The Power of Promo: How Swire Ho Turns Merch into Meaningful Marketing

WEBVTT

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Welcome, welcome. I'm so excited. Okay. So why

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am I excited? Because we're talking about promotional

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products, logo merchandise, and I'm wearing the

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created con hat, which I will be at in February.

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And let me tell you, Swire, it's amazing. So

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with me today is Swire Ho. And let me tell you,

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when I found out that Swire is in the promo products

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industry, I was like, yes, because I cannot wait.

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for us to meet Swire and learn about like his

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take on the industry and who he sells to. But

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Swire is going to introduce himself, which I'm

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very excited about. So I want to say three things

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I have to say that matches with my book, right?

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Swire is brave. He's bold. Oh, there's a four

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one form there. He's brave, bold, brilliant,

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and almost bald. Yay. That's a great introduction.

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Thank you, Adrian. I'm almost bald, too, so I'm

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kind of scared about it. Okay, so we are live.

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I am so excited. Tell us about, first of all,

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you're going to have to introduce yourself and

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then explain to us what promotional products

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is. Thank you, Adrian. So thank you for the introduction

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again. My name is Swire with CarutoPomo. We're

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in the promotional product industry. A lot of

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people, when they think of our industry, they

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think of the work swag we stand for, self we

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all get. That's actually a word that I don't

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use. I believe that promotional product, if do

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it properly, can be a way to grow your business,

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to build loyalty with your customer. And then

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in the noisy world that we have today, your business

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outreach, you can actually strategically add

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promotional product into it to create another

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touch point. Love to, and hopefully I am able

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to answer all the questions that you have and

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make this interesting episode. I love that. I

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love that. One of the things I learned from,

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oh my God, trying to remember, oh, Ron Belt,

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no, no, I forgot his name though. Anyways, one

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of the things I learned, and I used to do this

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when I was in like a B &I event, is let's just

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say this glass had my logo on it, okay? This

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glass has my logo on it. This is my favorite

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thing to show off promotional products. And I

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say, Swire, come on up. Swire, I'd like to give

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you this beautiful glass with my logo on it.

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And Swire says, Okay, thank you. Like you'll

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be nice. You'll be nice and take it. But then

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I see what you're saying. But you're not connected

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to the item. Like you'll probably be nice enough

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to take it. And I have people also be direct

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enough say I don't want it. So here's the thing.

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So you say thank you to me. Yeah. And I say,

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I say, wait, Swire, you're thanking me for giving

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you a glass with my logo on it. And you say Yes.

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Yes. And I say, I say, Swire, wait, do you think

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when you see an ad on the TV, do you say thank

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you for that ad? And you would say I'll skip

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as soon as I can. And then I this is kind of

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like the skit. And then it's like. Wait, do you

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say thank you when you pass a billboard? Do you

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say thank you for that billboard? I really appreciate

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it. No. Do you say thank you to that radio? Oh

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my God, I love that jingle. Thank you, radio

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station. No, but you're thanking me for giving

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you a glass or a mug with my logo on it. And

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you say yes, and I say that is the power of promo,

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right? Yeah, special. And really, I mean, I love

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that about promotional products is that fact

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that that relationship is formed and people really

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do appreciate the logos. I mean, it's crazy,

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right? How many pens that have crossed our lives

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with an imprint. So how do you work first? Tell

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us about the company name because I am really

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curious about the history of the name. Okay,

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Garuda, I used to do a lot of yoga, so we actually

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came from a yoga post called Garuda Asana. So

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I think it's kind of cool and it's a good conversation

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starter, so I end up sticking with the name.

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So is it pronounced like a G or a K? A G. So

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Garuda. Garuda. Oh, it's a hard G. It's a hard

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G. Garuda. Yeah, I mean, hey, it's your name

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and it's a story behind it. And I love that.

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How long have you been in the industry? About

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15 years now has been a little bit. I love it.

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Okay, now what shows do you go to? PPAI, you

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know, local ones and for I love networking. So

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not only for the industry trade show we go to.

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I also go to a lot of business networking, especially

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shows that I know my prospects are going to be

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at. I love to go to those shows, just to show

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my face, create some connection, build on my

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existing relationship. Yeah, that's really the

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thing. I used to go to a B &I meeting every Thursday.

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And if you were late, you'd get in trouble too.

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They were just crazy. But every week I would

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show something new. And one of the items I showed

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connected and it was a lot of money. It was a

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great business over six figure business that

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I got out of just one B &I meeting. But you never

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know. I could have missed that meeting that day

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and all of that. So, you know, it's a tough business.

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People don't understand, right? You're, you're,

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you're getting clients, but it could take six

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months to have a client's place in order with

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you, right? Have you ever had like you waited

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for a client to kind of get everything organized

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to give you an order? Sometimes years. People

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don't understand it. And it's the one business

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that swire that. There's like a weird free in

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the business. I don't mean free, you know, specs

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or anything like that. What I mean is that if

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I call you up and I say, Swire, I am going to

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a trade show and I'm thinking of handing out

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a deck of cards and I'm going to hand out a couple

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of other things and, you know, I'm going to do

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this and that. Swire may spend an hour, two hours

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coming up with the ideas, doing all of that.

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Swire sends it to me. I like Swire. I don't like

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any of those items. Now I want you to do this.

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Swire goes back to the drawing board. He takes

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all that time. He now sends it to me again. Swire,

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why are distributors not getting paid for that

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work? I think it's depending on the mindset,

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right? So depending on how you look at it, you

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know, in our industry, in promotional product,

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we are considered by some as a commodity business.

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A commodity is, you know, the same thing. You

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could get it at multiple location distributors,

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right? Big and small, you know, we have the same

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product. And you basically, a lot of the items

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are coming from the same factory. So you're competing

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on price and nothing else. So those are the commodity

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route, which I don't. really want to be in those

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areas. So you compete on price. Whoever has the

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lowest price wins. However, what I wanted to

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do and position our business is to become a relationship

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business. We wanted to target ourselves, and

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that's why you're having me on your podcast.

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We try to position ourselves Garuda Promo as

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an expert in our industry. Because if you're

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not in the industry, and if you're an end user

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who wants to buy promotional product, chances

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are you can't name five promotional product companies.

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No matter how big you are, even if you're a billion

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dollar company, if you're one person in your

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bedroom, people can name them. It's just the

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way that industry is set up, then who you go

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to, you will go to the expert that you presume

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that are the authority in the industry. And,

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you know, by position, your distributorship,

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or in this case, myself in that realm, then if

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people see me on LinkedIn, people see me on YouTube,

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and people see me talk about the useful promotional

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product, hopefully it will make an impression

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that, you know, Swai Ho, the promo guy, is an

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expert in the promotional product industry. People

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will pay more to work with the expert. I you

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couldn't just said that any better and your LinkedIn

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looks good Just if I could put a little plug

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there, but what I am what we you know, it's funny

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is what separates us Have you ever been in a

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trade show where you are in a room with all other

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distributors? Yeah, yeah And so people walking

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they're going through each one and when they

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would get to my booth I would they say well,

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what's different and I'd say I always said our

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accounting department because Accounting is a

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very important part of the industry. So they

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would be like surprised because nobody would

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say accounting department, but I was saying accounting

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department and they would say, why is that? And

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it allowed me to talk about these, you know,

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getting invoice and giving you open account and

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all of those things. But the other thing is I

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would say, look at all of us. We all can do the

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same thing. What's different about us? And I

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could see yours, Swire, very clearly, the brain.

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the creativity everyone I mean in all honesty

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this pen there's a million products why are you

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in a business with a million products but like

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this pen yeah there's like 12 people can sell

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this pen but one person is going to make it so

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creative maybe it's a packaging maybe it's a

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color maybe it's the imprint rights wire well

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it depends if we could unpack it a little bit

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because you know as you know uh being in an industry

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before they're at least 5 ,000 item that are

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normal distributor with let's say ASI or PPA

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membership can have access to. That's no problem.

