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FIVE MINUTES WITH
Andrew Klymenko
Aiia
Trending Today, Gone Tomorrow
The CEO of supplier Aiia talks product innovation
and incorporating trends into promotional marketing.
When it comes to trends, promotional
products supplier Aiia (PPAI 624878)
prefers to set them rather than just spot
them. The Ukraine-headquartered firm is
opening offices in the U.S. and Germany this
year, and it also maintains an office in China,
where its production and logistics are based.
Between the three locations, Aiia staff
focus on identifying what’s hot among
consumers and creating promotional
opportunities for distributors and their clients
through innovative, of-the-moment products
that are offered one at a time, for a limited
time only. Among the trends for 2017,
according to the Aiia team, are the use of
mobile apps alongside promotional products,
higher-quality pieces with aesthetic appeal,
and the inclusion of augmented reality and
virtual reality in promotional campaigns.
Aiia CEO Andrew Klymenko spoke with
PPB
about his company’s trendspotting
techniques as well as how distributors
can incorporate those trends into their
clients’ programs.
PPB
How does your team determine product
trends for the promotional market?
Klymenko
There are three factors that help
us determine the trends. First, we create
promotional products to help any company
communicate the real value of their brand
to the customer. That’s why we always
explore the latest and best ways the brand
can interact with the audiences.
We collaborate with such brands as Google,
Amazon and MasterCard, and have interviewed
their top decision makers about what kind
of promotional products they really want for
their customers. Second, we often interview
our distributors about what their clients need.
Third, we do extensive weekly research on
retail product trends, which directly influence
the promotional products market.
Moreover, we always stay true to our
philosophy. We believe any promotional
product should communicate the value of
the brand and bring sheer emotion to any
giveaway or other brand campaign. That’s
why we put people’s feelings first when
creating new products.
PPB
What’s your process for developing
products that match these trends?
Klymenko
From the initial
concept, to research and
development, to design, to mass
production—everything is done
by the Aiia team. We’ve created
our own product development
methods based on design
thinking. We deeply explore
insights. Then we quickly
make prototypes. After, we test
them with end users, we make
conclusions, and then we repeat
the product development cycle.
PPB
What types of products are your
customers most responsive to?
Klymenko
A few weeks ago we came
back from PSI 2017, the leading
European trade show of the promotional
product industry. We’ve received very positive
feedback about our latest products: Find-E,
a smart tracker which won’t let you lose your
phone, wallet or other precious belongings;
and Endless Puzzle, an elegant anti-stress
table accessory which we’ve created in
collaboration with one of the most renowned
industrial designers, Karim Rashid.
Andrew
Klymenko
|
MARCH 2017
|
75
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