10 minutes with Paul Sung, Online Sales Director, Tarsus Group

Paul Sung is Online Sales Director for www.promotional-merchandise.org.uk and other products in the Tarsus Group. Our interview with Paul continues our quarterly dialogue with key players in the promotions industry. Paul is in direct contact with a cross section of subscribers to, and advertisers on, www.promotional-merchandise.org.uk and so has a very broad view and understanding of the promotional industry.

In our '10 minutes with …' interviews, we will also reveal just one little thing about our candidate that colleagues in the promotions world would be surprised to hear!

Paul joined Tarsus in 2001, having previously been with major publisher, Emap Group, working on a number of B2B trade magazines and exhibitions, in both the recycling and retail sectors.

www.promotional-merchandise.org.uk is well established in terms of an online business – being 13 years old – and Paul has been directing the product over the last eight years. The site averages over 60,000 unique visitors a month with over 1,000 top search engine positions, attracting buyers from virtually all of the top UK blue chips such as BMW, Barclays and Tesco, through to SMEs.

In his own words, Paul gives his view on the ever-evolving promotions industry.

How did you become involved in the promotions industry?
The main reason I became involved in the industry (joining Tarsus from a larger media group (Emap)), was because I saw an exciting opportunity to help develop the online business division at Tarsus. I already had experience working on trade magazines and exhibitions, so I wanted to broaden my experience … and add another feather in my cap working on Online Media!

The number one project was working on www.promotional-merchandise.org.uk and I am pleased to say it really took off in a big way.

What has changed about the industry since you joined?
The key change from my perspective has been the change in the sourcing habits of corporate buyers who use the internet as their first/main port of call to source promotional products, when they were previously relying on traditional contacts, trade magazines, trade shows, etc. This has enabled www.promotional-merchandise.org.uk to grow and flourish. Don't forget, when I joined the industry in 2001 – 2002 there was still a reluctance from advertisers to market themselves online after the dotcom bubble burst.

In more general terms there has been the growth in sourcing products from afar which has been a great challenge for UK distributors and suppliers over the last eight years. It’s also noticeable that we have many more enquiries and requests on the site for the technological gadgets, such as USBs, nowadays.

How do you think the current financial climate will impact on the industry?
The promotions industry is sensitive to the economic climate, so I believe that some of the less well-run distributors will struggle and there will be a slimming down in the numbers operating in the industry. In times of recession, trust becomes more of a key factor for buyers – as important as price. So buyers will choose companies they feel are the best run and most established. We believe we are in a strong position to continue to deliver excellent visitor numbers in 2009 and beyond as our visitors want to use a brand they have become familiar with over the last 13 years and I believe our advertisers will focus their marketing using trusted, experienced partners such as www.promotional-merchandise.org.uk, who know how to generate leads and help them with their online marketing.

I think we will also see promotional companies invest higher proportions of their budgets in online marketing so we need to be positioned to support our clients. We are continuing to focus on increasing our search engine reach in relevant areas and we will be improving the site user experience. I believe companies will need more than ever to use services such as ours to support their online strategy, and those that over rely on pay-per-click campaigns will suffer.

What do you like most about the industry?
I personally enjoy working with the great variety of our clients on a day-to-day basis – no two days are the same. The promotions industry is a fast moving industry and I like the fact that the people I work with tend to be decision-makers who are approachable and will listen, evaluate and act fairly quickly.

If you weren’t in the SP industry, what would like to be doing?
I think my hopes of being the star attacking midfielder for Everton Football Club are sadly gone now! If I had to leave the industry I would like to have a crack at building up my own business, probably with a strong online theme.

Who do you admire/respect most in the public eye?
Recently in the public eye I really respect some of our Olympic heroes such as Rebecca Adlington and Chris Hoy – their devotion and commitment to achieve their goals is fantastic. Of past times I would choose figures including Churchill – our wartime leader and hero, John Lennon – amazing musician and fellow scouser, Sir William Beveridge pivotal founder of the NHS and Dixie Dean (Everton’s record goal scorer). In the public eye at the moment those I admire include the Dragons on 'Dragons Den', Barack Obama (though the real work starts now) and Homer Simpson. How's that for an eclectic mix!?

What do you like to do to relax?
Firstly and foremost, spending time with my wonderful family – I have three young children so am not sure 'relaxing' is quite the right word to use when spending time with them, but it is always fun! I enjoy getting out now and then, perhaps to go for a nice meal with my wife Fiona. I make regular visits to the gym and play a bit of five-a-side football to try and keep fit. I am also an Everton season ticket holder so let off a bit of steam going to the game – again 'relaxing' is probably not the correct term to use especially with our home form this season.

One little thing about me people don't know –
Shayne Ward performed with his group at my wedding in May 2005, a few months before he went on to win X Factor. He used to be part of a group called 'Destiny', who are friends of my auntie. They were fantastic, Shayne ended up serenading my mother-in-law and making all the females at the wedding swoon!

Paul Sung
Sales Director
Tarsus Group
psung@tarsus.co.uk

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