This CAS-required course introduces promotional products professionals to the key terms and concepts involved in general marketing and, specifically, how specialized marketing techniques can be employed for the promotional products profession. Topics include: Identifying the 4 P's of marketing, defining a marketing plan, determining what makes a brand and what distinguishes a promotional product from other marketing collateral.
This course is required to attain the CAS designation, but attendees do not need to pursue a CAS to attend this session.
Target Audience: Supplier, Distributor
Paul Kiewiet is an international speaker, writer, coach and facilitator. He earned the Master Advertising Specialist from PPAI and the Certified Incentive Professional designation from the Association of Incentive Marketing and Certified Life Coach from Fowler Wainwright International Institute of Professional Coaching. He's the winner of six Golden Pyramid Awards from PPAI for creativity and results and has received two ASI Spirit Awards including Marketer of the Year. His magazine articles were recognized with the EXCEL Award from the Society of Non-Profit Association Publications He's the recipient of a Golden Key Award from the Incentive Manufacturers Representatives Association, President's Award from National Premium Sales Executives, and has been inducted into the Michigan Promotional Professionals Association Hall of Fame.Prior to founding Promotion Concepts, Inc. in 1982, Paul worked in the point of purchase merchandising, outdoor advertising and radio advertising and production disciplines. He has created sales promotion, marketing, incentive and merchandising campaigns for some of America's finest and most valuable brands including Kellogg's, Coca-Cola, Whirlpool, KitchenAid, Borden, Elmer's, Krylon, Kroger, Wal-Mart,DowBrands, Tobler-Suchard, Andes Candies, Mentos,Soup Starter, Wyler's, Realemon, Hush Puppies, Rocky Shoes and Boots and RainDance. He sold Promotion Concepts in 2005 and has focused on people performance, leadership, corporate social responsibility and industry growth issues. His articles have appeared in numerous business publications and podcasts of his presentations have been featured on CBS Radio, the American Marketing Association, and on USAirways Sky Radio. He has been quoted in Fortune, Forbes, The Wall Street Journal, The New York Times, B2B Magazine, Kipplinger Newsletter and Wired magazine. He is a member of the National Speakers Association, a lifetime member of the Promotional Products Association International, The Incentive Marketing Association, Promotional Products Association of Chicago, Michigan Promotional Professionals Association. He has been trained in Gallup University on positive emotions and Marcus Buckingham-trained for strength-based alignment. He has served as a trustee, board member and/or officer of the Forum For People Performance Management and Measurement at Northwestern University, National Premium Sales Executives, Association of Incentive Marketing and the Promotional Products Association International. Paul lives in Grand Rapids, MI and enjoys biking, running, music, arts and Lake Michigan. He has completed nineteen 26.2 mile marathons, climbed 103 stories to the top of Willis Tower, survived a Warrior Dash, and standup paddle boarded all five of the Great Lakes.