Redefining The Industry | #GetInTouch – Industry Branding Campaign

PPAI will officially launch the industry branding initiative, the #GetInTouch campaign, September 26 in conjunction with the 2016 Advertising Week in New York.

The #GetInTouch campaign (formerly referred to as the Industry Branding Initiative) was originally introduced to the PPAI membership by PPAI Chair of the Board Tom Goos, MAS, and me at the 2016 PPAI Expo. It is a five-year, multimillion-dollar industry-wide initiative targeting advertising buyers. It is designed to increase awareness and improve and enhance the overall perception of the promotional products industry and communicate the benefits of working with promotional consultants. The overall goal of the campaign is to direct a larger share of advertising dollars to the promotional products industry.

The #GetInTouch campaign was originally conceived by the 2014 PPAI Chairman’s Roundtable Work Group, and is the culmination of a year’s worth of hard work by a collection of PPAI staff, members and volunteer groups, including the PPAI Board of Directors, the PPAI Industry Branding Initiative Advisory Group and the PPAI Public Relations Committee.

Collaborating for Success

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PPAI’s #GetInTouch campaign launches during Advertising Week 2016

This joint initiative between PPAI and the membership is extraordinarily important to the promotional products industry because, for too long, we’ve been an afterthought for many advertisers—a medium of fun and useful ‘stuff’ but not always recognized for our proven value and strengths. Within the industry we may know, understand and communicate the power of promotional products, but it’s high time the rest of the world recognizes the advertising power of promotional products and their place in successful advertising campaigns. Our research tells us that as other advertising media struggle to achieve year-over-year growth and remain relevant, promotional products are perfectly positioned to grow—and have grown—in an increasingly digital world.

To help us achieve success with this initiative, we’ve partnered with SAXUM, a nationally known Oklahoma City-based integrated marketing agency to deliver a creative and impactful campaign that breaks through the advertising clutter to reach and influence advertising buyers, from Fortune 500 companies to smaller, local advertisers.

Tom Goos put it best when he spoke at the opening general session at The PPAI Expo earlier this year: “For years PPAI has worked on advocating for the industry, but never with a multi-year strategic campaign at this level. Industry promotion has always been bootstrapped with little budget or limited resources. With the launch of the #GetInTouch campaign, the board is saying we want this to be a primary focus and we should put funding and a strategic plan behind it. The board recognizes that we are well positioned to capitalize on the changes in marketing and growth of the digital world.” He also explained “PPAI will not be successful if it pursues this initiative alone. It’s going to require companies like mine and yours to participate.”

To that end, along with an integrated paid, earned, shared and owned (PESO) strategy, including major media buys in publications like Advertising Age, digital strategies and possibly an industry spokesperson, the #GetInTouch campaign will feature member kits available for download and customization. The member toolkits will include a variety of communications assets including print advertisements with several versions of copy along with various digital, social, promotional products, public relations and collateral elements that members will be able to immediately incorporate into their own marketing efforts—the key here is making sure PPAI members become an integral part of the #GetInTouch campaign.

The Messaging
While the overall message is about the power of promotional products and the importance of the promotional consultant, there will be several sub-messages which include:

  • Campaign tagline: ADVERTISING THAT LIVES ON
  • Campaign hashtag: #GetInTouch
  • Promotional products are a tangible representation of a brand.
  • Promotional products create excitement, surprise and delight.
  • Promotional products positively affect buying decisions.
  • Promotional products have staying power.
  • Promotional products, the only advertising your customers will thank you for.
  • Promotional products become a part of everyday life.

The campaign will also include sub-messages focusing specifically on Promotional Consultants:

  • Promotional consultants help design programs that get results and save time and money in the process.
  • Promotional consultants partner with you to promote and protect your brand.
  • Promotional consultants are industry experts and marketing pros.

A Redesigned Website | PromotionalProductsWork.org
Complementing the launch of this PPAI initiative is the launch of the newly redesigned www.PromotionalProductsWork.org website. The website, targeted at advertising buyers, tells a two-part story about the power of promotional products and the importance of working with promotional consultants.

While this site is independent of the #GetInTouch campaign, the timing of its redesign and launch is not coincidental. After passing through a specific #GetInTouch page, buyers who want to learn more will be directed to the new site.