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Like you could the level of entry is kind of

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easy. You just pay the membership. But what separate

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different distributor and then different people

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with different focus is, you know, how well do

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you know your client? And I also asked this question

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to my client, you know, they will come to me,

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you know, like you just mentioned, I want to

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go to a trade show or we're putting together

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an event. What kind of. items right by before

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me going out spending time you know finding the

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item that they want I normally will ask them

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a question who are your ideal client you know

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tell me more about who they are what do they

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like you know what are the demographics if you

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have those data and at the trade show what are

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you trying to do I'm surprised a lot of company

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when I asked them that question they stumble

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upon you know we want to target everyone we are

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insurance company everyone needs insurance or

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we are a bank Everyone needs to be back. But

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yes, not everyone, you want to be your customer.

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So who are your VIP? Who are the customer who

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give you the most business? And what I'm doing

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is try to help people fine tune and funnel down

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the ones that matter the most. We all have a

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logo, but not everyone needs to have a logo product.

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especially if you're spending money you everyone

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has a budget in a budget would you rather you

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know to spend and buy 2000 pence or buy 10 gift

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for your top 10 client that you can actually

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spend $200 so which way do you want rather be

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so that kind of separate you know people using

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swag than using the VIP experience like as a

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customer yourself would you rather be a swag

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or would you rather people roll out the red carpet

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for you I love that. I love you. I could see.

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I wish that people could understand the importance

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of working with someone that has the knowledge,

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just like we started out. We're kind of going

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to circle back to that. That is so important.

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I am loving this hat. I didn't sell this hat.

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Well, I'm not going to sell it. I don't sell

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anymore. But you know, it's funny. During COVID,

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a lot of people were doing anything that you

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could see on your head. So it does kind of like

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make sense. Let me just take a commercial break.

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This is CreativeCon CRE, the number eight. T

00:11:57.820 --> 00:12:02.000
-I -V -E -Con, CreativeCon, wonderful event in

00:12:02.000 --> 00:12:04.419
Chicago. It's a weekend event. You're with all

00:12:04.419 --> 00:12:06.860
kinds of creators. So really, really cool. By

00:12:06.860 --> 00:12:11.019
the way, podcast hosts buy promotional products.

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So if you ever thought of targeting a new group

00:12:13.860 --> 00:12:17.600
with the industry, that's cool. Because I love

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what you said about, you can't be everything

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to everyone. I noticed, Swire, you're linked.

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your creativity starts with the branding. And

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we're gonna look at your website for a second.

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It does surprise me how many and many thousands

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of promotional products distributors, promotional

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products professionals out there that say, I'm

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a promotional product professional expert, I

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brand. But yet they don't even brand their own

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marketing. Like LinkedIn is the easiest thing

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to brand. Why does it like tell people why you

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make sure that your LinkedIn looks as good as

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it looks? Because nowadays, you know, when you

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work with a client or you hop on a client call,

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so I think the next thing that they would do

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after you initial contact with them is to look

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you up. So either way, do you rather people look

00:13:10.129 --> 00:13:12.289
you up that you look good or you want people

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look you up as a you who's this person so think

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about this way and you know if you don't have

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a presence then really in this day of an age

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like you're in a disadvantage like that's the

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best answer ever you guys that that's that like

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spotlight on swire right now it swire you could

00:13:32.809 --> 00:13:35.610
burn up your money very quickly right buying

00:13:35.610 --> 00:13:38.620
something like i was saying earlier today How

00:13:38.620 --> 00:13:41.740
many times someone call up and say, hey, Swire,

00:13:42.059 --> 00:13:45.519
I have a trade show. I want to buy 16 ounce ceramic

00:13:45.519 --> 00:13:49.000
mugs. Could there be a worse item for a trade

00:13:49.000 --> 00:13:51.379
show? Because as an attendee, I don't want to

00:13:51.379 --> 00:13:54.299
be carrying around your breakable mug that may

00:13:54.299 --> 00:13:57.700
crash if I drop the bag or something. It doesn't

00:13:57.700 --> 00:14:00.980
make sense. So you've got to have that creativity

00:14:00.980 --> 00:14:04.620
to understand and ask the questions. What do

00:14:04.620 --> 00:14:08.389
you think is the hardest thing for a For an end

00:14:08.389 --> 00:14:11.389
user, so an end user, what is the hardest thing

00:14:11.389 --> 00:14:13.690
when they go and they work with a distributor

00:14:13.690 --> 00:14:16.250
and what is that like when they can't get anything

00:14:16.250 --> 00:14:19.889
creative? Like they're just told page 61, I think

00:14:19.889 --> 00:14:23.129
that item would be good for you. I think it's

00:14:23.129 --> 00:14:25.450
the mentality that it's not what you want to

00:14:25.450 --> 00:14:29.129
buy. It's what people want to receive. And, you

00:14:29.129 --> 00:14:31.190
know, different trade show. That was delicious.

00:14:32.029 --> 00:14:34.090
Okay, one more time. I have to write this down.

00:14:34.269 --> 00:14:37.110
That was. It's not what you want to buy. It's

00:14:37.110 --> 00:14:41.990
what people want to receive. And depending on

00:14:41.990 --> 00:14:44.389
the show that you go to, there are different

00:14:44.389 --> 00:14:46.710
audience. You know, for example, a big company

00:14:46.710 --> 00:14:49.590
might attend like a family event, right? That's

00:14:49.590 --> 00:14:52.509
one. Or you could, uh, you know, go to an industry

00:14:52.509 --> 00:14:55.669
event or you could go to a prospecting event,

00:14:55.929 --> 00:14:58.870
uh, industry trade show. So three different ones

00:14:58.870 --> 00:15:02.559
you can recycle. your promotional product. I

00:15:02.559 --> 00:15:05.759
see a lot of big company, you know, that I've

00:15:05.759 --> 00:15:07.820
seen on different events. They're big, right?

00:15:07.940 --> 00:15:10.240
A bank, for example, insurance company. Those

00:15:10.240 --> 00:15:13.580
are big company. They use the same item on all

00:15:13.580 --> 00:15:16.320
the events. So, and sometimes they complain that

00:15:16.320 --> 00:15:18.299
promotional product don't work. You know, I bought

00:15:18.299 --> 00:15:21.120
this pen for the kids don't like it. The kids

00:15:21.120 --> 00:15:23.779
don't take my pen. Yeah, because like, if you

00:15:23.779 --> 00:15:25.879
think like what the kids want, do they really

00:15:25.879 --> 00:15:29.690
want a pen? Maybe if it's a funny fuzzy pan that

00:15:29.690 --> 00:15:32.990
lights up, maybe they will want it. But at the

00:15:32.990 --> 00:15:36.730
same time, if you pick a kid's product into a

00:15:36.730 --> 00:15:39.009
professional Black Tie event, people are not

00:15:39.009 --> 00:15:41.730
going to respond to those events. So you have

00:15:41.730 --> 00:15:44.769
to develop your strategy. It's not that we have

00:15:44.769 --> 00:15:47.509
a logo. We want to just buy stuff. What stuff

00:15:47.509 --> 00:15:50.250
do you have? So that's kind of the normal mentality.

00:15:50.750 --> 00:15:53.990
I have $5 ,000 items. So pick one. Catalog page

00:15:53.990 --> 00:15:58.049
two, item number three. creating a different

00:15:58.049 --> 00:16:00.690
experience. What would you like people to do

00:16:00.690 --> 00:16:03.389
when they receive your promotional product? Do

00:16:03.389 --> 00:16:06.250
you even plan on the action? Because people say,

00:16:06.950 --> 00:16:08.710
when we buy Facebook ads, when we buy Google

00:16:08.710 --> 00:16:10.769
ads, we can track it, right? You can see the

00:16:10.769 --> 00:16:13.830
statistics, but promotional product, no, you

00:16:13.830 --> 00:16:16.889
can't track it. It's because you're not branding

00:16:16.889 --> 00:16:19.610
it into one of your marketing touch points. For

00:16:19.610 --> 00:16:22.370
example, going back to Tracy, which we talk a

00:16:22.370 --> 00:16:24.909
lot about, You don't have to lay out all your

00:16:24.909 --> 00:16:27.129
promo item on the desk for people to just take

00:16:27.129 --> 00:16:33.809
and go. You can actually be more budget -conscious

00:16:33.809 --> 00:16:36.990
to actually create a nicer gift. In order for

00:16:36.990 --> 00:16:40.009
you to get that gift, we need to fill out a survey.

