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Fully Promoted Joins Brand Media Coalition; Guy Achtzehn of MSG Named Outreach Director

Fully Promoted, the world’s leading promotional marketing franchise organization, has joined the Brand Media Coalition to help its distributors profit from the power of brands in business, event, and promotional gifting. Guy Achtzehn, President of the Marketing and Sales Group, an incentive representative with over 30 years of industry experience, has been named Director of Outreach to help distributors, master fulfillment companies, and merchandise, gift card and travel brands profit from the corporate market.
 
KronbergerTom Kronberger, Director of Vendor Relations, has announced that Fully Promoted has joined the Brand Media Coalition to bring the power of brands for business, event, and promotional gifting to its promotional marketing franchises and their customers throughout the US. Fully Promoted currently has 180 locations in the United States and over 300 globally.
 
Kronberger will work with the Brand Media Coalition’s Director of Outreach, Guy Achtzehn to implement an ongoing education and marketing program for Fully Promoted’s distributors and to Fully Promoted’s owners and to develop an efficient ordering platform for each location that also ensures proper use of brands for business, event, promotional gifting and amenities.
 
Achtzehn is President of Marketing Sales Group, a 30-year-old incentive representative firm, representing such brands as Bulova, Coleman, and others. In his capacity as Brand Media Coalition Outreach Director, Achtzehn’s firm will serve as the master sales representative for the Brand Media Coalition with brands, master fulfillment companies, distributors, incentive, and recognition companies seeking to bring the power of brand media to their clients for both gifting and rewards.
 
Explains Tom Kronberger, “Our goal at Fully Promoted is to help our franchisees bring the latest and best solutions to their clients. There is no question that brands have high perceived value and tell a story in business, event, and promotional gifting, because we are already selling brand names in apparel and other categories. It is time to focus more of our attention on educating distributors on the power of brand names, and we see the benefit of working with other industry leaders to educate distributors on how they and their clients can profit from merchandise, gift card, and travel brand experiences.” 
 
As part of its participation, Fully Promoted will take advantage of marketing and education material created by the Brand Media Coalition to train its distributors on how to use the BrandMediaCoalition.com to help clients select the right brands and where to source brands from authorized wholesalers. 
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Brands Help Tell Better Stories Through Gifting

Achtzehn
Explains Achtzehn, “As much of 90% of business, event, and promotional gifting is probably purchased at retail because the corporate buyer doesn’t know any better. For years, the promotional products industry has talked about selling brands as part of incentive, rewards, and recognition programs; yet industry research indicates that less than 10% of distributors sell these types of programs,” explains Achtzehn. “While that number will surely increase as more distributors diversify their services, and we will be referring those distributors to our partners in the incentive, recognition, and loyalty business, the biggest untapped opportunity for rapid growth is in the use of brands for business, event, and promotional gifting and corporate amenities. The corporate business is a natural extension of every distributor’s current expertise.” 
 
He continues, “Brands offer a unique opportunity for all distributors seeking to enhance the value they provide to their customers seeking gifts and rewards for business, event, and promotional gifting and the corporate amenities market, yet only a relatively few sell brands today for gifts. The exhibit halls of the major industry shows are largely dominated by non-brand name products, and the major trade associations do not even ask in their surveys the percentage of brands versus non-brand name products sold in business, event, promotional gifting and corporate amenities programs.” 
 
Achtzehn believes that, contrary to a common view in the industry, brands are not just for incentives and recognition but for the same business, event, and promotional gifting, amenity and charity programs most distributors already support. “The entry of Nike, Patagonia, The Northface, Tile, and more into the market have proven that organizations will pay more to include brand names in their gifting programs.”
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High Perceived Value and Emotional Connections

Why? “People prefer brands: give them a choice between a brand name product and a no-name product and people will almost always select the brand, which helps explains the rapid growth of brands in the distributor marketplace. When organizations choose to sponsor an event; select a prize for a sweepstakes or contest, or reward a long-time dedicated customer or employee, they go through considerable lengths to make sure the other brands involved or the ones they select as prizes resonate with their target audience and their own brand. That same approach can significantly enhance a business, event, and promotional gifting program. The more the distributor can learn about the story of their customers and of brands active in the gift market, the more he or she can help customers find the right brand for their program. Companies don’t have time to research hundreds of brands. It’s our job to match brands with the right customers and make sure that distributors and their clients obey all brand guidelines related to their use in business.”
 
That said, “Brands will never replace non-brands in the promotional products market, but there are numerous reasons driving the growth.”
 
The Brand Media Coalition educates the marketplace about the power of brands through the first-ever “brand bible” at BrandMediaCoalition.com, that tells the stories of dozens of brands and counting. 
 
In his role as Outreach Director for the Brand Media Coalition, Achtzehn will oversee the recruitment of brands, distributors, master fulfillment companies, and incentive reps into the program, as well as contribute to the Brand Media Coalition’s mission to promote:
 
1. An understanding of the power of brands. The basic research on how brands tell a story and can be used as a media for companies to enhance their own brands.
2.  An understanding of the client’s brand story and needs—the program, audience, objectives, etc.
3. Knowledge about each individual brand active in the corporate market and the best place to access it for the client in terms of price, customization and personalization, and delivery requirements and costs.
4. A serious respect for the rules of most brands that forbid resale except for approved company stores, loyalty programs, or charities, as well as for the specific rules of some individual brands related to which types of organizations they will allow to imprint their products.
5. Education on how to access brands from authorized and trusted sources with the best appropriate services and pricing. 
6. Effective platforms to maximize the customer experience and efficiency. 
 
For More Information
Bruce Bolger
Bolger@TheEEA.org
914-591-7600, ext. 230
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