DistributorCentral CentralZone - Fall 2014 by DistributorCentral

www.DistributorCentral.com

The FREE centralized database serving Distributors and Suppliers of the Promotional Product Industry Issue: #005 / DCID: #CZ05-Fall14

FALL 2014

Buddy, can you spare a quarter(ly)? You’re reading the Fall 2014 edition of DistributorCentral’s quarterly CentralZone newsletter. Thanks to you who provided feedback to previous editions and thus helped steer this printed version of DC-Is-Easy on a course better suited to both readers’ and advertisers’ demanding schedules. This robust issue – in terms of both content and advertising – gives indication of the good things happening in the DistributorCentral universe. DC’s product search engine continues to see over three million searches each month. And, we’re pleased to report, those searches are incorporating even more detailed product information. In addition to product descriptions, pricing and shipping information, now being added to the mix is real-time inventory data. (More information about that bit of news can be found on the pages that follow.) DC also recently integrated virtual sampling capabilities as provided by our associates at Technologo. As part of a

month-long free offering, suppliers and distributors who rely on DC for website hosting were provided the opportunity to experience the numerous benefits associated with creating online virtual samples for their respective customers. The strong response gives indication DC users will continue to make use of Technologo’s advanced virtual sample technology allowing real-time presentation of logos and messaging on products regardless of shape, color, texture or imprinting. Speaking of virtual, the DC Team continues to make in-person appearances at national and regional trade shows in order to spread the word about the industry’s only free and open product database. If you’re unable to catch a DC training session in person, be on the lookout and sign up for one of DC’s online webinars. The webinars are a great way to help get the most out of your DC account. Details can always be found at www.DistributorCentral.com.

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Fall 2014 // Issue #005 // DCID: #CZ05-Fall14

ADVERTISING Tiffany Tarr

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At GMG, the customer is mightier than the pen T

he folks at GMG Pen have a bit of a secret. While the New Jersey-based company is a leading importer and manufacturer of writing instruments for the promotional products industry, the company’s main line of business is not pens. So what is GMG’s primary product? Pull out your Slimster pen from the Ultra Penworks line and write this down: C-u-s-t-o-m-e-r S-e-r-v-i-c-e.

“The bottom line is there are thousands of distributors selling pens,” said Jay Soltan, Director of Sales for GMG Pens. “We understand what it’s like to be in our customers’ shoes and do whatever it takes to make the process easier.” If “good service” as a point of differentiation seems a bit overused,

Fall 2014 // Issue #005

consider GMG Pens has been in business only nine years. That the company has been able to grab a foothold in this most competitive of promotional product categories, establish a solid customer base and then continue to grow is evidence good things are happening beyond the basics of product selection and price. “We’re so focused on service and building customer relationships, it’s literally like the products are an afterthought,” Soltan said. That said, the “pen” is center stage at GMG. While many suppliers include writing instruments as but one of multiple and varied product offerings, at GMG the pen is currently the only focus. As an exclusive pen supplier, GMG’s sole focus is offering an extensive array of plastic and metal pens that

meet customers’ expectations for quality and pricing. GMG features the Ultra Penworks lines of plastic and metal pens. USA-made pens are also in the

company’s product mix, as well as increasingly popular and indemand stylus pens. The GMG team aggressively seeks out new designs and styles, always with an eye to overall quality and writing ability. “If a pen doesn’t write well, it’s not going to pass first base,” Soltan said. “That’s why we

devote a lot of research not just on style and popularity, but also to the writing quality and ease of use.” Soltan said during GMG’s early years, the company’s biggest challenge was getting customers’ attention. Doing so required competitive pricing, waiving fees and aggressively asking to “give us just one shot.” When that was accomplished, the providing of no-holds-barred customer service resulted in earning repeat business. “Our goal at the end of the day is we want our customers to be our friends,” Soltan said. Friends know how to stay in touch. GMG is a believer in faceto-face connections and thus

