Whose Fault Is It?

In my last article, "No Single Raindrop Believes it is to Blame for the Flood," I touched on a nerve. That wasn't really a surprise. We assumed some might be offended and that we would receive some good comments. We received some great feedback. If you missed the article, it can be found here.

Even as a commodity, what we sell is a branding and awareness-building staple. It's fascinating to me that those who degrade our industry with fervor STILL use these products.

In California, Gov. Brown ordered state agencies to stop buying items like California coffee mugs, flashlights, bumper stickers, water bottles and other items known as "swag" or "stuff we all get."

"Having these plastic doodads or whatever they are, we don't need them. They cost millions of dollars. We don't need that stuff," said Brown. (Ah...but the Governor used these "doodads" and got elected!)

President Obama signed an executive order drastically cutting federal spending on promotional products. Federal agencies will be expected to cut spending by 20 percent in five areas: travel, technology, vehicles, printing and promotional products, which the release labeled as "swag" and "unnecessary promotional items."

"The executive order directs agencies to stop wasting taxpayer money on non-essential items used for promotional purposes, such as clothing, mugs, and non-work related gadgets," the White House said in a statement. (Ah...but the president used these "non-essential items" and got elected!)

The proven effective branded products we sell are branded as "plastic doodads" and "unnecessary." Do people understand the power of what we sell? Are we not effectively communicating the value of effective promotional marketing? Whose fault is it that our industry is not respected?

Suppliers, how do you show distributors how your products provide innovative, beneficial marketing solutions? Distributors, how do you show your clients how the products you sell provide innovative, beneficial marketing solutions?