allows you to offer specific discounts based on codes you send out in email blasts.

Take advantage by playing up free shipping, referral discounts and more on social media. Post a code for free shipping that customers can use seconds after it goes live on your website, blog or Facebook

May 2014 \\ Issue #001

7

year. Stuart Goodelman, Josh’s father, founded the company in 1974 and grew the business by manufacturing private label markers and pens to some of the nation’s largest mass marketers.

In 1985 he expanded the business with its own line of Liqui-Mark branded products that appealed to the mass retail and commercial sellers of school & office products.

Liqui-Mark writing instruments continue to fare well in the mass retail market, being carried by the likes of Walmart, Staples and other major retailers.

Josh Goodelman and Liqui-Mark founder Stuart Goodelman

T

he degree of sanity within the executive offices of Liqui-Mark Corporation came under question in 2005. Regardless of its stature as an established manufacturer, LiquiMark’s move into the crowded and competitive promotional products arena of writing instruments was viewed with risky optimism.

“We were the new supplier on the block and people were warning it was going to be a tough ride,” said Josh Goodelman, Vice President of Liqui-Mark. “They basically thought we were crazy.”

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May 2014 // Issue #001

Crazy, perhaps, as in crazy smart.

After nine years of determined and steady growth with its extensive line of pens, markers, highlighters and crayons, Liqui-Mark has gained solid footing on what’s widely considered the industry’s largest and most crowded field. Turns out the manufacturer’s savvy, respected product line and willingness to roll up sleeves and get to work made for a winning combination.

Admittedly, it’s not totally accurate to place “new supplier” in front of the Liqui-Mark name. Liqui-Mark Corp., celebrates 40 years this

Therein lies another reason LiquiMark has fared well in the world of promotional products. Seems what works for retail – still 70 percent of Liqui-Mark’s business – also translates well on the promotional products side.

“New, exciting trends in retail always translate very clearly to our promotional products business,” said Josh. “Having a brand that’s recognized by consumers gives us a lot of credibility and helps boost a product launch when taking the promotional products route.”

A Five-Star Supplier, Liqui-Mark operates from the vantage point of providing virtually every item under the broad umbrella of “writing instrument.” Ball point pens? Of course. Also include highlighters, dry erase markers, crayons, pencils, permanent markers, gel pens, washable markers and more to Liqui-Mark's impressive line-up of products. “Our ability to design unique, innovative & patented items has helped to put us on the map” said Josh.

“Because we manufacture many trade shows, strategic marketing supplies “hundreds of thousands” of units for distributors asking and a significant investment in items here in our USA factory in specifically for union-made and “hitting the streets”. Developing the (writing instruments) category, union-printed products. positive relationships with we can be more creative, offer distributors is a priority at Liquicustomization, provide fast turn“We started at zero, but being the Mark. around and allow small minimum experts in writing instruments and order requirements for custom components & packaging,” Josh said. “We have a great team of employees coupled with the great relationships we have built with an amazing who meet personally with distgroup of creative distributors ributors of all sizes, all over the “We’re a family-owned had allowed Liqui-Mark to make country,” Josh said. “We’re a familybusiness from New York. owned business from New York. We inroads in the promotional products industry and for us to achieve the work hard and we hustle. We treat We work hard and we growth and success we continue to every customer like they are a part hustle. We treat every see year over year,” said Josh. of our family.”

customer like they're a part of our family.”

The Liqui-Mark production plant has been located in Hauppague, N.Y., since 2005. The 65-employee Aside from the products themselves, shop manufactures approximately Liqui-Mark’s assimilation into the 65 percent of its products with the promotional products industry has balance coming out of its overseas resulted from active involvement in factory. A union shop, the company

The entire line of Liqui-Mark products can be found and ordered through DistributorCentral. More information about Liqui-Mark can be found at: www.liquimark.com.

Three Ways To Learn what DistributorCentral is all about.

With over 2 million product searches a month, DistributorCentral is the only place a distributor can go to research products for no cost.

DISTRIBUTOR TRAINING WEBINARS April 9–May 14, 2014

Our monthly Distributor Training Webinars teach you How to Get Started with DistributorCentral.

