Every Second Counts
When referencing such a broad concept as time, there are so many puns and expressions available to a writer, coming up with one on the fly is second nature. (There’s one, get it? “Second” nature?) As such, this paragraph represents a moment of truth (two) for its author—an exercise in candor that may or may not backfire, but here goes.
The jig is up. The following article overuses clever catchphrases about time. Yes, it details great tips for selling clocks and watches, but collateral damage is done in the form of exuberant quippy-ness. So read on, and learn the latest time trends down to the most minute detail (aaand there’s three, but it’s only the beginning). Just know this: Behind every groan-worthy pun, this Promo Marketing editor is sighing shamefacedly at her own flagrant disregard for self-editing.
AHEAD OF TIME
With the advent of new-fangled technologies—computers, cell phones, PDAs and the like—do consumers have a use for classic, analog clocks and watches? According to Jennifer Grigorian, director of advertising/marketing for Monrovia, California-based Sweda Company, their almost vintage-style appeal is exactly what’s giving these items traction in today’s marketplace, at least in the case of watches. “Traditional analog watches are always great gifts—a timeless timepiece that will last for years,” she exclaimed. Plus, since watches are great choices for gifting programs (employee recognition, anniversaries and the like), a more traditional style is often better to ensure continuity over the years, noted Tom Carroll, vice president of marketing and sales for The Selco Companies, Tulsa, Okla. “There’s not a week that goes by we don’t have someone calling saying, ‘Hey, we had this “X” brand in a program and it’s no longer available, can you help us find something that’s close?,’” he maintained.
But developments that are working for watches are actually contributing to a decline in clock promotions. “Within Selco Geneve [the company’s flagship line], we’ve always had the wood clocks … [and] those are the ones we’re kind of getting away from because the trend was we just weren’t seeing those move,” said Carroll. He named the proliferation of computersand an influx of cheaper imports as the culprits scattering market share.