includes a mix of trade shows and personal visits in its marketing mix. GMG customers can expect to receive several mailings a year, always with a product catalog that’s accompanied by snacks or goodies or something fun. With over 60 employees, GMG is centrally located in Lakewood, N.J., and just a couple minutes from the Jersey Shore. The company is equipped with the latest high-speed screen imprinters. The investment in serviceconscious employees and in technology relates directly to the importance of taking care of the customer’s needs right away. “From the moment any one of us walks in the door, it’s all about doing what’s right for our customers, understanding their

needs, and customizing programs for what they need,” Soltan said. This commitment to customers is also driven by the loyalty of GMG’s employees. “As a career salesperson, I was overwhelmed by the dedication the entire GMG staff has towards their customers,” said Jason Shanik, National Accounts Director. “After working at GMG Pen for the past three years, I am here to stay”. According to Michelle Newhouse, Special Account manager, “The training, devotion and efficiency of the CS staff has made GMG Pen a great place to work.” The entire line of GMG Pens products can be found and ordered thru DistributorCentral. More information about GMG Pens product lines can be found at: www.ultrapens.com.

Fall 2014 \\ Issue #005

Show Time Always Good Times for DC Personal interaction is the best way to demonstrate the advantages of a free and full-feature centralized database. That’s why the DistributorCentral team is a regular at many of the promotional product industry’s national and regional trade shows. In the past few months, DC has been at the HALO National Sales Meeting in Albuquerque, the SAAC Show in Long Beach, and an OPPA sales and relationshipbuilding retreat at Put-In-Bay, Ohio. DC believes in maintaining a hands-on connection to the industry it serves. That said, expect to see team members up close and personal at your next show. Be sure to have your questions ready!

DC BY THE BAY – DistributorCentral was one of the primary sponsors of the Ohio Promotional Professionals Association (OPPA) Retreat for Sales & Relationship Building as took place in September at Put-In-Bay. Here we find DC’s Stephanie Protz puttering around one of the several DC-sponsored events at OPPA.

SAAC IS SURROUNDED – Steve Parker, Vice President of the Specialty Advertising Association of California, was one of the many visitors to the DC booth at the recent SAAC Show in Long Beach. Working the booth for DC are, from left, Aubrey Weaver, Tiffany Tarr and Amelia Madl.

HALO IN THE CARDS – The casino theme at this year’s HALO Branded Solutions National Sales meeting in Albuquerque was right up the alley for DistributorCentral. DC’s team advised “Don’t Gamble with Your Technology” and then decked out in accordance with the theme to help deliver the message. DC’s Tiffany Tarr and Dave Shultz served up the pro-DC message and a bubbly beverage to HALO’s Stephanie Preston, Director of Marketing, and Kristina McWethy, Marketing Team Lead. Fall 2014 \\ Issue #005

Candice Phrogus is not intimidated when it’s time to update product information or change pricing on Alpi International’s robust website. Login. Enter password. Find product. Update product information. Save.

Technical, logistical still has other product search and communicaengines with whom to contend. “It’s a challenge to update on every tive difficulties associated with

And done. “In literally less than a minute I can go in and change things,” said Phrogus, who directs marketing and online product management at Oaklandbased Alpi. “I don’t have to email anyone. I don’t have to call anyone. I can do it myself.” Ah… if only Candice were really done. While that simple backend update made on the DistributorCentral product platform instantly updates product information on Alpi’s website, as well as in DistributorCentral’s centralized product research database, she

Fall 2014 // Issue #005

keeping online product data current have long plagued the promotional products industry. Until recently, some product data platform providers manually updated pricing using suppliers’ catalogs or written updates as the source. When placing orders, distributors were compelled to contact suppliers directly to confirm pricing and data were correct.

single platform,” said Phrogus. “Each seems to have a different format and you have to email in the information or call them up. Even then, it can take as long as 24 hours (for the data) to refresh.”