00:16:40.250 --> 00:16:42.230
So what you're doing is trying to pre -qualify

00:16:42.230 --> 00:16:45.590
if there are those important clients for you.

00:16:46.009 --> 00:16:48.950
Or a lot of times, a customer will tell me, I

00:16:48.950 --> 00:16:51.090
don't really have budget. I only have $500 but

00:16:51.090 --> 00:16:53.269
I wanted to make an impression at a trade show.

00:16:53.590 --> 00:16:55.929
I know it's a low budget. What you can do instead

00:16:55.929 --> 00:16:58.090
of buying a thousand -pan, which you could do

00:16:58.090 --> 00:17:01.200
with $500, why don't you buy one thing? that

00:17:01.200 --> 00:17:03.320
is really nice. And what you're doing, you're

00:17:03.320 --> 00:17:05.339
doing a sweepstakes. You know, if you give me

00:17:05.339 --> 00:17:07.539
your name, email or whatever call to action that

00:17:07.539 --> 00:17:09.980
you want, you get a chance, you get a chance,

00:17:10.359 --> 00:17:13.380
right? To win this $500 item. You'll be surprised

00:17:13.380 --> 00:17:16.000
if you flip the script, you actually get more

00:17:16.000 --> 00:17:18.720
email or the call to action and the inbound leads

00:17:18.720 --> 00:17:21.480
that you're looking for. Then if you're not focused

00:17:21.480 --> 00:17:25.480
and doing a shotgun approach. I can't even tell

00:17:25.480 --> 00:17:28.519
you how much I love it because at the end of

00:17:28.519 --> 00:17:30.299
the day, the point is you want to work with someone

00:17:30.299 --> 00:17:33.880
like Swire who understands the industry because

00:17:33.880 --> 00:17:41.680
behind Swire's brain, his head right here, there's

00:17:41.680 --> 00:17:44.039
a big brain. And the reason for that is Swire

00:17:44.039 --> 00:17:47.319
has to know, oh, and Swire, I'm so glad I'm out

00:17:47.319 --> 00:17:49.079
of the industry. You have to not only know the

00:17:49.079 --> 00:17:51.910
product, but he's got to know like, ink. Like

00:17:51.910 --> 00:17:53.650
you take a pen like this, this pen could be a

00:17:53.650 --> 00:17:55.170
pain in the butt. Some of them may say, no, I

00:17:55.170 --> 00:17:56.970
don't want to, I want a blue ink pen. I want

00:17:56.970 --> 00:17:59.769
a red ink pen. Like the knowledge is crazy. And

00:17:59.769 --> 00:18:02.009
then I always thought Swire, the hardest thing

00:18:02.009 --> 00:18:05.470
is December 31st ends and January 1st is all

00:18:05.470 --> 00:18:07.529
new products. And then now items are disconnected.

00:18:07.769 --> 00:18:09.970
And I got to remember more. I don't think there's

00:18:09.970 --> 00:18:14.990
any industry that has more of that knowledge

00:18:14.990 --> 00:18:17.730
that you have to have than anything else. Like,

00:18:18.390 --> 00:18:21.599
like, right? It's you are never not learning,

00:18:21.799 --> 00:18:24.099
explain that part of it, explain how the learning

00:18:24.099 --> 00:18:26.460
as a salesperson, what that really looks like

00:18:26.460 --> 00:18:30.619
and why that benefits your clients. I think that's

00:18:30.619 --> 00:18:33.099
a very interesting question and one that is very

00:18:33.099 --> 00:18:36.720
important as a. distributor right who's supposed

00:18:36.720 --> 00:18:40.200
to know from garment to pen you mentioned maybe

00:18:40.200 --> 00:18:43.259
to awards sometimes we go into technology items

00:18:43.259 --> 00:18:46.400
sometimes you know we go into golf items so how

00:18:46.400 --> 00:18:49.980
do you become the expert of every single item

00:18:49.980 --> 00:18:53.759
the honest answer is you don't you know it's

00:18:53.759 --> 00:18:57.380
you as a distributor too you have to be focused

00:18:57.380 --> 00:19:01.400
yourself i won't say that i'm familiar with uh

00:19:01.400 --> 00:19:04.930
female product right for makeups. I don't know

00:19:04.930 --> 00:19:07.950
a lot about makeups, but there are certain categories,

00:19:08.269 --> 00:19:10.529
there are certain industries that I'm familiar

00:19:10.529 --> 00:19:14.230
with. That's why as a distributor too, I ask

00:19:14.230 --> 00:19:17.630
myself, who are my target audience? I won't go

00:19:17.630 --> 00:19:20.369
out and just look for everyone who wants to buy.

00:19:20.759 --> 00:19:23.420
which in our industry could be everyone. I look

00:19:23.420 --> 00:19:26.920
for the company size that I want, the right department,

00:19:27.140 --> 00:19:30.019
the right contact that I want. Are they just

00:19:30.019 --> 00:19:32.839
going to buy one and shop with 50 company and

00:19:32.839 --> 00:19:36.380
be gone for the next 10 years? Or are they company

00:19:36.380 --> 00:19:39.539
that exhibit a trade show multiple times a year,

00:19:39.980 --> 00:19:42.880
have a budget for marketing, and just rely on

00:19:42.880 --> 00:19:45.920
someone like myself to provide ideas so that

00:19:45.920 --> 00:19:49.279
they can focus on planning the event. There are

00:19:49.279 --> 00:19:51.730
those out there. But then you have to ask yourself,

00:19:51.869 --> 00:19:55.349
as a distributor, what does it motivate you?

00:19:55.630 --> 00:19:58.289
I know a distributor who really likes golf. So

00:19:58.289 --> 00:20:00.809
all they do is golf item. And they hang out golf

00:20:00.809 --> 00:20:03.750
course, put up a golf event. And that's the business.

00:20:04.410 --> 00:20:07.069
So as a distributor too, you don't want to be

00:20:07.069 --> 00:20:10.829
stretching too thin. You do want it to be specialized

00:20:10.829 --> 00:20:14.910
on a certain item or certain type of client or

00:20:14.910 --> 00:20:22.750
industry that you're focusing on. Sorry, that

00:20:22.750 --> 00:20:25.390
was Alexa. I had to turn her off. You know what?

00:20:25.750 --> 00:20:29.829
Swire, brilliant answer. And that is really the

00:20:29.829 --> 00:20:32.549
point. I love that you just said that. And 100%,

00:20:32.549 --> 00:20:34.690
I also always thought as a salesperson, when

00:20:34.690 --> 00:20:38.029
you're selling, that, like, I like seniors, sell

00:20:38.029 --> 00:20:41.829
what you like, sell to the market you like, and

00:20:41.829 --> 00:20:45.130
then have all that knowledge, and then you become

00:20:45.130 --> 00:20:48.809
that source. So let's have a little fun. I'm

00:20:48.809 --> 00:20:52.269
ready to have fun. All right. Okay. First of

00:20:52.269 --> 00:20:57.089
all, I just want to say in all honesty that the

00:20:57.089 --> 00:21:01.049
colors for I love the pop up. And then I like

00:21:01.049 --> 00:21:04.170
this a lot. It's just it's very calming and it

00:21:04.170 --> 00:21:06.349
just I love the low Oh, I love the logo of the

00:21:06.349 --> 00:21:10.130
wings. You're in LA. I love it. You guys I love

00:21:10.130 --> 00:21:11.950
that you're showing tell us a little Oh, I like

00:21:11.950 --> 00:21:15.190
this right here too. Tell us right here. What

00:21:15.190 --> 00:21:19.619
what is this? These are drinkware, so it's cohesive

00:21:19.619 --> 00:21:22.640
with the front page. You know, we try to switch

00:21:22.640 --> 00:21:26.279
it up, right? So probably soon, in a month or

00:21:26.279 --> 00:21:28.099
so, you'll see like holiday theme, right? So

00:21:28.099 --> 00:21:31.059
it's, as you know, it's a big, you know, season

00:21:31.059 --> 00:21:34.539
four. So we try to make it clean. We try to make,

00:21:34.599 --> 00:21:38.559
you know, it's to say enough, right? So we hopefully

