To craft a customized marketing program for each of their clients, sales representatives at Lewiston, Maine-based distributorship Geiger Brothers quiz customers on company goals. "Clients are looking for sales representatives who are knowledgeable about promotional products," says Jim Habzda, vice president of sales and marketing. But a catalogue and order form isn't enough to seal sales. Geiger personnel design detailed promotional plans that meet companies' growth targets, he says.

Asking questions helps Geiger Brothers determine each client's marketing musts: How many trade shows will staff attend? How many sales meetings are planned for the year? "Then we get more in-depth and ask whether there are new product introductions or if the company wants to increase market share o existing products that are stagnant," Habzda says. "We ask a lot of specific questions about how they want to grow their businesses, and we see how our products fit into that plan."

If a company wants to polish its look at a professional event, Habzda might prescribe team dress. Clients can decide which Polos and pullovers will enhance their image. "Companies that put their logos on apparel want good-quality clothing," Habzda says, adding that some seek out brands such as Nike and Nautica. "We handle all apparel brands. That is a large part of our presentations when we visit clients."

Logo apparel sales have grown as more companies adopt business-casual dress codes, standing in as professional dress for workers who must represent their companies at conferences or meetings. They also serve as functional and fitting gifts that sales representatives can give to clients. Logo apparel even makes appearances at golf outings - a fine prize for low scores and long drives. "There are a lot of areas that apparel can touch," Habzda says. In fact, wearables account for approximately 30 percent of Geiger Brothers' overall sales. "If you give out a nice Polo shirt with your company logo, customers will retain that message for a long time," he says.

A national network of 400 promotional consultants helps Geiger Brothers reach a captive audience for its custom products. And companies of all sizes call on the firm to dress up their images. "Whether small, medium or large, most companies include promotional products in their marketing plans for the year," Habzda says.