Tag Archives: Advertising

Tipping The Scale | Guest Post by PPAI Research Coordinator, Moumita Das

Tipping The Scales | PPB June 2017

Tipping The Scale ► PPAI PPB Article, June 2017

Whether you are a supplier, distributor or somewhere in-between, there is one thing that brings us together: we all believe in the power of promotional products as an advertising medium. I joined the PPAI team during the fall of 2015 as your research coordinator and quickly became a believer as well. Why? Because we had solid research to back our beliefs.

Our 2017 Consumer Study, released earlier this year, revealed that 83 percent of consumers said they are more likely to do business with a brand after receiving a promotional product. Yet the promotional products industry represents only seven percent of the world’s advertising spend. So, are companies getting a solid return on the 93 percent of advertising dollars spent outside the promotional products industry? The short answer is…no, not really.

The results, featured in this month’s PPB article, “Tipping The Scale: How Promotional Products Compete In A New Era Of Advertising,” might surprise you. When compared with traditional and emerging forms of advertising, promotional products clearly lead the field in terms of reach, recall and reaction.

Advertising is a science and we have the numbers to back the winning formula for our industry. I encourage each of you to take a few minutes to read this article, post it your blogs, forward it to your colleagues and share it with your clients. This data will help your clients prioritize their spending and help secure your place in their budget. Read an excerpt below and #GetInTouch today.

Moumita Das

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Tipping The Scale: How Promotional Products Compete In A New Era Of Advertising

PPB Feature | PPAI Exclusive Research

Brands spend billions of dollars each year on efforts aimed at influencing consumers by following a traditional marketing model. The U.S. alone accounts for an estimated $298 billion in ad expenditures annually and was recently named the world’s largest advertising market.

Developed in 1898 by one of advertising’s founding fathers, Elias St. Elmo Lewis, the traditional marketing model narrows the consumer decision-making process into four key stages: awareness, interest, desire and action (AIDA). This model helps marketing strategies steer the consumer through each stage of the decision-making process.

Historically, advertising has been considered the most creative influencer for brands—a belief that is protected and nurtured by many of the world’s leading ad agencies. Yet the world we live in today looks much different than it did in 1898. Now consumers have access to information to form their own opinions of brands.

They are constantly connected to a free flow of information and ideas. They have become a more informed group of consumers who are learning more, engaging faster and expecting convenience and speed in every aspect of life. And marketers who were once following a linear and much more predictable progression to deliver their messages are now placed in an oversaturated, erratic maze they must learn to navigate. The shifting consumer purchasing path is shaking up the competitive dynamics in nearly all industries, including advertising.

Marketers today must adjust to the new consumer expectations or they will be left behind. The end of the linear consumer journey can be pinpointed back to 2015 when Google introduced micro-moments, which give brands exactly one minute to be where the consumer is looking to meet their need. This drastically alters the way you approach consumers, but most importantly the way you understand them. Advertising strategies were once based on a gut feeling or on the person who made the most convincing argument; today, advertisers need to adopt consumer insights. There is no argument that this new era of advertising has created a headache for buyers and sellers of advertising, and for those responsible for measuring it.

Twenty years ago, the world was a far simpler place for brand advertisers: broadcast was king and online was an emerging fad. Since the turn of the century, there has been an explosion in the availability of data. From CRM systems to big data, companies have become increasingly data driven. Mobile advertising is the fastest growing medium, although broadcast still holds the greatest market share in ad spend (Figure 1). This is largely due to mobile’s integration of data and marketing strategy. Seismic shifts in technology during the past decade have created a cookie-crumb trail following consumers as they navigate their path to purchase.

They are on tablets while watching television. They use smartphones to price compare while they shop. Crumbs are dropped at every stop. This produces a granular, nearly infinite record of what consumers see and do, which in turn enables marketers to gain access to an unprecedented level of precision—a strategy many have turned to. This streamlined approach, however, treats advertising touchpoints as if each works in isolation, causing many marketers to get lost in an unlimited flow of unfiltered data.

