Location: New York, NY
Industry: Marketing, promotional products
President and CEO
MERCHANDISE THAT TELLS STORIES
Axis Promotions specializes in brand development in the promotional products marketplace. “We help our clients tell stories that change behaviors, through the use of tangible, imprinted merchandise,” says president and CEO Larry Cohen. The company’s success has been fueled by a commitment to making merchandise tell a client’s story. “In our industry, there is a tendency for clients to focus on the product first and just want to add a logo to a random item. This reduces the branded merchandise to a commodity product. Axis’ mission is to find the right creative product that reflects and reinforces our client’s message,” says Cohen.
Quick Tip: “A great leader hires the right people and then trusts them to do their job.”
The commoditization of merchandise also has a flipside for Axis. “Being perceived not just as a product-based company, but as a company that exemplifies creativity and strategy, proves challenging at times,” says Cohen. “We devote a lot of time to educating our new employees about how to develop client relationships built on trust and results. Since this process takes time, it’s not easy for us to get new people up to speed quickly. … We are working hard to solve this problem by building a pipeline of new people and setting up a mentoring/coaching program to get new people up to speed faster.” To keep its success going into the future, Axis is refreshing its e-commerce department, investing in new tools and purchasing options for clients.