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Now More Than Ever
By: Sherri C. Lennarson, MAS
Issue: 2009mar
Distributor and supplier relationships are more important than ever before. Daily our world gets smaller and, consequently, we are more aware of events that shape our global marketplace. You no doubt have witnessed the effects of economic conditions across our planet. If you watch 60 Minutes, read a newspaper, browse online news sites or listen to nightly newscasts, you have heard about domestic legislative action that results in increased regulation.
As you read last month’s PPB, you may have been overwhelmed as you realized the complexity of the CPSC regulations. Perhaps you attended John Satagaj’s “Future Watch” session at The Expo, pondered next steps and returned home to determine appropriate actions for your business. Maybe you don’t realize you and your business are in the crosshairs of an enormous scope. You will continue to see heightened emphasis from PPAI on product safety, compliance and regulatory issues.
You may be asking, “What does all this have to do with my business and promotional products buyers?” and “Why are my supplier or distributor relationships so important?” First, it’s important we understand these issues impact suppliers, distributors and promotional consultants. They may have more immediate impact on suppliers, but a distributor who chooses the wrong production partner could suffer extreme consequences. A promotional consultant who dismisses the importance of compliance to a client’s brand is naïve.
I am not a lawyer or legislative expert, nor am I an economist or a prophet, but let me attempt to explain how all these forces are impacting our industry. Let’s start right here at home. On August 14, 2008, President Bush signed the Consumer Product Safety Improvement Act of 2008 (HR 4040). The act appears simple enough. Its purpose is “to establish consumer product safety standards and other safety requirements for children’s products and to reauthorize the Consumer Product Safety Commission.”
I can’t imagine anyone who would not applaud efforts to make the world a safer place for our children and grandchildren. At first glance the act may appear simple, but it becomes more complex when you consider regulations such as mandatory third-party testing, tracking labels, identification of the supply chain, acceptable lead and phthalate (substances added to plastics to increase flexibility) levels, audits, compliance, accreditation, enhanced recalls and corrective actions.
And on second glance you may even be thinking the act won’t affect you because your products aren’t targeted at children. Think again. Although the intent of our campaigns may not ultimately be children under the age of 12, think how often tradeshow traffic builders and other promotional items end up in the hands of children.
Product responsibility and safety are important. Global economics influence our business. Your role as a consultant, whether a distributor or supplier, becomes critical. No matter which hat you wear, you must be prepared to articulate and explain these dynamics to your clients.
Carefully choose your production partners. If you’re a supplier, work to educate, inform and assist your distributor clients. Distributors and suppliers must commit to educating everyone along the channel including sales, marketing, production and support staffs. Proactively talk with clients. Educate them and illustrate your knowledge before they ask. Remember, they have access to the same news sources you do. They are reading the same stories. Don’t let the media influence consumers in a negative way.
This column may appear redundant if you already read January’s edition from cover to cover, but the issues bear repeating, again and again. I’m not an alarmist crying, “The sky is falling, the sky is falling!” Instead, consider me a proactive messenger who’s telling you the color of the sky is indeed changing. These are complex issues that your Association will navigate with you. Check the PPAI website often for updates on product safety. Consult DailyBoost™ for more information and reflections from industry thought leaders dealing with the same issues you are. If you have difficulty navigating either of the sites or have additional questions, I encourage you to call your Association direct. We’re here to help.
All of us share an interest in delivering carefully selected communications and marketing tools that reach the intended audience in a cost effective way. All of us want to deliver on time, as expected. We want to deliver measured results. Focusing your efforts with suppliers and distributors who employ best practices daily and are paying attention to product safety and compliance should result in more blue skies than storm clouds.
Sherri C. Lennarson, MAS, is senior vice president of business development for distributor Bankers Advertising Co. (UPIC: BACADV) in Iowa City, Iowa.
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