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:MAD< 9 J=>=JJ9D KQKL=E L@9L ?=LK J=KMDLK Author Paul G. Krasnow explains how to create a system that keeps the referrals consistently rolling in. 6
@GO LG E9AFL9AF QGMJ HJG<M;LAN= OGJC>DGO Authors Julian Birkinshaw & James Manktelow highlight the most common flow breakers at work and offer tips for eliminating them. 14
?DG:9D J=L9AD MH<9L= Retail headlines from global markets are highlighted.
Volume 25, Issue 4
17
:MAD< 9 KLJGF?=J L=9E Growing businesses need the right people. We highlight some tips to help your business build a stronger team. 22
F=O HJG<M;L KHGLDA?@L2 <JAFCO9J= HJG<M;LK Always a customer favourite, drinkware products are a staple of many promotional marketing campaigns. Check out some of the newest drinkware products available in our Advertising Specialty Product Focus. 30
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Is what you do for a living perceived by potential customers as being a mere commodity? Are you looked at more or less the same as others in your profession? When that happens, customers ultimately revert to the easiest differentiator: price. The outlook gets worse as you realize that another company somewhere is likely offering similar products or services for a cheaper price. And with the internet, itâ&#x20AC;&#x2122;s far easier for your customers to seek out and find those cheaper options. Whatâ&#x20AC;&#x2122;s most frustrating is when you know your products /M_ J][QVM[[M[ XZW^QLM []KP I ]VQY]M XZWL]K\ WZ [MZ^QKM
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Youâ&#x20AC;&#x2122;ve probably heard the common expression, â&#x20AC;&#x153;Sometimes you have to fight fire with fire.â&#x20AC;? The meaning behind this axiom is both literal and figurative; you can actually use fire to fight forest fires by creating a controlled burn of a strip of forest which will act as a barrier to an oncoming forest fire, as it will use up all the available fuel the oncoming fire needs. Figuratively, the axiom means to retaliate with a similar form of attack that has been used against you. In this article we wonâ&#x20AC;&#x2122;t be talking about any attacks - or any fires either for that matter - but rather looking at how companies in our industry can use promotional products to sell more promotional products. It may seem counterintuitive, but itâ&#x20AC;&#x2122;s not uncommon for companies in our industry to source, decorate and deliver thousands of products every month for their client base, while rarely procuring and promoting any products for their own self-promotion purposes. The reason for this paradox isnâ&#x20AC;&#x2122;t simple to pinpoint. However, the reality stands that - considering the marketingeffectiveness-per-dollar-spent that promotional products deliver - distributors and decorators would be wise to expand their marketing strategy to include substantial self-promotion.
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