For some, suggesting more than the order is a no-brainer. For every PPD, counseling a client for an entire program adds value and profit.

For promotional products distributors, add-on sales may not be a new idea, but an increasing number of people are starting to consider the notion as a way to boost sales.

Here is the idea in its simplest form: Instead of just selling one wearable item, provide something else that can accompany it. The end result may be something as simple and time-tested as mixing logoed golf shirts with logoed golf balls or tee bags. Then again, it could be much, much more.

To some PPDs, the idea of an add-on sale is a no-brainer; it's done as a matter of course. Many clients ask PPDs not just for items, but for solutions to specific situations -- an arrangement that begs for add-on sales -- and many, many PPDs have established their client relationships with a solutions-counselor mentality.

Granted, there are those PPDs, and a few end-user clients, where the relationship is "I need polo shirts for my trade show. Send them over," end of story. But even in cases where budgets are limited, many PPDs investigate further and find that a specific order can become a complete program package of sales, and a long-lasting relationship.

Wearables Business decided to look at promotions going on across the country that involve some type of wearable being packaged by a PPD with any other promotional product. The sky was the limit in our view: from a duffel bag and logo socks, to woven shirts with picture frames. We figured the possibilities might be endless, so we started calling PPDs on our circulation list.

Here's some of what we found.

WHERE ADD-ONS ARE A SPECIALTY

Amy Noel is a sales partner at Wood Associates, based in Santa Clara, Calif., a PPD with 21 offices coast-to-coast in 13 states, and 190 employees. Last year, Wood Associates ranked No. 13 on ASI's list of the industry's top distributors. Since it was formed in 1985, Wood Associates has concentrated on developing program sales that directly target businesses and organizations.

"We have always specialized in multiple items," says Noel, when asked about add-on sales promotions. "We do programs all the time that have a sweatshirt, a mug or a jacket and bag with them."

Noel says Wood Associates hones in on events like sales meetings, trade shows and product launches. She believes that budgets set the initial foundation for how the program will be structured, but the company will almost always suggest more items. And people seem to be amenable to new suggestions.

A good example, says Noel, was a client that regularly purchases a wide range of wearables and other promotional products through Wood Associates. The client was doing a new product launch and wanted Noel to create a box kit to hold sales incentive materials for its sales personnel. Noel looked at the specifics of the program -- sales people could be awarded several different things, ranging from travel to products -- and suggested an additional item: a magnetic easel board that could be placed on sales personnel desks with magnets featuring the various awards. This arrangement kept the incentive contest and its prizes uppermost in the minds of the sales people, says Noel.

"It was something that (the client) never thought about," says Noel, "and she loved the idea and bought 5,000 of them."

Noel is one of those PPDs where the question of an add-on sale borders on the ridiculous.

Asked whether she gets requests for trade-show shirts she might add-on some other item to the order, she says, "We get those kinds of requests five times a day.

"I don't think we ever just look at the shirts," she adds. "We regularly add on bags, hand-outs, lanyards, name tags, direct mail pieces..."

TEES FOR TEACHERS

Sergio Sanchez is the president and owner of High Profile, Inc., based in Detroit. He works with a large number of teaching organizations, including teachers unions. Recently, he put together a promotion for a teaching organization that was celebrating its 50th anniversary. It involved some creativity on his part and resulted in a lot of fun.

The idea was straightforward enough: create a package of golf shirts and caps that would be used in a celebratory golf outing -- a 50th anniversary event. There would also be a giveaway item.

Sanchez ended up getting involved in far more than just product sales. He says he actually became the organization's event consultant. This included putting together a promotional mailing package that included a postcard that went to invitees that had a golf tee glued to it, says Sanchez.

"We usually get involved in the beginning," he says, "and help people with their marketing and promotion." For the golf tournament, High Profile even helped create the logo.

Such involvement in a program may mean more time on the front end, but it's worth the effort. "You spend a little bit more time with them," says Sanchez, "but they're easier to suggest to."

Wearables are especially important as part of any package he puts together. Not only do they add overall value to the package, the items are more lasting.

"We find wearables less costly as a promotional item overall," he says, "because it's used all of the time and doesn't get lost in the drawer." This is especially true for brand-name items, he notes.

LOOKING AT STARS

David Holland, owner of Signature Signs and Ad Specialties in Bowling Green, Ky., couldn't think of anything he had done that was very unique in terms of add-on sales.

"There are so many different things," he pointed out. "My whole shop's an add on."

Indeed. Holland's entire operation is based on the idea of the add-on sale. One part of Holland's operation makes signs and another part specializes in awards and trophies. Still another screenprints, and then there's the wearables part of his business, as well as overall ad specialties.

Holland says he functions very much like a pinball machine when it comes to getting things accomplished. A woman may call his shop saying she needs a bunch of tote bags right away. Holland makes it happen, aided, in part, because he has all of the components to a full-scale promotional operation in his own company.

Holland says that one of the more interesting add-on campaigns he undertook was with Greenview Regional Hospital in Bowling Green. The hospital was in the midst of a campaign targeting obstetrics and the world of babies. The campaign was based on the title line: "I receive star treatment at Greenview Regional Hospital."

That's when Signature Signs & Ad Specialties got involved in a big way. It started with embroidered diapers that could be used as burp cloths. Along with the burp cloths came baby sipper bottles with stars that were screenprinted on the outside. The entire promotion was tied in with a star-shaped magnetic photograph holder; the star shape in the magnetic holder popped out to support the photograph of the newborn baby.

Holland enjoyed the whole project and says the response from the public was extremely positive. Not incidentally, he notes, the folks at the hospital -- the client -- were very satisfied, too.

PLAQUES AND JACKETS

Ernie Webb the Idea Man, in Midland, Texas, generally focuses on wearables only; wearables by far, make up the bulk of the company's business. But Webb adds that there are times when more is called for.

Webb says he usually sells only one item at a time and most of them are wearables. If people want a different item, they can get that, too, but the order usually comes at a different time.

Recently, though, he worked with an international oilfield service company. The company came to him to honor the employees of one division that had won a President's Award. He combined brass and wood plaques with embroidered bomber jackets, featuring the award logo and year. The whole package program went successfully.

"We're a big believer in program selling," adds Webb.

PATRIOTISM PACKAGE

National Sales Manager and Art Director Rob First combined his two companies in Bowling Green, Ohio -- First Advertising Dezynes and Logo Source USA -- to create a comprehensive package of materials for a national veteran's organization. The program, now being marketed to other parts of the country, centers around the creation of a national veteran's flag, featuring six different military crests together in a circle.

"It's the first time all the forces have been brought together under one logo," says First.

The entire veteran's package includes some 11 items: a flag, T-shirts, coffee mugs, rings, lapel pins, bumper strips, patches, hats, stationery, clocks and an Afghan. The flag contains red, white and blue stripes on the border leading to an oval with 50 gold stars and a circle of the military crests.

First makes it clear that the add-on part of this program, while providing additional sources of revenue, was not the fundamental reason behind the development of so many products.