Together At Last The inaugural Promotional Products Work Expo (May 18) will connect buyers, their distributors and suppliers. Highlighting why promotional products are effective marketing tools, the virtual event will bring all aspects of the marketplace together. P. 14 Feel-Good Goodies: Resort & Spa Apparel P. 18 PPAI Pyramids For Marketing Campaigns P. 24 Meet Market: Promo For Business Gatherings P. 40 Corporate Gifting Is Trending Up P. 72 Work Of Art: Bobby Lehew P. 78 Promotional Products
4 Perspectives What Is A Distributor, Anyway? 8 Feedback 11 INNOVATE 12 Question My Client’s Order Is Late But Paid For. Is There A Viable Solution? 18 Eye On Apparel Resorts and Spas 37 GROW 38 Sales Selling On The Schedule 40 Market to Market Meetings & Conventions 48 Profiles Raining Rose Promos Patrick Napurski, MAS 56 Editor's Picks Desk and Office 63 THINK 64 Viewpoint Required Reading 67 Fast Forward Oreo And Blockbuster Dial It Back To 2007 74 Management Thou Shalt Comply 77 CONNECT 78 Close Up Bobby Lehew 86 In Memoriam Joshua Lapsker 87 PPPC Communiqué 88 New Members 92 Datebook 96 The Creative Calendar 24 CAPTIVATING CAMPAIGNS: 20 BEST-IN-CLASS PROMOTIONS Following a historic year for industry Even during the darkest days of the pandemic, industry marketers pressed on, stepping up their game in clever and original ways. The best of the best of their promotions earned PPAI Pyramid Awards, sponsored by Pacesetter Awards Co. Anna Zasimova / Shutterstock.com 14 TOGETHER AT LAST Slated for May 18, the inaugural Promotional Products Work Expo will connect buyers, their distributors and suppliers. Highlighting why promotional products are effective marketing tools and bringing all aspects of the marketplace together, the buyerfacing events represent a gamechanger for the industry and a massive opportunity for distributors. Jacob Lund / Shutterstock.com contents Promotional Products Business The Official Business Monthly of Promotional Products Association International APRIL 2022 | APRIL 2022 | 3
perspectives Dale Denham, MAS+ President And CEO What Is A Distributor, Anyway? The term distributor in our market vastly understates the work and the value added, but it’s definitely better than what they used to call them. The industry adopted distributor in 1963 when the ASNA (Advertising Specialty National Association) replaced the term jobber, which was synonymous with a wholesaler or intermediary. At the time, distributor was a huge step up in terms of professionalism, but I think it still does not go far enough in describing the value that has come to be added by the companies and people in these roles. Other changes in nomenclature have been key to the success and growth of our industry over the years. In 1992, we adopted the term promotional products instead of specialty advertising. PPAI itself has undergone three name changes since 1963 reflecting the changing markets, yet our industry distributors are still called distributors. Supplier hasn’t changed during this time to reflect current value, either. Furthermore, as far as most buyers understand, the distributor is the supplier, making the term supplier confusing. Speaking of our buyers, outside of purchasing departments, very few purchasers of promotional products would prefer to be called a buyer. It’s time we recognize the value added by all the firms in our industry and ensure the terms we use reflect this value while also reducing confusion for the clients who purchase promotional products. PPAI’s new vision for the industry is, “Promotional Products are universally valued and essential to every brand.” And our new mission is, “Be the voice and force to advance the Promotional Marketplace for the benefit of our community.” This means PPAI needs to expand our messaging even more than we have over the last few years. As part of fulfilling that mission, we have launched Promotional Products Work, which includes providing valuable content on PromotionalProductsWork.org and hosting an online event exclusively for buyers invited by PPAI distributors where they can participate in inspiring education as well as visit exhibitor booths. The Promotional Products Work Expo will leverage our Direct-2-You online platform, which ensures that only approved information is in the booth and will allow distributors to engage with their clients as well as access a history of all communication on the platform between their clients and the suppliers. You can learn more about Promotional Products Work Expo and the immense value of buyer-facing events in general in the cover story of the issue, starting on page 14. Our goal is to utilize the most appropriate terms as we further reach out to buyers through these new efforts. Please share your thoughts with us on what terms best reflect all our industry organizations by emailing us at correspondance@ppai.org. Here are the existing terms most often used in the industry today: • Overseas Manufacturer – The original factory or factories that produced the blank item • Domestic Supplier – The firm holding stock and decorating items, primarily domestically • Distributor – The firm identifying the needs of the buyer and fulfilling those needs with suppliers and manufacturers • End Buyer – Purchaser of the promotional product • End User – The individual who receives and uses the promotional product It’s been 60 years. It’s time we recognize the value in our supply chain by updating our terms. It’s time we recognize the value added by all the firms in our industry and ensure the terms we use reflect this value while also reducing confusion for the clients who purchase promotional products. 4 | APRIL 2022 |
