PPB October 2020

and the name should reflect our mission for the future,” she says. The company has operated under the BIC Graphic name since 1969 and has owned the Koozie® brand since 2009. To decide on the name, BIC Graphic NA conducted internal surveys, focus groups with customers and employees, and consulted with third-party agencies, which resulted in a list of more than 800 names for consideration. The company choose Koozie Group because Koozie has been a flagship brand for BIC Graphic, “so including it in the company name was always in the mix,” she says. “The Koozie brand ethos aligns with our goal to provide useful solutions that evoke positive vibes and spark lasting memories. We included ‘Group’ for a few different reasons. First, we are a diverse team that values everyone’s contributions to best serve our customers and communities. In addition to our proprietary brands, we have great partnerships with strong retail brands, so distributors know that within our group they will find the best people, partners, products and processes to support their business.” The name change isn’t the only major development on the company’s radar. The past few years have been full of change for the supplier, with a greater focus on enhancing customer experience and implementing technologies and processes to support that. An example of this, she says, is the company’s adjustment to using cloud-based CRM software Salesforce and Marketing Cloud to “provide seamless and more personalized experiences.” Over the past year, BIC Graphic NA has also been developing a social impact and sustainability commitment called Keep It Give It, a program that’s designed to leave a positive, lasting impact with the solutions and experiences they deliver, focused in four key areas: fostering delivery and inclusion, giving back to employees and community, safety and social responsibility and environmental stewardship. But along with these changes, Ralston also assures that the same extensive product selection will remain available with a focused effort on their environmental impact. Looking to the future, Ralston feels that the landscape of marketing and advertising has forever changed. “The days of throwing a bunch of ideas out and hoping one sticks are over,” she says. “Now it’s all about personal relationships and connecting with customers on their terms. Luckily, our industry has always been driven by relationship-building and creativity, so I feel like it can easily be navigated.” She suggests being open to new ideas, staying up to date with technology and embracing the next generation of buyers will give companies an advantage as their marketing and advertising evolves. On moving forward in today’s environment, she references BIC Graphic NA’s internal company motto, “Do what you say you’re going to do and do it the right way.” “This really works here in the sense that companies should be authentic—really understand your brand DNA, why you do what you do and what you stand for—and stay true to that,” she adds. “It’s also important to remember that regardless of all of the technology or automation in today’s world, there is still a human being on both sides who wants to do the right thing.” Ralston lives in Tampa Bay, Florida, with her husband, two daughters and new puppy. Their favorite hobbies are boating and traveling (pre-COVID-19) and watching their daughters play softball and practice Tae Kwon Do. Danielle Renda is associate editor of PPB . Melissa Ralston, far left, and BIC Graphic NA's marketing team celebrate the holidays during the company's annual White Elephant gift exchange last December. | OCTOBER 2020 | 73 THINK