Personalization and customization are some of the many important components that turn an average item into something extraordinary. It allows your clients to let their creativity flourish and help spread their brand message uniquely. But what goes into personalizing promo products and what techniques are used to make them pop? We reached out to a few top suppliers in the industry to learn more about their personalization and customization offerings.
AdNArt 
THE FOLIO: The Bestie Bottle truly stands out as one of the coolest water bottles we’ve seen. Can you tell us how the Bestie Bottle came to be?
Justin Lackman, National Sales Manager, AdNArt: We designed the Bestie Bottle in collaboration with Starbucks’ International Markets team to create a drinkware piece featuring their iconic Bearista Bear. Since its creation, we have witnessed tremendous enthusiasm and excitement surrounding this unique product.
FOLIO: Can clients design their own lids that fit their brand? What does that process look like and are there limitations to what you can do?
AdNArt: Yes, clients can completely customize the character head and bottle. We require a minimum order of 1,000 units. The process is highly flexible, with the only limitation being the client's imagination.
FOLIO: What other personalization can be added to these bottles to help them stand out?
AdNArt: The Bestie Bottle can be customized from top to bottom. This includes options for lid color, straw color, bottle color, and the color of the silicone anti-slip base. Additionally, the packaging can be personalized to create a truly unique gifting experience.
FOLIO: Can you recall an order or a customization request that stood out to you?
AdNArt: Every custom concept our team creates excites me, from small boutique companies to large enterprises. The Custom Bestie Bottle always manages to stand out.
FOLIO: Where do you see the future of the Bestie Bottles?
AdNArt: We are witnessing the Bestie Bottle’s popularity surge in both the promotional product sector and retail. Our retail team recently showcased it at the International Home + Housewares Show (IHA) in Chicago, where it attracted significant attention.
TerryTown 
FOLIO: Out of all the products we’ve seen offered in the promotional product industry, the pashmina is a first for us. What makes the pashmina the best canvas for full-color sublimation?
Aaron Bradley, VP of Sales & Compliance, TerryTown: It’s definitely the most “wearable” piece in our line when it comes to full color, you can wear it in a number of different ways and it can look very fashionable with the right artwork and design. With its large imprint size of 27” x 70”, it’s a walking billboard, that will not be missed while out and about.
FOLIO: What forms of personalization can clients ask for on the pashmina?
TerryTown: We like to do namedrops, this is the most common. Whether it’s for a women’s leadership conference or a wedding party, adding personalization just adds another layer of creativity and customization to the Pashmina.
FOLIO: Can you recall an order or a customization request that stood out to you?
TerryTown: Yes, we had a customer that was sending their top saleswomen to a retreat in Mexico and they had this beautiful Mexican-style background design, with their corporate logo at the bottom of the Pashmina. On the opposite end, they put each woman’s initials and it looked amazing.
FOLIO: Why is the pashmina such an important item in your catalog?
TerryTown: Trying to find a “women’s only” item in our industry can be a challenge. Trying to find a new, creative “women’s” oriented item can be very challenging, that’s why we focus so much on this item in our meetings and our online offerings.
Pop! Promos
FOLIO: The products on your website are so vibrant and full of color. Why was it important to utilize Pantone-Match technology?
Maria Acquarola, Director of Strategic Accounts, Pop! Promos: Pantone matching is what makes a custom product stand out. It is so important to us to create products FOR the brand, that speak 100% to the brand identity and not just products with logos on them. When you think of a brand like T-Mobile, you automatically think of that specific pink, it is synonymous with who the brand is. Brands of all sizes should be able to have that same experience, it is our mission to provide that.
FOLIO: What products specifically exemplify the power of your Pantone-Matched technology? Our favorite is the reversible bucket hat.
Pop! Promos: I love that all of our products can be PMS matched - it allows the products to become a true collection over time. It is no surprise that the bucket hat stands out - wearables are one of the best ways to utilize the power of Pantone colors. There is a higher perceived value and, therefore a greater return on investment for custom products. Our company started with the idea to sell PMS-matched sunglasses at a collegiate tailgate - something to bring people together and unite the fans for the game. PMS wearables continue to be at the core of what we do because they are able to support the brand identity every time they are worn. While sunglasses are still a stand-out category for us, our Pantone-matched socks are really the greatest example of how Pantone matching sets you apart. This makes the socks feel unique and personal to every brand so people keep and use them again and again, getting a lasting brand impression. This is the true purpose of branded merchandise, to create products people want to keep and use because it has made an impact on them.
FOLIO: Can you recall an order or a customization request that stood out to you?
Pop! Promos: I just recently worked on a project for our full-grain leather dopp kits. The end user loved that we would be able to get a high-quality product matched exactly to their unique maroon color. While working through the project, it was really important to utilize their second main brand color as well, so we worked to add a handle in their gold color to ensure these were able to exemplify the brand DNA. Ultimately, the product was completely unique and proprietary to them. This was such a fun project to collaborate on and get an end result we had not seen before!
FOLIO: What are some of the challenges you face when creating custom products?
Pop! Promos: One challenge with custom products can be that it feels a little overwhelming and intimidating that you can do "anything". Our goal is Custom Made SimpleTM. Showing the client ideas that speak to their brand identity in small, specific bites to excite them. When working on custom Pantone-matched products, it is so important to show the clients how we are connecting the products to the brand. This is what will make every client feel like your most important client.
Starline 
FOLIO: Talk to us about your TruColor technology. What makes this technique stand out from others in the industry?
Brian DeBottis, VP of Strategic Accounts, Starline: Not all four-color process digital is created equal. With TruColor from Starline on drinkware, we guarantee PMS matches, we can incorporate variable data which is most commonly used as personalization, and we are able to decorate with a raised feel that is so pronounced that we can print Braille. TruColor on bags also allows for personalization and PMS matching.
FOLIO: What are some benefits of adding a personalized touch to promo products?
Starline: Personalization ensures that the item stays with the intended target so it can achieve the desired amount of visibility. Nothing worse than gifting an item meant to remind a client about your brand and they give it to someone else who is unable to benefit from your offering. Additionally, the act of personalization raises the bar a bit, making the gift a bit more special. The recipient knows that you intended to give this to them since you printed their name on the items.
FOLIO: Do you provide free personalization with all of your decorating techniques?
Starline: We personalize for free on drinkware and bags with TruColor decoration and we also personalize for free on drinkware with laser decoration.
FOLIO: Can you recall an order or a personalization request that stood out to you?
Starline: There have been many, and we can combine personalization with dropship. From recent memory, the Achiever’s Club members seemed pretty happy with their personalized Frost Buddy and leak-proof cooler!
