PPB October 2018

ASK THE EXPERT David Hawes, MAS+ Brand architect Geiger Have you ever wondered whether there are better ways to get the word out about your brand? David Hawes, MAS+, brand architect with Lewiston, Maine-based distributor Geiger, offers up his thoughts on successful self promotion. PPB What does self promotion look like for an industry company? Does it always involve a campaign featuring promotional products? Hawes People are any company’s most important promotional product. If they don’t embody their company’s values, the success of any promotional product will be severely limited. Brand ambassadors are a company’s most valuable asset. PPB How does self promotion differ from client or program promotions? Hawes An effective self promotion should adhere to the same principles that guide client and program promotions. This means selecting products that include the four U’s: useful, unique, unexpected and unforgettable. Products that reflect the company’s brand and add value for the recipient are key. PPB What questions should promotional products companies ask themselves to determine their approach to self promotion? Hawes For optimal results I suggest they repeat the same strategy they use when selecting promotional products for their customers. Ask yourself, “How will this product help us build our brand? Is it consistent with our brand message? Will this self-promotional product be valued by the recipient?” PPB What are some key elements of a successful self promotion for suppliers? For distributors? Hawes For both suppliers and distributors, self promotion must be about the recipient. Giving them a quality product they will use frequently is the key. Select products that you are proud to give and that reflect your company’s brand. Self promotion is about building and reinforcing relationships. As an example, I attended Shark Tank host Daymond John’s keynote presentation at the annual ASI Show in Chicago last year. While some high-profile speakers in previous years have been a big disappointment, Daymond was just the opposite. He is a gifted speaker with a distinctive style that reflects his upbringing in the community of Hollis, Queens [New York]. His main message emphasized the importance of doing what you love while always remembering that you are the brand. He wrapped up with a story about his recent battle with stage 2 thyroid cancer. Just before the surgery as he was being sedated, his anesthesiologist told him to focus on something he cared about deeply. He immediately started thinking about his baby daughter Miska. The surgery went very well, and he is now cancer-free. Daymond has become very successful in the business world. His FUBU brand alone is worth over $6 billion. However, in closing, he said that’s not what he emphasizes. Instead, he urged us to remember that we can’t be wealthy unless we are healthy. As luck would have it, the self-promotional products I brought for him reflected Daymond’s passion for health: I presented him a Walk Star Kit, making him an honorary “Walk Star Shark.” PPB What values does self promotion bring to a distributor or supplier? Hawes Self-promotion products often provide a great opportunity to initiate a relationship. The moment one is given we begin to build a bridge to a customer, a prospect or a center of influence. I remember giving a pizza cutter to a congressman in Washington, D.C., during L.E.A.D. [PPAI’s Legislative Education And Action Day]. A year later we met again and the first thing he said was: “You’re the pizza guy!” He taught me a very valuable lesson. Give people a product they will use while they are doing something they enjoy. Then you become unforgettable! Me, Myself And I David Hawes, MAS+, dives into the art of self promotion. Daymond John and David Hawes, MAS+ | OCTOBER 2018 | 81 THINK