Bryan Lewis, President of LP Marketing, a Kansas City promotional products distributorship, said it’s frustrating when a customer locates a product and places an order through his web-

site only to find the pricing was wrong after the customer placed the order. “Distributors kind of get in the middle when pricing is wrong or the product has been discontinued but not removed,” Lewis said. “If the supplier won’t honor the pricing, then often we’re the ones taking the hit. If we’ve included discount pricing as part of our offer, the wrong pricing might cost us an additional five to 15 percent.” Lewis said suppliers typically blame the service provider for not updating the information on the database. He knows, however, in the case of DistributorCentral, suppliers have the ability to update their own product data. It’s one of the reasons his team members at LP Marketing are “very proactive” at letting suppliers and DistributorCentral know when product information is wrong or outdated. “We’ll quickly go in and locate that product on DistributorCentral and submit an inaccurate product information report,” Lewis said. “We appreciate what DC does to keep product information as updated as possible.”

tors working to help generate sales.” Tim Parcher, president of Solid Dimensions, an Ohio-based manufacturer of environmentally friendly wood promotional products, acknowledges it can be “extremely complicated and time intensive” to make updates on some systems. “The harder the job is, the greater the risk some things won’t be verified, some things will be misrepresented and errors will be made,” Parcher said. “We know the DC system best and can make updates instantly. Other databases can make it very difficult to keep products updated.” Parcher said distributors’ primary issue remains accurate pricing. For that reason, Solid Dimensions strives to direct distributors to the company’s DC-hosted website and thus bypass the possibility of working with bad data. “Everyone has their verified pricing system, but that’s part of the glitch,” Parcher said. “Verification’ doesn’t dive down deep enough to cover such things as options and features and discount codes.”

According to Jason Nokes, President of DistributorCentral, suppliers do not take for granted getting alerts and feedback from distributors.”

At DC, Nokes said suppliers can do much to help distributors by coming to terms with the realization their product information ultimately goes to the end user.

“Suppliers love having feedback from distributors,” Nokes said. “It’s an example of suppliers and distributors working together to be successful. Where DC is concerned, every supplier can have a team of thousands of distribu-

“Distributors prefer presenting consumer-friendly product data,” said Nokes. “Suppliers can benefit everyone’s cause by submitting product information suited for consumers and businesses.” Nokes said distributors as a

whole are increasingly asking for freight costs when securing quotes or, at the very least,

“Everyone has their verified pricing system, but that’s part of the glitch. 'Verification’ doesn’t dive down deep enough to cover such things as options and features and discount codes.” Tim Parcher

President Solid Dimensions

when an order is placed. It’s an expectation in line with technological advances in making online purchases. “Look at any successful e-commerce business and you’ll see all options being made available to the buyer, including pricing, shipping, materials, size and more,” Nokes said. “Other data platforms in the industry haven’t got to the point where they can handle it all. They’re still leaving much up to distributors to complete the orders.” According to Nokes, “cultural differences” exist among the primary promotional product database providers. He said the primary example is data is free and accessible on DistributorCentral. Nokes said the idea of continued on page 12 » Fall 2014 \\ Issue #005

Email Hosting on DistributorCentral

You already know DistributorCentral provides domain name hosting for websites created in DistributorCentral. DC will also host a limited number of email addresses at no charge. Setting up your email on DC is easy! Just follow these steps: 1. Go to the Websites menu in your account and select Domain Names

2. Here, your domain name will be

listed and you can see a column titled Main Email. If you don’t see the word Yes in the Main Email column, click Use This Domain.

3. When the Main Email column shows Yes, click on the Add Mailboxes button

4. Locate the User account you want

to create a mailbox for (most likely the first one would be your Admin Account) and click the Edit link for that account. (Use “Add A New User” to set up separate email accounts.)

5. On the following page, enter in

the email address you would like to use in the Email Address field, and then click Save

6. Click the Setup Email link or on the Email Manager tab

7. Confirm the email address and

That’s it! From this point you can add additional email addresses for the mailbox. You can also add new Users and repeat this process to setup separate email accounts. Checking and composing email:  Use DC’s webmail application, which will be located in your DistributorCentral account once you setup your email account(s).

 Automatically forward emails a

current email account (i.e. Yahoo, Gmail, Hotmail, etc.).

 Configure a desktop email

application to check email.

then click on the Setup Email button

 Configure mobile devices to

products remain the best bang for the buck and one way to remain competitive is to have an accurate, up-to-date pricing structure.

as it did in February,” Parcher said. “We’re not working on annual fixed prices anymore.”

check emails.

