PPB November 2017

Hear It Live At Expo Hear Paul Kiewiet, MAS+, CIP, CPC, present this topic live during The PPAI Expo at the Mandalay Convention Center in Las Vegas. His session is on Monday, January 15 at 1:30-2:30 pm and is free to members and to nonmembers with a ticket. Find details at www.expo. ppai.org/education. Good Answers! Here are some of my favorite answers to the ve questions in the article. Vision Statement: What AreWeBuilding? » To create a peaceful, abundant life with con dence, patience and passion as I build my business by providing in uential tools for building brands and businesses with the most cost effective, memorable and long- lasting solutions to results-oriented, trusting and trustworthy people and organizations. » My business will be appreciated and respected for demonstrating high standards of creativity, design excellence, innovative thinking, loyalty, honesty, dependability and value-creation. MissionStatement: WhyAreWeBuilding It? » We enjoy creating success. Objectives: What ResultsWillWeMeasure? » Reach annual gross revenues of at least $XX by the end of the calendar year. » Maintain a gross pro t level of a minimum of 37 percent on our sales for the year. » Maintain a lean, ef cient of ce staff and keep overhead low by maintaining the current staf ng level through this growth period. » Reduce the number of “bad orders” (orders that cause client anxiety or result in nancial loss to the company) by 30 percent. » Obtain Certi ed Advertising Specialist designation in 2018 and Master Advertising Specialist certi cation in 2020. » Identify 10 current clients and grow business within these accounts by 10 percent each year. » Identify and maintain 10 “target” prospects and turn three of them into new clients this year. » Retire lines of credit and loans by December 31, 2019. Strategies: HowWillWeBuild It? » Develop a series of workshops, white papers and customer luncheons to position our company as a promotion marketing expert. » Participate in healthcare industry trade shows and fairs, and advertise in hospital trade publications. » Sell total solutions and programs rather than products. » Hire for values, train for success. Retain through satisfaction and purpose. » We will review our order processing systems and implement a plan for increased ef ciency and reduced errors. Plans:What Is eWork WeNeedToDoNow? » Review website: upgrade the experience to make it fun, worthwhile and informative for visitors. Upgrade the shopping experience. » De ne target accounts and deliver marketing based on ratings. » Plan monthly mailings. Make the content relevant, fun, interesting and re ective of your personality. » Social media strategy: create consistent engagement through Facebook, reinforce the fun factor. » Spend one hour per week on your blog, YouTube channel, SlideShare, Facebook, LinkedIn and Twitter. » Send out a spec sample or a virtual sample to two A-level prospects and to one B-level prospect every week. Paul AKiewiet, MAS+, is the executive director of theMichigan Promotional Products Association and an industry coach and consultant. He is an inductee into the PPAI Hall of Fame and former PPAI chairman of the board. 24 | NOVEMBER 2017 | INNOVATE

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