PPB December 2017

Nearly two years into his tenure as CEO of Australasian Promotional Products Association (APPA), Steve Granland has big goals for APPA and for the industry in Australia, New Zealand and Oceania. Granland visited North Texas in October to meet with the PPAI board of directors and participate in PPAI’s Leadership Development Workshop. PPB spoke with him about how he and his team plan to accomplish their goals, and how collaborating with PPAI and other associations is part of the APPA strategy. PPB How long have you served as CEO for APPA, and in what other roles (if any) have you served? Granland I took up the role of CEO of the Australasian Promotional Products Association in early 2016. I have over 20 years’ CEO and senior management experience working with industry associations in the marketing, recruitment, finance and human resources sectors across Australia and New Zealand. Prior to entering the world of professional association management, I worked with a major Australian commercial bank for 10 years, including a 12-month posting in Shanghai. I have a banking and finance undergraduate degree and a postgraduate qualification in marketing. PPB What are some of the challenges APPA member companies are facing, and how is the association addressing them? Granland I think that the challenges faced by APPA members are similar to those faced by PPAI members. Key challenges include low barriers to entry, price lead competition, direct sourcing by end users from overseas and attracting and retaining quality staff. We address these challenges by focusing on delivering on key elements of our strategic plan and, at the same time, ensuring we do not lose sight of the opportunities, which include utilizing and profiling the data which continues to support the value of promotional products, increasing focus on supply chain validity and responsibility (and the impact on the brand if it goes wrong), building on the significant innovation in our industry and establishing stronger and mutually beneficial relationships with our colleagues at PPAI who have been so supportive in my short time to date at APPA. PPB You attended PPAI’s Leadership Development Workshop in October. What are some takeaways from the event that you are implementing or sharing with APPA leaders and members? Granland I am very grateful to have been given the opportunity by Paul Bellantone, CAE, and the PPAI team to attend the event. From an operational perspective, it has provided me with a deeper understanding of how PPAI has so successfully tapped into the industry and the passion of the volunteer pool. I also had the opportunity to connect directly with many PPAI employees and volunteers, and I can now look forward to building on those relationships. On a practical level, the opportunity to take part in educational sessions focused on the Get In Touch! campaign and Redefining the Trade Show Experience has provided me with great tips and tools to move forward with the process of change at APPA. PPB What major differences do you see between the U.S. promotional products industry and the Australasian industry? Granland Certainly, there is a scale difference both in terms of PPAI and APPA and our respective industries. APPA serves more than 800 members throughout Australia and New Zealand. The industry employs roughly 20,000 people and earns approximately $2 billion a year. However, I do believe that we share many common challenges and opportunities and, given this, we have a unique opportunity to collaborate for the benefit of all. PPB How would you like to see your association collaborate with PPAI and/or other international associations (e.g. Canada, Mexico)? Granland I am a great believer in the power of collaboration at all levels. From the moment I joined APPA I was actively encouraged by APPA board members to reach out to PPAI. Early on, I decided to formally align with the best international bodies and I knew that PPAI was one such organization. The staff at PPAI has been very supportive and willing to assist in any way, including providing me with ongoing direct support and assistance, establishing foundations of a possible education/accreditation partnership, and presenting the opportunity to collaborate with PPAI to increase influence via its programs such as Get In Touch! and Promotional Products Work! In addition to making ourselves available for advice, resources and the experiences of other international associations, I also think there are other opportunities we could explore, such as international research opportunities and exchange programs focused on providing the tools and resources we need to ensure our industry grows globally. PPB What is your goal for members of APPA and for the association itself, and how are you and your team (staff and board) working to reach those goals? Granland Our goal is to ensure promotional product marketing is recognized by marketers and business people in Australia and New Zealand as an essential part of the brand and marketing communications toolkit; to ensure promotional product FIVE MINUTES WITH Steve Granland CEO of Australasian Promotional Products Association APPA CEO Steve Granland shares his team’s roadmap to growing the association and the industry in Australia and New Zealand 62 | DECEMBER 2017 | THINK