PRESIDENT & CEO Dale Denham, MAS+ 888-I-AM-PPAI EXECUTIVE VICE PRESIDENT Robert I. McLean, Jr., CPA, CAE, CEM VICE PRESIDENT, BUSINESS DEVELOPMENT Alan Peterson DIRECTOR OF FINANCE Brigitte Rousseau, CPA, MBA DIRECTOR OF INFORMATION TECHNOLOGY Paul Elfstrom DIRECTOR OF ADVOCACY, EDUCATION AND MEMBER ENGAGEMENT Anne Stone, CAE DIRECTOR OF MARKETING Keith Vincent DIRECTOR OF DIGITAL TRANSFORMATION Edwin Gonzalez PUBLISHER & EDITOR-IN-CHIEF Josh Ellis 972-258-3028 JoshE@ppai.org NEWS EDITOR James Khattak 972-258-3052 JamesK@ppai.org ASSOCIATE EDITORS Danielle Renda DanielleR@ppai.org Kristina Valdez 972-258-3094 KristinaV@ppai.org ART DIRECTION SPARK Publications SPARKpublications.com 704-844-6080 ADVERTISING MANAGEMENT DIRECTOR OF BUSINESS DEVELOPMENT AND EXPOSITIONS Ellen Tucker, CAE 972-258-3095 EllenT@ppai.org SALES MANAGER AND NATIONAL ACCOUNTS Melissa Massey 972-258-3029 MelissaM@ppai.org MAJOR ACCOUNT MANAGER Brandon Dunaway 972-258-3090 BrandonD@ppai.org ACCOUNT MANAGER Connie Brazil 972-258-3064 ConnieB@ppai.org ADVERTISING CONTACT Mimi Duong 972-258-3025 MimiD@ppai.org BOARD OFFICERS CHAIR OF THE BOARD Dawn Olds, MAS HALO IMMEDIATE PAST CHAIR Todd Pottebaum, MAS+ Quality Resource Group, Inc. CHAIR-ELECT OF THE BOARD Kevin Walsh, CAS Showdown Displays VICE CHAIR, FINANCE SERVICES Andrew Spellman, CAS Therabody BOARD MEMBERS TERMS EXPIRING 2023 R. Renée Jones, MAS+ A Creative Touch David Nicholson Polyconcept NA TERMS EXPIRING 2024 Dawn Olds, MAS HALO Kevin Walsh, CAS Showdown Displays TERMS EXPIRING 2025 Noah Lapine Lapine Associates, Inc. Andrew Spellman Therabody TERMS EXPIRING 2026 Chris Anderson HPG Denise Taschereau Fairware AT-LARGE DIRECTOR TERM EXPIRING 2024 Melissa Ralston, Koozie Group REGIONAL ASSOCIATION COUNCIL DELEGATE TERM EXPIRING 2023 Lindsey Davis, MAS Raining Rose, Inc. PPAI HEADQUARTERS 3125 Skyway Circle North, Irving, Texas 75038-3526 Phone: 888-IAM-PPAI (426-7724) www.ppai.org, pubs.ppai.org READER RESOURCES SUBSCRIBE TO PPB: Subscribe online at pubs.ppai.org or send your name, title, company name and mailing address, along with phone and fax, to PPB Subscriptions, 3125 Skyway Circle North, Irving, Texas 75038. Or phone in your subscription to 972-258-3019. Include payment with your order. Visa, MasterCard and American Express are accepted, along with checks. Additional member subscriptions are $58 for PPAI member companies (U.S.), $70 (Canada and Mexico) and $75 (international). Nonmember subscriptions are $72 (U.S.), $82 (Canada and Mexico) and $92 (international). Please allow four to six weeks for start of subscription. ADVERTISE IN PPB: Download a media kit with rates and specs for all PPAI print and digital publications at pubs.ppai.org, or call 972-258-3019 or e-mail mediasales@ppai.org. WRITE FOR PPB: The magazine regularly accepts articles from both professional writers and industry experts—like yourself. Find out everything you need to know about submitting an article or an idea by reading PPB’s Writer’s Guidelines available at pubs.ppai.org/submit-content. 6 | APRIL 2022 |
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feedback Send feedback on articles in PPB or opinions on industry issues to JamesK@ppai.org. New_Hero / Stmool / shutterstock.com Correction In the Creative Calendar for the March issue of PPB, we credited the lavender gift box idea for National Teacher's Day to the wrong supplier. The product is supplied by GroLine (PPAI 111079, S3). We regret the error. Community And Consumer Loyalty In February, PPAI Newslink featured a story, “Study Shows A Key Hidden Driver Of Consumer Loyalty,” that highlighted the role a sense of community plays in keeping consumers coming back to a brand. There are many studies to show that people will actually compromise their own integrity in order to fit in. Belonging is just that important to us. So, be the community that people with thrive in. JAE M. RANG, MAS Strategist, Speaker, Author, Mom JAE associates, Ltd. Oakville, Ontario PPAI 561178, D4 Taking A Page From Denham’s #Online18 During PPAI Expo Direct-2-You in February, PPAI President and CEO Dale Denham, MAS+, announced his sixth annual #Online18 list of the promotional products industry’s key social media influencers. Based on Denham’s personal opinions, the list highlights the companies and individuals driving engagement and value to their followers and the industry. I'm blown away by this year's list and so excited to watch it continue to transform with new talent. Thank you for the honor but also thank you for sharing because there’s folks on this list that I have never seen and what a cool way to learn from one another to further elevate the industry. I always learn those hidden gems out there that only Dale would know! What a great roster for me to learn how to step up my game! BRITNEY GODSEY Chief Revenue Officer Gold Bond, Inc. Hixson, Tennessee PPAI 113974, S10 Insights Into The Growing Corporate Gifting Market In the article “Industry Reaction: Corporate Gifting Market May Be Much Larger Than Previously Known,” PPAI Newslink shared that a recent study found that the corporate gifting market had grown to $242 billion In 2021 and was expected to exceed $300 billion by 2024, and the opportunity this sector represented for promotional products distributors and suppliers. Without a doubt. Kite Meetings has survived the past two years by pivoting frommeetings and live events to working with and providing our customer base with a selection of branded corporate gifts they procured to give to their clients. Gifting no longer means just those traditional fall holidays. Think about the various vertical markets that celebrate certain days, or month-long recognition events that connect to their core business. GLENNA FULKS Owner Kite Meeting Management, LLC Piqua, Ohio PPAI 733403, D1 8 | APRIL 2022 | INNOVATE
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INNOVATE Wellness Travel Is Just The Ticket More and more, consumers are booking trips and excursions themed around general wellbeing. Here's how feel-good promotional products can help make end users' next wellness trip an experience they'll warmly remember. page 18 12QUESTION: MY CLIENT’S ORDER IS LATE BUT PAID FOR. IS THERE A VIABLE SOLUTION? 18EYE ON APPAREL 24FEATURE: CAPTIVATING CAMPAIGNS: 20 BEST-IN-CLASS PROMOTIONS Photography by Sean Badger. Together At Last Slated for May 18, the inaugural Promotional Products Work Expo will connect buyers, their distributors and suppliers. Highlighting why promotional products are effective marketing tools and bringing all aspects of the marketplace together, the buyer-facing events represent a gamechanger for the industry and a massive opportunity for distributors. page 14 | APRIL 2022 | 11
