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Associate Editor

Mike's Blog

By Michael Cornnell

About Michael

Michael Cornnell is Associate Editor for Promo Marketing Magazine.


Kiwi's Coaching Corner

Paul  Kiewiet
But How Can I Be Different?
Aug 27, 2015

You sell the same stuff from the same suppliers to the same people the same way, and then you complain...

Lights, Camera, Promotion!

Brittany Hahn
Product Videos Take Over Cyberspace
Aug 26, 2015

In the promotional product world, product videos are a beautiful combination of one or more promotional products and some sweet,...

Not So Technically Speaking

Dale Denham
The Simple Solution to a Complex Problem
Aug 25, 2015

It's not usually very simple. Beware of people telling you they have the answers, especially when it comes to technology....

Jeff's Rant

Jeff Solomon, MAS
What Makes Our Industry Great?
Aug 20, 2015

I’ve been traveling lately and have a few more trips coming in the next month. Travel can be grueling, but...

Guest Blogs

Guest Contributor
Ask the Accountant
Aug 7, 2015

Question: I use the order system in QuickBooks Premier. Why don’t the customer sales order and supplier purchase order appear...

Million Dollar Mindset with Greg Muzzillo

Greg Muzzillo
11 Keys to Great Success in Life and Business: Key 4: Start Now
Aug 3, 2015

Many people have big dreams and lofty goals. Big dreams and lofty goals are easy. But there is one key ingredient...

Be Bold, Be Different, Be Memorable

Rick Greene, MAS
A Cycle Of Engagement
Jun 10, 2015

In 2015, the journey of the promotional products professional in shifting prospects to clients is more challenging than ever. With...

Beyond Words

Rebecca Kollmann, MAS+
Swing All the Way Through
Apr 20, 2015

From time to time, I’ve written about a situation involving one of my kids, and after observing something recently, it’s...

Selling Smarter

Rosalie Marcus
What Creates Customer Loyalty?
Apr 14, 2015

Did you know that April is International Customer Loyalty Month? Think about the businesses you consistently patronize. What have they...

Compliance Chat

Jeff Jacobs
The Exact Cause Was Never Determined
Apr 3, 2015

If you read what normally is in this space, you've seen a lot about the protocol it takes to manufacture...

Quick Thoughts by Cliff Quicksell, MAS

Cliff Quicksell, MAS
Measure the ROI at Trade Shows (Using the Right Mix of Creative and Promotional Products)
Dec 30, 2014

Every year more and more products are being introduced into the market, and after a while it all looks the...

Editor's Notes

Nichole Stella
The Perfect Match
Mar 5, 2013

The Super Bowl has also become the Ad Bowl, where brands duke it out to see who has the funniest,...


Kyle Richardson
The Best Laid Plans
Jul 11, 2014

Why it's always smart to keep a planner with your schedule and important documents, and why it's never smart to...

Promotional Fashionista

Colleen McKenna
5 Soccer Promotions for After the World Cup
Jul 1, 2014

Studies show that Americans prefer soccer to NASCAR. Here are five items to sell to soccer fans....

The Hot Button

Mary Ellen Sokalski, MAS
"How It's Made" Can Make You More
Jun 11, 2014

The show "How Its Made" is celebrating its 22nd season on television. How can we be a hit, season after season,...

Be Dazzled

Elise Hacking Carr
Got Control Issues?
May 14, 2014

Does chaos define you? How you respond to certain situations says a lot about your character. Here are five quotes...

Big Picture Promo

Matt Kaspari, CAS
Meeting Clients Where They Are
Oct 24, 2013

Promotional marketing is at its best when it empowers a client’s brand, meets his or her objectives and fits within...

My Two Cents

Rick Brenner
For Promotional Product Sales, Protect Your Client's Brand
Jun 3, 2013

Whether you are selling to a global brand like Nike or to your local YMCA, no single asset is more...

Friday Sales-thought of the Week!

Dale Limes, MAS
Reverse Engineer Your Sales Success
Mar 18, 2013

Steven Covey reminds us that when setting goals ... "Start with the end in mind." That is to visualize the...

The Sales Challenge

Bill Farquharson
Think and Succeed
May 29, 2012

What would happen if you woke up in the morning and your first thought was, "I am never going to...

Creating More Purposeful Sales Conversations

Lisa Leitch, CSP, MAS
Under 100 Days to Achieve 2011 Goals
Oct 20, 2011

It's hard to believe, but there are fewer than 100 days left to achieve 2011 goals! Are you on track...

Short Q&A with Proforma's Greg Muzzillo

On April 13, Proforma announced the launch of a large new marketing program for its owners, aptly titled the "Demand Generation Program." The original press release can be read here, but essentially the marketing initiative is designed to bring in new, untapped clients for Proforma distributors.

I thought a little extra information on the program might be interesting, and thankfully, Greg Muzzillo, founder of Proforma, was kind enough to take some time out of his busy day to answer a few of my follow-up questions.

PM: Could you tell me a little more about how the program is going to work? How is the Demand Generation Program going to go about finding leads?

GM: Historically we have spent millions of dollars on award-winning "push marketing" tools to enable our members to reach their end-user customers and prospects. Our Demand Generation Program is a "pull marketing" strategy. We have invested significant resources in software, e-commerce and direct-mail marketing tools targeting millions of end-user prospects and creating awareness, messaging and communications to drive warm leads and increased sales to our owners.

By fostering awareness and nurturing a relationship with millions of end-user prospects, we are taking steps toward achieving our mission of becoming the brand and market leader in our industry.

PM: Is social networking going to have a role in this program? Why/why not, and how will you be using it?

GM: Outside of our traditional social media networking presence, this program will not tie directly into our social media efforts. It is more about attracting attention through e-mail campaigns. Of course, if recipients are interested, they will be able to easily follow and connect with us via social media if they choose.

What made you decide that now was the time to launch such a program?

GM: At Proforma, we are focused on becoming the preeminent brand in the industry. We have been extremely successful at allowing our owners to stay top of mind within their current accounts through award-winning push marketing campaigns. Our exponential growth has given us the monetary resources to invest millions in additional sales and marketing tools. These tools are geared at securing better appointments and bigger sales for our owners.

The launch of the Demand Generation Program is just one example of our proactive approach toward providing our distributor members with the comprehensive resources they need to grow and maintain successful businesses.

What kinds of expectations do you have for the program? How do you see it evolving over time, and what place do you think it will eventually have in Proforma's marketing efforts overall?

GM: Demand generation is the next wave in marketing and sales support, and I have high expectations for the program. By reaching millions of end-user prospects, we will be able to generate millions of dollars in sales for our owners on an annual basis. This program will play an instrumental role in increasing our brand recognition and paving the way for becoming the brand and market leader.

The program is the perfect complement to our current marketing campaigns, tools and resources as it adds a pull marketing element to our traditional push marketing efforts.


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