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Thanksgiving: An Introspective Holiday
By: Stan Breckenridge
Issue: 2008nov

Thanksgiving is an excellent time to reflect, give thanks and remind ourselves not to take for granted matters of the heart … matters we may often neglect. We know we should express our thanks, and not just on one holiday but throughout the year. How often, though, do we take the time?

Thanksgiving is when I always try to give my “state of the family” report—to reflect upon the year and thank my loved ones for all the blessings they bring to my life. Whether it concerns family or business it’s important to pause to remember the best of times, even during those years when our challenges seem foremost in our thoughts.

For many in this industry, this year has proven to be more challenging than others and our industry has experienced a cornucopia of emotions. We have endured continual changes to our economic models, legislative challenges, environmental concerns and changing market venues. The year 2008 has not been a “business as usual” kind of year, and misgivings about next year may be prevalent for some. Others look forward to the coming year with positive expectations. But regardless of which camp you fall into, I ask that you take a moment to reflect on the good, the bad and the challenging moments of this past year. The companies who will be the most prepared to succeed in 2009 will be the ones who have learned the lessons of 2008, the ones who recognize the challenges, identify the opportunities and recognize the value of their business partners and take the time to thank them.

Of all the rules we remember from our childhood, it is the “please and thank you” rule that is most ingrained into our collective character.

Our industry offers endless possibilities to express and convey gratitude. “Thank you” promotional products generate and ensure customer loyalty and brand loyalty. A personalized thank you goes a long way to building a relationship with our customers. Of course, one of our major product categories is Awards and Recognition. We are inundated with gifts and thanks during this holiday period, given that this is the season when we would emphasize and perhaps be expected to say, “thank you.” But the reality is that we should think about saying it all year ’round. When was the last time you wrote a thank-you note to a customer? It’s probably been awhile.

When you choose the appropriate time, or even a surprising time, to bestow a “thank-you” by sending a personal note accompanied by a promotional product, you will establish a relationship of awareness and mutual recognition and respect. Expressing thanks to your customers for their second (or 11th or 25th) order says that you value them as clients and you don’t take their business for granted.

Using promotional products to say “thank you” is natural for us. Our creative “thanks” will build awareness and loyalty. Best of all, promotional products make the recipients feel appreciated and exceptional.

We have so much to be thankful for. I am, personally, very thankful for all of you, not only for the privilege of working with such fine people in such a rewarding industry but for the friendship and support I have received throughout the years. I wish you a special Thanksgiving and, this year, call someone just to say “thank you” for making a difference in your life.


Stan Breckenridge, MAS, is senior vice president for sales and marketing at Moderne Glass Co.


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