The Promotional Idea Showcase - Winter 2001 - Updated Quarterly

Don’t Always Blame The Messenger
By now we’ve all heard the words, read all the stories, felt the emotions. We’re moving on to the healing portion. That’s as it should be; much as the September terrorist attacks continue to chew at our heart, we need to return to at least some degree of normalcy to ultimately reclaim our way of life. 

In the midst of healing, though, we need remember not only those who died, but those who live – those who, even now, continue the unenviable mission of cleaning up the physical and emotional rubble the attacks produced. Those who tirelessly worked to put things knocked out of commission back into commission. And of course, the unbelievably powerful wave of directed anger, patriotism and coming together our country saw – something unparalleled here since World War II. That was the good stuff that emerged from the evil. 

Calvin Coolidge once said the business of America is business. It’s what simultaneously makes us great and, unfortunately, sometimes greedy and heartless. We’ve seen far too many examples of companies who place the bottom line before quality, service, integrity and, worst of all, peoples’ jobs. That’s one end. The other is our everlasting entrepreneurial spirit. That’s part of America too. Always will be. 

But even that can have a bad side. In the past few months, you’ve likely come across some selling September 11-themed items, some in highly questionable taste, to make a quick buck. And you were probably angry about it.

Know what? So were we. Even though we’re in the business of imprinted products, we 
consider using them to exploit death or misery for financial gain as detestable as you do. 

Yet it’s not a simple black-and-white matter. It’s difficult to comprehend, but in situations involving sudden, unexpected loss of life, those enmeshed in the aftermath often welcome products that recall the event – some sort of physical unifying device linking them to others who shared the experience. That sort of bonding is another basic element of human nature. Think back; after Hurricanes Hugo, Mitch and Luis; after the San Francisco earthquake of ’89; after the Midwest floods; after the Oklahoma City and 1993 WTC bombings – T-shirts and caps appeared within a week, often selling as quickly as they appeared.

Those who sold them? Admittedly, some were parasites wanting only to line their pockets. But far more people used them to achieve greater goals. The company that sold Hugo T-shirts and donated all proceeds to the Red Cross. The corporation that turned all profits from the San Fran quake items it sold to the victims aid fund. The firm that offered a specially imprinted water bottle or cap to people giving blood after a particularly vicious series of tornadoes. The company that sent logoed mugs to everyone who had made a $5 and up donation toward victims of a bombing. Or the promotional products counselor who, just after the September 11 ordeal, offered each person who donated $25 or more to the Richmond, VA-area Red Cross a “United We Stand” 
T-shirt. In three weeks, the effort raised $400,000 and 6,700 pints of blood.

These businesses – operations just like yours – realized they could do so on several levels – helping people come to grips, both mentally and physically. They were considered heroes by those who bought and saw the items.

Just because a handful of rapacious bastards see a way to squeeze dollars out of grief by selling tragedy-related products, that doesn’t mean you’re tarred with the same brush if you build some sort of a campaign around the same event. Distributing or selling imprinted products – for a cause – can generate needed funds and materials, not to mention goodwill and recognition. And that’s only a residual bonus. The real prize is making you and your employees feel great that you’re truly helping.

Hopefully, we’ll never again have to shed the kind of tears we’ve so recently shed. But should the unthinkable happen (or something involving lesser but still-meaningful loss), you might want to ask your counselor about how logoed items can do far more good in stressful times than you ever dreamed. 

These days especially, it’s impossible to have too many heroes.