A Call to Action
The PPAI #GetInTouch campaign will be one of the most significant contributions PPAI has made to the strengthening of the promotional products industry, but as Tom noted, we must engage our members for this initiative to be successful. Here are a few things you can do—right now and long-term—to be part of this exciting initiative:

  • Commit right now that you will be part of the initiative!
  • Share this information with your internal teams, colleagues and peers.
  • As the campaign will focus on the power and proven results of promotional products, we need your winning case studies.
    • Get in touch with Kim Todora today to learn how to include your case studies in the #GetInTouch campaign.
  • Keep on the lookout for information on the #GetInTouch campaign.
  • Share your thoughts and ideas for enhancing the campaign with Kim and me and the planning team.

Thank You
Our ability to clearly articulate the power and compelling value of promotional products and working through promotional consultants is critical to the vitality and vibrancy of our industry.

PPAI has a winning plan to reach advertising buyers through the #GetInTouch campaign at the national level and will create the tools you need to get involved and engaged with your customers and prospects. I thank you in advance for your support and participation.

Sincerely,

Paul

Guest Post | Thoughts on PPAI L.E.A.D. in Washington, D.C.

If Coke and Pepsi can set aside their battle of the brands for a worthwhile cause, so too can the promotional products industry. During PPAI’s Legislative Education and Action Day (L.E.A.D.) event held in May, industry representatives from around the country united to encourage our nation’s legislators to consider critical issues important to the entire industry.

Today I am pleased to present a guest post, “Thoughts on PPAI L.E.A.D. in Washington, D.C.”  by Kyle A. Richardson, editorial director of Promo Marketing magazine. This PM blog originally appeared in the June 27, 2016 issue of Promo Marketing.

Thank you, Kyle, for joining us for the PPAI L.E.A.D. We are grateful for your participation and retrospective on the critical importance of our industry’s unified voice in D.C.

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Last month I had the privilege of joining a select group of promotional products professionals in Washington, D.C., for Promotional Product Association International’s (PPAI) Legislative Education and Action Day (L.E.A.D.). Influential industry members from across the country volunteered their time to head to our nation’s capitol, to raise awareness about our industry and the legislation that impacts suppliers and distributors.

We’ve reported on many of these business topics—independent contractor requirements, the Affordable Care Act, Toxic Substances Control Act reform—but it is another thing entirely to go to D.C. and speak to senators and representatives about our industry, our concerns and our needs. When you see a small section of our community—just 80 volunteers in all—organize more than 300 meetings over two days, you start to appreciate the significance of what PPAI has put together.

It isn’t just the numbers, either: Who was in attendance is just as important. Supplier CEOs, distributor franchisees, multi-line representatives and more all stood united in D.C. We were organized by state, with many groups consisting of companies in direct competition with one another. Along with some suppliers and distributors, I was on the Pennsylvania team representing Promo Marketing next to ASI’s own senior vice president and senior counselor, Chuck Machion. No one was concerned about business rivalries. We were all there to do the same job.

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Left to Right: Kyle A. Richardson; Bruce Korn, CAS, president of Zakback Inc.; U.S. Rep. Ryan Costello (R-PA); Larry Whitney, director of global compliance for Polyconcept North America.

What most stood out, however, was seeing that what we’re doing works. In several meetings, staffers greeted members of our team by name, recalling them from last year’s event. In other meetings, representatives mentioned receiving emails from suppliers and distributors as part of Promotional Products Work! Week. One staff member we met with took notes on the PPAI L.E.A.D. notebook he received in 2015. If you think events like this don’t have an impact, you’d be surprised.

You also may be surprised to learn that every D.C. staffer looks like they’re 17. Don’t let “House of Cards” fool you: Everyone in the Capitol is too young to drink.

I want to thank PPAI for inviting me along this year, as well as all the members of my team—Chuck, Bruce Korn of Zakpack Inc., George Jackson of George Jackson Promotions, Larry Whitney of Polyconcept North America and Norm Hullinger of alphabroder.

It’s said you should lead, follow or get out of the way. The promotional products industry has made it clear which path it will take.

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Kyle Richardson

Kyle A. Richardson is the editorial director of Promo Marketing. He joined the company in 2006 brings more than a decade of publishing, marketing and media experience to the magazine. If you see him, buy him a drink.

 

IMA Summit – A Special Offer for PPAI Members

PPAI and the Incentive Marketing Association (IMA) have been collaborating for years on education and events. Recently as I was talking with Sean Roark, IMA executive vice president and Summit chair, and he shared that IMA is extending a valuable offer for PPAI members who want to attend this year’s IMA Executive Summit July 18-20, at the Hyatt Regency, Houston, Texas.

PPAI members who attend the IMA Summit can take advantage of two discounts from IMA:

  • Receive 50 percent off on the “Principles of Results Based Incentive Program Design” course. The course and the exam to earn the “Incentive Professional” IP Certification are both offered at the Summit. Enter the code PPAI80 on the Summit registration form.
  • Save 50 percent on first year IMA membership dues when you join IMA at the conference.

