Start of the GWW working group "Pro Promotional Product"
The members of the working group (from left to right): Ralf Samuel (GWW Managing Director), Frank Dangmann (GWW Chairman), Simon Dietzen (display Verlag Managing Director), Manfred Schlösser (Edit Line Verlag), Tobias Bartenbach (Agentur Bartenbach).
During the previous legislative period, the GWW Board decided to set up a working group "Pro Promotional Product". The aim is to improve the public image of the promotional product industry in general and especially of the promotional product. Understanding and trust should be facilitated and built through information and activities. On Tuesday 26 June, the working group "Pro Promotional Product" met for the first time in Mainz. This was preceded by various meetings to discuss the content and a presentation of the targets at the recent GWW General Meeting. The kick-off meeting was mainly about devising and launching a comprehensive database. After all, the messages of the promotional product industry should reach the right target persons. This will provide a basis on which all forms of communication, from the press release to guerrilla marketing, will be able to fully achieve their optimal impact.
The "addressees" will be researched next month in the areas of specialist public, general public, politics, associations, universities and sector public. Each participant in the "starting line-up" of the working group will do his part to compile and qualify the important addressees. Following a centralised compilation of these addresses, the correct "target persons" will be researched in a separate GWW project. As you can see, this will be a complex process. But what use are messages that reach no or the wrong people. Countless public relations projects by companies, associations and other organisations have failed due to an inadequate database. That should not happen to the GWW. In a second step, content formats that optimally serve the different communication channels will be conceptualised.
The members of the working group have agreed to digitally handle much of the work and communication with each other. In most cases, a federal association requires extensive travelling which quickly turns a meeting into a one-day meeting and more. The next meeting of the working group will therefore not be until the Trend in Wiesbaden (14 September). The greater part of the database should already have been developed by then.