Mapping The Modern Consumer | PPAI 2017 Consumer Study

PPAI 2017 Consumer Study: 83% Are More Likely To Do Business With A Brand After Receiving A Promotional Product

We live in a data-rich world, but it’s not necessarily information-rich. Customer demographics and buying patterns tell us the ‘what,’ but not the ‘why.’ To get ahead, marketers must dig deeper to capture a clearer understanding of consumers, their needs and desires. Understanding consumer insights and using numbers that truly quantify impact across platforms will be irresistible to advertisers who want the full story—and might just tip the scale as we know it.

Read the full article here.

 

Promotional Products Targeted By Proposed Oklahoma Tax Plan

Take Action To Protect The
Promotional Products Industry

OklahomaPromotional products are under fire in Oklahoma. To solve a budget crisis, a group of Oklahoma state representatives are proposing a host of spending cuts and unfortunately spending on promotional products is a target.

Make no mistake, the Promotional Products Association International (PPAI) is in favor of balanced budgets and the responsible use of tax payer dollars, but it would be a shame for Oklahoma to pass a bill that would eliminate any opportunity for the state to use promotional products in a powerful and effective manner.

Promotional products educate, recruit, highlight safety awareness, urge organ donations and encourage healthy living and lifestyle choices. Promotional products recognize and reward employee achievements and inspire action. Promotional products are used to celebrate milestones, sign legislation and reinforce critical messages.

Promotional products are the most cost-effective method to communicate critical messages. On an annual basis, promotional products contribute more than $175 million to the Oklahoma economy, with 416 companies and providing more than 2500 jobs.

Promotional products provide tangible value for their cost and an efficient means of conveying a message and producing desired behavior than traditional advertising methods.

Please reach out to your state representative and tell them that you support responsible spending and the effective use of promotional products to promote essential government programs and urge them to do the same.

Below you will find the letter sent to Oklahoma Governor Mary Fallin, the Oklahoma state legislators and the media by PPAI on behalf of the promotional products industry.

Dear Governor Fallin:

The Promotional Products Association International (PPAI) is in favor of balanced budgets and the responsible use of tax payer dollars, however, despite budget constraints, the Oklahoma legislature and its agencies must still inform and educate the public by marketing its vital services and programs. We maintain that when an organization needs to cut marketing dollars, the decision should be based on the effectiveness of the marketing media in consideration.

The proposed moratorium on promotional products advertising will diminish the ability of the state and its agencies to effectively and efficiently communicate and deliver essential programs and services like education, employment, health care, disaster relief, social services and fire and police protection to the citizens of Oklahoma by eliminating the most useful and tangible form of communication—promotional products.

In short, promotional products advertising is preferred by consumers while other forms of media are avoided or blocked. In fact, promotional products are kept in places and spaces no other advertising medium can touch and provide greater recall, referral and response rates than other forms of advertising.

For government agencies to be effective, they must first keep the lines of communications open by staying in touch with the citizens they serve. One of the most important things to remember in the success of any government service program is what the benefits are and how to gain access them. Promotional products are an integral part of this process and ensure the state of Oklahoma is in touch with its citizens and that essential information is always close at hand.

Promotional products are proven to be one of the most effective media available to advertisers. Because promotional products are tangible, useful and highly targeted to the audience they reach, 79 percent of consumers retain them for one to more than four years, and 87 percent recall the advertiser/message, delivering the highest rate of reach, recall and return on investment in the advertising industry.

Promotional products educate, recruit, highlight safety awareness, urge organ donations and encourage healthy living and lifestyle choices. Promotional products recognize and reward employee achievements and inspire action. Promotional products are used to celebrate milestones, sign legislation and reinforce life-saving messages.

Promotional products are the most cost-effective method to communicate important messages to Oklahomans. On an annual basis, promotional products contribute more than $175 million to the Oklahoma economy, with 416 companies and providing more than 2500 jobs.

Sincerely,
Paul Bellantone, CAE
President and CEO
Promotional Products Association International

Take action today to support the promotional products industry in the great state of Oklahoma.

