Brennan Ryan is the owner of Black Dog Promotions, a promotional products company that does more than just sell people pens with their logos on the side.

He is also the co-founder and a regular contributor to the conversation at the Free Business Tips Forum.

What is the number one thing that new customers get wrong about promotional products?

They forget that promotional products are no different to any other form of advertising & marketing. That is, marketing is about getting the right message, to the right person, at the right time. So just because you have seen a funky new pen at a really cheap price, you should just whack your name on it and give it away to achieve instant results. Who are your target market, where are they and what are they doing when they need you? If you can put your name in front of the right person where and when they need you , you can beat out all other forms of advertising.

Like any other form of marketing, you must think ahead to get the right message on the right vehicle to the right person. I call this the MVP of marketing.

Message – What is the message you want to get across to your target? Are you affordable? Exclusive? Unique? Rather than just put a logo only onto a promotional product, what positioning statement can you print onto it to really get the message across to your prospects?

Vehicle – This is the actual product you choose. This is important and deserves some real thought. What does the quality of the product say about you? Is it appropriate for your market? Does it compliment the message? Is it being delivered to the person in the right way at the right time?

Person – Targeted marketing works, shotgun marketing doesn’t. It is a very simple rule that can be forgotten. Sometimes it is better to spend $50 per person and target 20 key personnel in key organisations, than it is to spend $0.50 per person and spread it out to 2000 people.

Sure, those 20 key people may well be on that list, but do you think the $0.50 promotional pen will impress them more than the $50.00 promotional pen?

In a crowded industry how do you differentiate Black Dog Promotions from the competition?

We take a professional approach. Like other professionals (Doctors, Lawyers) we will not just make a recommendation without consultation. Too many promotional merchandise companies focus on offering only the cheapest prices without thinking about results.

We consult with our clients to find out what the real goal is for their promotions. Sometimes a client will come to us for a quote on a “cheap” promotion product, often at the end of the call they will comment that we were the only company who ask any questions about what the product was actually for! When they realise that buying from us includes professional consultation, focussed on results for their business, they understand cheap is not always cheap. What is the point of a “cheap” promotion if it doesn’t achieve any results?

The cheapest promotions are the ones that get results for you, even if they cost a little more upfront.

So we differentiate ourselves by understanding the power of promotional products, and focusing on results for our clients.

What is the best thing about having your own business and being your own boss?

Short hours, playing golf 4 times a week, and still making money while I do!

Just kidding, I have not yet achieved that level of freedom! But only as a business owner is that level of freedom even conceivable at a relatively young age. Not many employees could set themselves that goal and actually achieve it. Only as a business owner is it possible.

I’m still putting in the long hours at the moment, but I wouldn’t have it any other way.

How did you know when it was the right time to hire your first employee? In hindsight would you have done it differently?

I knew I was ready for an employee when I had plenty of cash in the bank! In fact, I hired two. How wrong I was! In hindsight my business was not ready for employees, I had trouble letting go of work, and I was not ready to put in the training and effort I needed to in order for my employees to be successful. I felt because I had plenty of cash I could afford to carry an employee until they started paying for themselves some time down the track.

In hindsight I should have waited until I had plans and training in place so they started paying for themselves straight away. I also should have spent a lot more time in picking the right person for the job and the organisation.

I have since hired another person and they are working out terrific!

Where do you go for business advice, inspiration and ideas? What are your top sources?

www.freebusinesstips.com.au , biographies (in particular auto-biographies), peer networking groups (online and offline), the WWW, my clients.

Inspiration is anywhere you look for it.

The mind is like a parachute, it works better when it’s open.

Keep you mind and eyes open and you will see inspiration and business tips everywhere

Exit plans - how will you be spending your Wednesday’s in 5 years time?

Right now, I picture myself doing exactly what I am doing now, that is; working hard on something I love!

I know I should probably have some grand plan, but I don’t. Even if I had achieved the freedom to not work, I think I would still have to find something to do, I love the thrill of chasing the sale, the fun of seeing a new idea come to fruition.

However, I would like to be able to have the freedom to pick up and take myself and my wife on a nice holiday, knowing the business will run without me.

Thanks for the insightful interview Bren. If you need advice for your next promotion you can find Bren at Black Dog Promotions.

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Posted on August 9th, 2007 by Ross