PPB November 2017

people perceive our industry as simply stuff that gets thrown in the garbage the night after the trade show? Because we let them! We, as an industry, are not taking the time to learn how to speak the language of our own business, to educate our customers or create value for our media in the minds of others. We need to learn to speak in terms of brand, message, market, value and vision. We need to demonstrate how promotional marketing, when used correctly, allows a brand to demonstrate its uniqueness and differentiate itself in the crowded space it occupies. We need to speak the language of our clients and understand how they want their clients to feel about them. We need to ask what emotions they are trying to evoke, and how they want to be considered as a brand through their marketing. Our goal should be to demonstrate the uniqueness of each and every client. To understand what they do, why they do it, what differentiates them in a crowded market, what their story is and why their clients care. If we are just selling them swag, we are doing none of this. We are just selling stuff. Is that what we want to be as an industry? I hope not. When you are talking with your clients, use language that speaks of ideas, return on investment, measurable results and brand awareness. Those are the words, concepts and ideas customers want to hear. Those are the phrases they will relate to. By rethinking your approach, and the words you use, you can drive revenue and build your business without having to discount every order. Be a promotional consultant, not a purveyor of swag. Ben Baker is president of Your Brand Marketing, a strategic engagement marketing firm. He consults, teaches and speaks on brand, message, market, value and culture. www.yourbrandmarketing.com Reach him at ben@yourbrandmarketing.com . What’s on your mind? If you can articulate it as a Viewpoint article, send your thoughts to PPB@ppai.org for consideration in a future issue of PPB . www.TheDistributorExchange.com • 844-251-8544 (toll free) All inquiries are strictly confidential. Do you want to sell your distributorship? We can help you sell your distributorship quickly and easily. “This type of business transaction was completely foreign to me so it was invaluable to have The Distributor Exchange take us through the process step by step. They went above and beyond in all regards. I couldn’t be happier with their efforts to make this a win win for all parties involved.” – Cindy Gibbs - Big Fish Branding | NOVEMBER 2017 | 15 INNOVATE