Joy Products ties patriotism into marketing

Though business is down from the immediate aftermath of Sept. 11, patriotic-themed promotional products are still a main line of business for Port Washington-based Joy Products Inc.

The company, which around this time of year is usually selling promotional products to help companies such as Cablevision Systems Corp. and Marchon Eyewear, has been busy churning out thousands of patriotic products.

Joy recently filled its largest order for 30,000 flag-shaped lapel pins.

"The nature of our business is high-volume, low-end," said Ron Beatus, president of the company, which moved to Port Washington from Manhattan last March. "Although they're cheap, we make a profit on it."

Joy Products' clients include publishers such as Random House, Simon and Schuster, Doubleday and Dell; as well as the North Shore Animal League; the American Lung Association; the Associated Press and various ad agencies.

Lapel pins, patriotic ribbons and the like, often with company names or logos, are sometimes made abroad in Taiwan, although many others are produced in the United States.

"We deal with a lot of people, like unions, that want made in the USA," said Beatus. "We try to promote made in the USA. When it comes to union items, they encourage it. We concur with that."

Companies also are chipping in for buttons which, along with pins, are given away at conventions. Those on a board in his office tout "God Bless America," "Enough is Enough," "United We Stand," "Together We Stand," "All the Way USA," "Salute Our Fallen Heroes" and "We Shall Overcome."

"It kind of goes in waves, depending on what's in the news at the time," he said. "It's really very subject to what goes on a particular day."

The company also has been churning out pins linked to the Olympics. It recently produced several thousand Olympic pins for the Associated Press.

"General business is somewhat down," he said. "This has kind of picked up the slack. I wouldn't say our earnings are higher than last year. They're certainly keeping pace."

Kizmet nets Reef

East Meadow-based Kizmet Interactive, a Web design and online marketing company, has designed a new Web site and is crafting an online marketing campaign for New Jersey-based wireless infrastructure company ReefEdge Inc.

Kizmet redesigned Reefedge.com to be easier to use and able to provide more information and graphics.

"We needed to redesign the (site) with a high-end look and design," said Kizmet Vice President Nick Dinatale.

Kizmet Interactive is also developing an online marketing campaign for Fort Lee, N.J.-based ReefEdge, which is also working with PR firm ARM Communications.

"We're launching targeted e-mail campaigns, banner ads and sponsorship programs," said Mike Nuzio, marketing director for Kizmet.

While online advertising was in a long lull, Nuzio said that tech companies are leading a return to the Web.

"Companies are now coming back a little bit," he said. "More tech companies are looking to target the IT professional."