Paul

 

Paper Calendars Endure Despite the Digital Age | Guest Post by NYT Reporter, Christopher Mele

Today I am pleased to share with you this feature on printed calendars published by The New York Times. I would like to express my gratitude to the reporter Christopher Mele and to PPAI members Jerome Hoxton, president of Tru Art Advertising Calendars, and Melissa Ralston, marketing director for BIC Graphic, for their contributions.

Paul

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By Christopher Mele, Reporter, The New York Times

Digitally published in The New York Times on December 29, 2016 and in print on December 30, 2016, on Page B2 of the New York edition.

With the year’s end comes the ritual of many households and offices: getting new appointment books, planners or calendars to hang on walls or put on desks.

In an age of smartphones and the internet, you might think the days of paper calendars are numbered, but data suggest otherwise. Not only have they survived the digital revolution, but sales of some kinds of print calendars have increased.

The sales of appointment books and planners grew 10 percent from 2014-15 to 2015-16 to $342.7 million, and decorative and other calendars increased by 8 percent to $65 million in that time, according to figures from the NPD Group, a consumer research firm.

Personalization has helped make planners and appointment books popular, Leen Nsouli, an analyst of the office supplies industry at NPD, said in an email.

“The consumer can customize a planner to fit his or her style with accessories, colors and even color code events and activities,” she wrote. “That’s not something you can do on the standard phone calendar.”

ta-medforce-calendar

Promotional calendars are a way for businesses to advertise and to connect with customers. | Credit: MedForce

Jerome Hoxton, president of Tru Art Advertising Calendars in Iowa City, Iowa, said traditional calendars remain popular because they combine aesthetics with utility. Paper and digital calendars can readily coexist.

“What we found is it’s a question of and,” he said. “It’s not a question of or.”

Bertel King Jr., in a blog post last year for Make Use Of, a technology and productivity site, made the case for paper calendars, noting that he was “inundated with notifications, beeps, alerts and messages.”

“Having to open another tab, fire up another piece of software, or launch another app to access my calendar amounts to one more onscreen thing vying for my attention,” he wrote. “Suddenly a paper planner starts to make sense.”

It may seem counterintuitive that a print product can thrive in the digital age. But the continued success of some paper calendars mirrors that of printed books, an industry that several years ago was confronting what seemed like the very real possibility that e-books would outsell the printed variety. Instead, a Pew survey this fall found that most readers still preferred their reading material printed on paper.

Still, the popularity of some calendars — desk pads and the ones that hang on your wall — has waned.

The average number of printed calendars in households was 3.12 in 2011 compared with 3.98 in 1981, according to the most recent study sponsored by the Promotional Products Association International and the Calendar Advertising Council. The kitchen remained the prime display location, with 75 percent of respondents saying they had a calendar there. The average number of printed calendars per business was 2.10, down from 2.56 in 1981, according to the study.

A 2008 paper from Virginia Tech, called “An Exploratory Study of Personal Calendar Use,” predicted the march of electronic calendars would be swift and inevitable. “With the increased use of mobile devices, more and more calendaring tasks are performed off the desktop computer,” it said.

A bright spot in the industry remains promotional calendars, like those distributed by real estate agents, medical professionals, car repair shops and other businesses. As a percentage of sales of promotional products, those calendars have held steady or increased slightly from 2012 to 2015, according to industry figures.

chalkboard-calendar-bic-graphic

Paper calendars are an effective advertising vehicle with a mass market appeal. | Credit: Wright County Parks & Recreation

Melissa Ralston, marketing director for BIC Graphic, said in an email that companies have found paper calendars to be an effective advertising vehicle with a mass market appeal.

She said studies have found that 82 percent of recipients enjoy getting a calendar as a complimentary gift and 70 percent plan to do business with the company that provided the calendar.

As for Ms. Ralston, she practices what she preaches. She said she has three calendars: a planner, a wall calendar and one on her refrigerator.

