signature product business management

Finding the Anchor of Your Business

Stephen L. Capper, along with his wife, Nora, and their daughters, Jami and Toni, owns and operates A-1 Awards, Inc. in Indianapolis. He has been associated with the awards and recognition industry for over 45 years, and has given numerous seminars since 1979.

It is important to have an anchor that promotes our business that the public understands. For example, a gas station mainly sells gas, but many sell oil, tires, and all types of service-related products. And some businesses become successful creating and marketing in-house-related products that go national or even international. You, too, can increase your sales and market of many other products that the clients you have now will buy. Our clients might currently buy these products from someone else — maybe they aren’t buying from you because they don’t know you can supply them. 

Many of us in the recognition business now sell promotional products and have found them to be a perfect fit for our clients; we have found after we started selling promotional products that our clients were already buying them somewhere else. (The trophy business started out a little like this same scenario — trophies started selling in jewelry stores because jewelers could engrave them.)

Now, many stores who sell trophies and awards also sell thousands of dollars a year in promotional products, which may not be their signature product… but then again it might be. The point is that big doors swing on little hinges. You never know what will lead you to something bigger or even better for you. 

—Stephen L. Capper, A-1 Awards