Anticipation …
At the risk of dating myself, when I think of the word anticipation, my thoughts drift toward the classic Heinz Ketchup commercial. This commercial with a Carly Simon song as a music backdrop, speaks to the anticipation of thick, rich, Heinz Ketchup as it slowly drips from the bottle.
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I love good coffee. I’m the one who wants to hit all the coffee plantations when we are in Kona, Hawaii, even though we have been to these places multiple times before. I even have to watch our airline weight limits because of how much I buy. Hey … it’s Kona Coffee fresh from Kona and I’ve got to have it!
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Something I find refreshing is the trend of Facebook posts on what you are thankful for. This is timely at the Thanksgiving and Holiday Season. Life is crazy busy for most of us. Taking the time to share these things is worthwhile. Here are a few things I’m thankful for:
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I’ve covered many topics through the years and this one is perhaps the most frightening. It threatens our livelihoods and puts a bright spotlight on the Consumer Products Safety Improvement Act (CPSIA). Increasing awareness for product safety and CPSIA regulations is a good thing. Our industry needs to better understand what it takes to be in compliance with these regulations, but this story is outright scary.
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My last few blogs have focused on changing communication strategies, lack of innovation and ongoing challenges in our industry. This time, let’s pause a moment to talk about a communication aspect of our industry that really does work.
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Marketing has changed. If we don’t embrace emerging trends, we as distributors and suppliers will miss the opportunity to distinguish our businesses from competitors.
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Even as a commodity, what we sell is a branding and awareness-building staple. It’s fascinating to me that those who degrade our industry with fervor STILL use these products.
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Our industry has been much maligned. We may dislike it, but the proven effective branding strategies we offer have been devalued in many ways. We’ve embraced terms like swag and tchotchkes, because the terms are so commonly used. It may be argued this contributes to the image of our industry as trinkets and trash.
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Brand building in the broad sense is based on innovation, which of course is a driving force in the electronics industry. In the promotional products industry, aside from the incentive sector, our products are used to support our client’s branding.
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There are many things in life and business that are important to us. We have a passion for what we do in our personal and professional lives. And many of us are quite passionate… myself included.
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