QA Distributor Asks: One of my clients purchased shot glasses to be used at an event held in Mexico, and I just learned the shipment will be three days late due to shipping delays. The event will be over by then and I’ve already paid for everything in full. Are there any suggestions on what the protocol is for something like this? It’s a shot in the dark, but: • Has the recipient refused delivery? They might go back to the shipper eventually. • If it’s not a huge order, you might be able to get a courier to retrieve them from the destination and re-ship them back. RICH GRAHAM Chief Imagination Officer, BigPromotions.net Dallas, Texas PPAI 256367, D2 I would contact your UPS rep or have the supplier contact their UPS rep to see what the hold up in customs is. It could be the commercial invoice missing the shipper’s letterhead, harmonized codes and/or country of origin. Or, they are missing your client’s contact information. If you did deliver duty paid (DDP) shipping and paid the duties and taxes upfront, but if the invoice is marked delivery duty unpaid (DDU), that could be another issue. I have a client that is global, so we ship everywhere and learned every country has a slightly different way of processing customs and what additional information they want. I just had an invoice shipped to Qatar and customs held the order because we didn’t stamp the commercial invoice with an old-school rubber ink stamp of our company logo, even though our letterhead was on the invoice. LINDSAY JENKINS Senior Account Manager G & G Outfitters, Inc. Lanham, Maryland PPAI 260650, D3 I personally would never take responsibility to ship something to Mexico. Even when dealing with imports coming into the U.S. I never guarantee anything to my customers as I cannot control customs. DEBBIE CINO DENNERLEIN Principal Ideas to Impress, LLC, an authorized Kaeser & Blair dealer Toms River, New Jersey PPAI 103148, D12 I have clients all over the world and I always tell them they’ll either have to take delivery here and ship it with all their other stuff, or they have to arrange for the direct shipping themselves goir / shutterstock.com My Client’s Order Is Late But Paid For. Is There A Viable Solution? I have an international order for an event taking place in a few days. By the time the order ships there it’ll be too late. Can I salvage the order? compiled by Danielle Renda 12 | APRIL 2022 | INNOVATE
because I’m not necessarily [equipped] to deal with customs and some of the questions they may have about the item and/or the delays they cause. RAMA BEERFAS, MAS, CTSM Owner Lev Promotions Santee, California PPAI 218331, D1 QA Distributor Asks: How many email blasts should a company send a week where you gain knowledge but are not annoyed by them? I’d love to pipe in on this. I’m a certified email marketer for distributors, suppliers and multiline reps. • In order to get the best results, weekly is suggested. • Most of my clients send campaigns no less than bi-weekly. • The most important component is the value you add in your emails. Don’t just send products and pricing. include howtos, case studies, basically anything that adds value so that you’re not just selling, but building relationships. Email is a truly valuable way to build a better relationship with your audience. Don’t be spammy. If you aren’t doing anything to try to connect with your audience through content, no one will open your emails. • Consistency is more important than you think. You have a sending reputation that’s associated with your domain name. If you don’t send on a consistent basis, your sending reputation can be at risk. (It’s similar to your credit score.) • Personalize and segment your messaging. NICKI WITEK Owner Wellspring Business Solutions Pewaukee, Wisconsin I hate getting emails with the same item every day/week/month. Send me new things to see. Make a PDF available that I can send to a customer on the spot. Have a link on the email where I can go directly to your site to see more information. The heading makes all the difference on if I save [the email] for the future. I like to know what is in the email. GWEN TIMMINS ROBBINS Owner Commonwealth Printing & Promotions Mount Holly, Pennsylvania PPAI 278828, D2 I enjoy the email blasts that not only show products, but also have ideas that I can then use. I dislike the ones that are repetitive and have no value other than just pushing products. MARIANO ARVELO Sales Executive BrandedGoodies Miami Beach, Florida PPAI 722681, D2 Do You Have An Answer? A Distributor Asks: I recently started doing business with a large company. This company was unhappy with their prior distributor partner, which prompted them to find me. However, even though I am now doing some work for them, and we have built a good relationship so far, they continue to do business with the other distributor. How do I ask them if we can be the ones to provide these products for them, too? What’s Your Answer? Email answers along with your name, title and company name to question@ppai.org for possible inclusion in an upcoming issue of PPB magazine. 3dfoto / shutterstock.com | APRIL 2022 | 13 INNOVATE
FEATURE | PPW Expo 14 | APRIL 2022 |
Together At Last At The PPAI Expo 2022 in Las Vegas, the Association announced its upcoming foray into major endbuyer facing events. These virtual shows reflect PPAI’s newly announced mission statement: “Be the voice and force to advance the promotional marketplace for the benefit of our community.” The Promotional Products Work (PPW) Expo was created to help buyers boost creativity, inspire ideas and work more cohesively with their distributors. Invited clients will have access to supplier booths, content and education while engaging with their distributor hosts. The first Promotional Products Work Expo will kick off on May 18 as a precursor to what will Slated for May 18, the inaugural Promotional Products Work Expo will connect buyers, their distributors and suppliers. Highlighting why promotional products are effective marketing tools and bringing all aspects of the marketplace together, the buyer-facing events represent a gamechanger for the industry and a massive opportunity for distributors. by Kristina Valdez Promotional Products PPW Expo | FEATURE | APRIL 2022 | 15
