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.
You don’t have to look too hard to find someone’s column or opinion on how the Internet has affected how we live and do business. Personally and professionally, the manner in which we communicate has been upended in the past 20 years. And if you haven’t been working for 20 years yet, stick with me. There is a point for everyone ahead.
It always is interesting to see the divergent opinions on the effects the Internet has had on our industry. Some people think it is the greatest thing since sliced bread. Other more traditionalists see the end of the promotional products industry as we know it.
I’m in the middle on the topic. I like to slice my own bread, but I also think reports of our demise have been greatly exaggerated. In fact, I think the digital age means even greater opportunities for the promotional products industry.
Think about it. We are all connected to each other, the brands we like and the information we need. Facebook, LinkedIn, Twitter, e-mail, websites, commonsku, blogs, etc. have changed our lives. These tools make communicating within the marketplace easy and inexpensive. But what it all lacks is a tangible, personal touch. There is much less face-to-face communication and even a smaller amount of paper-to-paper communication now. Gone are the days when a business transaction came with handshakes and emotions, like smiles, were real, not just emoticons.
But promotional products are different. They are 3-D, hands-on, message-delivery pieces. They are everything that the digital age is not. Think about all of the descriptions you have heard to describe promotional products: The advertising medium that remains to be seen, the five senses media, the lasting, personal medium.
The products our industry offers are not gone with the swipe of a finger or the flick of a switch. That means the message they carry has much more weight in the era of the ethereal glow of a screen.
The sky is not falling because clients now have more information than ever when it comes to product lines, prices, etc. You are not going to change things. The Internet and evolving social media tools are here to stay. Instead of fighting it, let it work for you! Never has there been as great of an opportunity for promotional products. They are more important now than ever! We cover this topic in one of our SuccessTracks Education Experiences we dubbed Entitlement Consumerism. Sydra Newell from SnugZ USA, Grethe Adams from Southern Plus and PromoKitchen Chef Charity Gibson from Green Banana Promotions also led a thought-provoking discussion on this topic.
Exciting days are coming for suppliers and distributors who are able to embrace change! Our industry has more than 100 years of history providing proven, effective marketing solutions. We can look forward to utilizing emerging communication tools that will help us better share the many benefits of our marketing medium. For an interesting look at the history of the promotional products industry, check out our article, Will This Industry Last?
Special thanks to Glenda Stormes-Bice from Bankers Advertising for her work on this article.
Jeff Solomon, MAS is affiliated with a Top 10 distributor company. The FreePromoTips.com website and e-newsletters he publishes are packed with beneficial information and exclusive free offers from a few forward-thinking supplier companies. Don’t miss out on what’s happening! Opt-in to receive the e-newsletters! Like FreePromoTips on Facebook and follow it on Twitter. Connect with Jeff on LinkedIn.
