10 minutes with John Wray

Continuing our quarterly interviews with the movers and shakers in the promotions industry. Called '10 minutes with …' these features offer a snapshot of the chosen person's career in the promotional sector and their thoughts on the industry. We will also reveal just one little thing about them that their colleagues in the promotions world would be surprised to hear!

John Wray has been involved in the promotions industry for almost 25 years and today is involved in the sector in many ways. He is on the board of PROMOTA, sits on the International Committee of US-based PPAI and is joint MD of distributor Sunbase. He has recently gained the CAS (Certified Advertising Specialist) qualification after successfully completing his exam in Atlantic City earlier this year. He is the first UK holder of this qualification. He also runs four breakfast meetings a week, plus a lunchtime one. If you are worried about his figure with all this eating – don't … he also exercises with 10 rounds of boxing twice a week! To say he's energetic is an understatement. But his energy is also evident in his passion for the promotions industry.

We know you've been involved in the industry for nearly 25 years, but how did you become involved in the promotions industry?

I was in the motor trade, someone came in to the office with a bunch of pens tied with rubber bands and asked me to give them out to some of the boys in the warehouse. These were quality pens designed to promote a local cash and carry, and it struck me that his was terrible way to devalue the product and the brand it was promoting. I've always had an interest in print and design, as I was involved in ordering it, so I started supplying promotional products part time. Things snowballed and it quickly became evident that I, along with my wife, Margaret, needed to devote our full time attention to our promotional product business.

What has changed about the industry since you joined?
In the early days it was all about simply supplying the products. Today, products are still an extremely important element of any sales/marketing campaign, but it's how that product fits into a programme that's important to me. In fact, I look at it the other way and encourage clients to tell me about the campaign and its aims first of all, then I can supply a really appropriate and possibly bespoke product. My remit is to provide interesting products that will grab the attention of the target market.

Also, sourcing from the Far East and Eastern Europe is more prevalent today and this brings with it many challenges. (See my piece on checking the supply chain on this website.) link

What changes would you like to see?
I'd like to see a move away from price being the most important element to the recognition that return on investment is what really counts.

What do you like most about the industry?
It's fun, you don't know what's going to happen from the time you walk through the door in the morning. I like to make my customers smile whilst we're doing business. Also it's a constantly changing sector, with constantly changing parameters.

Any dislikes?
Over the last few years there has been entry into the industry of people with little or no understanding of it and operating on the peripherals of it selling on price with no appreciation of the product. After all, isn't a pen is just something you just write with? Of course it is not and the professionals in the industry know and appreciate that. Just because you supply a pen to a client cheaper than your competitor, does not make you a good distributor. I would like to quote the great Victorian thinker and social commentator, John Ruskin, who said, "There is hardly anything in the world that some man cannot make a little worse and sell a little cheaper. People who consider price only are this man's lawful prey."

In the world of promotional merchandise there is no substitute for quality, whether it be a plastic carrier bag, a pen, a mouse mat or an idea, and the sooner everyone in the buying/supply chain realises that then the more we will be seen as a professional Industry.

If you weren't in the promotions industry, or you didn't have to work for a living, what would like to be doing?
I love this industry, it's not like going to work, but if I did have to have a change I'd focus on dancing. Margaret and I have been involved in Latin-American and ballroom dancing for many years … you should see our Argentinean tango!

Who do you admire/respect most in the public eye?
Albert Lucky (MMS International) who inspired me to get involved in the education side of the industry, which is something I am also passionate about. I am involved with the local university in Cardiff (UWIC) and University of Wales, Newport, as a guest lecturer. I am also lobbying to get a promotional products module as part of the business study course.

I also admire Dr Ivan Misner, the founder of BNI and later the Referral Institute, for his revolutionary approach and development in the practical application of networking.

What's your typical office day?
Up 4.45am, take dogs for walk, get ready for work, leave 6.15am for my first appointment of the day, which is usually one of my BNI Chapters (I am an Assistant Director with BNI) for a networking meeting. I'm in the office by 9.15am, and I like to have one-to-one meetings once a day with people from my referral groups. I take a break at lunchtime if possible and then work through the afternoon, dealing with appointments and e-mail. Maybe, I'll have an online conference call with 60 delegates of the Referral Institute.

In the mid-afternoon when the US wakes up, I'm on the phone to my American colleagues, as we have lots of contacts there. At approximately 5.30pm, I'll go to gym. At 7.15pm I go back to office and work 'til 10 or 11pm, except on the evenings Margaret and I go dancing.

What do you like to do to relax?
The aforementioned boxing, dancing, walking dogs and I am a serious BBQer (anything less than a pig on a stick is not a BBQ, it's a cookout). I'm also involved in greyhound welfare.

Do you get involved in industry events? If so, which type do you enjoy most?
I take part in the Promota show in the UK and Expo in Las Vegas, plus various award ceremonies in the US. I'm currently working on developing two educational modules for Expo 2009 show.

Tell me something about you that nobody in the industry knows?
I also run a company called Exquisite Tastes, which are chocolate and Champagne, or chocolate only, tasting evenings for corporate events. I enjoy Cajun and Creole cooking, hiking in the desert and canyoneering.

John Wray
www.promotional-product.co.uk

Editor's comment: I feel exhausted just reading this!
If you think your involvement in the industry is interesting enough for you to take part in our quarterly interview, then send me an e-mail with some details.

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