become an annual event in the fall to help clients plan for holiday gifting and their promo budgeting in 2023. By sharing ways to leverage promotional products, these virtual shows give distributors a way to remain top of mind for clients. While some distributors wonder about the potential industry impact of clients interfacing with suppliers, others expressed excitement about facilitating meaningful conversations that lead to sales. PPAI President and CEO Dale Denham, MAS+, says, “Clients rarely, if ever, have the opportunity to learn about the many different ways promotional products can be used to inspire, attract or reward their audience. Distributors are often asked for what’s new, and while that is important and helpful, the PPW Expo will give them the opportunity to get inspired by successful campaigns and new trends in utilizing promotional products. “In addition to inspiring education, clients will have the chance to hear and interact with suppliers who know their product lines the best, all while protecting and reinforcing the value of the distributor.” Denham assured members that the virtual platform—the same used for PPAI Expo Direct-2-You—will be customizable, so that the program feels like it’s the distributor’s own event, just under the umbrella of Promotional Products Work. “We’re hoping by the fall show to have specific rooms for you that are unique to you, but there will be no ability for [clients] to interact with any other distributors,” Denham says. “Someday, we hope to allow pre-set appointments so clients can choose the places to go on a schedule.” PPAI Board Chair Dawn Olds, MAS, says the Promotional Products Work Expo will support the existing supply line between clients, distributors and suppliers. Olds says, “During our strategy plan development sessions, the PPAI Board of Directors was very excited about the possibility of extending a D2U-like experience to end buyers. “We know that the pandemic made it more difficult for industry salespeople to physically connect with their buyers, who are often working from home now. We saw this as a way to create reconnection opportunities and to showcase some of the best products and ideas in the industry at the same time.” PPW Expo won’t be a disrupter. “From a distributor's perspective, you have all kinds of representation on the Board, from large firms and mid-sized firms, and then also there is representation from independent distributors,” says Olds, SVP of operations at distributor HALO. “We’re going to make “In addition to inspiring education, clients will have the chance to hear and interact with suppliers who know their product lines the best all while protecting and reinforcing the value of the distributor.” Dale Denham, MAS+, PPAI President and CEO FEATURE | PPW Expo 16 | APRIL 2022 |
sure that line isn’t crossed over. Please be assured that we’re not looking to introduce anything that would break that channel. We all recognize how valuable that is. That’s really what our purpose is, to further the community. Violating that would be the complete opposite of our mission.” As end buyers have become more aware of issues such as sustainability, DEI and product safety when making buying decisions, Olds says the industry can position itself as a guide. “PPW gives the Association an opportunity to support members by demonstrating our industry’s commitment and proficiency in these topics,” she says. “As we have learned from our industry-wide collaboration on product safety and in our government advocacy programs, there are some topics or initiatives that we cannot take on as individuals and are far stronger when we stand together. Educating end buyers about the value, power and trustworthiness of our industry is one of them.” Olds says end-buyer facing events have always been and will continue to be important to the promo industry. “Many distributors, including my own, have successfully held end buyer events for many years. It is a terrific way to trigger conversations about the buyer’s upcoming events and remind the buyer how powerful our medium is,” she says. Paul Zafarana, MAS, is one of these distributors. As founder of Michigan-based distributor Pica Marketing Group, Zafarana recently partnered with Cliff Quicksell, MAS+, as a consulting client to hold a buyers’ event in 2021. “We invited 90 people to this end-user event, and 100% showed up and stayed the entire time,” says Quicksell. “The revenue he generated was over $270,000 from just that hour and a half.” Zafarana says he decided to put on this event to bring value to his clients. “If I could do more of them, I would,” he says. “It gives us distributors a chance to showcase our value. I think these events bring some polish to the industry.” As an engagement piece, Zafarana created a kit filled with products from presenting suppliers. This creative component was sent to each attending client and was tied to the diner-themed experience. Quicksell says end-buyer events showcase strong supplier relationships. “The suppliers will make or break your event,” he says. “Having strong supplier presentations was critical. We set an expectation with our vendors on how their presentation should be. We told our suppliers that their rep should be someone with high energy. We spent a lot of time reviewing presentations to make sure they weren’t just reading the catalog.” For a successful event, Quicksell says there must be a post-show action plan. “At the end of a show, you only have seven days to connect with attendees before you’re forgotten. How do you complete the circle? There has to be built-in key performance indicators (KPIs) so distributors can measure their effectiveness and make plans for long-term engagement.” With more end-buyer shows, clients will better understand the best ways to use promotional products and likely increase their purchases through distributors. Denham says, “Clients will recognize how promotional products can be extremely targeted both to the recipient as well as where they want to be reached. You can target the recipient in their office, car, kitchen or other places in their home, as well as at events and many other places. “No other medium gives more opportunity to remain visible when you choose the right product for the right recipient. As PPAI helps to elevate and reinforce the value of promotional products to buyers, we will remain top of mind to take a bigger portion of the marketing spend.” Valdez is an associate editor at PPAI. To learn more about the virtual event and PPAI's new buyer outreach program, visit PromotionalProductsWork.org. PPW Expo | FEATURE | APRIL 2022 | 17
