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him, James makes a point of
giving back to the community
by mentoring others, and
he supports educational
organizations through
fundraising and in-kind
donations. There’s an entire
page on the Corporate Specialty
Insignia website showcasing
the company’s commitment to
various educational causes. “We
consistently raise over $150,000
per year to benefit teaching and
learning,” James says. “[Kelly and
I] are committed to the principle
of Conscious Capitalism, which
we pursue using our 3T strategy:
our time, our treasure and
our talent.”
Howhas your
company evolved
to the full-service
marketing solutions
organization it
is today?
Over the past 23 years in
business, we have observed
the trade evolve from tactical
to strategic as end buyers are
demanding higher standards
of performance. Two decades
ago, products, trends and
innovation led the sales-call
process. Decisions were more
focused and interested in the
gadget, utility and perceived
value or presentation of products.
Additionally, catalogs were
hugely important in product
selections. In-office visits were
the standard of practice in
developing relationships.
Today the combined
competitive nature of the market,
robust internet product options
and the generational gap of
Millennial end buyers make for
a more difficult opportunity to
earn new business. Our solution
to this dynamic is to first focus on
value, then solve problems, and
lastly provide sustainable and
scalable solutions.
You went to your
first PPAI Expo this
year. Howwas your
experience?
We were amazed at the
many new products and
innovations. However, our intent
was to engage in conversations
around case studies and
application of success. For
example, on our final day
canvassing the trade-show floor,
we crossed paths with Steve
[Levinson], the owner of Water
Promotions. In that conversation,
we shared a strategy that
we practiced last year:
introducing edibles in as many
conversations as possible. This
practice increased sales that
had not existed previously.
Immediately upon our return
to Georgia, we introduced
water into conversations, which
yielded an immediate sizable
order. We are encouraged
by our first attendance to
The PPAI Expo. We believe
that collaborations of SAGE
technology, PPAI education,
suppliers and decorators with
[distributor] consultants will
offer great opportunities for
meaningful, purposeful and
intentional programs.
Howdo you approach
earning newbusiness?
Our approach to earning new
opportunities is a discovery
process. As a practice, our team
visits potential clients with
a sample case of successful
projects explaining the
application and measurement
of each sample’s program. Using
this strategy, the product
becomes part of the concept;
it is not a product-selling
experience. Second, we spend
more time listening and asking
questions about barriers,
budgets, vision, objective,
history, and measurement
and forecast outcomes. But we
also focus on developing the
customer base we already have
by asking existing clients, “What
are some of the barriers in your
business? What can you improve
on in your business? What metric
would you like to impact in your
business?” When I have the
answers to those questions, I
can start imagining a solution to
the problem.
Your business card
showing a five-step
diagram to planning
branding solutions is a
uniquemarketing tool.
Howdid you come up
with the concept?
Last year, we were invited to
participate in a vendor exhibit
with not much time to prepare. I
brainstormed strategies to tell
our why and how. We do find
clients studying the card so that
is encouraging. We are also using
James volunteers weekly at
the Ronald McDonald House.
“Today the
combined
competitive
nature of the
market, robust
internet product
options and the
generational gap
of Millennial end
buyers make for
a more difficult
opportunity
to earn new
business.”
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MAY 2017
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