00:21:38.559 --> 00:21:41.829
build up enough suspense that We want people

00:21:41.829 --> 00:21:44.250
to call. We want people to reach out to us. So

00:21:44.250 --> 00:21:47.690
give enough information so that people know kind

00:21:47.690 --> 00:21:50.109
of who we are, you know, some of the brands that

00:21:50.109 --> 00:21:52.430
we work with, and then, you know, create enough

00:21:52.430 --> 00:21:55.769
interest so they will call us. It is a beautiful

00:21:55.769 --> 00:22:00.029
site. Oh, share about online company stores,

00:22:00.210 --> 00:22:04.130
please. It's getting more popular, I think, since

00:22:04.130 --> 00:22:08.259
the COVID era. You know, people wanted to you

00:22:08.259 --> 00:22:10.599
know, have one source. They like the e -commerce

00:22:10.599 --> 00:22:14.779
experience. So instead of, you know, busy purchasing

00:22:14.779 --> 00:22:18.279
officer needs to go and buy every time. So essentialize,

00:22:18.680 --> 00:22:20.920
you could predetermine all the items that you

00:22:20.920 --> 00:22:23.539
want. And that will good for the branding too,

00:22:23.579 --> 00:22:26.819
because sometimes I do have clients that exhibit

00:22:26.819 --> 00:22:29.980
as over 10 trade shows a year. So they don't

00:22:29.980 --> 00:22:31.859
want to go out every time to find new product.

00:22:32.000 --> 00:22:34.480
They wanted to have a pre -selected product.

00:22:34.750 --> 00:22:37.630
buy them, right? There's sometimes a lot of clients

00:22:37.630 --> 00:22:40.609
are particular about the logo. So set all the

00:22:40.609 --> 00:22:43.509
marks up, markup ready. So each department can

00:22:43.509 --> 00:22:46.589
just go to the central location to purchase it.

00:22:46.690 --> 00:22:49.670
Because I don't know if you've seen before, sometimes

00:22:49.670 --> 00:22:53.809
we'll see the same company logo looks different

00:22:53.809 --> 00:22:56.250
on different employees or different location.

00:22:56.710 --> 00:23:00.519
So that's the thing. that people don't talk about

00:23:00.519 --> 00:23:02.900
for online store that is important because you

00:23:02.900 --> 00:23:05.640
got to get one location. Everyone is getting

00:23:05.640 --> 00:23:08.680
at the same central location. So someone won't

00:23:08.680 --> 00:23:11.819
change the logo just to fit in an item that they

00:23:11.819 --> 00:23:13.839
want to fit into. Which happens a lot, by the

00:23:13.839 --> 00:23:16.279
way. I know. I love that you're talking about

00:23:16.279 --> 00:23:19.640
this. All right. I have a question about custom

00:23:19.640 --> 00:23:22.720
kits. Wait, what's a kit? What's a custom kit?

00:23:23.200 --> 00:23:27.519
Custom kit is fun. You wanted to be an experience.

00:23:27.900 --> 00:23:31.180
That's why when even influencers do it, they

00:23:31.180 --> 00:23:34.140
open box experience. They open something experience.

00:23:34.440 --> 00:23:37.839
Actually, on LinkedIn itself, I know you connect

00:23:37.839 --> 00:23:40.599
with a lot of people. When people get a new job,

00:23:40.859 --> 00:23:43.799
they sometimes get an onboarding gift. What is

00:23:43.799 --> 00:23:47.099
the first thing that they do as a new hire? If

00:23:47.099 --> 00:23:49.740
they receive an onboarding gift that is nice

00:23:49.740 --> 00:23:52.240
to them, they pick a picture and they actually

00:23:52.240 --> 00:23:55.039
show it on the LinkedIn. What that does for the

00:23:55.039 --> 00:23:57.839
company is that now the person know that they

00:23:57.839 --> 00:24:01.380
belong to a new employer and then potential hire

00:24:01.380 --> 00:24:03.539
can see that, wow, they sign up for that new

00:24:03.539 --> 00:24:06.259
company, they get this really nice gift for onboarding.

00:24:06.579 --> 00:24:09.519
So that's actually what we call in digital term,

00:24:09.759 --> 00:24:13.220
user generated contents. So people pay a lot

00:24:13.220 --> 00:24:17.099
of money to pay influencer to pose, look nice,

00:24:17.480 --> 00:24:19.200
you know, for the content. You know, it's this

00:24:19.200 --> 00:24:24.400
new hire that doing the UCP that is golden because

00:24:24.400 --> 00:24:27.279
this is actual hiring experience. So kids do

00:24:27.279 --> 00:24:30.339
work, but then you have to really dig deep to

00:24:30.339 --> 00:24:33.259
know who you're sending it to, what they like

00:24:33.259 --> 00:24:36.779
to receive. And then you actually. help answer

00:24:36.779 --> 00:24:39.880
your own question. Because the most popular question

00:24:39.880 --> 00:24:42.140
people ask me is, what should I buy? And then

00:24:42.140 --> 00:24:45.359
I just ask them, who do you try to target? That's

00:24:45.359 --> 00:24:49.640
it. What's new? I love it. Look at this. OK,

00:24:49.880 --> 00:24:54.759
so I am loving this. OK, so I just want to show

00:24:54.759 --> 00:24:57.519
the kit. Let's look at this. I really like your

00:24:57.519 --> 00:25:02.660
colors, Swire. It's so appealing. I never really

00:25:02.660 --> 00:25:04.680
thought of them together. Okay, so let's just

00:25:04.680 --> 00:25:08.019
say I am looking to back to school promo items.

00:25:08.240 --> 00:25:12.240
Look at this. And now I'm like, ooh, what do

00:25:12.240 --> 00:25:17.519
I want to get? Oh, I love all this. I forgot

00:25:17.519 --> 00:25:20.539
what it's like. But seriously, when you're looking

00:25:20.539 --> 00:25:23.359
at this and you're thinking to yourself, it can't

00:25:23.359 --> 00:25:26.660
be that hard. Yeah, it really is. Or at least

00:25:26.660 --> 00:25:28.980
it was for me. They're all the colors that you

00:25:28.980 --> 00:25:31.160
have. Let's see. This is really lovely. So you've

00:25:31.160 --> 00:25:33.500
got all the colors. You've got the imprint. Can

00:25:33.500 --> 00:25:36.619
this logo work? Beautiful logo, by the way. What

00:25:36.619 --> 00:25:39.680
does that look like? Prices are really great

00:25:39.680 --> 00:25:41.680
when you think about it, too, right? Because

00:25:41.680 --> 00:25:45.480
the retail value is so high right now that when

00:25:45.480 --> 00:25:47.420
you're buying something like this, you really

00:25:47.420 --> 00:25:49.680
would think that it's like a $30 product, right?

00:25:49.980 --> 00:25:52.640
Am I wrong, Sire? Yeah. I don't think there's

00:25:52.640 --> 00:25:55.619
right or wrong. for the product is really deep

00:25:55.619 --> 00:25:58.819
down to what are you trying to do? And, you know,

00:25:59.059 --> 00:26:00.880
a lot of companies, they'll tell me, oh, we have

00:26:00.880 --> 00:26:02.920
a budget. Like we don't want to, you know, we

00:26:02.920 --> 00:26:05.279
can't exceed the budget, you know, then maybe

00:26:05.279 --> 00:26:09.180
change the item or reduce the amount of item

00:26:09.180 --> 00:26:11.380
that you send. You know, you don't really, you

00:26:11.380 --> 00:26:13.640
don't really have to send it to everyone. I know

00:26:13.640 --> 00:26:16.339
you even if you're a restaurant, you don't need

00:26:16.339 --> 00:26:18.200
to send it to all the people walk through the

00:26:18.200 --> 00:26:21.039
door. Maybe just encourage, you know, people

00:26:21.039 --> 00:26:24.859
who come as a regular. Right? So can you use

00:26:24.859 --> 00:26:27.420
a promotional product? Especially nowadays, we

00:26:27.420 --> 00:26:29.460
all have a cell phone. We all have a following.

00:26:29.779 --> 00:26:32.660
Even if we can only influence 10 people, you

00:26:32.660 --> 00:26:36.000
can influence maybe my wife, my kids. my grandma,

00:26:36.279 --> 00:26:38.720
for example, then you influencing those people.