Because PPAI members and IMA members work in related channels, the IMA Summit provides a great opportunity for promotional products professionals to better understand what’s involved in becoming a part of the incentive industry.

The Summit agenda has a robust collection of events, from world-class speakers and curriculum to fantastic entertainment and networking opportunities. Including breakout sessions, round tables and Strategic Industry Group (SIG)-focused meetings to provide both broad issue-related topics as well as SIG-specific education.

To register online and view the conference schedule visit the IMA website.

Participate. Elevate. Celebrate.

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Next week is Promotional Products Work! Week, and together we will build awareness and increase exposure to grow and protect our industry. Everyone has a role to play and each action, no matter how small, will make a big difference at the local, state and national level. You can help by raising awareness in your own company, community and among your current and future customers!

Many of you already have the whole week planned out, but if you haven’t yet started, it’s not too late! Here are a few things you can do—easily, quickly and inexpensively—to promote your business and strengthen our industry right now!

Take a few minutes to reach out. We’ve made it simple and easy.

Initiate. Inform. Influence.

  • Download the PPW! Week guides and toolkits.

    PPWW Persona Quad Ad Set

    Download & add your logo to the #PPWWeek co-op campaign!

  • Use the banners, infographics, video and ads to post to your website and social media pages, and embed in emails. Personalize them by adding your logo.
  • Add the Promotional Products Work! twibbon to your social profile pic.
  • Round up self-promos and samples and donate them to a nonprofit in your community.
  • Advocate for the industry by participating in the PPAI Legislative Education and Action Day Virtual Fly-In.
  • Reach out and thank your customers.
  • Take lots of photos and share them using the hashtag #PPWWeek.
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Add the #PPWWeek twibbon!

The fourth annual PPW! Week is focused on growing your business by educating the buyers of promotional products—your current and future customers. This international week-long event is focused on raising awareness of the benefits of promotional products among advertisers, marketers and media buyers.

Our goal is to increase our share in the media buy by enabling a deeper understanding of promotional products as an advertising medium among buyers, as well as sharing the benefits of working with certified promotional products professionals.

Thank you for your commitment and dedication to this great and growing industry. It is through your individual and cumulative efforts that we succeed—every day.

Paul

For more information or questions, contact PPW! Week program manager, Kim R. Todora at KimT@ppai.org.

Promoting and Protecting the Incentive Industry

For many years, PPAI has been an active member of the Incentive Federation. This organization is dedicated to promoting and protecting the incentive industry which includes promotional products, recognition items and related promotions. This group is now in conversations with the Occupational Safety and Health Administration (OSHA), regarding recent changes to their Safety and Health Program Management Guidelines. Under these new guidelines, OSHA points to the negative success safety incentive programs have had in the work place:

“Incentive programs for workers or managers that tie performance evaluations, compensation, or rewards to low injury and illness rates can discourage injury and illness reporting. Point systems that penalize workers for reporting injuries, illnesses, or other safety or health concerns have the same effect, as can mandatory drug testing after reporting injuries. Effective safety and health programs recognize positive safety and health activities, such as reporting hazardous conditions or suggesting safer work procedures.”

These new Safety and Health Program Management Guidelines puts a negative stigma and a blanket generalization on all safety incentive programs, which is just not the case. Limiting potential hazards in the work place is something both employees and employers take very seriously in an effort to have a safer workplace, and all methods of safety prevention should be considered when trying to achieve these objectives.

The Incentive Federation response highlights in great detail how injuries have been in steady decline from the 12-year period of 2003-2014 reported by the U.S. Bureau of Labor Statistics. I encourage you to take a look and better inform yourself on the current guideline changes taking place.

Additionally, I will be heading to Washington, D.C. next week as part of our annual lobbying event—the Legislative Education and Action Day or L.E.A.D.—and we will be sure to share the effectiveness of well-designed safety programs in reducing worker injuries and improving employee morale.

If you have any questions about this report or our work in DC, please contact me and I’ll be happy to discuss it with you.

PPAI’s 2016 Legislative Agenda – Get Engaged!

As the PPAI Public Affairs team, our DC-based Lobbyist and 80 of the most engaged, dedicated and motivated volunteers prepare for the Legislative Education and Action Day (L.E.A.D) next month in Washington, DC, I thought this would be an appropriate time to share PPAI’s 2016 Legislative Agenda.

