Businesses across the country are adapting to sweeping changes affecting where employees work, how production is run and whether operations can continue at all. Effects of the coronavirus pandemic on business have directly impacted the promotional products industry, from suppliers and distributors to their supply chains, clients and workers. However, the unique challenge of the current situation has also motivated professionals to tap deeper into their creativity and do what they do best—offer clever and actionable solutions to their clients.

Charity Gibson, national account coordinator at supplier Peerless Umbrella Co. in Newark, New Jersey and managing editor of PromoKitchen, shares the strategies she’s using now in her business. “I’ve been creating flyers and mailers, hosting meetings and offering to do virtual end-buyer meetings with distributors,—anything I can to put the tools in distributors’ hands to help keep [clients] going—but all in a very helpful, tactful, not tacky way.” She adds, “By nature, my approach has always been to be an educator and ask what’s broken or where the needs are so I can come back with a solution. Personally, I feel that this is exactly the type of marketing that is needed right now.”

She adds, “The environment we are in calls for us to be adaptable…This is the type of situation that separates ‘the men and the women from the boys and the girls,’ so to speak. When you get down and dirty into your ‘why do I do this every day?’ and the answer is truly to help people build their business that they’ve worked so hard to create, then I don’t think we should feel bad about connecting with our clients, because if you do business this way, they probably aren’t just clients. In some sense, you’ve probably become friends. I know in my case this is 100-percent true.”

John Hoyle, MAS, sales associate for distributor Geiger in Lewiston, Maine, suggests another positive approach to facing current challenges head-on: volunteering time to help others. “I’m sure we all agree that the entire world has come to a screeching halt. Instead of trying to promote your business when everything is closed—suppliers, clients and distributors—why not use this time to get involved with some activity to try to help people get through this crisis?” Hoyle suggests cooking food for health-care professionals working in hospitals and nursing homes; recruiting a few people who are willing “to give their phone numbers to the elderly who are frightened and just need someone to talk to;” or simply sending flowers to health-care centers to let workers know you’re thinking of them. “I’m taking a break from work and trying to spend my time making the world a little bit better for those less fortunate than us,” he says.

When it comes to taking action, Gibson says to start with reaching out. “Go on a fact-finding mission to find out what specific challenges clients are facing. Were events cancelled? Were events rescheduled? Do they have a service that could help people who are struggling? Is business actually booming because they are in a sector that is being overwhelmed right now? When you ask these questions, they may be able to answer the question of how you can help.” She adds, “From there, it’s up to you to tell the story of exactly how you are the solution to their problem … I know that right now, a box showing up with some well-thought-out goodies and nice messaging in it would cheer me up, so not only do I see nothing wrong with using promo to market promo, I think people need it to break up the noise.”

Bruce Reissaus, MAS, founder and president of distributor Advertising Specialties Alliance in Cranberry Township, Pennsylvania, suggests some ways for businesses to utilize direct mail marketing. “Rather than selling product, you pick high-value clients and prospects on which to call, then position yourself as a business solution provider. Mail only a quantity that you can follow up [with] quickly by phone. Your initial phone call is research to find how and if you can help them. It is not directly about selling them something. Then, send the promised package. Then, phone again to get more into details of their needs. Phone, package, phone.” He adds, “We are in the marketing business. Marketing is about identifying what people need, then creating a solution for them. The packages show your capabilities. Making and keeping promises quickly tells them you are a serious businessperson. Focusing on [the client’s] concerns rather than the sale tells them you care.”

Allison Blevins Stivers, owner of distributor Stellar Customs, LLC in Houston, Texas, provides some words of encouragement. “Whatever happens, remember that you are the secret sauce to your business. Your current business may very well go under considering the economic climate that’s out there, but when this all passes, you will still have your knowledge and expertise to build it back up.”