00:26:39.079 --> 00:26:41.819
Can you encourage them using your promotional

00:26:41.819 --> 00:26:44.660
product? Take a picture and share it on the social

00:26:44.660 --> 00:26:47.000
media content. You know, you can actually create

00:26:47.000 --> 00:26:50.079
what I call a mini ambassador, a mini influencer

00:26:50.079 --> 00:26:53.000
for your brand, just by the cost for your promo

00:26:53.000 --> 00:26:56.259
item. You know, we spend thousands for influencer

00:26:56.259 --> 00:26:59.769
to just do one post or you can spend less than

00:26:59.769 --> 00:27:04.309
$5 to let your actual paying customer to become

00:27:04.309 --> 00:27:08.910
your mini influencers. So true. You're giving

00:27:08.910 --> 00:27:10.990
gold away right now. These are a lot of gold

00:27:10.990 --> 00:27:14.170
nuggets. Okay. This towel looks very soft, by

00:27:14.170 --> 00:27:16.509
the way. And I love it here. Give an example

00:27:16.509 --> 00:27:18.490
of how someone can use this towel as sponsor

00:27:18.490 --> 00:27:22.900
logos. In essence, the towel. ends up the cost

00:27:22.900 --> 00:27:25.380
of the towel is absorbed by all the different

00:27:25.380 --> 00:27:27.720
sponsors. Would you mind sharing that information?

00:27:28.440 --> 00:27:30.799
Yeah, this is actually a triathlon event. We

00:27:30.799 --> 00:27:35.660
were doing the medal for them and the race director

00:27:35.660 --> 00:27:37.660
told me, you know, we have a lot of sponsors

00:27:37.660 --> 00:27:40.339
this year and then it couldn't fit on the back

00:27:40.339 --> 00:27:43.559
of the teacher. What should we do? So because

00:27:43.559 --> 00:27:45.539
we know this is a triathlon, when you get off

00:27:45.539 --> 00:27:48.720
the water, you get wet. So this towel will actually

00:27:48.720 --> 00:27:52.140
be given to all the uh, athletes when they come

00:27:52.140 --> 00:27:55.059
out of the water. So, and then, uh, they could

00:27:55.059 --> 00:27:57.359
print all the logo for the sponsor. This is a

00:27:57.359 --> 00:28:00.259
beach towel. So it's big. So everyone is happy.

00:28:00.539 --> 00:28:02.720
You know, the race director were able to sign

00:28:02.720 --> 00:28:05.579
up more sponsor because now they could sell them,

00:28:05.819 --> 00:28:07.940
you know, you got a big imprint, you know, big

00:28:07.940 --> 00:28:11.599
impact. So really we dug deep to what people

00:28:11.599 --> 00:28:14.619
want. Uh, if we give them a pen when they get

00:28:14.619 --> 00:28:18.160
out of the water, how good, what good is going

00:28:18.160 --> 00:28:20.710
to do for them? Yeah, that doesn't make sense.

00:28:20.930 --> 00:28:23.289
Yeah, so really that's again we're coming back

00:28:23.289 --> 00:28:26.509
to understanding the industry and knowing what

00:28:26.509 --> 00:28:28.869
you can that's a beautiful shirt So I love this.

00:28:28.930 --> 00:28:32.109
So here are some samples of of shirts. I love

00:28:32.109 --> 00:28:33.990
it. I love everything. I want to just go through

00:28:33.990 --> 00:28:36.250
a couple of things more. Yeah, this is where

00:28:36.250 --> 00:28:42.670
there's so much. Oh my God. So so on demand company

00:28:42.670 --> 00:28:45.190
store, custom business apparel, trade show display

00:28:45.190 --> 00:28:47.410
and banners, employee awards and incentives.

00:28:47.990 --> 00:28:53.150
Squire, tell us why employee awards and incentives

00:28:53.150 --> 00:28:55.369
is so important. How does that help a company?

00:28:57.079 --> 00:28:59.779
Well, a growing company, you know, their employees

00:28:59.779 --> 00:29:02.039
are human resources, their strongest assets.

00:29:02.420 --> 00:29:05.019
You know, if you're a company and none of your

00:29:05.019 --> 00:29:08.200
employees are loyal to the company, then you

00:29:08.200 --> 00:29:11.779
are doing something wrong. So the happier, you

00:29:11.779 --> 00:29:14.180
know, the more belong they feel on to, you know,

00:29:14.339 --> 00:29:16.700
if the best is for them to feel like they're

00:29:16.700 --> 00:29:18.559
part of the team, you know, if we feel like the

00:29:18.559 --> 00:29:20.599
part of the team, that's when they go above and

00:29:20.599 --> 00:29:22.769
beyond. you know, if they feel that they're being

00:29:22.769 --> 00:29:25.869
appreciated, even if it's some kind of small

00:29:25.869 --> 00:29:29.430
gift item on anniversary, that already sets a

00:29:29.430 --> 00:29:34.309
lot about the company. And at the same time,

00:29:34.750 --> 00:29:37.150
when you do uniform, for example, when you do

00:29:37.150 --> 00:29:40.829
company apparel, that's a big plus that people

00:29:40.829 --> 00:29:42.730
don't think about. For example, the trade industry,

00:29:43.109 --> 00:29:45.670
let's say you provide polos for the estimator

00:29:45.670 --> 00:29:48.490
to go out to work. A customer normally get a

00:29:48.490 --> 00:29:51.369
few estimates, so and they judge to the appearance

00:29:51.369 --> 00:29:54.450
for the estimator. Do you want the apparel for

00:29:54.450 --> 00:29:56.710
your company to look good or to look like they

00:29:56.710 --> 00:29:59.230
haven't been washed for five days? At the same

00:29:59.230 --> 00:30:02.630
time, if you are attending like a corporate event.

00:30:03.119 --> 00:30:05.099
You know, the whole team is probably going to

00:30:05.099 --> 00:30:06.759
be there. The whole sales team is going to be

00:30:06.759 --> 00:30:09.019
there. And people, again, going to be judged

00:30:09.019 --> 00:30:12.400
on how good your booth looks, how well do those

00:30:12.400 --> 00:30:15.500
people address. And then this is something that

00:30:15.500 --> 00:30:18.420
unobvious people won't tell you about. But with

00:30:18.420 --> 00:30:20.380
the right promotional product, you can actually

00:30:20.380 --> 00:30:24.559
address the team nicely to present the overall.

00:30:24.890 --> 00:30:27.009
uh, mission and branding for the company. So

00:30:27.009 --> 00:30:29.269
these are a lot of the subtle things that, uh,

00:30:29.410 --> 00:30:31.250
people should pay attention to when they're buying,

00:30:31.410 --> 00:30:33.670
you know, something like uniform or employee

00:30:33.670 --> 00:30:37.130
gifts. Swire, I'm just so happy to have you here.

00:30:37.210 --> 00:30:38.609
I'm just like, I'm like, my whole body's like,

00:30:38.710 --> 00:30:41.150
oh, I love this. All right. Before we end, cause

00:30:41.150 --> 00:30:44.690
we have already gone 30 minutes and I, I'm afraid

00:30:44.690 --> 00:30:46.750
that I can ask you to like stay for two hours.

00:30:47.230 --> 00:30:50.230
Can you share, like I'm showing right now, the

00:30:50.230 --> 00:30:53.890
Nike, can you share how the brands have come

00:30:53.890 --> 00:30:57.490
into the industry and how you can align yourself

00:30:57.490 --> 00:31:01.869
with a really wonderful brand? Yeah, it's nice

00:31:01.869 --> 00:31:05.890
to co -brand with a famous retail brand like

00:31:05.890 --> 00:31:08.529
Nike. You know, people also like Patagonia. People

00:31:08.529 --> 00:31:13.009
like the North Face, right? So by showing them

00:31:13.009 --> 00:31:15.970
and give actually... Sometimes it's just spending

00:31:15.970 --> 00:31:18.809
a couple more dollars per employee. You can actually

00:31:18.809 --> 00:31:21.589
make people feel nicer. When you walk out wearing

00:31:21.589 --> 00:31:25.730
a nice uniform, a Nike uniform, you look higher.