Reso r t s & Spas by Danielle Renda Wellness Travel Is Just The Ticket More and more, consumers are booking trips and excursions themed around general wellbeing. Here's how feel-good promotional products can help make end users' next wellness trip an experience they'll warmly remember. While popular resort destinations and sought-after spa services shift with trends, one consistency remains: vacationers long to experience something new and return feeling refreshed. Wellness travel, one of the fastest-growing tourismmarkets according to the Global Wellness Institute (GWI), offers this and more to travelers through niche experiences designed to enrich personal goals and values. Far more than sunbathing and sightseeing, wellness trippers are looking to nurture aspects of their wellbeing. From health, nutrition and fitness to nature tours, personal growth, spirituality, mind-body connection, and spa and beauty tours, there’s truly something for everybody—and the list of options continues to lengthen. In 2020, global wellness tourismwas a $802 billion-dollar market, according to Allied Market Research, and it’s projected to reach $1.6 trillion by 2030, growing at a rate of 7.2% per year. 18 | APRIL 2022 | INNOVATE
Wellness tourismwas on the upswing even before the pandemic, but having more consumers home and concerned with health and safety led to a greater focus on personal wellbeing, according to Allied Market Research. At the time this largely consisted of isolated activities like at-home fitness and digital therapies, but when mandates lifted and consumers started traveling again, they began tackling their wellness goals head-on, from de-stressing to getting pampered, to detoxing the body or facilitating a spiritual awakening. Some of the most popular niches are nutrition, physical fitness, nature and adventuring, personal growth, spirituality and self-care, which can be enjoyed independently, under the guidance of specialists or in a group setting. From a business standpoint, wellness tourism is positioned to invite many brands to get involved. From a hotel that sells branded apparel, to personalized robes that are given to spa guests of a certain tier, to bathing suits imprinted with a mantra that was the theme of a spiritual retreat, there are many ways for brands to make their mark and contribute to the end-user experience. When catering to this market, there are two types of travelers to note: primary and secondary. Primary wellness travelers are exclusively traveling for wellness, such as a digital detox or a self-love retreat, and domestic wellness travelers in the U.S. spend 178%more than the average traveler does, reports GWI. Secondary wellness travelers dip their toes in the water, and though they may take a fitness class or nutrition workshop while away, they aren’t vacationing strictly for wellness. Because wellness travelers spend flexibly and are willing to pay a premium for a feel-good boost, whether it be physical, mental or spiritual, brands can offer the right wearables to convey the feel of a first-rate trip, and also to spread the brand’s message by presenting travelers with useful items that remind them of the inspirational getaway. Bring Trips Together With The Right Wearables Help guests ease into relaxation and warmly welcome them with the Kimono Robe & Slippers Gift Set. It includes a white, embroidered, unisex Turkish Kimono Style Robe, made from 100% cotton with a textured waffle weave, and a pair of Quilted Velour Slippers, with branding printed on its tan cotton twill stripe. The items are presented in a white, custom drawstring travel bag. Towel Specialties / PPAI 113150, S7 / www.towelspecialties.com The OC801 Cap gives a worn, vintage feel, adding personality to any brand. Its tea-stained mesh back panels offers breathability, while its low crown keeps the sun out of wearers’ eyes. Due to the washing, no two caps are exactly alike. Shown in Bahama blue/tea stain. Outdoor Cap Co., Inc. / PPAI 213485, S10 www.outdoorcap.com | APRIL 2022 | 19 INNOVATE
Reso r t s & Spas Keeping It Close To Home Consumers in North America are responsible for more than one-third (37.8%) of the global travel market, according to the Global Wellness Institute. This year, the North American market is projected to reach $311 billion alone, and is mostly driven by the U.S. and Canada. Where are all these travelers going? According to GWI, three-fourths of wellness trips are booked in destinations across North Africa and Sub-Sahara Africa, Asia-Pacific, Latin America and the Caribbean, and the Middle East. Trip-goers participating in outdoor events, whether fishing or meditating, can benefit from the comfort of the Stone Blanket. Each blanket, which measures 84-inches-long-by-71-inches-wide, undergoes a stone washing process, so no two are exactly alike. Made with Turkish cotton, which softens over time, recipients will reach for this long after the trip. Shown in ice. Pro Towels / PPAI 112755, S8 / www.protowels.com The Alternative Backstage Vintage Jersey Tank Top is perfect for an early-morning yoga class or mindfulness session, and also for day-to-day wear when returning home. Comfortable with a lived-in feel, the loose-fitting, polyester and cotton tank has a high-low hem and a lower-scoop neckline, giving it a flattering shape. Shown in vintage pink. Hanes / PPAI 191138, S10 www.brandwearunited.com The Comfort Colors® 1567 is a unisex, hooded sweatshirt that’ll become wearers’ new favorite grab-and-go choice. The cotton and polyester sweatshirt offers a relaxed fit and is preshrunk to allow for minimal shrinkage. It also includes a ribbed collar, cuffs and waistband and a colormatched flat cord. Choose from a traditional or vintage look. Shown in pepper. Gildan Activewear / PPAI 250187, S13 www.mygildan.com 20 | APRIL 2022 | INNOVATE