« continued from page 11

requiring suppliers to pay to have their product information made available and then also charging distributors to access product data is out of sync in the competitive world of e-commerce. “DistributorCentral’s position is the product data belongs to the suppliers and our job is to get it where distributors and buyers can have open and total access to that information,” Nokes said. “We request suppliers to take responsibility for keeping their information accurate on DC for the benefit of the buyers. We’re happy to forward that accurate data – in whatever format is needed – to other platforms and websites. Why would we not?” Solid Dimensions’ Tim Parcher said the industry has matured to a point it’s more about being competitive within the marketplace. He said promotional

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“Gone is the system the industry used 20 years ago when products, pricing and catalogs were introduced on January 1 and were there until December 31,” Parcher said. “That’s not reality.” Parcher said both distributors and suppliers understand the dynamics of continuous pricing and the need to change product information and options on an ongoing basis. He said a variety of ever-changing factors ranging from import costs to regulations to shipping can have an immediate impact on cost and product data. “The gallon of milk you by in August isn’t going to cost the same

At Apli International, which features a variety of promotional products with an emphasis on stress relievers and unique pens, pricing stays static throughout the year but information about product information requires updates on a weekly basis. “It’s not uncommon for the print shop to call and say a certain item can handle a bigger logo or there’s room for a second imprint,” said Phrogus. “It’s helpful that I can make changes very quickly in the DC system. I also like that DC is web based as opposed to desktop based, so I can make changes on the phone if I want. That’s cool.”

DC’s Easy-Does-It Dozen Distributors ask good questions. With DC the answers make things easy

DistributorCentral’s top-notch Customer Support team is always at the ready to answer distributors’ question. Here’s a review of the Top 12 questions asked of DC. The answers demonstrate that when it comes to getting things right, DC Is Easy.

I made changes to my website, but I don’t see the changes?

It’s common for website editors to see a new change on the “Preview” of their website but not on the live site customers see. When editing your website, saving changes is not the final step. You also have to “publish” the site to push those changes to the live site.

Can I change my username and password? 3

Certainly. You will receive a default username and password when your account is first generated. Either or both can be changed after logging into your DC account for the first time.

4 How do I change my contact information? DistributorCentral allows the ability to manage your own contact information from inside your DC account. If you are a distributor, your contact information is viewable by all suppliers; if you are a supplier, distributors can search and view your information. You can customize it by following these steps: • Log into your account

Publish your Website:

• Click on “Account Menu > Account Maintenance”

• Log into your DC account

• Click on “Contacts” tab on the left

• Click on “Websites Menu > Add/Edit Websites”

• “Edit” or “Add Similar” to customize contact information

• Click on “Edit” next to your website • Here, click on “Website Publisher“ • Now, click on “Publish New Changes“ • Changes will take place in less than 15 minutes

Why do I see Retail pricing on my order? 2

DistributorCentral allows you to view Retail and Net pricing during your Distributor Order Process. You can switch back and forth in the top left corner of the order.

How do I find the supplier of a product 5 my customer found on my website?

Your website is meant for your customer to do research, so that’s not where you’ll find the supplier or net pricing. Log into your DistributorCentral account to find the Suppliers information. • Log into your account at www.DistributorCentral.com. • On the home page, type the item number in the Product Search field and click “Go.” • The Supplier of each product is provided above the product image in the search results.

How do I pay my suppliers? 6

You will be able to enter the type of payment for each supplier when you create an order. If you would like to pay with a type of payment the supplier is not currently accepting through DC, you will need to contact the supplier directly.

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How is freight handled?

Every DC supplier has the opportunity to enter in freight data for their products. (Not all suppliers take advantage of this feature.) If the supplier offers freight it will automatically calculate on orders your customers place. If the supplier does not offer freight data, you will not have freight calculated on the order. As a distributor, you can use a freight preference to customize the way freight is calculated on your orders.

How do I do a reorder? 11

You can easily create a reorder of any previous order in your DistributorCentral account. • First, find the original order. • You can do this by entering in the original order info on the home page under Order Search. • Then you will see a Reorder button on the right of the Customer Order and also the Supplier Order Summary. • Click on “Reorder,” then choose the type of reorder. • Make your changes and “Save/Send” the order.