00:31:26.190 --> 00:31:28.630
You're more confident when you are at networking

00:31:28.630 --> 00:31:31.970
events. You're more confident when standing out

00:31:31.970 --> 00:31:34.690
with your peer. Sometimes these are really subtle

00:31:34.690 --> 00:31:37.930
things. You have to watch the people. Sometimes

00:31:37.930 --> 00:31:42.730
they don't get the nice quality apparel, when

00:31:42.730 --> 00:31:45.930
you had an industry event where everyone is stressing

00:31:45.930 --> 00:31:50.049
in their company's own uniform, are your uniform

00:31:50.049 --> 00:31:52.089
going to stand out? You know, that's a good question

00:31:52.089 --> 00:32:00.769
to answer. I love this. Is this hydro peak or

00:32:00.769 --> 00:32:03.789
hydro? Yeah, hydro flats is another retail brand.

00:32:03.930 --> 00:32:06.549
They're really good quality. So we have done

00:32:06.549 --> 00:32:09.109
a few of these and these are solid, like if you

00:32:09.109 --> 00:32:12.009
could If this work for your program, everyone

00:32:12.009 --> 00:32:15.230
I can guarantee that will love a hydro flask

00:32:15.230 --> 00:32:20.670
product. Yeah, beautiful. Beautiful. Yeah. Oh,

00:32:20.670 --> 00:32:22.529
let me share the tab for a second. Sorry. I was

00:32:22.529 --> 00:32:25.029
I'm like, I'm looking guys, but you're not. Look

00:32:25.029 --> 00:32:28.319
how beautiful this line is. I mean, just Look

00:32:28.319 --> 00:32:31.779
how gorgeous and I love that. Yeah, you can align

00:32:31.779 --> 00:32:34.740
yourself. You could say swire we get back to

00:32:34.740 --> 00:32:38.440
the planet So can you explain like not only just

00:32:38.440 --> 00:32:41.380
the refill for good or the parks for all what

00:32:41.380 --> 00:32:44.460
else? Like some other examples of how someone

00:32:44.460 --> 00:32:48.240
who has corporate social responsibility if that's

00:32:48.240 --> 00:32:51.579
the right terminology Why they would want to

00:32:51.579 --> 00:32:54.579
possibly work with a brand that has that giving

00:32:54.579 --> 00:32:57.460
part of it Yeah, that's a very good question.

00:32:57.799 --> 00:33:00.140
You know, sometimes when we, you know, discuss

00:33:00.140 --> 00:33:02.940
the, what item we should get, you know, what

00:33:02.940 --> 00:33:05.259
do you stand for? I asked them, sometimes they're,

00:33:05.259 --> 00:33:08.200
like you said, equal friendly. So the item that

00:33:08.200 --> 00:33:10.440
you suggest, you know, might represent a certain

00:33:10.440 --> 00:33:13.859
area to help the environment. Like if you say

00:33:13.859 --> 00:33:16.640
your company mission is equal friendly, you probably

00:33:16.640 --> 00:33:18.839
won't buy something for me that wrapped in seven

00:33:18.839 --> 00:33:21.980
layers of plastic. At the same time, we have

00:33:21.980 --> 00:33:25.460
companies that we're a luxury brand. So the item

00:33:25.460 --> 00:33:28.599
that you select needs to reflect your brand,

00:33:28.799 --> 00:33:33.000
or we're smart, we're influential, we are forward

00:33:33.000 --> 00:33:37.339
thinking. Another way that I call it, a promotional

00:33:37.339 --> 00:33:39.740
product is a silent ambassador for your brand.

00:33:40.019 --> 00:33:42.279
It speaks volume about who you are and who you

00:33:42.279 --> 00:33:46.339
stand for. I love it. Wee, what did you do before

00:33:46.339 --> 00:33:50.150
this? What do you mean? What was your if you

00:33:50.150 --> 00:33:51.869
were you've been in the industry for 15 years,

00:33:52.089 --> 00:33:55.430
what were you doing 20 years ago? I was trained

00:33:55.430 --> 00:33:58.230
to become a recording engineer. I work in the

00:33:58.230 --> 00:34:02.029
entertainment industry and I then start a company.

00:34:02.509 --> 00:34:05.529
We do CD and DVD replication throughout the CD

00:34:05.529 --> 00:34:08.389
replication. We met with musicians who bought

00:34:08.389 --> 00:34:11.730
CDs from us and then they go on tour. They asked,

00:34:11.889 --> 00:34:14.150
do you do your t -shirts hats that we can sell

00:34:14.150 --> 00:34:17.929
on tour? That's was my way getting into the industry.

00:34:18.269 --> 00:34:20.750
I think you probably know that no one want to

00:34:20.750 --> 00:34:22.769
go to school and be in the promotional product

00:34:22.769 --> 00:34:25.030
industry. Maybe if you have a family business,

00:34:25.550 --> 00:34:28.730
but you know, we all somehow, you know, touch

00:34:28.730 --> 00:34:30.630
on promotional product industry either on the

00:34:30.630 --> 00:34:34.230
supplier or the distributor side, we end up thinking

00:34:34.230 --> 00:34:37.389
it's fun. You know, that's why you stay. I love

00:34:37.389 --> 00:34:40.670
that answer. Yeah. So you found that that is

00:34:40.670 --> 00:34:43.210
really funny. The CDs. Sorry. If you don't know

00:34:43.210 --> 00:34:45.329
what a CD is, you're just not old enough. But.

00:34:45.710 --> 00:34:49.570
that that's I love that you said that you you

00:34:49.570 --> 00:34:52.550
you you really drop a lot of like golden nuggets.

00:34:52.550 --> 00:34:55.449
I I'm so impressed that I'm really enjoying this

00:34:55.449 --> 00:34:57.809
conversation. So okay, so we went to the website,

00:34:58.110 --> 00:35:01.690
we got to see what you do, how you started. I

00:35:01.690 --> 00:35:07.210
love the evolution. You are also you're you're

00:35:07.340 --> 00:35:10.539
having to learn about these like companies and

00:35:10.539 --> 00:35:13.559
the new lines and relationship building. I mean,

00:35:13.559 --> 00:35:15.380
people think, oh, my business is relationship,

00:35:15.519 --> 00:35:17.760
but you've got to do it both ways, right? You

00:35:17.760 --> 00:35:21.699
got to do the relationship to some of your partners,

00:35:21.900 --> 00:35:25.360
your vendor partners, along with your clients.

00:35:26.119 --> 00:35:29.539
So like, you got to have that, I call it the

00:35:29.539 --> 00:35:32.579
extra special brain that can handle the amount

00:35:32.579 --> 00:35:35.179
of knowledge you have to have. This is not an

00:35:35.179 --> 00:35:37.550
industry for everyone in Smire. I don't want

00:35:37.550 --> 00:35:42.369
to tell you my age of 63, but when in the 80s

00:35:42.369 --> 00:35:44.929
and 90s, I used to, for PPA, I had a program

00:35:44.929 --> 00:35:46.989
where we would go out and we would be speakers

00:35:46.989 --> 00:35:49.389
and advocates and we would go on the colleges

00:35:49.389 --> 00:35:52.170
to talk about marketing. And you were so right.

00:35:52.510 --> 00:35:55.690
It literally was three paragraphs. Okay. You

00:35:55.690 --> 00:35:57.469
would have a whole pair. You'd have a whole chapter

00:35:57.469 --> 00:35:59.829
on media. You have a whole chapter on like, you

00:35:59.829 --> 00:36:03.159
know, billboards and then. And I remember, and

00:36:03.159 --> 00:36:05.039
even the teachers were like, the professors were

00:36:05.039 --> 00:36:07.380
like, you know, this is a piece that's missing.

00:36:07.659 --> 00:36:10.619
And then PPAI was smart enough to kind of like

00:36:10.619 --> 00:36:13.059
have us ready. They gave us a ton of gifts too.

