by William Ng | April 04, 2011
Pete Mitchell, director of business-to-business sales for Samsonite, promises to bring a harder-hitting leadership style to the Incentive Manufacturers and Representatives Alliance (IMRA), a strategic industry group of the Incentive Marketing Association, as its 2011-2012 president.

Taking over for 2010-2011 President Charley Mann, of Charleston, SC-based PMA, Mitchell outlined IMRA’s four-tier strategy for taking the incentive association group forward at its Marketing Conference in Nashville. The four hinges are member relevance, external alliances, financial stability, and marketing and communications. 

Through these four points, Mitchell wants to raise the involvement level among IMRA members, deepen IMRA’s working alliances with other incentive and promotional product industry organizations, and expand the organization’s outreach to the incentive industry and trade media. 

Some of this work has already begun, through small working groups led by prominent IMRA member individuals. Vilia Johnson, president of Brandsource Incentives, has been leading the Education working group, developing a speakers bureau that can perform outreach into the promotional products industry, as an example. 

Speaking to about 170 conference attendees gathered at the Hutton Hotel, Mitchell said, “I know I have a different style than Charley. Everyone in the room has a role to play. I need all of you committed, and with our collective brain power, I like our chances.”