Please take a few minutes to read through the industry- and small business-critical issues we will focus on during our Capitol Hill visits in May, and throughout the year during PPAI’s L.E.A.D. Local and recess visits.

It doesn’t take a lot to get engaged in industry advocacy but the payoff is tremendous. Want to get involved? Start here – at the PPAI Law website or contact Joseph Landeros at josephl@ppai.org or 972-258-3015.

 

Let’s work together to grow and protect this amazing industry.

Guest Post | Rebranding for the Millennial Consumer

Seth Barnett is PPAI’s Diversity Development & Engagement Manager. This program was developed by PPAI to help the industry meet the challenges that come with a broadening generational demographic. Seth’s job is to develop new ways for businesses to meet the growing demands of an increasingly diverse workforce and changing buyer market. Businesses are encouraged to utilize PPAI’s diversity development resources at www.ppai.org/diversity and on social media by following #PPAINextGen. These resources are updated weekly and will help business develop plans to meet demographic challenges. 

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Millennial buyers are the first to share what brands they identify with and are loyal to. This buying group is the most brand loyal of any previous generation and prides themselves on the brands they know and love. Because of this, many brands are seen as characteristically outdated by Millennials and are struggling to meet the demands of the new customer.

This past year the Millennial Generation took their spot as the majority shareholders among retail consumers. Over the past few years many brands have adapted their marketing practices to meet the demands of a new buying group. Companies like Target, Nike and Coca-Cola have remarketed themselves over the past few years and are among the top 10 Millennial brands. Rounding out the bottom of this list are companies created exclusively for this buying group such as Axe and Anthropologie, which goes to show that even the most influential Millennial branded companies struggle to compete.

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Harley-Davidson’s new global marketing campaign titled ‘Live Your Legend,’ is designed to inspire generations to learn to ride and demonstrate how a new Harley-Davidson motorcycle can enable riders to create deeper bonds and share richer experiences.

For the purpose of better understanding what rebranding and remarketing looks like for a consumer company, I was surprised to find the 113-year-old motorcycle giant Harley-Davidson as one seeking to revise its image among young consumers and doing it the right way. This week, Harley-Davidson released a new marketing campaign that truly speaks Millennial. In conjunction with this, Harley-Davidson began a social media campaign, the first of its kind, titled #LiveYourLegend. The premise of this campaign is to show young consumers that a Harley-Davidson motorcycle is no longer exclusive to the older demographic. The associated advertisement shows a young Harley-Davidson rider who has the perfect Millennial look mixed with biker edge. He is shown pulling into his garage where his toddler son waits for him on a toy tricycle. They ad concludes with “if you wait to live your dreams, your kids will miss the lesson”.

Harley-Davidson did something interesting in this campaign, they sought out younger consumers without alienating the older demographic or their existing customer base. The company used stories from existing Harley-Davidson owners about their experience with the motorcycle world to build a well-rounded marketing campaign. This gave the ad a sense of nostalgia while maintaining a trendy edge. This particular TV ad will be released during the NCAA Men’s Basketball Tournament, a first for a Harley-Davidson commercial, which naturally targets the youngest consumer group.

Harley-Davidson has consistently shown investors that their target demographic is 35 to 74-year-old men of various income levels. However, these consumers will only decrease their national market share in the coming years. The present young adult consumers will make up the market majority for years to come. Harley-Davidson is a company that is choosing to be proactive to ensure their longevity. It is Harley-Davidson’s goal to have Millennials make up 50% of its market share within the new few years. Also worth noting here, Harley-Davidson expects 64% of its entire market to be female over the next decade. Again, this is all done through a careful balance to ensure that all consumers are marketed to equally.

Harley-Davidson is also seeking to provide another key element to the equation of selling motorcycles. They have tapped into social media and online campaigns to help drive traffic into their dealerships. Once there, customers will be met with a new Harley-Davidson experience. Harley-Davidson shops are no longer exclusively a place to buy a motorcycle or have maintenance done, they are a place to congregate and relax. Many shops have lounge areas, pool tables, constant activities, and free beer on tap (Pabst Blue Ribbon, the top-selling beer for Millennials). Harley-Davidson is developing a more welcoming, engaging environment that Millennial’s seek out. This helps fit the old economic logic that the longer a person is able to stay in a consumer environment, the more likely they are to make a purchase.

Over the past two years Harley-Davidson has seen a steady decline in sales. However, they seem to be making the correct adjustments to welcome in new buyers and keep their products on the road. I suspect that Harley-Davidson will continue to advance toward the Millennial consumer market through carefully designed methods while maintaining their “Live to Ride, Ride to Live” attitude.