Promotional drinkware is one of the most useful items in our industry. For the everyday commuter, it is estimated that a travel mug will provide an average of 500 impressions a year. The vast new selection of materials and imprinting methods that have been introduced in the past few years has increased this category’s popularity even more. 

For one example, the heightened awareness of the eco-friendly category has unleashed a new dynamic in sports bottle designs, lids, materials and, again, personalizing capabilities. The new BPA-free materials are replacing traditional materials as stock is depleted. These eco-friendly options are imperative to offer customers to stay competitive. With this variety of offerings, promotional drinkware can be used to build many a successful advertising program. 

 

Case in point

Help your clients understand how to get the most of drinkware promotions. Suggest they send a hand-written note to prospective clients tucked inside a cup. For one example, I built such a program for a dentist who bought into a drinkware promotion. On subsequent jobs, I suggested he put his logo on a flower vase—who doesn’t love receiving fresh flowers, even if they’re from your dentist? This client of mine replaced his phone book advertising completely with this type of program. 

In another clever promotion, a client provided stainless-steel water bottles at a large conference in lieu of having bottled water on hand. The hotel set up water stations for refilling. Not only did this promote brand awareness, but conference attendees also appreciated the progressive green approach. The committee ended up saving money on the bottled water for this three-day event. Plus, attendees had a take-home reminder of the conference and its sponsoring company.

Another powerful program; an auto body repair shop places two stainless tumblers in the car after completion of repairs. This special touch brought not only compliments for the repair business, but repeat business as well.

And here’s a program that really gets outside the box: A chiropractor was giving away a free treatment with a referral. While he thought this was a fabulous idea, I had him query some past recipients to see if they recalled the gift, the cost for which was a $65 value per referral. Only one of 20 could remember the free treatment. I suggested he consider a simple water bottle, not only due to its low cost, but because he is always encouraging patients to drink more water. The plan was to write a simple thank you note for the referral, place it inside a water bottle, no box, and mail directly to the client (the Post Office will mail just about anything). The first week he put this referral program in place, he reported that he had several calls thanking him for the thank-you gift. As a bonus, a few weeks later, he walked into a trade show and his bottle was sitting in plain sight at the registration desk. Figure that into cost-per-impression and it’s easy to see how drinkware can be a successful promotion.

Other simple ideas include can coolers for golf events, stadium cups for outdoor events and water bottles for any sports-related event. Executive gifts or awards programs can incorporate higher-end tumbler sets with special packaging. 

 

Decoration decisions

Printing on apparel is a very different animal than printing on drinkware. One of the considerations is storage space, and mugs are not only bulky, but heavy as well. Special inks are required as are very high temperatures to cure the ink. Watch your electric meter spin up to lightning speed and add that to your bottom line. Registration is another big one: If the colors touch, all bets are off.

Most promotional advisors wouldn’t dream of the production side of drinkware just considering the time-factor alone. Let’s say the production rate to print each mug is one minute, including packing and inspecting. An average order of a gross quantity would easily take two-and-a-half hours.

But an imprinted coffee cup can easily be found for less than $1.50 from industry suppliers. Blank cups are also available, but the price difference can be discounted just 10 percent off the net. 

Not so long ago, a full-color imprint was not only difficult to achieve but it was also widely inconsistent. Unit cost and setup charges were very expensive. But advances have made it so full-color process is not only a reasonable technique and can achieve vibrant colors that don’t fade, but the setup charges are also very cost effective for any 

promotion.

Many suppliers offer decorating services, affording the ability to offer beautiful graphics on plastic bottles and stadium cups; exactly what customers want. Promotional-products advisors have great opportunity for sales in this category that are dazzling and far from boring. 

Some embellishment techniques that excite buyers include:

• Disappearing ink that is heat sensitive

• Special effects such as simulated leather and debossing

• Spot- and four-color process decals

• Precious and non precious metal inks

• Custom medallions

• Sublimation

So what can you reasonably mark up your imprint for and stay competitive? Using a standard coffee cup, for example, is it possible to make $0.50 on each mug? At a gross quantity that’s $72. And by outsourcing the embellishment, the process is simple: Write the order, send the art then have the order sent to the client.

In order to stay competitive and offer the best new products, it’s simply best to leave to decorating to the suppliers or contract-decorators with their high-speed manufacturing processes. Meanwhile, spend time researching new materials and decorating options out there for customers. Trust me; they want to be dazzled with new and exciting products.