This presentation discusses the importance of understanding vertical markets in promotional products sales. It provides links to research on industry potential, sales by product category, and rankings of top buyers by industry. Understanding specific industries allows suppliers to better support buyers and offer niche products that command premium pricing. The presentation concludes that targeting end users within vertical markets can increase sales by 20% by introducing niche products those buyers do not know exist.

1. Get Vertical!
Presented by Dana R Zezzo
SVP of Sales & Marketing –
Jetline
dana@jetlinepromo.com

2. Knowledge is Power
• Understanding Vertical Markets
• Total Industry Potential
• Sales by Product Category
• Vertical Market Ranking
• Gainers and Losers
• Where Orders Come From
• Supplier Support
• Repeat Business
• Conclusion - 20%!

3. Industry Potential
http://www.ppai.org/inside-ppai/research/Documents/2012%20SalesVolume%20Sheet%20(2).pdf

4. Sales by Product Category
http://www.ppai.org/inside-ppai/research/Documents/2012%20SalesVolume%20Sheet%20(2).pdf

5. Vertical Market Ranking
http://www.ppai.org/MembersOnlyDocs/Research/2007%20Top%20Buyers%20By%20Industry.pdf

6. Supplier Support
http://jetlinepromo.com/markets-html/education.html
http://jetlinepromo.com/markets-html/banking-financial.html

7. Vertical Market Ranking
http://www.ppai.org/MembersOnlyDocs/Research/2007%20Top%20Buyers%20By%20Industry.pdf

8. Vertical Market Ranking
http://www.ppai.org/MembersOnlyDocs/Research/2007%20Top%20Buyers%20By%20Industry.pdf

9. Gainers and Losers
http://www.ppai.org/MembersOnlyDocs/Research/2007%20Top%20Buyers%20By%20Industry.pdf

10. Gainers and Losers
• Great example – Real Estate
• Ranking Increase vs Market Decrease
─ Why?
─ Industry PO Size Average?
─ What other advertising for same $$$?
─ Products that has survived the test of time –
─ Stress Balls / Key Tags

11. Where Orders Come From
• Who or What department influences the purchase?
http://www.ppai.org/MembersOnlyDocs/Research/2007%20Top%20Buyers%20By%20Industry.pdf

13. Where Orders Come From
http://www.ppai.org/MembersOnlyDocs/Research/2007%20Top%20Buyers%20By%20Industry.pdf

14. Where Orders Come From
http://www.ppai.org/MembersOnlyDocs/Research/2007%20Top%20Buyers%20By%20Industry.pdf

15. http://jetlinepromo.com/markets-html.html

16. http://www.goldbondinc.com/survey-root/education%20guide

17. http://www.norwood.com/special/media/industry/

18. Repeat Business
http://www.ppai.org/MembersOnlyDocs/Research/2007%20Top%20Buyers%20By%20Industry.pdf

19. Get Vertical!
• Conclusion
• End Users will pay 20% more for
niche product!
• End Buys do not know specific niche
products exist.
• Out IDEA the online models

20. THANK YOU!
Presenter:
Dana R. Zezzo
SVP of Sales & Marketing
Jetline
dana@jetlinepromo.com