Who do I contact regarding 8 product questions?

Suppliers are responsible for entering and maintaining their product data in the DC system. They have an account where they log in and use the product editor. Each supplier also processes their own orders. It is best to contact the supplier directly with any product or order questions.

How does tax calculate on orders? 9

Distributors appreciate how DistributorCentral automatically calculates tax on customer orders. The calculation is based on local tax rates and only charges in-state taxes based on the customer’s address. You can set a customer to be tax-exempt as well: • Click on “Customers” menu

Why does my website no longer show on my account’s website list.

If you previously had a website listed under the Websites List area but now it is gone, you probably selected to make that website a Template on the Website Publisher Page. To see that site, scroll down to the bottom of the Websites List area and click on “Custom Templates” to see that site. Select “Use” if you would like to make a copy of this new template to use and so it will list under the Websites list section for access. (You cannot use the same name as the website used to make the template)

• Find that customer • Click on “Info” and then on “Terms“ • Select “Yes” next to tax-exempt question.

Can I use my own website address or do I have to use a DC address?

When creating a website using the DC web editor, you absolutely can use your domain name. DistributorCentral will host that domain name (as well as email) free of charge. You first have to purchase a domain name from a registrar (i.e. GoDaddy.com). Customers accessing your website through your domain name will only see that domain name as they navigate the site. However, the domain will change when the customer moves to the secure portion of the shopping cart.

DistributorCentral is a service made possible by our participating suppliers. These suppliers have invested millions of dollars so distributors can access their products and market them without being charged. DistributorCentral is proud to be “revolutionary” in order to enable all distributors to have access to supplier information. DC opened its platform to the entire industry. Free. Accessible. Smart. Independent. Where DC is concerned the question is not so much “Why?” but rather “Why not?” Fall 2014 \\ Issue #005

Real-time inventory means real-time opportunity by David Shultz

Distributors everywhere have reason to smile. Some of the brightest IT minds in the promotional products industry are working to provide distributors better information and thus improve selling opportunities. When PPAI hosted its inaugural Technology Summit as part of the 2014 Expo East tradeshow, it was a given technology leaders gathering from across the industry would discuss technology trends and issues. What wasn’t a given was that within a matter of days some of those technology

sounds like something out of an IT101 manual, but bear with me. “Inventory Interface Standards” are a component of the new Promotional Products Data Interface Specification for Web Services. The Standards were developed as a joint initiative by key personnel at Starline USA, Hit Promotional Products and Bic Graphic USA.

informed purchasing decisions at the point of purchase. Giving distributors and their customers the ability to see detailed, real-time inventory data – down to sizes and color choice – represents one more way to save them money and cut down on unnecessary calls.

DC hosts nearly 10,000 websites for distributors who understand how critical it is to have accurate product information in order for their customers to make

Distributors will be pleased to see a growing number of suppliers embracing the new standard. Well-known supplier Jetline recently adopted the standard and

Granted, real-time inventory on individual supplier websites has Here at DistributorCentral, the become commonplace. What’s ability to quickly and easily intenew and unique is incorporating grate inventory data into existing that data into aggregated indusproduct research tools was a key try research tools and website takeaway from the Technology hosting platforms such as DisSummit. DC’s tributorCentral. Each supplier has expectation a slightly different way of storin moving David Shultz ing and providing (if at all) data quickly to VP of Operations, DistributorCentral for use on external websites or integrate this third-party search tools which methodology With 14 years of industry expehas historically made the aggrerience, David Shultz thrives on is for suppliers gation of that data challenging. working closely with suppliers to embrace The new standard allows supand distributors to leverage the added technology-based solutions to value of real- pliers, with very little developstreamline e-commerce, website, ment effort on their part, to time invenorder management, marketing standardize the way inventory tory data as and business initiatives. part of prod- data is provided. Once a supplier uct data, just implements this methodology it leaders, formerly aware of each as many of them have embraced is a simple matter of enabling it within their product data on DC. other in name only, would colthe added value of providing At that point every distributor in laborate to successfully impledetailed shipping information the industry has instant access ment a newly developed data which allows distributors to see to that supplier’s inventory data. standard. real-time freight costs. The result: real-time inventory information at the fingertips of thousands of distributors searching for promotional products. Apologies for dropping lingo that

