PPB April 2016

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young people do and speaking
knowledgeably about it will cer-
tainly make you more relatable.
Marketing and outreach must
be as fun and eye-catching as it
always has been. Include pictures
of a younger person using the
product you're presenting to
make the ad more relatable. Use
bright colors, which are in style
right now (especially neon).
Stopping in to their office
with a little gift, unannounced,
then leaving quickly so as not to
be annoying or take up too much
of their time seems to work well.
That way you know the person
got your message and received
your smile.
Avoid seeming stodgy and
old-fashioned. Don’t show up to
their laid-back office space in your
suit. Yesterday’s news isn’t interest-
ing so be sure to be innovative and
think differently; bring a new idea
even if it seems weird—at least
it’ll give you something to talk
about. Don’t try too hard; just be
you, try to be relaxed and find out
about the person. Millennials like
talking about themselves just as
much as anyone—if not more—so
get them talking about them-
selves. Lots of info and insight
will be revealed.
Tom Gudekunst, CAS
Sales Manager
MARCO Ideas Unlimited
UPIC: MARCO
BY THE END OF 2015, Millennials
officially took over the Baby
Boomer generation as the largest
living consumer population in
the U.S. By the end of 2017, they
will carry the bulk of the spend-
ing power.
They have come of age just
as ecommerce, cell phones, social
media and instant messaging
have become pervasive technolo-
gies that this generation under-
stands and, more importantly,
uses daily in their business and
personal buying decisions.
In our category of promo
and apparel, a great number of
them have become the buyers
and decision makers for imprinted
promo and apparel items. If you
are not a person of this genera-
tion and mindset presenting to
them, then automatically you are
at a disadvantage and need to
shift your sights to get on their
level quickly.
Millennials’ view of products
lends itself more to the percep-
tion of what is valuable and
authentic. This is a big reason
why the technology category
within promotional products has
grown so quickly and will continue
to do so in the coming years.
This group views technology
products as valued and authentic
in their day-to-day lives.
In addressing the Millennial
marketplace, both suppliers and
distributors need to do so in a
different way. They should not
just sell them products but sell
them experiences.
Reaching them needs to be
different as well. As my father
once said to me, “Fish where the
fish are.”
In the case of Millennials, go
to their fishing holes—social
media sites such as Pinterest,
Instagram and Facebook—in
order to reach them with ideas
that engage them.
Don’t do that, and the
smarter distributor that does will
catch the fish.
Forrest Fairley
Director, Channel Support,
Promotional Products
Safeguard Business Systems
UPIC: SAFE0003
FIRST THINGS FIRST: Believe it or
not, many younger buyers do not
like to be called or considered a
Millennial. Some of my younger
friends, colleagues and clients
have communicated to me that
they like to be considered inno-
vative and progressive leaders—
instead of being labeled a demo-
graphic category. Regardless of
the age group, it’s unrealistic to
think we all communicate the
same way. One of the key com-
ponents in successful intergener-
ational engagement is really in
the communication style. Many
APRIL 2016 • PPB • 21
DO YOU
HAVE AN
ANSWER?
A DISTRIBUTOR ASKS: I’d
like to sell a client on
a gift incentive pro-
gram for their sales
team. However, my
client says that I need
to prove to her bosses
that an incentive pro-
gram is worthwhile in
order for them to
spend the money.
What’s the best way
to present a sales
incentive program’s
worth? What research
can I use to back up
my presentation?
WHAT’S YOUR ANSWER?
Email answers along
with your name, title
and company name to
Question@
by April 29
for possible inclusion
in an upcoming issue
of PPB magazine.
“Avoid seeming stodgy and old fashioned. Don’t show up
to their laid-back office space in your suit.”
QUESTION