HALO Branded Solutions—Sterling, Illinois
Client Snapshot—Oil And Gas Industry
Gas prices may have declined to reasonably comfortable levels, but what’s good for the consumer isn’t always good for the industry. The upstream portion of the oil and gas industry—offshore, drilling and exploration—has seen a considerable decline for several months. But it’s not all bad news, says Ginger Ales Hutter, a corporate branding specialist for HALO Branded Solutions, who is located in Mont Belvieu, Texas, 32 miles east of Houston. Oil was discovered in the area in the 1920s and the petrochemical industry remains a chief industry. Hutter says other areas in oil and gas are experiencing growth, especially transportation, pipelines, and refining and distribution.
Sales Challenge—Staying Top Of Mind With Struggling Clients
“Some of my clients are in all sectors, while others focus on one sector such as drilling,” says Hutter. “It’s true that we have had to make some concessions for a few of the hardest hit oil-and-gas clients, but I’m confident we will be rewarded with even more loyalty when their business rebounds.”
Top-Gear Strategy—Constant Communication
“Reaching out to clients on a regular basis is important,” says Hutter. “I prefer personal meetings, both formal and informal (coffee, lunch, etc.). They are the most effective for me because I have the client’s undivided attention.” Hutter says she takes advantage of vendor spec samples and uses them as an opportunity to get in front of prospects and current clients. “I send out weekly e-blasts, quarterly product mailings and participate in client-sponsored events. Social media sites like LinkedIn and Facebook are also good tools in keeping up with clients.”
Q&A With Ginger Ales Hutter
What are your clients’ most frequent uses for promotional products, and what items do they prefer using?
What questions do you ask clients to help them select the appropriate products?
In order to recommend appropriate products to clients, it is important for me to have a really good understanding of their business philosophy, marketing strategies and corporate branding policies. If it’s a new client I usually go to their website and search on LinkedIn and Google to get as much information as I can about the company and their key management team. When working with clients on specific projects, events and programs, I usually ask them a series of simple questions before presenting any type of promotional products.
What advice or tips can you provide for distributors who are stuck in a creative rut?
Take advantage of all the creative resources available to you. Suppliers are a great resource. Attend national and regional promotional products shows, or contact some of your local supplier reps for ideas and inspiration. If you are affiliated with a large distributor, ask your peers to share some of their successful and creative marketing ideas and utilize any internal marketing tools your company offers. I also flip through industry magazines or surf internet sites such as Google and Pinterest to get my creative juices flowing.
Jen Alexander is associate editor for PPB.
Ask The Right Questions To Build The Right Promotion
Ensure your clients select the best products for their promotion or program by asking questions like these, suggested by Ginger Ales Hutter of HALO Branded Solutions:
- What is the name or theme of the project, program or event?
- Why are you implementing this project or program, or participating in this event?
- What are you trying to achieve?
- When is the event?
- Where will the project or event take place?
- Who will be receiving the product(s)? Who is your end user?
- What is your budget?
- How many items are you considering?
- What quantities of each item are you considering?
- How will the promotional product(s) be distributed?