Fall 2014 // Issue #005

others are expected to follow suit. Dana Zezzo, Senior VP of Sales and Marketing for Jetline, said he appreciates DistributorCentral’s “out-of-the-box thinking” when it comes to improvements to the database. Said Zezzo: “When DC suggested adopting this standard and providing inventory data with our product listings, and that in doing so we would enhance our product listings and encourage more distributors to pay attention to Jetline’s product line, it was an easy decision.” Jon Norris, Systems Operation Manager at Starline and Incoming PPAI Technology Committee

''Granted, real-time inventory on individual supplier websites has become commonplace. What’s new and unique is incorporating that data into aggregated industry research tools and website hosting platforms such as DistributorCentral.'' Chair, acknowledged DistributorCentral is the first industry service provider to implement the standardized supplier web service feed. That’s a critical step, according to Norris, because DC’s involvement “provided integral feedback on overall

improvements to the system and DC’s high search volume helped us tweak the scalability of our own service at Starline,” More good news. According to Norris, inventory data is just the beginning. He expects additions to the standards to include order status updates and more. Looks like those IT guys who got together at Expo East got the ball rolling. Their collaboration on standards is bound to benefit the industry as a whole and keep distributors smiling. To learn more about implementing the Inventory Interface Standard or to keep up on future additions visit: http://endpoints.promostandards.org

Fall 2014 \\ Issue #005

DistributorCentral.com | 888-516-7401 | info@DistributorCentral.com

For Distributors, DC is always

DistributorCentral is the only FREE tool for Distributor search DC makes it easy for distributors to locate, order and deliver quality products to end users. Because this most complete, accurate and full-feature centralized database is FREE to all distributors, it’s no wonder DC is the industry’s search platform of choice.

Best search engine in the business

If you’re looking for the top suppliers and most product options, you’re in the right place. DC searches are fast and accurate based on your criteria. You can expect accurate, up-to-date product information and pricing.

Websites and emails and domains

• eCommerce-enabled website and shopping cart • Host up to five websites with your domain names • Up to five e-mail addresses with 1GB of storage

Online Order Management

DC’s cloud-based software lets distributors keep on top of business processes and correspondence. • Create orders and record payments to customers • Connect to the Internet and you have orders using a fully-featured shopping cart • Create invoices in DC; export to QuickBooks® • Integrate with merchant accounts for online payments • Receive/approve proofs from suppliers and relay them directly to customers • Proof approvals stored for every order

For distributors who want to step up their game, DistributorCentral offers the PRO level of service. For one low monthly fee, distributors can expand their web presence, gain the ability to upload product images, enable Google® Product Feed and take advantage of other SEO-friendly features.

Fall 2014 // Issue #005

Tiffany Tarr Receives PPB Magazine Honors There’s a Rising Star within DistributorCentral. Tiffany Tarr, Vice President of Sales, was one of 12 up-andcoming industry pros selected as one of PPB Magazine’s Rising Stars. The annual recognition program seeks out and spotlights the promotional product industry’s budding leaders for achievement within their companies, industry and community involvement, strong initiative and leadership potential. PPB started the program in 2010 with an inaugural selection of Rising Stars and since that time the program has become one of the most sought-after recognitions in the industry. More than 50 nominations were received for this year’s award.

ON THE RISE – Tiffany Tarr, center, was recognized as one of the industry’s “Rising Stars” by Tina Filipski, Editor of PPB Magazine, and Paul Bellantone, President and CEO of the PPAI.

Tiffany has been with DistributorCentral since 2007. Here’s what DC President Jason Nokes had to say about Tiffany as part of the Rising Star nomination process: “Tiffany was the first member of our sales staff who took the time to dig into what she would be selling. She learned how the software worked, figured out how it could benefit our customers and actually used the software to build websites, process orders and search before she ever pitched her first customer. Under her guidance, sales have skyrocketed during her career at DC. We believe we have yet to see the full impact of Tiffany’s efforts in this industry.”

Fall 2014 \\ Issue #005

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