Brands can make a beautifully memorable statement with the Triangular Bandana, decorated with edge-to-edge dye sublimation. Reusable and machine-washable, the bandana ties on the back of the head to reduce ear pressure. It’s also moisturewicking to keep wearers cool and offers full coverage from below the eyes to the neck. Terry Town / PPAI 230911, S7 / www.terrytown.com Help travelers pack light for day trips while still bringing along essentials, such as cards, cash and a cell phone. The Comfort Colors-branded Garment Dyed Canvas Belt Bag has one main, zippered compartment with an antique brass zipper. Made from 100% cotton, it features an adjustable strap with a plastic buckle. Available in khaki and black (shown). S&S Activewear / PPAI 256121, S12 www.ssactivewear.com PPAI: 111248 | ASI: 35375 | SAGE: 50327 | UPIC: ACCENTS | DC:101273 www.americanaccents.com 888.287.7883 PERFECT FOR... Interior print optional ѭ 8FRUQJ PNYX ѭ 5WTIZHY UFHPFLNSL ѭ 8ZGXHWNUYNTS GT]JX ѭ <JQHTRJ PNYX ѭ FSI RTWJ We have over 60 sizes to choose from! Full color digital imprint No die cut fees Quick turnarounds Easy to assemble Self locking Need Mailing Boxes? Made & printed in the USA Packing tissue paper available 5 Piece minimums | APRIL 2022 | 21 INNOVATE
A breezy dress that’s easy to wear for daytime activities or nights out, is the Women’s Viscose Bamboo Organic Tee Dress. Made from a blend of bamboo and organic ringspun cotton, the silky-soft dress is moisture-wicking and breathable. Made in the USA and available in four neutral shades, shown in pewter. Royal Apparel / PPAI 269959, S1 www.royalapparel.com With several opportunities for branding, the Mountain Standard® Homegrown Fleece Pullover gets the message across with style. The pullover is water-repellent and dries quickly when wet and is finished with Anti-Abrasion MtnRipstop™ on shirt areas that typically take a beating. Shown in red wine. Hit Promotional Products / PPAI 113910, S13 / www.hitpromo.net Reso r t s & Spas Travelers participating in outdoor activities will be pleased to receive a Color Blocked Pack-N-Go®. Best suited for mild weather conditions, the polyester jacket is wind- and water-resistant, and conveniently packs into its own front pocket with a zipper closure. Once packed, the unisex, half-zip jacket can also be attached to luggage and backpacks using its self-fabric loop. Shown in navy/forest. Charles River Apparel / PPAI 111644, S10 / www.charlesriverapparel.com Renda is an associate editor at PPAI. 22 | APRIL 2022 | INNOVATE
100 $6.65 QUANTITY IMPRINTED 50 $7.40 250 $6.20 500 $5.75 CRYSTAL & HEMATITE STRETCH BRACELET Personalize It! Add-A-Charm Personalize It! Add-A-Charm www.ThePremiumLine.com ASI 79370 | PPAI 143619 | SAGE 63814 | UPIC PREM0018 Remember Mom 100 $5.65 QUANTITY IMPRINTED 50 $6.25 250 $5.25 500 $4.90 18" NECKLACE WITH CHARM EXPANDING BRACELET WITH CHARM 100 $3.85 QUANTITY IMPRINTED 50 $4.20 250 $3.55 500 $3.30 CRYSTAL HEART BRACELET 100 $8.20 QUANTITY IMPRINTED 50 $9.10 250 $7.65 500 $7.10 TIGER EYE NECKLACE WITH CHARM 100 $9.45 QUANTITY IMPRINTED 50 $10.50 250 $8.80 500 $8.20 All pricing 4R Pricing includes a one-color, one-position imprint Set-up of $45.00 (V) applies 50 piece minimum For orders less than 50 pieces add a $28.00 (V) less than minimum charge Multi-color Premium Process Printing 100 piece minimum - $1.40 per piece run charge (V) A custom imprinted charm can be added to most jewelry.. $0.90 (V) Setup $45 (V) Less than minimum $ 28.00 (V) For domed logo and imprint on packaging, please add $0 .50 (V) plus a second set up Price includes a one-color, one-position imprint on the drawstring pouch Price includes one-color, one-position imprint on gift box or a full-color domed logo Price includes one-color, one-position imprint on drawstring pouch or a full-color domed logo Price includes a one-color, one-position imprint on box or pouch or a full color dome on charm Personalize It! Add-A-Charm Price includes a one-color, one-position imprint on the drawstring pouch
Captivating Campaigns: 20 Best-In-Class Promotions Even during the darkest days of the pandemic, industry marketers pressed on, stepping up their game in clever and original ways. The best of the best of their promotions earned PPAI Pyramid Awards, sponsored by Pacesetter Awards Co. by Tina Berres Filipski These PPAI Pyramid Award-winning marketing campaigns showcase the resourcefulness and bold ingenuity of talented marketers who knew they had to find ways to persevere through the staggering limitations. With in-person meetings and trade shows at a standstill during these awards’ window—April 1, 2020 to April 1, 2021—they turned up their creativity to roll out new products, launch new initiatives, grow sales, bring people together, provide inspiration and even punch the daylights out of one of the most challenging eras in industry history. For more than 60 years, the PPAI Pyramid Award, sponsored by Pacesetter Awards Co., has been the industry’s most coveted company recognition. Read on to see the promotions conducted during the contest period that won gold and silver in marketing in five categories: branding, cause advocacy marketing, digital self-promotion, self-promotions and supplier sales support materials. FEATURE | PPAI Pyramid Awards: Marketing 24 | APRIL 2022 |
