PPB January 2021

suppliers or spin off ideas into retail. I believe the magic is on the edges of the industry, with niche suppliers like HHPLIFT, Redwood Classics Apparel (see p. 70), Love Bottle and others. 16 Location Marketing. Parents are giving permission for apps to access and track their children’s information—their location, for example. That is scary. In the future, businesses will get even more locational visibility for commerce. Why not let a restaurant know where you are so they can reach out with a drink or dessert special? Buyers will agree to give up very personal data and receive advertising if they get something in exchange. Is this insane ? This is already happening. Hello Facebook and Snapchat/Snapmaps are examples. In a way, this is permission-based marketing. How does that translate in our space? Just consider the possibilities within future events, for example. 17 User Feedback. Imagine an app called “PromoTinder” that distributors and end buyers would use when shopping or creating their own versions of products. It would operate like the hook-up app, Tinder. But instead of swiping potential partner profiles left or right to indicate interest, distributors and end buyers would actually swipe images of products to get a sense of what they might buy so suppliers could make better inventory purchasing decisions. 18 Corporate Social Responsibility. We must show clients how to take care of employees during a crisis, how to look out for the environment, how to take care of community and how to help them tell their brand’s story with honesty. Buyers are watching and commenting through peer-to-peer reviews. And they care and will vote with their dollars. So, know this: PR stunts often don’t last. Instead, bake corporate social responsibility into your strategic plan and invite your team and customers along for the ride. (For more insight, check out www.promocares.org. ) What is our industry’s role in the world view? How can we better address diversity, equity and inclusion, unifying voices, pride and activism? Purpose is the fifth "P" of marketing. Companies must embrace a values-based approach in their marketing strategies. Today’s young, socially progressive customers have shown little hesitation in boycotting brands that they perceive to be ethically questionable. Authenticity and trust, in particular, are proving harder to come by—so we must invest in meaningful relationships. We must reassess our industry’s value if we are to remain relevant. 19 Continuing Education. We need to invest in a deep understanding of our clients and our client’s customers. We need to invest in our curiosity through educational courses offered by PPAI, PromoKitchen and others. 20 Human Connection. We must invest in personal relationships— especially in the face of rising digital competition and disruption—in order to not only survive, but to thrive. Now is the time to be a part of paving a pathway to a fruitful future. To create. To source smarter. To open the industry’s doors to exciting new entrants. To focus on sustainability and corporate social responsibility. To offer choice and reduce risk. To get ahead of trends and offer brilliant design beyond the boring logo. To double-down on direct mail. To marry digital marketing with physical marketing, aka “phygital marketing.” To better show that we value a person’s data, time and their business. To embrace tech but balance it with a human focus and intimacy. The future is a verb; giddy up. Danny Rosin, CAS, is co-president of distributor Brand Fuel, Inc. in Morrisville, North Carolina. He is also co-founder of Band Together NC, board member for the Triangle Area American Marketing Association and The Table Raleigh, co-founder of PromoKitchen and PromoCares, and this month is wrapping up a four-year term on the PPAI Board of Directors. The Future Of Promotional Marketing | FEATURE | JANUARY 2021 | 53