ALLIGATOR MANUFACTURING: Snap Up Loyal Customers Through the Power of Promotional Products

For a litany of reasons, promotional products have for the longest time been cited as a crucial element of the success of virtually any business, and a vital part of many marketing strategies. The Promotional Products Association International (PPAI), the world’s largest international not-for-profit trade association serving the $24.7 billion promotional products industry, and a key aspect of its remit is the regular and thorough conducting of research to ratify the efficacy of the continued use of branded merchandise in creating a lasting, impactful impression among consumers.

The results continue to support such promotional techniques, with 94% of those most recently questioned stating that they enjoyed receiving promotional products, with three quarters keeping the item long-term — not merely briefly buoyed by the receipt of a gimmick or throwaway token but gaining real use and benefit from the branded wares.

Promotional products can also be an invaluable way for new businesses to make their mark in an area, with more than 85% of respondents discovering alternative companies in this way, while, in this digital age of information overload, a similar percentage are happier to receive a tangible product than an equivalent email.

RICH HISTORY

In short, better sales and enhanced ROI are the likely and chief benefits that a business will gain, and brand loyalty can even be swayed by the inclusion of a high-quality item, attests PPAI’s data; as many as three quarters of consumers would happily switch brands to one with which they had never done business if the promo product merited it.

Benefitting from a head office in South Africa backed by strong representation in China and sourcing agents across the globe, Cape Town’s Alligator is a leader in the design, manufacturing and sourcing and supply of promotional and retail products to clients worldwide. From a starting staff count of seven has grown a business harnessing the expertise of 250 employees, divided between the company’s pride and joy, its state-of-the-art Epping headquarters and manufacturing facility in Cape Town, and sales and sourcing offices in Johannesburg and Hong Kong.

“Our factory affords us great flexibility, a wide range of choices and quick turn around times,” Alligator explains. “Trade and industry grants have enabled us to upgrade our machinery and offer superior manufacturing services, and today, besides making high quality products, we offer a full suite of branding facilities from embroidery to screen printing and embossing.”

It would have been difficult for the 1954 iteration of Alligator to envisage such lofty heights, as an outfit manufacturing cooler bags for a single customer. Alligator was then purchased in 1988 by local entrepreneur R.J.S Marks, who quickly diversified the product and service portfolio. The additions of his son and brothers were followed by Sandy Naidoo, joining in 2008 and bringing a wealth of corporate and professional experience.

“Alligator is a second-generation, family-run company that has a long and rich history,” the company sets out. “Since 1954 we’ve grown extensively supplying major corporations with a comprehensive range of products and providing end-to-end merchandising solutions.” Some of the companies who have sought Alligator’s branded products and corporate marketing that exceeds the everyday have included Nedbank, KFC, Coca Cola, Nissan, BMW, Canon, DHL, Discovery, KPMG and Vodacom.

The ability to directly target and communicate with clients and deliver a perhaps familiar message in an entirely novel way are key drivers of big change, with promotional products and experiential marketing at its core. Maximising the value of this kind of advertising and ensuring it has a tangible contribution to brand and business development is paramount, which is when it pays to ally with a leader in the creation of brand experiences.

“We are constantly innovating bespoke branded products,” Alligator says of its renowned and hard-fought reputation for incessantly pushing forward, “alongside successfully manufacturing and sourcing single products or entire ranges, providing warehousing, developing and hosting online shops and managing sales and distribution.

“Our developers have had years of experience in creating quality corporate promotional ranges that are exciting, innovative and commensurate with current fashion demand.”

MERCHANDISE EXPERTS

Over the more than 30 years that the Marks family has been involved with Alligator the focus on development has never wavered. The industry has changed markedly in this time, with competition emerging as the result of improved technology and the industry becoming one now measured heavily on service, quality of product and creativity. “Hi-tech equipment enables branding solutions that include embroidery, digital printing, laser engraving, screen printing, pad printing, foiling, embossing and debossing,” says Alligator of its ability to remain ahead of this curve.

A proven ability to supply major corporations raft of products and deliver exceptional end-to-end merchandising solutions has made Alligator a highly decorated outfit over the years. Both SAB (now AB InBev) and Avroy Shlain have made it supplier of the year, while Canon has recognised it as a leader in green procurement.

While admittedly highly desired, and useful and tangible proof of the efficacy and success of the business, at least equally important is Alligator’s commitment to fair labour practices, health and safety in the workplace as well as social and ethical business procedures. The extent of this dedication has earned the company a Sedex Members Ethical Trade Audit (SMETA)-4 pillar audit accreditation, an ethical audit methodology which encompasses all aspects of responsible business practice.

“Human capital resources and experience are key in the industry,” Alligator expresses. “Staff need to be empowered to grow and take on responsibility. Experience is required to understand a customer’s needs and the market that they are trying to attract, and find the balance between quality and price.” Alligator has been doing exactly this for more than 30 years now in its current guise, and it is a huge part of what continues to lend it such a strong competitive edge.

“Alligator is dedicated to developing local economy, supporting communities and committed to creating dynamic branding and merchandising solutions,” the company summarises of some of its key and distinguishing specialities. “Alligator takes immense pride in the multitude of CSR initiatives in which it participates, some of the beneficiaries of which have been the MATCH Tennis Foundation, the Red Cross Children’s Hospital and a number of schools.” There has also been a definite shift towards more biodegradable and eco-friendly products, while waste control and energy efficiency have both come to the forefront.

“Our ultimate goal is to be a partner to our clients and not just another supplier,” Alligator summates. “We regard ourselves as experts in the field of corporate merchandise and gifting and offer a comprehensive solution, becoming partners in your brand vision. We understand that merchandising and branding is a cornerstone of the marketing communication mix and we pride ourselves on bringing a company’s personality to life.”