What makes a good promo these days, and how do things get done? We asked Steven Zuller, CEO of Franklin Group, a marketing solutions company he founded in 1988. Based in Brooklyn, NY. Franklin Group has been designing, printing and distributing innovative marketing materials and promotional products for a wide range of sports organizations and commercial entities. The company serves as a printing and promotions partner for 70 professional and collegiate elite sports organizations in leagues which include the NHL, NBA, MLB, MLS, WNBA and NCAA, along with five sports venues. Franklin Group is also consistently involved in extensive marketing, printing and promotional work in the healthcare, real-estate and non-profit sectors.
In New York/New Jersey alone, they have partnered with the New York Islanders, Brooklyn Nets, New Jersey Devils, New York Red Bulls, NYCFC, and Seton Hall University. Other teams Franklin has partnered with include: the Vegas Golden Knights, LA Kings, Washington Capitals and San Jose Sharks, the Miami Marlins, the Washington Wizards and Philadelphia 76ers the Philadelphia Union and others.
Here are some thoughts on the business today…
What makes a good collectible these days?
I truly believe that a quality item is something that relates specifically to the targeted audience. We strive for a fan wanting to keep the item so they can relate to a memory of a an experience they attended. Also, the attention to detail in creating the item is crucial as it can distinguish an incredible item from one that is simply average. The San Jose Sharks are a club that does a great job using their promotional items to enhance one of the best fan experiences in all of sports.
What is the timeline from conception to delivery? can you turn things around in weeks with technology now?
Some items for a team can be produced within a 24 hour window but it could also take weeks if it’s a more complex piece like a bobblehead. Another factor is whether the item is produced overseas and or domestically. For example with the NHL Playoffs, rally towels can be turned around in 24-48 hours for the team since they may get such short notice of their schedule.
Whats the process like to develop an item? How many people have to give signoff?
The team’s marketing and design departments usually sign-off so they make sure everyone is aligned. Then there is usually one final sign-off from the Chief Marketing Officer. Once team provides the green light, our Franklin Group team has a very systematic approval process that goes through many phases of our production. Finally the Franklin Group’s quality control department approves and we get signed off.
What are your favorite items to date?
I really loved producing the growth chart the Brooklyn Nets used as a giveaway. It’s something that children really enjoy using and it can stay on their bedroom wall for several years.
Also, some of the bobbleheads we created for the San Jose Sharks were epic, specifically the shirtless bobblehead of Joe Thornton that exploded over social media. That was a lot fun for Franklin Group to be behind producing that with the Sharks.
Aaron Judge seems to have an item a week now. is there ever too much?
I think you definitely need to have a balance for scheduling promotional giveaways. I personally believe in quality over quantity. People like coming home with items that are unique and will want to keep forever, even if it’s not every week.
How do you protect against copycatting original ideas, or can you?
Unfortunately you really can’t stop someone from copying an item. The only thing you can do is just remain innovative and think of new, creative ideas that the fan base will cherish. We work with the teams who we partner to ensure this happens and we are growing together.
My guess is almost of all of your work is tied to a sponsor; are there times when brands try to overcommercialize an item with logos, and how do you help avoid that?
I think you have to guide the team and provide insight within the principles of the sponsor’s objectives. Each sponsor has different goals and needs in reaching the segment of the fan base they are looking to touch. The sponsor name/logo should be visible but certainly not the primary focus of the item.
I have recently seen 3D printers creating potential collectibles, how much has technology changed or enhanced your business?
Technology has tremendously impacted our industry. Today we would never be able to do the business we are doing without adopting and utilizing the proper technology. Teams now run social media campaigns that align with your giveaways, so you can effectively reach your audience more impactfully.
Are there items or themes that are off the table when suggestions come in? Things that are not PC or are more adult themed?
Our partners are very sensitive to their fan bases. When it comes to releasing an item that represents their brand, I always voice my thoughts and provide advice. While we respect being on the cutting edge, we want to make sure the item is not offensive in any way, shape or form.
Lastly, we are seeing so much interest going towards businesses like esports and gaming; when will the time come for a League of Legends event to get into the collectable business, or is the demo for esports not going to go down this added value track that major sports have for their fans?
Actually over the last few weeks several companies who represent e-sport leagues have contacted Franklin Group. The e-sports industry is now learning that their fans want memorabilia and collectibles to remember the event they attended, or even viewed digitally. We are trying out to figure out where the need is so the fan base is fulfilled…that’s the essence of our value to a sports organization as marketing solutions company.
