The Importance Of A Strong Brand
In the December 2016 issue of PPB, an article by Abigail Tiefenthaler, founder of Aiken, South Carolina-based distributor Sweetspot Strategies, Inc., “Success Starts With A Strong Brand,” highlighted the importance of brand development in building a thriving business.
I was excited to come across the article about branding in PPB’s December issue. I had a moment to myself—not easy to do when you own a business and have two teenagers—doing some work while eating at a restaurant, and I pulled the magazine out of my purse. I have over 20 years in branding and that headline on the front caused me to open the magazine. Having been in consumer research and done hundreds of market segmentation studies using psychographics to develop brand strategies, I was thrilled to see someone so eloquently explain the importance of having a clear brand strategy regardless of the type of business one is in. Kudos to Abigail!
Simi Valley, California
Promotional Products’ Success With Millennials Points To A Bright Future
PPAI’s 2016 Consumer Study reinforced the influence, clout and muscle of promotional products. One of the clear takeaways from the study, published in the December 2016 issue of PPB, was promotional products’ connection with Millennials.
It is enlightening and encouraging to see how promotional products influence Millennials. That “87 percent . . . were curious enough to take further action” and “88 percent . . . said they are more likely to do business with brands from which they received promotional products over other brands” indicates that the future is strong for promotional products.
Field City Media
Farmers Branch, Texas
Professional Training Done Right
The December 1 issue of Promotional Consultant Today, “Why Training May Not Bring The Changes You Expect,” emphasized that training doesn’t work in a vacuum, and that for it to make a difference in recipients’ professional lives, it has to be done right.
I think that we all have to remember that we have a lot to learn, always, and even if you think you know it all, just having a refresher on what you know is important. Create the sales team you want by sharing education from the beginning of the hire to the end. We are never too old to continue learning, and in this industry you have to stay on top of so much information. Learning can never be a waste of time.
Barker Specialty Company
What’s More Important Than Sales?
Industry veteran and marketing expert Cliff Quicksell, Jr., MAS+, explained the importance of profit, not just sales, in his article in PPB’s December issue, “Sales Are Great But Profitability Is King.”
Thanks for the validation and pep talk. It has taken far too long for me to realize that what you wrote is absolutely true. I started thinking your way a while ago, and it has made quite a difference. Time is money. Don’t undervalue your time and experience. If you create a win/win with your clients you never lose. Get to know them. Work smart, not long. Take time to breathe and the ideas will flow.
Safeguard By Cousins
Strathmore, Alberta, Canada
Moving Beyond Simply Acquiring New Members
In outlining PPAI’s new strategic plan in the January “Perspectives” column, PPAI president and CEO Paul Bellantone, CAE, explained how the plan is focused on taking the Association from relational to transactional—in other words, enhancing a richer relationship with members.
Relational is a new term for what we have endeavored to do in our businesses and associations since their last inception—people serving each other to reach our goals and benefit all. Thank you for the article.
Hersch Wellman, MAS