Are you In Touch?

git-graphics-lockup

DOWNLOAD | Get In Touch! Toolkit

We are nearly three months into the launch of Get In Touch!, the first-of-its-kind industry branding campaign, and I am pleased with the positive response from so many industry professionals supporting the initiative and equally appreciative of the worthwhile feedback and suggestions from those who would manage the program differently.

To grow your business and raise awareness download the Get In Touch! toolkit today. The toolkit includes collateral and materials to which you can add your logo and website such as digital ads, social media graphics, infographics, print ads, research videos and more. For questions or assistance with Get In Touch! campaign contact Kim R. Todora at KimT@ppai.org.

This multimillion-dollar long-term strategy extends over the next five years, and I look forward to updating you on the campaign’s progress and highlights. In the meantime, I welcome your thoughts and ideas along the way.

That said, I thought it worthwhile to share a very thoughtful blog post written by Robert Fiveash, PromoKitchen Chef and current board president.

Enjoy!

Paul

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Should you get on board with PPAI’s Get In Touch! Campaign?

Originally published September 19, 2016 via PromoKitchen

You’re a physician. You went to med school. You are trained well to take care of your patients and sworn to uphold the ethical standards of the Hippocratic Oath. Your compensation is determined by your production, peer reviews, and patient feedback. Despite your busy schedule, you’ve found the time to teach and perform research at the local university. Years ago, you and some of the brightest young minds in medicine developed a novel new treatment for childhood asthma. It’s as effective as any prescription treatment on the market, doesn’t use steroids, and costs about half as much as the market leader for an annual regimen.

But the competing products and procedures are entrenched – their powerful lobbying efforts have kept your product, SWaG (Stop Wheezing and Gasping), off the shelves and out of the hands of other physicians. SWaG isn’t even listed as an approved treatment available to physicians, depriving millions of children of an effective, low-cost treatment for asthma.

The analogy to our industry might be a stretch, but when Marketing Managers report ad spend, promotional advertising is not listed as a separate medium, alongside its entrenched brethren: TV, radio, Internet, newspapers, magazines, and a handful of others. We’re a $20.8 billion ad segment, and “cinema” gets the nod ahead of our medium.

Cinema!

How do we get included in the marketing mix, so that we’re invited to the crucial budget meetings and strategy sessions, just like our more entrenched brethren?

Since PPAI hired the Saxum nearly a year ago to help promote the industry to a wide range of advertisers (corporate departments, HR departments, ad agencies, etc.), those of us waiting to see how the effort would play out now have a few answers. In conjunction with Advertising Week New York, the industry branding initiative will officially launch September 26th.

The primary messaging for the Get In Touch! Campaign speaks to the power and value of promotional products. Exposure in national publications such as AdAge will attempt to show advertising buyers the ROI of promotional products vis-à-vis the other media competing for those dollars, such as TV, digital, radio, etc., and gain a larger share of advertising spend. Importantly, the elements of this campaign will be available to distributors to support the campaign in their local markets.

A secondary message, important but not to be overstated, is promoting and encouraging the use of promotional product consultants.

So, how does the PromoKitchen community, and beyond, Get In Touch?

  1. Engage with the information PPAI is sharing to help us (individually and collectively) promote the industry.
  2. Emphasize to clients and prospects that promotional products are a high-ROI medium.
  3. Embrace the critical role we (you!) play in helping make the initiative a success.
  4. Envision the new you: the promotional consultant capable of making any campaign come alive.

Nuts and Bolts

  • 16-week roll-out designed to create momentum and continue the conversation
  • Every other week (or so) new branding elements will be presented to PPAI members
  • Members will receive digital “toolkits” with Power Tips that describe how to use and when to use the elements of the campaign
  • The toolkits will include print (“click to act”) and social (“click to act”) graphics – professional, high-quality artwork, advertisements, icons, and (eventually) multi-media video that can be used for individual campaigns to a distributor’s clients and prospects
  • Social elements (including graphical statistics and talking points) will be pre-sized for Facebook, twitter, LinkedIn, Google+, and Instagram

Several evergreen webinars will be available to train those interested in the campaign on how best to utilize the tools

This five-year, fully-funded (a huge difference from past awareness campaigns), multi-million dollar initiative is an unprecedented investment in the industry’s future.

