PPB April 2021

compiled by Danielle Renda Andrey_Popov / ImageTeam / Shutterstock.com. A Concise, Descriptive Elevator Speech—Is It An Oxymoron? My distributorship performs a variety of services, from promotional products to specialty branding and logo design, to web development and social media marketing, but I don’t want to overwhelm a prospective client by explaining this all straightaway. How do you craft your elevator speech in a way that’s concise, yet intriguing? Q A Distributor Asks: I’m having trouble describing what I do in a 60-second elevator speech. What are your “elevator speeches” and how do you explain your company to someone who is unfamiliar with the industry, or even to those who are familiar with it? I have always advocated my salespeople to drop the list. The best answer to the question, “What do you do for a living?” is not to recite the list. “Well, I print logos for my customers on pens and mugs and shirts and rulers and bags and blah, blah, blah, ad infinitum…” My response is usually: “I’m in the business of increasing sales and market share for your company.” Then, when they ask, “How do you do that?” it opens the door to shift into sales mode and answer that question with additional questions about their marketing approach, so I can tailor my responses to their needs. The best elevator speech is not 30 seconds long—it is three seconds long. Fast, short and inviting more commentary. HALO’s company mantra is, “We connect people and brands to create powerful, lasting experiences!” This is another way of saying the same thing, which invites further discussion. RICK GREENE, MAS Regional Vice President HALO Branded Solutions Chatsworth, California PPAI 106462, D15 At BallyHoo Concepts, Inc., we do branded, logoed or blank promotional gifts, corporate gifts and branding solutions, from condoms to diamond rings and anything between this huge spectrum. ANDREA DAVIS Owner BallyHoo Concepts, Inc. Calgary, Alberta PPAI 273362, D2 You should have a core marketing message that describes what you do and who you do it for, so you say the same thing every time. It’s not easy to come up with, but it deserves proper thought. I believe it was Mark Twain who said, “If you want me to give you a two-hour 12 | APRIL 2021 | INNOVATE