PPB December 2017

marketing rivals other specialized marketing fields for share of wallet, curriculum coverage, career, commentary and perceived value. We strive for our members to be recognized as leaders in their creative fields and to demonstrate a commitment to innovation and excellence. In 2016 the APPA board, in committing to these goals, agreed to actively pursue the following four Strategic Outcomes: 1 APPA membership is necessary for success and is attractive, understood, sought after and retained. APPA membership provides highly valued benefits. 2 APPA events and education programs are recognized by members and participants as the default source of events and education within the industry. APPA provides consistently high-quality events and continuing professional education across multiple channels. 3 APPA input, research, guidance and advice are sought after by key marketing stakeholders. APPA’s position in relation to key industry issues is clear and understood by all stakeholders. 4 APPA members are recognized as setting the industry benchmark through adherence to APPA standards. The APPA code of conduct and APPA awards are recognized as the quality industry standard and are key member attraction and retention tools. Existing and prospective clients and candidates understand and value this important, tangible difference between a member and a nonmember. In working toward achieving these goals we have, over the past 18 months, rolled out several key changes: • Established formal relationships with the U.S. (PPAI), UK (BPMA) and Canada (PPPC) with focus on driving value for APPA members via these relationships. • Launched APPA Education (including webinars, face to face and online training). • Rebuilt APPA member communications focusing on quality, engaging and valued content. • Built formal relationships with key stakeholders including the Australian Marketing Institute, New Zealand Marketing, Government Ministers, regulators and key specialist marketing media. • Launched an APPA charitable initiative, The APPA Foundation, in partnership with Good360 and Promotional Products Insurance. • Reviewed and relaunched the APPA Code and APPA Awards. • Partnered with PPAI in launching Promotional Products Work/Get in Touch! in Australia and New Zealand. • Commenced the process of rebuilding the APPA Member database and website with focus on delivering a positive member experience. MARKET SHARE A Little Bit Closer Now Near field communication tech enhances marketers’ efforts to engage customers Getting a customer to remember the business that gives out promo items takes more than a creative product. In the early days, the company name was front and center, followed soon by an address. Then came phone numbers, websites, email addresses and, finally, quirky looking QR codes—all printed on the surface of mugs, magnets, pens and calendars. The latest means of connecting with consumers through promotional products involves near field communication, or NFC. Norway-based Thinfilm Electronics is integrating NFC technology into labeling and packaging solutions, allowing users to access brand information just by tapping their mobile phones to a label. The company has recently acquired its first partner in the media and film industry—NFC Swag, a division of digital media agency KEY Difference Media. NFC Swag’s product offerings include phone stands and pogs—round, flat discs similar to poker chips—embedded with NFC technology to connect brands directly to consumers through what it calls “phygital networks.” Thinfilm solutions are expected to help NFC Swag’s clients more quickly generate leads, track engagement and ROI, and build customer loyalty. 64 | DECEMBER 2017 | THINK