You may have read this column/blog over the years and know of my dedication to what our trade associations can do to better promote and professionalize our industry.
The greatest value offered by ASI, PPAI, and SAGE has historically been their sourcing databases. All three have also offered education to enhance trade show attendance and provide value to their paid members through online education programs developed over the past few decades.
As a semiretired veteran of the promotional products industry—and an octogenarian—I spend a lot of time using artificial intelligence, both for fun and as a member of my HOA board of directors.
Recently, just for fun, I asked AI to do some sourcing for me. First, I asked it to crack the ABC-PQR code. It did.
Then I took a screen capture of a product from a top-ten supplier. The image included the supplier’s catalog price. In less than a minute, AI gave me alternative sources, many alternative sources. I continued to drill down, ultimately ending my AI conversation by asking for contact information.
This experience made me wonder about the future value of paid search engines.
I predict that those who provide search engines are racing to embrace AI in the most efficient and creative ways possible. Currently, unless I have lost touch, they have a very high cost of data entry and maintenance. AI will undoubtedly reduce that burden.
However, that is not why I am writing this column today.
The real race is for some entity, whether a business or an association, to provide the most needed continuing education of our time, focusing squarely on technology.
I am not talking about a single online peer-to-peer seminar. I have conducted scores of one-of-a-kind workshops, and I know their value. I am talking about a full-fledged academy dedicated to delivering the knowledge and skills needed to navigate AI platforms and services to enhance professionalism, sales, and profitability.
It means building a library of knowledge. It means focusing on ready-to-use programs and directly integrating them into day-to-day business operations. It means providing a full menu of resources rather than an occasional foray into technology.
It means hiring a director of digital education, licensing or renting curriculum, bringing in outside specialists, and delivering this education when and where it is most convenient for the individual learner.
The focus should not be on training a company. It should be on developing the individual. In other words, this is professional development—and it deserves its own certification.
Take a product such as Canva. This graphic wonder is very useful. Learning it and doing a deep learn will help every person. This is the type of training that needs to be provided.
My guess is that, every week, for the foreseeable future, new AI programs and services will come our way to assist with art, creative work, sales, marketing, presentations, research, analytics, and countless other functions.
Imagine a service bureau somewhere within our industry that aggregates what is out there, filters out the noise, and delivers practical, industry-specific education. That company or association would be providing true value to industry professionals.
I go back to my opening point about my dedication to the value of trade associations.
This is a golden opportunity for ASI, PPAI, or the regional associations to establish themselves as leaders in this service area.
No supplier or distributor can do this alone—not unless they are among the top 5% of our industry. PPAI and the regional associations need to demonstrate true, ongoing value to their members.
Sooner or later, trade shows will change dramatically, if not disappear in their current form. Sooner or later, search engines will become increasingly AI-driven and, in many cases, homegrown and customized.
The race is on to build UofAI, the University of Artificial Intelligence, an educational platform designed to use AI to build professionalism, increase business efficiency, and improve profitability throughout our industry.
I’d like to put my money on the regional associations. But history tells me ASI will probably be first to the finish line, followed by SAGE, and then a bunch of also-rans.
However, I think there is an opening for a new generation of industry entrepreneurs—freshly minted graduates, perhaps the children of current industry practitioners—who see the opportunity and have the vision to develop it.
It is, in some ways, what David and Eric Natinsky did when they created SAGE.
Like you, I will watch and wait to see who recognizes the opportunity, takes the lead, and ultimately wins the race.
Let’s go to the races.
Joel D. Schaffer, MAS is CEO and Founder of Soundline, LLC, the pioneering supplier to the promotional products industry of audio products. Joel has 48 years of promotional product industry experience and proudly heralds “I was a distributor.” He has been on the advisory panel of the business and marketing department of St. John’s University in New York and is a frequent speaker at Rutgers Graduate School of Business. He is an industry Advocate and has appeared before the American Bankers Association, American Marketing Association, National Premium Sales Executives, American Booksellers Association and several other major groups. He has been a management consultant to organizations such as The College Board and helped many suppliers enter this industry. He is a frequent contributor to PPB and Counselor magazines. He has facilitated over 200 classes sharing his industry knowledge nationwide. He is known for his cutting humor and enthusiasm in presenting provocative and motivating programs. He is the only person to have received both the Marvin Spike Industry Lifetime Achievement Award (2002) and PPAI’s Distinguished Service Award (2011). He is a past director of PPAI and has chaired several PPAI committees and task forces. He is a past Chair of the SAAGNY Foundation, Past President of SAAGNY and a SAAGNY Hall of Fame member. He was cited by ASI as one of the 50 most influential people in the industry.