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FEATURE | Rising Stars How can the industry attract, recruit and retain more young professionals? One huge advantage our industry has is the ability to leave a lasting impression and tell a compelling story through experiences. Before starting to work in this industry roughly four years ago, I didn’t know it even existed. Yes, I had exhibited at trade shows and been to some car shows, but had no idea there was this huge industry behind it all. I think as more brands and influencers continue to stand for ideas, causes, etc. and push their own merch, this will help bring more awareness to our industry. Maybe for younger folks, instead of the promotional product industry, it will appeal to them if we spin it as the “merch and swag” industry. Going back to what I mentioned about experiences, I think more awareness and recruitment efforts can be put forth by simply inviting college students (focusing on relevant majors) to events like those hosted by Specialty Advertising Association of California and the other regional associations. Also inviting and throwing more parties wouldn’t hurt either. This industry is fun, and we just need to invite more people. What’s the best advice you can give others who are just starting out? Have fun! Collaborate with your peers, customers and vendors. Learn from the previous generation, but also look to blaze your own path. Invest in sharpening your digital marketing skills. You will eventually conclude that there is a special kind of magical feeling you get when you help create a client’s event and it goes perfectly. Help shape and seek to create these moments as much as you can. Continued from page 31 Jason Loui, CAS chances that are nerve-wracking and uncomfortable at times. The way my team shows up every day inspires me to keep pushing myself to lean into the uncomfortable because uncomfortable equals growth. What would you like to accomplish over the next 24 months? One thing at the top of my list for the next 24 months is a Mastermind group for account-level industry professionals. I think there is a huge need for account-level team members to be able to learn, share and grow from talking with others going through similar scenarios. From sharing projects and finds or requesting advice for anything from a vendor recommendation to problem- solving with a client, others’ perspectives can be some of the best learning out there. How can the industry attract, recruit and retain more young professionals? Continuing to talk, share and engage with up- and-coming talent is huge in my opinion. If I am telling someone on the hunt for a job about what I do, even if they weren’t previously interested in the industry, they are now. Too often we hear (I am also a culprit) that you had never even heard of the industry until you were in it—why is that? This industry is huge, and people interact daily with promo products. The more we talk and position ourselves as experts and problem solvers for our clients, the more people will know and want to be a part of the best industry out there. What’s the best advice you can give others who are just starting out? Scrape a knee! There is a lot to learn and some of my most valuable lessons have been from making a mistake (some larger than others) and reflecting and growing. Also, take advantage of the openness you find throughout the industry. From my experience, everyone is willing to share, have a conversation and support you—especially when you are just starting out. Ask questions, absorb the answers, practice, practice, practice, request feedback and be confident in the moves you make. It won’t always be glamourous, and it may never be easy, but it will all pay off. Continued from page 36 Rachel Minogue things,” but we have creative thinkers reinventing collaboration, product use and design. Who or what inspires you and why? My mom has always been a driving force for me. Losing her four years ago was such a shock to my system. Her values live on, though. She always had the mindset that if you have it to give, you give. That can be time, talent or treasure. So many people have come to me over the years telling me of the impact she had on their lives and careers. This is what I want to aim for. Your impact doesn’t have to be a big gesture to have long-lasting ripples. Being kind, listening and being supportive can be so powerful. Continued from page 37 Kate Plummer, MAS 42 | SEPTEMBER 2020 |