Answers First, Questions Later

Posted on by Chief Marketer Staff

Nobody who’s read this magazine for any length of time could fault it for not advancing the cause of promotions. After all, promo is our name and what we’re about. And if you’ve watched us evolve over the years, you’ve seen our scope go from nationwide to worldwide, our emphasis shift from supplier-side news and technology to the trends, strategies, and concepts behind winning, client-driven campaigns.

But there’s more to it than the mere drawing of an editorial bead on a target audience. Quite simply, we love what we’re doing, and we enjoy doing it – bringing order out of chaos, that is. Spotting trends, identifying breakthrough concepts, and extracting lessons to be learned from successful case histories: it’s great fun and harm-free therapy for our particular type of obsessive-compulsive disorder.

So when someone accuses us of having the answers before the questions are asked, as one did not long ago, we’re inclined to take it as a compliment, not a criticism. For one thing, finding answers and passing them on to our readers is what a trade magazine is expected to do. For another, asking the right things is what our readers ought to be doing, too.

As Gertrude Stein once said, “‘What is the question?’ That is the answer.”

In that spirit we take this opportunity, just ahead of the opening of PROMO EXPO ’98 (Oct. 6,7,8), to list a series of answers, to which you are invited to match the corresponding questions, to be found upside-down at the end of this column (no peeking, please).

Answers 1) (a) Too bashful; (b) too busy; (c) they don’t know much about it.

2) A not-for-profit organization dedicated to the professional development of promotion marketers in the U.S.

3) Sponsors PROMO U, the all-day workshop in Chicago on Oct. 6, the day before PROMO EXPO ’98 – and tailor-made workshops and luncheon presentations throughout the year.

4) Certainly. Get in touch with me immediately via e-mail, snail mail, phone, or fax (See details in masthead).

5) A worldwide program where agencies and client companies compete for awards in Europe, Latin America, Canada, the U.S., and Asia-Pacific regions, and for global honors at PROMO EXPO in Chicago.

6) promo Magazine and the Association of Promotion Marketing Agencies Worldwide.

7) Promotion agency presidents, partners, and principals from all over the world – there are more than 70 members.

8) More than 370 agencies from 19 countries, including the U.S.

9) Yes, at a gala reception in the Grand Ballroom of Chicago’s Navy Pier, 5-7 p.m. Tues., Oct. 5 – and in the Creative Gallery in the Exhibit Floor during both days of PROMO EXPO, Oct. 7 and 8.

10) In the November “Awards” issue of promo Magazine, and in those of our 14 overseas media partners.

Questions 1) Why is it so hard to get client-side marketers to (a) speak at conferences, (b) serve on judging panels, and (c) participate in the Association for Promotion Professionals?

2) What is the Association of Promotion Professionals?

3) What does the APP do?

4) Are they looking for members? How can I get in touch?

5) What are the World PRO Awards of Excellence?

6) Who are the sponsors, and who co-produces the PRO Awards?

7) Who are the members of APMA Worldwide?

8) How many entries were in the PRO Awards this year?

9) Will I be able to see the winners’ and the finalists’ entries?

10) Where else can I see them if I don’t go to PROMO EXPO?

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