2014 Top 50 Distributors: The Interviews
KK&GE: The Internet has and is having an impact, causing many to adopt a commodity-product-oriented approach to the industry. This has been exacerbated by those that call the industry the "promotional products" industry. We work very hard to remind our dealer organization that it is the "promotional advertising specialty" industry, and the delivery of messages is what we sell. The products that carry the messages are important, but are not where the investment is being made. We see more clients looking for the marketing and advertising our organization provides, and are seeing that the ideas we develop for them are where the value is.
15. Jack Nadel International
Principal: Craig Nadel, CAS, CEO
Promo Marketing: What changes do you see in the near future for the promotional industry, and what impact do you see them having?
Craig Nadel: There are so many things going on. I think there will be more online buying and interaction. It has been going that way already and we need to incorporate the efficiencies of that while still keeping the consulting aspect of the job. I also think China will decrease as the primary producer of goods. They will still be No. 1, but by less.
PM: What's one trait of your company that you think has made it such a success, and why do you think it's had such an impact?
CN: People. It is easy to say but difficult to complete, of course, but this is a people business. We have many wonderful people here!