EVER WONDER WHAT the talk about performance wear was all about? They are on TV all the time: Poised, professional golfers in loose-fitting polo shirts tucked neatly into khakis. There is never evidence of the unsightly underarm sweat ring or the icky shirt-stuck-to-back-and-belly disease often plaguing the rest of the population. Save for an occasional swipe of the brow, these golfers appear dry and comfortable all the time, even in the 90-degree Floridian sun. It is precisely for those reasons that there is so much talk about performance wear, and why it so important to know what is being said. With all the new
Read MoreAuthor: Cynthia T. Graham
T-shirts that Sizzle
CONVENTION AND COUTURE collide often in the fashion industry, and where the clichéd can be seen, chic can be found fleeing the scene. It is rare for something to simultaneously be hip and popular; that common articles can also be cool defies the laws of fashion physics. So it is all the more surprising when one of the most blasé, traditional tops becomes the standard for an industry. Yet across the board, T-shirts are having their spot on the catwalk. As the shirts themselves change and their place in society becomes more prominent, a different kind of T-shirt manufacturer has taken center stage. One that
Read MorePut It On Plastic
IN AN ERA where “charge it” has become not just a saying but a way of life, it’s not surprising that plastic cards of all kinds have found themselves at the top of the totem pole as profitable and enduring consumer products. To that end, some promotional products suppliers have adopted their own, increasingly popular version of the coveted plastic card—promotional gift cards. Promotional Marketing sat down with Watson Nichols, senior communications manager at Atlanta-based InComm and Steve Pruitt, vice president of marketing and business development at Midland, Texas-based Teraco for an in-depth look at this new wave in gift-giving.
Read MoreHeed the Handwriting on the Wall
THERE ARE FEW things more attractive than a strong hand holding a weighty, well-designed pen. Maybe it’s a combination of the pen’s sleek finish, its brilliant gold or silver accents and its often intricate engravings coupled with the way the scribe’s pristine cuff (complete with cuff link) brushes the mahogany desk as the hand purposefully moves across a sheet of paper. Perhaps it’s the sheer idea of power associated with the whole thing that makes this a lovely sight to behold. Whatever the case, there is no question that writing instruments continue to be one of the industry’s top sellers, and with good reason.
Read MoreFirst Comes Love, Then Comes Marketing
WHAT BETTER WAY to jump-start the new year than with a healthy dose of good lovin’? The ‘L’ word is often a hot topic in religious and philosophical circles, on the silver screen and yes, in basketball—ask Omar Epps and Sanaa Lathan, stars of the 2000 flick “Love & Basketball.” However, rarely, if at all, is love (the unconditional kind) ever paired with business. Can love and business mix? Apparently they can, says Sharon Price, a marketing guru, who, following the 9/11 terror attacks on the United States, traded in a long and fruitful corporate career for a more earnest version she’s coined “love-based
Read MoreIf Money’s Tight, It’s All Right
THIS IS AN industry that has something for everyone. There are domestically manufactured goods for the patriotic and outsourced items for the pragmatic; there are T-shirts for the sporty and henleys for the spiffy. Not surprisingly, the industry also caters to customers on a shoe-string budget and those rolling in dough. This month, two suppliers discuss products that are just right for both limited and unlimited budgets. According to Norman Lavine, president of Retrographics Publishing, Cresskill, N.J., costlier or higher-end promotional products should not be evaluated only on price-specific measurements. “High-end should refer to the end result of what you want the recipient to experience
Read MoreMarketing Made Easy
“You’ve got to accentuate the positive Eliminate the negative Latch on to the affirmative Don’t mess with Mister In-Between.” Johnny Mercer and Harold Arlen were on to something when they wrote these timeless lyrics, which, in reality, have applications in all walks of life. Consequently, when it comes to marketing, honing in on the positive aspects of one’s marketing plan, eliminating the excess fat and latching on to affirmative tactics is a sure recipe for success. Promotional Marketing sat down with Bill Schreiber,
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