Silver Winner Cap America Fredericktown, Missouri Objective: The branding campaign to introduce CA Premium Line, a new line of retail-inspired headwear with low minimums and quick turn times, targeted more than 30,000 distributors using the web, email, video, direct mail, social media, a catalog and flyers. Strategy And Execution: The new line was teased with email and social media ads featuring product photography and videos, and showcasing the new CA shield logo and tagline “Undisputed Performance.” A separate catalog, along with specially-designed hang tags and visor stickers, further distinguished the line from the supplier’s other products. Updated booth signage and display racks for distributor showrooms finished out the promotion. Results: Less than a year after the initial launch, over $1.6 million worth of CA premium line products had been sold and the styles continue to climb in popularity on industry platforms in searches as verified by ESP, SAGE and DistributorCentral. Branding Gold Winner HPG Braintree, Massachusetts Objective: The goal was to drive more business by adding a line of U.S.-made, small-batch snacks sourced from passionate makers and creatively packaged with existing HPG promotional products using the makers’ own stories in the marketing campaigns and sales pitches. A new name—Batch & Bodega—logo, brand, website and product packaging were developed. Strategy And Execution: The team visited food shows across the U.S. to find and taste the best small-batch, gourmet snacks, and the makers selected were invited to partner with HPG to supply food in bulk to the HPG/Beacon Promotions facility. The team developed a variety of kit themes by combining the snacks, existing HPG promotional products and premium packaging. For example, the “Cookies & Crumbs” kit contains three types of cookies and a customizable Origaudio “Crumbee” desktop vacuum cleaner packaged in a box decorated with cookie graphics. At the Beacon Promotions facility, new kitting processes were established and a new handwriting machine was added to create complimentary personalized cards for each kit. Supporting collateral included flyers, videos and high-res photography, all of which were available for download from the new website. In addition, email, direct mail, social media and show promotions were all used to introduce and promote this new line. Results: The initial inventory purchase had to be tripled to meet demand and within six months of operation the line was generating seven-figure revenues—more than 200% above the initial goal. PPAI Pyramid Awards: Marketing | FEATURE | APRIL 2022 | 25
Silver Winner OrderMyGear Dallas Objective: In 2020, as COVID-19 spread, many companies suffered financially and were forced to furlough employees. The Community Tee Project (CTP) was a three-part fundraising initiative that distributors, decorators and dealers could adopt to keep employees working, support back-to school fundraising and raise funds for local businesses. Strategy And Execution: OMG provided communication resources, free store-building services and project-related logo designs to clients. To participate, dealers, distributors and decorators identified local businesses, schools and organizations in need of financial support, selected a unisex t-shirt and a single-color logo and created an online popup fundraising store, adding messaging on the storefront to communicate the purpose and goal. Results: The CTP fundraiser reached businesses and schools in 48 states and cities in Canada raising over $124,000. It also helped more than 100 OMG distributor clients keep their doors open and employees working during a time of uncertainty. Gold Winner Koozie Group Tampa, Florida Objective: Koozie Group’s social impact and sustainability commitment, “Keep it. Give it.,” is aligned with its mission to leave a positive, lasting impact and it is an important component of the supplier’s new identity to build a foundation for scalable, profitable and sustainable growth within these four pillars: fostering diversity and inclusion, giving back to employees and community, safety and social responsibility, and environmental stewardship. Strategy And Execution: Beginning in February 2020, a crossfunctional steering committee met regularly to establish the program and define the four pillars, identify a baseline and recommend goals. The program debuted to employees in November 2020 and rolled out to industry media in January 2021. Results: A 26-member, employee-led Diversity and Inclusion Council was formed in mid-2020. The company has also given back to employees by providing training and development programs, perks, tuition reimbursement, community service opportunities and dedicating 3% of EBITDA to 501(c)(3) employeeselected charitable causes. The supplier’s commitment to brand safety and responsible sourcing now includes C-TPAT Tier II certification, CPSIA, applicable FDA regulations, technology standards and Prop 65 compliance, among other initiatives and it strives to improve sustainability and eco-consciousness in five areas: facilities, transportation, packaging, recycling and products. The initiative has also guided a set of goals to achieve by 2024. Cause Advocacy Marketing FEATURE | PPAI Pyramid Awards: Marketing 26 | APRIL 2022 |
Digital Self-Promotion Campaigns Gold Winner commonsku Toronto Objective: The company’s Ambassador Program was designed to further encourage and reward the existing referrals it was already receiving from current customers. The ultimate goal of the program was to successfully onboard 50% of referred companies. Strategy And Execution: The initial planning of the commonsku Ambassador Program included selecting the name, brand colors, logo and palette. It was decided that prizes would be a mix of physical products and education, to stay in line with core company values. Once customers signed up for the Ambassador Program, they would receive a referral form link (specific to them) to start logging their referrals. Once a referral came through and the sales team qualified the lead, the customer would get a prize. For their first referral, they received a limited edition commonsku swag pack including products with a summer lunch box theme, five referrals earned a ticket to skucon (or skucon at home) and 10 referrals earned a ticket to skucamp. Results: The company exceeded its goal and onboarded 85% of the companies