Hosted by DistributorCentral's

Tiffany Tarr

Heather Windler

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OPEN HOUSE

EXPO EAST

April 24, 2014 10:00am –5:00pm

May 20– 21, 2014 Atlantic City, NJ

Promotional Products Work! Week is all about building—and preserving—your business.This annual event serves as a cornerstone for recognizing the importance of working with promotional products professionals while creating awareness for promotional products as a powerful and effective advertising medium. Join us at our headquarters. Open to Distributor members.

Our Team will be at Expo East 2014, held May 19-21 at the Atlantic City Convention Center, Atlantic City, New Jersey. It’s the one trade show on the East Coast that has everything you need to be a success.

• Website & Account Training • Lunch • Tour of TradeNet Factory • Happy Hour

Visit us at Booth #643.

To register online for any of these sessions, please go to: www.distributorcentral.com

May 2014 \\ Issue #001

9

Suppliers earn DC’s Platinum designation Platinum Suppliers as designated

by DistributorCentral represent an elite group. This is not a designation given away simply for designation’s sake. Distributors can be assured DC Platinum Suppliers abide by the highest standards in customer service and with a strong commitment to distributor-based sales channels.

“Platinum Supplier status gives an extra level of confidence to distributors,” said Tiffany Tarr, Vice President Sales of DistributorCentral.

“DC has the best group of suppliers because they understand the importance of providing accurate product information.”

The latest class of newly recognized Platinum Suppliers gives indication of the caliber of represented companies:

Aprons ETC (Greenville, SC) – A 25-year manufacturer and supplier of ad specialty and promotional products including imprinted table covers, banner stands and event displays.

Bic Graphics – BIC Graphic USA, a division of BIC USA Inc., is a leading, world-class supplier of custom-imprinted products for the promotional products industry.

Dunbrooke (Independence, MO) – Dubrooke Apparel Corp provides a wide array of high-quality products and services including jackets, knits, dress shirts, fleece, tees, bags, caps and towels, as well as embroidery and screen print decoration services.

Gemline (Lawrence, MA) – A premier supplier of bags, business accessories, gifts and writing instruments, Gemline is ranked as the 17th Key Enhancements:  Cross-browser compatibility; works with Chrome, Firefox, Safari and IE including versions 10 and 11  Ability to upload images to your content library and insert those images into written content blocks

New Tools Enhance Web Content Editing With the recent updates to Internet Explorer many of DistributorCentral users encountered issues while adding content to written content blocks on their sites. Managing image uploads and inserting those images into website pages, making changes to the appearance of text, and modifying the overall layout pages was affected by the latest updates to Internet Explorer.

 Ability to preview content in the editor window and in your preview website  Full set of editing tools for type, tables, special characters and more  Advanced features for power-users that allows you to specify classes and IDs for images, divs, and more to which styles can be applied through CSS

If you haven’t given your website a “freshening up” recently, now is a good time to check out the new web editor and see how easy it is to add DC has launched a new written or update the content on your website. content editor within the DC website Remember – search engines love tool that addresses each of these websites with continually-updated issues. content!

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May 2014 // Issue #001

largest industry supplier by ASI. Huffermen (Phoenix) – Manufactures custom imprinted, made in USA, promotional products and sells these products through a nationwide network of distributors.

Southern Plus (Hartwell, GA) – Since its inception in 1961, Southern Plus has expanded from its original line of umbrellas to other recreational and outdoor-type products for the promotional products industry.

Sweda (City of Industry, CA) – Founded in 1976, Sweda Company, LLC is a top-20 integrated supplier and manufacturer of promotional products that provides innovative marketing solutions for the advertising specialties industry.

Sweda stocks hundreds of products in over 18 categories.

These fine companies join a select group of peers displaying the DC Platinum Supplier badge on websites, printed catalogs, email blasts and elsewhere. Log into DistributorCentral to see a full list of suppliers that have received this designation.

We’re always pleased when suppliers elevate their involvement in DC in order to best serve their customers.” said Tarr. “Our goal is that every supplier on DC becomes a Platinum Supplier.”

Platinum Suppliers in DC demonstrate a commitment to provide and maintain accurate product information and to honor all pricing. Their commitment to distributors is demonstrated by providing strong e-commerce tools and having been acknowledged in the industry for providing outstanding customer service.

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