Drink It In

Select useful products

Having an understanding of the message the brand wants to convey is only part of the process, however. Schwebel said the items end-users want the most are the ones that they can use repeatedly. Items that customers get excited about or serve a function have the highest value to consumers. “We have an opportunity to offer [customers] functional items that can enhance or support these products, like coffee mugs, travel mugs, filters, [and] brewing devices,” he said. “Then we have an opportunity to offer them brand extension items, like T-shirts, hats and accessories.”

Determining where the products will be used can help distributors select products to fulfill the client’s need, Lee said. “If they are being handed out to bartenders, they will need to consider certain products versus others,” he added. “If they are being passed out for an event to consumers, they can go with a different shape/size.”

Lee said that having a solid understanding of the products they want to sell can help them tailor the sale. “For example, our paddle style speed opener is the most popular style of opener that bartenders use,” he said.

Look for long-lasting solutions

Items that can be used for a long period of time extend brand awareness. Mugs, cups, and other drinkware can be used on a daily basis, but Schwebel pointed to another successful advertising item. “Stickers are one of the greatest, low-fi, high-impact marketing tools out there,” he said. “It’s old-school, simple, under-appreciated and very effective. They end up on all sorts of valuable, visible, personal products that spend a lot of time in plain view—laptops, water bottles, bike helmets … and of course cars too.”

Lee agreed that reusable products are cost-effective and efficient advertising methods. “I believe most clients nowadays are trying to stretch their dollar as far as possible,” he said. “Reusability is extremely important, as is getting the most bang for their buck.” He added that if a company is looking toward single-use products, however, affordable options like coasters are popular among beverage brands. “But, if they are looking for a product they can offer longer marketing impact, they can consider a range of other available products, such as stainless steel or bamboo [coasters,]” he said.