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Need Any Change?
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Hope so, because we’ve got it in spades around here at Imprint. Because spring is a time of new beginnings, clean slates and fresh starts, it’s fitting that this magazine has recently undergone a metamorphosis of its own. Since the last issue, we’ve given it a make-over and honed its purpose: to show you the unbelievable impact your promotions can have when you use products emblazoned with your name, message and logo. In this issue, we’re giving you a sneak peek at the hottest, coolest imprinted apparel for spring. For the seven years I’ve been reporting on the multi-billion-dollar promotional products industry, logoed wearables have always been the largest selling product category by far. And there’s a reason for it: People love to get T-shirts, baseball caps, windbreakers, shorts – anything they can wear that shows off their favorite auto dealer, bar or pizza place. You couldn’t ask for a more effective vehicle to advertise your business than these walking billboards. Mercifully, having a long, lithe frame like Jacquelyn, our stunning cover model, isn’t a prerequisite for imprinted apparel to be effective. (Since my legs are like that of a corgi compared to hers of a greyhound, I thank God for that!) There are literally thousands of choices in varying sizes, colors and styles to suit any taste and body type. If you haven’t done it recently, spring’s also a great time to reconnect with your promotional consultant who makes sure you get this magazine and plan a kick-butt campaign. Did you know that targeting your marketing towards one gender over the other once in a while is a savvy way to jump-start sluggish sales? Karen Akers does, she waxes genetic about what motivates men & women to buy. Want the media to cover the innovative things your company’s doing but don’t know how to get their attention? Cathy Cain-Blank tells you how to get the right kind of press (think iPod, not Enron). And if many seasons have passed since you last worked with your promotional consultant, don’t worry: Kayla Tollen has a pre-meeting primer to get yourself – and your best marketing campaign ever – going. If you’ve ever been skeptical that these types of campaigns work, just check out Jeff Solomon’s piece on self-promotion. Believe me: People do remember who gave them gifts. I have a collection of items in my office sent to me by companies that wanted to get their names out and used imprinted items to do it. Some of them are so imaginative and ingenious that I keep them around to inspire and amuse me (and how nice for the company that their name and message have stayed on my mind for so long). And there’s one more thing that’s different – me! As the new editor of Imprint, I’d love to hear from you – tell me what you like about our refreshed magazine, what you don’t, about the promotions you’ve done and the cool products you’ve used. So, pleased to meet you, hope you remember my name. Feel free to contact me at (215) 953-3323 or mbell@asicentral.com. Look forward to hearing from you! Michele Bell |
