Holiday Time Flies

IN 1905 ALBERT Einstein published his theory of special relativity. The theory, which has since been proven correct by experiments, revealed one of the most startling truths about the way the world works: Time changes depending on who is observing it. It seems counter-intuitive when dwelled upon, but most people have experienced it in some way. Einstein himself described the phenomena to the masses with a quirky analogy. He said if a person touches something hot for a minute, it will seem like an hour, but if he or she sits with a lover for an hour, it will seem like a minute. “That’s relativity,” Einstein said.

Around the holidays, most distributors feel the crunch of time. The days in between August and December seem to fly by. With so much to do, it takes all of a salesperson’s energy to keep up with business in the final hours. Luckily for distributors, this is also the time of year when suppliers are revealing new products and stocking up for the holiday rush.

One idea being implemented by several supplier firms is the use of brand name products. Tom Riordan, president and founder of Maple Ridge Farms, Mosinee, Wis., said his company recently released gift packages containing Starbucks coffee. He said these products drew many excited distributors at a recent trade show in Chicago. The surge of inquires, he speculated, came from the strength of the Starbucks brand.

Diane Fleetwood, marketing communications manager at Incentive Concepts, Maryland Heights, Mo., also pointed to the use of name brands as a way for distributors to simplify their selling. Fleetwood said by using well-known brands, distributors can essentially capitalize on the marketing dollars these companies have already invested. She used Bose as an example. “You’re selling brand image,” she said. “You’re selling loyalty,” but, she continued, “the fan base there is huge.”