Putting Product Virtue Ahead Of Price
(Editor’s Note: September’s PPB asked three industry leaders how they thought the evolving economy would impact the promotional products industry. This letter introduces another point of view.)
Changes are inevitable for suppliers, distributors and clients. The economy is forcing all of us to work smarter with greater efficiency. Does that mean lowering prices? Going direct? The new methods of purchasing decisions certainly play a role in tighter margins. That said, this industry must stop commoditizing its products. The quick marketing approach of supplier blasts will only exacerbate the slim margins. Why are e-blasts always about lowest prices? It’s time to promote by product virtue, not price. Educating distributors and clients on product benefits will help stabilize profit margins. Yesterday’s marketing that relied on daily e-mail blasting just isn’t smart any longer. Today’s competitive edge requires smart educating.
Ron Friedman
President
PageFlip Studios
Los Angeles, California
UPIC: PageFlip
A Distributor Puts Ideas Before Products
Michael Crooks’ article, “Call Me When Your Dog Gets Too Tall,” in the August issue was excellent. What a wake-up call to product-focused distributors. The message of stop simply giving stuff away, if taken to heart, will force more distributors to develop more effective ideas for clients. I agree more emphasis needs to be placed on the ideas behind the products to make this advertising medium more successful. Kudos to PPB magazine. Please continue to publish more forward-thinking and insightful articles like this one.
Lynn Pechinski
President
1st Straw Marketing & Promotions
Medford, New Jersey
UPIC: 1straw
Contemplating The Industry’s Reputation
I appreciate “Defending Our Turf” [Sherri Lennarson’s Chair’s Letter] in September’s PPB. Her defense of our industry was correct in every way, and her indignant response to the investigative reporter’s use of the typical denigrative terms used for our products was certainly justified. He was simply trying to use words that elicit negative feelings for improper use of taxpayer dollars, and I must say that “gizmos, doodads, gadgets and trinkets” set the stage very well for that negative reaction.
Shame on that reporter for manipulative tactics. Shame on our industry for fostering the use of these belittling terms by being so eager to sell products that in the end fit those words. My company fights for our clients to use products that are cutting edge and perform usable functions and always will, but the client will always have the final say, and here is where an important point was left out. As conscientious as we are in guiding our clients, taste is difficult to account for. Many people just have no taste and make decisions that are so far off of what they are trying to accomplish that it honestly makes me cringe.
So what’s to be done? Distributors need to put more thought into projects and fight for them. Then when the client picks something that doesn’t fit the audience or the project, just shrug your shoulders and cash the check.
P.S. Even with the change from specialty advertising to promotional products, there still is no all-encompassing term that adequately identifies the industry.
Gayland Wardell
President
Wardell Enterprises, Inc.
Plano, Texas
UPIC: WARDELL
A Reader Questions Legislative Wording
(Editor’s Note: This letter is in response to the August President’s Perspective column highlighting companion bills S. 803 and H.R. 1897. These bills offer tax incentives to companies that provide wellness programs and could potentially benefit the industry.)
I am in full support of H.R. 1897 as it is written. I have a little problem with S. 803, which includes wording such as “to provide a tax credit to employers for the costs of implementing wellness programs, and for other purposes.” “Other purposes” is just too open for me. Reading your article I get an idea that it is about rewards and incentives—not money. But these four words leave it wide open for corporate abuse. I will continue to lobby for H.R. 1897 and ask members of Online Wellness Association (OWA) to consider supporting it.
Max Fabry
President
Online Wellness Association
Eugene, Oregon
Readers Applaud Digital Edition Of PC Magazine
(Editor’s Note: The following letters are a sampling of reader responses to the digital edition of Promotional Consultant magazine, which debuted online in September.)
I just read the entire digital version of Promotional Consultant last night and it was great! Now this is coming from me—an avid reader who is extremely tactile. Reading is quite enjoyable for me, and one of the reasons is that I can physically hold the book, magazine, etc. However, this digital version was so interactive I almost forgot I was not holding the book.
This resource is a great combination of information, technology and innovation; and kudos to you and to PPAI for being on the cutting edge and providing this to the membership.
Daryll H. Griffin
President/CEO
Accolades, Inc.
Norcross, Georgia
UPIC: ACCINC
All I can say is that you’re hitting the groove we are striving to project to our world, and your work interjects fresh ideas onto my proverbial plate! I have clients that long to be creative, and the more innovative we can be, the more valuable we are to them. I never got into this industry to sell pens and trinkets, but to deliver power through the infusion of theme, client brand and the proper item to carry that message to the world. (I’ll still take an order for pens, too. I’m not an idiot! But the fun part is the power to create in this industry.) Thanks for fueling that aspect of it.
Michael Petrocelli
VP Sales And Marketing
Petrocelli Marketing Group
Merrimack, New Hampshire
UPIC: 6775