00:36:13.260 --> 00:36:15.380
So we would be able to go and talk about it,

00:36:15.480 --> 00:36:18.039
show the gifts to the students. And we were all,

00:36:18.059 --> 00:36:21.219
you know, like ambassadors to PPAI to promote

00:36:21.219 --> 00:36:23.400
the promotional products. But just doing this

00:36:23.400 --> 00:36:26.400
right now and sharing it because it's an industry

00:36:26.400 --> 00:36:29.769
that's how many years old do you think? I don't

00:36:29.769 --> 00:36:32.349
know, it's been forever, I think. Maybe it's

00:36:32.349 --> 00:36:35.590
not logo, but I'm sure that back in the OAs,

00:36:35.989 --> 00:36:38.750
then if you want to impress a king, then you

00:36:38.750 --> 00:36:41.030
put something that the king likes and you deliver

00:36:41.030 --> 00:36:44.369
to it. So hopefully he likes it, and then if

00:36:44.369 --> 00:36:47.690
not, you're dead. My mom and dad, Gloria and

00:36:47.690 --> 00:36:51.650
her Parker, when they got married in 1955, before

00:36:51.650 --> 00:36:54.449
they went on their honeymoon, my grandfather,

00:36:56.819 --> 00:37:00.019
I think it was, I won't even say it because I'm

00:37:00.019 --> 00:37:02.579
like getting my grandparents mixed up, but he

00:37:02.579 --> 00:37:04.739
had a blunt, he was a tour bus operator out of

00:37:04.739 --> 00:37:06.980
New York and he had a blind and he said to my

00:37:06.980 --> 00:37:10.909
parents. This blind will be imprinted and that's

00:37:10.909 --> 00:37:12.909
gonna be a business. And my parents did make

00:37:12.909 --> 00:37:15.130
that decision after they were like Lucy and Desi,

00:37:15.190 --> 00:37:16.710
by the way, my mom had read here and looked just

00:37:16.710 --> 00:37:19.949
like Lucy a ball. When they went to Havana on

00:37:19.949 --> 00:37:22.590
their honeymoon, they came back and they did

00:37:22.590 --> 00:37:24.769
the promotional products. It's just really one

00:37:24.769 --> 00:37:27.349
funny story. My parents were like, well, we would

00:37:27.349 --> 00:37:29.650
go to the trade shows. They'd be like, why are

00:37:29.650 --> 00:37:32.590
you going out? after a trade show, you should

00:37:32.590 --> 00:37:35.130
be going up to the room with a grinder, and you

00:37:35.130 --> 00:37:36.909
should be looking at everything that you saw

00:37:36.909 --> 00:37:38.949
for the day, and then you make your plans for

00:37:38.949 --> 00:37:42.349
the next day. And I was like, no, I'm going out

00:37:42.349 --> 00:37:45.730
with like, go out. The Smire is going to be buying

00:37:45.730 --> 00:37:47.909
me drinks, and I'm not going to look at the catalog

00:37:47.909 --> 00:37:50.590
and figure out and play on my day, because I'm

00:37:50.590 --> 00:37:52.670
going to take a right when I get to the expo

00:37:52.670 --> 00:37:55.289
floor. And the next day I'm going to take a left.

00:37:55.420 --> 00:37:57.420
And somehow I'll meet in the middle. But it's

00:37:57.420 --> 00:37:59.679
such a lovely industry. It is I think of Norm

00:37:59.679 --> 00:38:02.320
Cohen of ASI, right? Have you ever had a chance

00:38:02.320 --> 00:38:04.800
to meet Norm Cohen? No, I haven't had the pleasure.

00:38:05.000 --> 00:38:06.960
Oh my God, when I meet when every time I see

00:38:06.960 --> 00:38:09.829
him, I cry. It's a it's a it's a weird thing.

00:38:09.989 --> 00:38:13.849
I don't know what it is emotionally Amazing man

00:38:13.849 --> 00:38:16.750
is an amazing story by the way, but I am loving

00:38:16.750 --> 00:38:19.489
this Promotional products now you I don't sell

00:38:19.489 --> 00:38:21.889
it guys. So swire home. That's who you go to

00:38:21.889 --> 00:38:25.110
for your promotional products Okay, we just before

00:38:25.110 --> 00:38:27.429
we go we have to talk about that one thing the

00:38:27.429 --> 00:38:30.289
elephant in the room. Okay, you know what it

00:38:30.289 --> 00:38:36.360
is Tariffs What do people know? When they call

00:38:36.360 --> 00:38:39.380
you, is it best at this uncertain time to just

00:38:39.380 --> 00:38:42.880
ask you for USA main items if they can? Is that

00:38:42.880 --> 00:38:47.199
something? How are you handling it right now?

00:38:48.519 --> 00:38:53.000
I think to do that as of anything that you wanted

00:38:53.000 --> 00:38:55.900
to make a decision on business is through good

00:38:55.900 --> 00:38:59.739
planning. With planning, you could actually save

00:38:59.739 --> 00:39:01.719
a lot of money. You know, we're getting to that

00:39:01.719 --> 00:39:05.199
subject, right? So a lot of times people, I know

00:39:05.199 --> 00:39:08.420
sometimes I have a calendar. I know when my customer

00:39:08.420 --> 00:39:11.599
will have the event. I actually four months out,

00:39:11.800 --> 00:39:14.079
I will say, you know, I know your your events

00:39:14.079 --> 00:39:16.400
coming up at the same time every year. Are you

00:39:16.400 --> 00:39:19.019
ready to plan? No, no. And then three months

00:39:19.019 --> 00:39:22.820
out, no, no. And then they finally came back

00:39:22.820 --> 00:39:26.860
to me a week before the event. So now everything

00:39:26.860 --> 00:39:30.739
that was available. wasn't available. And the

00:39:30.739 --> 00:39:32.659
ones that are available, you need to pay a rush

00:39:32.659 --> 00:39:35.400
fee and overnight shipping. Then they actually

00:39:35.400 --> 00:39:39.800
increase their own cost 30, 40, sometimes 50%.

00:39:39.800 --> 00:39:42.920
Planning, especially in the day we have with

00:39:42.920 --> 00:39:46.460
tariffs, more crucial than before. Because if

00:39:46.460 --> 00:39:49.820
you, for example, I'm throwing out some quick

00:39:49.820 --> 00:39:52.559
strategy to save money, right? For those who

00:39:52.559 --> 00:39:55.739
want to save money. Buy things off season. You

00:39:55.739 --> 00:39:58.820
know, buy things early. All the holiday, all

00:39:58.820 --> 00:40:00.920
the major holiday happens at the same time every

00:40:00.920 --> 00:40:04.280
year. You know who your top 10 clients are. And

00:40:04.280 --> 00:40:06.619
if you send a gift to them every single year,

00:40:07.079 --> 00:40:09.400
why don't you plan that early? You know, get

00:40:09.400 --> 00:40:13.119
exactly what they're looking for. Try not to

00:40:13.119 --> 00:40:16.139
order like a day or two before. Some might be

00:40:16.139 --> 00:40:18.239
possible, but you're really paying up for it.

00:40:18.400 --> 00:40:21.219
So I think something that you counter tariff

00:40:21.219 --> 00:40:23.820
is to really dig deep on your planning. Like

00:40:24.139 --> 00:40:26.119
Business, you know, we're good playing with the

00:40:26.119 --> 00:40:28.780
business plan, marketing plan, you know, done,

00:40:28.940 --> 00:40:32.559
probably start right now for 2026. Why don't

00:40:32.559 --> 00:40:35.380
you list out and let me know what the event states

00:40:35.380 --> 00:40:37.880
are, or maybe your certain program pushing out.

00:40:38.139 --> 00:40:40.840
Then we could already create mockups, budget,

00:40:41.179 --> 00:40:44.320
idea for those events. And then I'll definitely

00:40:44.320 --> 00:40:47.519
keep you know when you need to order. And don't

00:40:47.519 --> 00:40:50.510
call me like two weeks or a week. prior to your

00:40:50.510 --> 00:40:53.329
event than when things going up. So I think that's

00:40:53.329 --> 00:40:56.889
a good counter and then save you a lot of money.

00:40:57.610 --> 00:41:00.909
I don't even know where to go with that. That

00:41:00.909 --> 00:41:03.409
is so brilliant what you just said. Hold on.

00:41:03.530 --> 00:41:05.409
I was writing it down. So I want to put it here.

00:41:05.510 --> 00:41:06.949
Then I want to end with your phone number. Then

00:41:06.949 --> 00:41:09.610
I want to... Yeah. Oh my God. I have it all here.