referred, resulting in 55 new customers for commonsku. Gold Winner City Paper Company Birmingham, Alabama Objective: This project sought to thank customers in a personal way and acknowledge the difficulties that 2020 brought, while igniting interest in sales for 2021. Strategy And Execution: The team determined 2020 was not a one-size-fits-all kind of year, which made it challenging to select a single thank-you gift for customers. Instead, the distributor developed an ecommerce site with seven different categories (Success, Comfort, Joy, 2021, Wellness, Kindness and Adventure) and allowed clients to choose their own gift. They were sent an email with login information and once orders were collected, the company ordered products based on client requests. Each gift was custom imprinted and mailed in a specially-designed box. Results: Following the campaign, the company received a request from a prospect to create a similar gift ecommerce site for several divisions of its company. This account is now a $150,000 customer. PPAI Pyramid Awards: Marketing | FEATURE | APRIL 2022 | 27
Gold Winner DRI DUCK Overland Park, Kansas Objective: The POWER MOVE™ campaign was designed to educate wholesale partners, distributors and end users on product function, increase conversions, upsell current customers on superior products and create brand awareness to help DRI DUCK become a leader in the workwear industry. Strategy And Execution: In Fall 2020, DRI DUCK introduced a new performance workwear collection focused on movement and comfort called POWER MOVE™. The team started creating the campaign by asking themselves “WTF? What’s the Function?” This then became the campaign theme and drove creative decisions. Teasers prior to the collection’s launch created energy and excitement through a daily Instagram story countdown, unboxing videos from influencers and cryptic product videos on social feeds and promotional emails. An early access email allowed loyal customers to preview and shop three days before the official opening. Once the collection was officially launched, there were landing pages hosted by DRI DUCK and its selling partners, paid social ads, extensive influencer and product ambassador engagements, email campaigns and video content on all media, including TikTok, along with a long-form video showing the product in action on an influencer’s Alaska fishing trip. Results: The campaign reached approximately 4,500 customers from trade show and promotional product platforms garnered 3,196,480 impressions from social platforms, and saw 14,487 total opens from email platforms. For the period tracked for this competition, 5,396 units were sold along with 928 direct-to-consumer orders, with sales totaling $422,591. Gold Winner Promotional Marketing Association of Northern California (PMANC) Gilbert, Arizona Objective: The objective was to attract the 82 members, who typically attend the regional association’s annual inperson holiday event, to attend a virtual holiday event in December 2020 and engage them for the full 90-minute program. Strategy And Execution: The live, virtual Dinearound Holiday Affair took attendees into the homes of six “celebrity” chefs (board members) as they prepared various courses and shared stories about their recipes with viewers. The chefs wore Dinearound-logoed aprons and used custom cutting boards and branded wine glasses. There was also a cookie exchange where members could share recipes online in four categories and win prizes. The holiday event was promoted through emailed invitations, social posts and direct outreach from board members. Results: PMANC was thrilled to attract 95% of its target audience (78 individuals) to the virtual holiday event and reported that all of them remained engaged in the event through the full 90 minutes. FEATURE | PPAI Pyramid Awards: Marketing 28 | APRIL 2022 |
Silver Winner Facilisgroup St. Louis Objective: When COVID-19 forced cancellation of the Facilisgroup Partner Summit and Supplier Showcase in June 2020, the company developed a virtual conference, Rebound-20, which ran from May 19 to June 12, 2020. Its focus was to bring the company’s partner community together to discuss managing through the uncertainty, identifying new opportunities and developing short-term and long-term roadmaps for success. Strategy And Execution: The event was promoted and conducted entirely online with digital assets distributed through email and social media, live digital session branding, web assets and more. Results: The first day of the virtual conference opened with a townhall featuring two high-profile supplier owners. Four weeks of daily virtual sessions followed hosted by industry leaders and members of Facilisgroup’s management team. A total of 136 companies and 575 individuals registered for the event and the anecdotal and survey feedback received indicated the event was a tremendous success. Silver Winner Michigan Promotional Professionals Association (MiPPA) Grand Rapids, Michigan Objective: Wild Wednesday Webinar was a professional development series, delivered weekly, to educate, inform and inspire MiPPA members and 22 participating regional association partners across the U.S., Puerto Rico and Canada. Strategy And Execution: The strategy was to expand its existing monthly webinars to a weekly webinar series for regional association partners. MiPPA volunteers and staff delivered timely, industry-specific content created and presented by some of the most highly regarded and sought-after professionals in the industry. The webinars were promoted via email and the web and delivered online via the GoToWebinar platform. Results: The program achieved the three pillars set forth by MiPPA’s professional development team—educate, inform and inspire. Specifically: A total of 4,982 CEUs were awarded, 35 webinars were produced from April-December 2020 with 22 sessions on consecutive weeks in April through August. Participation totaled 7,665 people with an average singlewebinar audience of 265. PPAI Pyramid Awards: Marketing | FEATURE | APRIL 2022 | 29
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