Creating ideas with impact

Carol Comer is writing a motivational business book. Picture / Greg Bowker

Bravery and being proactive got Carol Comer her first sale and it's these characteristics that have guided her Auckland business High Impact Marketing towards its niche in the $213 million promotional products industry.

High Impact started in the basement of Comer's Maraetai home eight years ago when her daughter, Mckenzie, was born.

Previously an account director for a large promotional company, she wanted a job that would fit in with her new role as a mother.

Fastfood chain Burger King was developing its kids meal at the time and Comer thought of providing it with some mini sports balls as free gifts to go with the meals.

Ignoring criticism that she wouldn't be able to sell toys to the American food giant, she approached the company, to receive an order for 80,000.

Heartened by the reaction, she sent off samples to Burger King in Australia. The next day, they replied with a fax order for 1 million toys.

"I couldn't believe it. It all came from just one phone call and two faxes," she said.

Spurred on by her early success, Comer has gone on to build up a business specialising in making promotional products or "premiums" for corporate brand campaigns.

Soft toys, pens, hats and bags are the company's bread and butter.

Among the more innovative items are wristbands for perfume samples, toasters that toast bread with a company logo, lenticular cups, chilly-bin lunchboxes, mobile phone accessories and watches.

Today, from its offices in East Tamaki where the ideas are created, High Impact works with more than 2000 suppliers, mostly from China and Taiwan.

The company imports from Australia and Germany and also has some items such as drink bottles and frisbees moulded locally.

Large corporate accounts keep them busy year-round, but they also do minor runs for smaller customers.

On some jobs, High Impact works closely with advertising agencies but it is also - to use a term Comer hates - a one-stop-shop servicing the client from idea creation right through to distribution.

"Yes we can do the pen, cap, bag - and we do a lot of that - but what we love is coming up with things people have never seen before," she said.

"Creation and design is our point of difference and our network around the world."

Three years ago Comer helped form Promokid.com, a partnership with three overseas businesses doing similar things in the Middle East, China and Europe.

Members meet up a few times a year to share ideas, tooling and moulding.

"Our innovation down here [New Zealand] is tops. The other guys are so amazed at what we do," she said.

Last year, High Impact picked up six awards at the Australasian Promotional Products Awards - the main industry awards for the region.

These were for the police boat money box created for ASB Bank, a throw rug and flax bag for Air New Zealand, a shower caddy for Gillette Venus razor blades, a chilly lunch bag for Fitness Life magazine and a silver bracelet watch for cosmetic company Redken.

Burger King's decision to pay 50 per cent up front with its initial order has meant the business has been self-funded since day one.

Although Comer used to "go like a mad thing" during pre-school hours in the early days of the business, her team of nine account managers, a creative manager and an operations manager now allows her the lifestyle she wanted, with time off for school holidays and the ability to work in with her policeman husband's shifts.

She has introduced a staff buddy system so that staff members can cover each other's absences, which ensures she doesn't have to be there every minute of the day.

All her staff are encouraged to be entrepreneurial and to explore their ideas.

"I love them trying anything, because what's the worst that could happen? We lose money on an airfare or postage costs?"

Her own can-do attitude was passed down from entrepreneurial parents who ran a pub in Thames when she was growing up.

"I've just never assumed anyone would say no," she said.

Comer admits to still feeling a bit awed by the showroom packed with more than 300,000 items High Impact has created over the years.

"I'm just a country girl from Thames,"

After doubling in the first few years, turnover had since levelled off, but the now company had the right systems and structures to double again in the year ahead, said Comer.

In keeping with the bold approach she's maintained all along, it's taking a direct approach to "wow" new customers and grow its client base at the moment.

For now, Comer's focus is to keep growing the company and she's hungry to see it win more awards.

"I'm always thinking about the next best thing before it becomes the next best thing," she said.

Having had the inspiration for years, Comer is halfway through writing a punchy motivational book on business success.

The book is due to be released towards the end of the year.

Thinking big

* From an idea to make mini sports balls for Burger King, High Impact Marketing has grown into a multi-million-dollar business.
* The Auckland company creates and designs promotional products such as pens, hats, drink bottles, stickers and toys.
* The products are exported to 19 countries.
* Large clients include Coca-Cola, Air New Zealand, Redken, L'Oreal, Tip Top and Scholastic.