Thank you, PPAI, for recognizing the need to promote the industry’s ROI as an advertising medium, and our collective ability to touch the end-user recipient in a way that’s clearly different. Promotional products are a slam dunk (when well-executed), as other media simply do not have the staying power and ability to create an emotional connection through physical touch. It truly is “Advertising that lives on”. Consumers are bombarded literally every few seconds with ephemeral media messages and digital distractions, and there has never been a better time to espouse the benefits of promotional products. Seize your opportunity now!

Read Robert’s full article here.

#GetInTouch! Campaign News | U.S. Calls In Promo Industry To Raise Its Profile | Guest Post

I am pleased to share with you this Product Media article excerpt reprinted courtesy of the British Promotional Merchandise Association covering PPAI’s new industry branding campaign, Get In Touch!

We are excited to see the Get In Touch! campaign getting international attention. Designed for the entire promotional products industry, we hope to see Get In Touch! take hold around the world and become a global movement.

Paul

~~~

I am delighted that my good friend Paul Bellantone, and PPAI Chair of the Board, Tom Goos are speaking at the bpma Education Day at Silverstone, UK in September.  I think it’s really important that the promotional products industry works together around the globe to support each other, whether on end buyer campaigns like the #GetInTouch! campaign, product safety, research, education or best practices.

Gordon Glenister, bpma Director General

GIT - BPMA article image

Much like the work of the British Promotional Merchandise Association (bpma), the Promotional Products Association International’s (PPAI) core mission is to grow and protect the promotional products industry and enhance the professionalism and success of its members. To this end, PPAI has developed and delivered initiatives like Product Safety Aware, MAS+, MAS and CAS professional development industry certifications, as well as Promotional Products Work! Week which I know has also become a successful initiative for bpma members in the UK.

For its latest programme to drive growth and success, PPAI will officially launch the industry branding initiative, the #GetInTouch campaign, this month in conjunction with Advertising Week in New York City.

The #GetInTouch campaign was introduced by PPAI chair of the board, Tom Goos, MAS, and me at The PPAI Expo 2016. It is a five-year, multi-million dollar, industry-wide initiative targeting advertising buyers. It is designed to increase awareness and enhance the perception of the promotional products industry as well as communicate the benefits of working with promotional consultants. The overall goal of the campaign is to direct a larger share of advertising dollars to our industry.

Celebrate success

#GetInTouch, a joint initiative between PPAI and the membership, is important to the promotional products industry because, for too long, it has been an afterthought for many advertisers. It is seen as a medium of fun and useful ‘stuff’ that is not always recognised for its proven value and strengths. The industry knows, understands and communicates the power of promotional products, but it’s high time the rest of the world recognised 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 a public relations and branding firm 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 said: “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 recognises that we are well positioned to capitalise on the changes in marketing and growth of the digital world.”

He added: “PPAI will not be successful if it pursues this initiative alone. It’s going to require companies like mine and yours to participate.”

Get involved

Along with an integrated paid, earned, shared and owned (PESO) strategy that includes 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 customisation, including elements that members will be able to immediately incorporate into their own marketing efforts. The goal is to make sure PPAI members become an integral part of the #GetInTouch campaign.

Complementing the launch of this initiative is a newly redesigned and recently launched website (PromotionalProductsWork.org). It is targeted at advertising buyers, tells a two-part story about the power of promotional products and the importance of working with promotional consultants.

We know that our ability to clearly articulate the power and compelling value of promotional products and of 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 campaign at the national level and will create the tools our members need to get involved and engaged with their customers and prospects.

#GetInTouch 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.

Read the entire article here.

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

ppai-techie-1200w

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.

~~~~

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.

PPAI_LEAD - PM 6-27-16

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.

~~~~

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.