SUCCESS STORIES IN THEIR OWN WORDS

And I think it would be good to figure out what’s in your head with regard to strategic planning? How can you help businesses get where they’re going in the future? And what are three trends and marketing is related to the promo industry that we need to get out ahead of? Marshall Atkinson That’s a very interesting question about strategic planning. So, I think there are a couple of things that we need to unpack here about how to do it best. And I think it really revolves around four points. The first is that we want to set goals. So, we want to find out where is the flag that we’re going to plant on top of the mountain? We want clarity on that. So, where are we going? So, if our goals are for strategic planning are all about the destination, we want to create a new online store for customers, or we need to have more visibility in the marketplace around creativity, or whatever you’re trying to do. What is the final goal that you’re trying to build? You should write that down and be very crystal clear about exactly what you’re trying to do. Next is, we want to build the tools that are going to allow us to achieve that goal, right? So, what are tools are you going to need? Are you going to need a new website or you need a new logo? Are you going to need a new dashboard for tracking your KPIs? What are the tools that you need to be able to hit that goal? So, let’s talk about those tools. Let’s capture that. The third is, we want to know our numbers, right? So, we want to be able to track our data. So, what does success look like? What data are we capturing? What is a good number? What is a bad number? We want to clarify that. And then lastly, we want to be able to support our team. What do they need to be successful? Do they need our training? Do they need technology? Do they need a new computer or a cell phone or some marketing assets? Do they need a PDF or e-book that they can send clients? What do they need to be successful? So, we want to build all four of these things, goals, tools, numbers, and support to be able to hit our strategy with what we’re trying to do. And then, what are the three trends that have really blossomed in the last year in the promotional product space? I think a great question. And I really want to just start off with the fact that I think anything leading with empathy has proven to be a real game-changer. So, people who just came across as robotic or not really present, and didn’t really try to understand your customer’s problems, I think they really had a hard time with it. I think the people who try to be human, who try to leave with human to human marketing, who are really using stories to help with that engagement, to help to make connections to help build on past relationships, those are the people who have really gotten ahead of the game. And so, if you think about doing that, that is with Clubhouse, that is with TikTok, that is with videos, that’s with podcasts — that’s what I’m doing, right? We’re sharing stories. So, I think these are the things that are really resonating in the marketplace, are being human in everything that we can do, and that are going to lead to more business. The next thing is the fact that we really want to see more with the online store space. I think that’s not going away. I think promotional products, it’s a natural fit. Because we can showcase products, we can showcase those things that solve problems for our customers, and that’s with apparel or other merchandise, and we can make it easy for the end customer to order. And for promo folks, they can build these stores, they can be marketing these stores, they can be taking the friction and problems off of our customers’ plates, and really owning that. And that’s going to help you become more valuable to your customers. And the last thing I think is really gained some traction is the notion of sustainability, right? So, can we do more with less? The things that we’re trying to sell? Is it something that’s going to be a lasting item? Or is that something going directly to the landfill? And I think we really uncovered that in our episode when we talked about the notion of brand fill, right? Where you’re making that stress ball, and it’s viewed for two seconds, and then as strong right into the recycle bin or the trash. That’s not making any lasting impressions on anybody. So, if we’re creating things in a promo space, we want to get as many impressions and views as possible. So, what are those items, and I think apparel is something that’s proven to be sticky. And that is going to be around for a long time. But it’s not just any apparel, right? So it’s that exact shirt, that exact branding or design on that shirt. And how you come across with that. I think that really matters. So that’s my answer to that question.

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