00:41:09.750 --> 00:41:11.750
Watch. Boom, boom. Okay, you guys. It's going

00:41:11.750 --> 00:41:14.849
to be in the comment because it's such great

00:41:14.849 --> 00:41:18.250
advice you just got from Swire. My gosh. Amazing.

00:41:19.009 --> 00:41:21.309
That's why your nose. He knows his stuff. 15

00:41:21.309 --> 00:41:23.449
years is a long time in the industry. He knows.

00:41:24.070 --> 00:41:25.789
Okay. So there's no, you shouldn't be spending

00:41:25.789 --> 00:41:27.550
a lot of money. Okay. I mean, you should be spending

00:41:27.550 --> 00:41:30.030
a lot of money, but not wasting your money, spending

00:41:30.030 --> 00:41:32.969
it on rush charges, which to me, I mean, why

00:41:32.969 --> 00:41:34.369
don't you just take that and flush it down the

00:41:34.369 --> 00:41:36.329
toilet? I don't know. I kind of see the same

00:41:36.329 --> 00:41:38.730
thing. Planning. And if you're a marketing, you

00:41:38.730 --> 00:41:41.349
should be planning anyways. And there's, there's

00:41:41.349 --> 00:41:45.050
so easy to plan anyways. I think you're great.

00:41:45.309 --> 00:41:49.969
I was so excited to have you on PODmatch to connect.

00:41:50.630 --> 00:41:53.670
And I'm so happy that you just did this so I

00:41:53.670 --> 00:41:56.750
could talk to you. I love it. Guys, Swire is

00:41:56.750 --> 00:41:59.630
amazing. So we saw the website. You'll remember

00:41:59.630 --> 00:42:02.869
it. You've got all the tips plus more. Swire,

00:42:03.349 --> 00:42:05.329
these show notes are gonna be fun for me to write.

00:42:06.389 --> 00:42:10.159
So I love it. Thank you so much. I was thinking

00:42:10.159 --> 00:42:11.820
I would go to Las Vegas, but I'm going to go

00:42:11.820 --> 00:42:15.579
to potfest this year instead in January, but

00:42:15.579 --> 00:42:19.300
you never know. I may go to ASI Orlando and enjoy

00:42:19.300 --> 00:42:22.519
there. But in the meantime, thank you so much

00:42:22.519 --> 00:42:25.619
for being on the show. Guys, I have all this

00:42:25.619 --> 00:42:27.579
contact information. If you don't know, I'm happy

00:42:27.579 --> 00:42:30.699
to send it to you. This is the kind of guy you

00:42:30.699 --> 00:42:32.840
want. And you know what? East Coast, West Coast,

00:42:33.340 --> 00:42:35.880
that's great. And being in LA, I think that Swire

00:42:35.880 --> 00:42:41.380
has a like has a the pulse he has a finger on

00:42:41.380 --> 00:42:43.800
the pulse of what's taking place and we know

00:42:43.800 --> 00:42:46.900
things really kind of come out from the LA market

00:42:46.900 --> 00:42:49.800
area and then trickle to the east coast so like

00:42:49.800 --> 00:42:51.840
where we finally get it. So definitely if you

00:42:51.840 --> 00:42:53.559
want to learn about new products and what's going

00:42:53.559 --> 00:42:57.500
on and have and kidding and company stores, Swire

00:42:57.500 --> 00:42:59.780
Hope. Thank anything that I'm not saying that

00:42:59.780 --> 00:43:01.820
I haven't asked Swire that you want to share

00:43:01.820 --> 00:43:04.320
before I say goodbye. Well, I think this is a

00:43:04.320 --> 00:43:07.099
whole new conversation. People think about promotional

00:43:07.099 --> 00:43:08.980
product that you're just spending money, right,

00:43:09.059 --> 00:43:11.719
for marketing. If you do it right, if you already

00:43:11.719 --> 00:43:13.360
have the brand recognition, you can actually

00:43:13.360 --> 00:43:16.119
use what we now call brand product to make more

00:43:16.119 --> 00:43:19.559
money. So that's another topic. Yes, you're right.

00:43:19.719 --> 00:43:21.559
You're right. I love it. And everyone's looking

00:43:21.559 --> 00:43:26.519
for that magnet, too. Like, I just swear. I give

00:43:26.519 --> 00:43:31.300
you credit becau mojo to sell. I just maybe I

00:43:31.300 --> 00:43:35.059
got tired. I don't even it, but I'm so glad that

00:43:35.059 --> 00:43:41.079
you really do have to have opens you to learning

00:43:41.079 --> 00:43:43.639
more, right? So I love that. All right, guys,

00:43:43.719 --> 00:43:45.840
we're going to close it out. And if you want

00:43:45.840 --> 00:43:49.239
to remember creative con CRE, the number eight

00:43:49.239 --> 00:43:53.639
T I V E. And just a reminder that on October

00:43:53.639 --> 00:43:57.460
14th and 15th, right here on LinkedIn and eight

00:43:57.460 --> 00:43:59.760
different channels plus chatter social, we're

00:43:59.760 --> 00:44:04.119
going to be having a two day 22 speakers. What's

00:44:04.119 --> 00:44:08.300
why or this event is going from from like a event.

00:44:08.699 --> 00:44:11.380
to a podcast to a book, which is pretty amazing.

00:44:11.840 --> 00:44:15.420
That's that's a swap strength, weaknesses, opportunities

00:44:15.420 --> 00:44:17.619
and threats. I'm very excited about it. So that

00:44:17.619 --> 00:44:20.159
event is taking place next week. Thank you much.

00:44:20.280 --> 00:44:22.699
So I thank you so much swire for your time. I

00:44:22.699 --> 00:44:26.760
absolutely love it. And cause swire, cause swire,

00:44:27.039 --> 00:44:29.920
maybe maybe he'll give you a a free setup charge.

00:44:30.219 --> 00:44:32.369
I don't know. Just, you never, it doesn't hurt.

00:44:33.110 --> 00:44:34.630
Swire, thank you so much. You're a very good

00:44:34.630 --> 00:44:36.849
looking guy too, I have to say. And I love your

00:44:36.849 --> 00:44:39.389
pop up. I love the chat bot. I love that it was

00:44:39.389 --> 00:44:42.130
you. And so I think that's great. So anytime

00:44:42.130 --> 00:44:44.769
at least it will help guide you, you know, if

00:44:44.769 --> 00:44:46.710
you need help. So that's the beauty of, you could

00:44:46.710 --> 00:44:48.489
tell. So when you're working with distributor

00:44:48.489 --> 00:44:51.650
and you see things like a chat bot, to me that

00:44:51.650 --> 00:44:53.789
means, oh, they're on top of it because it's

00:44:53.789 --> 00:44:55.829
part of the marketing. And so when you have a

00:44:55.829 --> 00:44:58.510
website like you just saw, that's like, oh, okay,

00:44:58.550 --> 00:45:01.940
because sometimes It may not be the best one

00:45:01.940 --> 00:45:03.840
that, you know, the cobbler's daughter doesn't

00:45:03.840 --> 00:45:07.079
have shoes. I believe working with distributor

00:45:07.079 --> 00:45:08.900
that really, you know, make sure that everyone

00:45:08.900 --> 00:45:10.940
has the shoes. They know what they're doing.

00:45:11.340 --> 00:45:13.500
They're marketing themselves correctly so that

00:45:13.500 --> 00:45:16.119
they can market you correctly. So do you agree

00:45:16.119 --> 00:45:19.840
with me? I just want to say thank you so much

00:45:19.840 --> 00:45:22.559
for the talk. I couldn't even tell other people

00:45:22.559 --> 00:45:24.980
about myself like the way you do. So thank you

00:45:24.980 --> 00:45:27.480
and thank you for the opportunity. Oh my gosh,

00:45:27.719 --> 00:45:29.420
we're staying connected. There's no question.

00:45:29.860 --> 00:45:31.900
I'm ringing your LinkedIn bell. So I'm going

00:45:31.900 --> 00:45:34.320
to see everything and support you. And thank

00:45:34.320 --> 00:45:36.219
you so much and have a great rest of the day

00:45:36.219 --> 00:45:38.420
and weekend. And I look forward to talking to

00:45:38.420 --> 00:45:40.679
you again. Thank you, Swire. I loved every second

00:45:40.679 --> 00:45:43.920
of this conversation. Thank you. So good.