Remember the early days of promotional products data? It was all about getting information to distributors – data files designed to help them. If that data ended up on a website or quote, chances are a human was involved making it more presentable for clients and prospects.
Welcome to the API Age – and a Whole New Ball Game!
As you know, Promodata is here to make life easier by consolidating supplier product data into a single, standardised API feed. This gives distributors a unified data source right into their business systems. Job done… well, almost!
This shift to streamlined Product Information Management (PIM) means we need to think differently about how we write our product information.
Why? Because Your Data is Now Talking Directly to the End User.
Distributors are looking for rich, engaging product info that speaks their customers’ language. They want data that’s ready to go straight onto their websites and into their quotes. The bottom line? If your product information isn’t up to scratch, you risk being left behind. Poor data might mean your products simply don’t get chosen for websites and proposals.
While Promodata standardises many things (like categories, colours, and image specs) to make integration seamless, there’s some crucial information we don’t touch. That’s where you come in!
Here’s how you can enrich your product data to maximise your exposure and boost your sales:
Nail Your Product Names
Make sure your product name actually says what it is! We get it – you’ve categorised it perfectly on your site. But search engines (and often, website searches) rely heavily on the name.
- Instead of: “The Alpha”
- Try: “The Alpha Metal Pen”
- Instead of: “Chesty”
- Try: “Chesty Polo Shirt”
Craft Compelling Descriptions ~ This is your chance to sell!
DO:
- Engage the End User: Speak their language. What are the benefits? Why should they choose your product? You know it best!
- Think SEO: How would an end user search for your item? Like this – “Promotional Travel Mug” or “Printed Re-Usable Coffee Cup.” Dedicated keyword tools and AI Tools like ChatGPT and Gemini, can help!
- Include Specs: Be specific where it counts. (e.g., “This eco-friendly, recycled stainless steel pen features a black ballpoint ink refill with a 5000-metre writing capacity.”)
- Proofread: Use spelling, grammar, and punctuation tools for a professional touch.
DON’T:
- Take shortcuts.
- Just list bullet points.
- Include distributor-only info (carton specs, freight, pricing, etc.).
- List colours (that’s a separate field!).
- Add links or HTML.
Boost Your Brands
Selling brand names? Make sure the brand appears in the product name and description. Even if it’s in a separate data field, many website search engines focus on these key areas. If the brand isn’t there, you won’t appear in brand-specific searches.
Picture Perfect Products
Your images are your virtual showroom!
- Showcase Clearly: Use bright, well-lit photos.
- Define Your Hero: Make sure your main image is consistently identified.
- Highlight Features: Show off materials and key details.
- Multiple Angles: Give a 360-degree view.
- Go High-Res: Aim for at least 2000 pixels on the longest side.
- Show It Off: Include images with and without decoration.
Go Deeper: Maximize Filterability with Attributes
Whilst the above tips are front line and visible changes, we can’t stress the importance of providing data for all relevant attribute fields within the Promodata system for maximum filterability.
Why Act Now?
These changes won’t just help you with today’s search technology. You’ll be building a rich data set that gives you a massive head-start for the AI-based search algorithms that are already on the horizon (just look at Google Chrome!).
By investing time now to enrich your product data, you’re not just helping your distributors – you’re directly influencing end-user decisions, increasing your products’ visibility, and ultimately, driving more sales.
Remember – consistent, good quality data creates a better, more confident buying experience for the end user, which benefits everyone in the supply chain.
Let’s work together to make your products shine!