Getting noticed: promotional products put your business in spotlight.

• Author: Colby Bonham, Nicole A.
• Position: SPECIAL SECTION: 2006 CONVENTION GUIDE

Growing a business-promoting a business-takes more than just good intent, a good product and savvy industry acumen. Even the best products or concepts can easily flop when the company fails to effectively reach out to its customers. Business promotion comes in a variety of flavors-traditional advertising via print and electronic media, philanthropic works that paint the company in a generous light, and pro-active media relations.

However, one of the oldest and truest methods in the book is that of the promotional product itself: i.e., complimentary gifts distributed to the customer and intended to provide an ongoing reminder of the company presence. It might be a free pen at checkout that positions the company logo, slogan and address conveniently within reach for days and weeks to come. Or the seasonal desk or magnet calendar that arrives in the mail each December and provides year-round, immediate at-a-glance business promotion-a favorite of hardware stores, insurance agents and utilities. Consider the Ketchikan fuel oil company Sunshine Oil, since sold, which enclosed a customized emery board fingernail file in its monthly billing. The flat file-which fits in a standard business envelope-creatively displayed the company name and contact information. Or the telephone directory that distributes a refrigerator magnet listing local emergency numbers, along with the directory company name and slogan. Or the envelope opener that features the local office supply phone number.

Such cases are key examples of where a few dollars spent have long-running advertising consequences. In Alaska, the wide range of promotional products available locally befits a state as large and diverse as the Great Land itself.

SELLING THE SOURCE

Consider Anchorage-based Stellar Designs (www.stellar-designs.com), which specializes in business promotional items and whose products grace a wide range of Alaska companies, from regional airlines to television personalities. "Our customers are made up of mostly Alaska organizations," says owner Tim Ellis. "We regularly work with large companies, such as KTUU Channel 2, Era Aviation, Horizon Lines, University of Alaska Anchorage, and Boys & Girls Club, to name a few. We work with Alaska businesses, large or small.

"They purchase our products for employee safety or recognition programs, identity, or uniforms. Promotional products are a great holiday gift also," says Ellis, who purchased the company from the Stella Conway family...