Ann Baiden - Stretching Customer Service
WORK
A man who stops advertising to save money is like the man who stops a clock to save time,” said Henry Ford. This quote resonates with Ann Baiden, president of Innovatex Solutions Inc., based in Richmond Hill, Ont.
“In the end if it’s not the right notebook or promo item, if it doesn’t fit with what you’re representing and your brand, then you’re not really saving five cents,” says Baiden.
She continues to explain that Innovatex goes beyond just providing a promotional item. “There are clients out there that only look at the bottom line; while it’s good to consider cost, if the product you’re picking doesn’t match your brand then the best price isn’t necessarily going to get you the result you’re looking for.”
The result she is talking about means that as a distributor she has a duty to help a company build their brand. The company plans, from start to finish, merchandise that fits with their clients’ image and brand.
“The exciting part about this industry is being able to meet the needs of someone else and see what the results are — it’s taking it to the next level.” The next level is giving the client options — lots of them, and this only happens from extensive product knowledge.
A recent example is a self promo for Innovatex: a girl held a recycled tote bag with a water bottle peaking out in one hand and a cell phone with a QR code in the other hand. There’s also a jacket and T-shirt with a logo, and a bracelet with a logo. “Instead of just a logo, why not add a QR code, an image or tagline that portrays your message?” The QR code can take a user to a specific page on product information or a contest tool for a trade show, while the placement of the creative can also have a huge impact.
“Clients are no longer limited to one-colour imprints and left-chest embroidery; they can have full colour on many items at reasonable costs, and use new innovative methods of putting their logo on clothing to maximize impact. In other cases the product selections themselves tell the story.” Baiden also puts a high value on going the extra mile in other areas of business.
Many of their U.S. and Canadian clients have multiple offices. “By Innovatex dealing with the ordering for all locations, it creates brand consistency and is a better value for the client from both a time and volume purchase standpoint. We manage it all from concept to delivery.”
Baiden would also bend over backwards in her personal life — literally.
PLAY
As a gymnast, Baiden jumped at the chance to try a new style of yoga where participants bend and manipulate their body while hanging from low-hanging fabric. “I love to fly or be upside down. And now I have a whole new appreciation for Cirque du Soleil.”
With a background in gymnastics and skating, jumping and flying through the air come naturally for this mom of two. The kids also participate on Friday night’s gymnastics class: “The kids look forward to it all week and when they see me flipping through the air they say, ‘this is what Mommy does.’”
The contortions might seem outrageous at first, but learning a new move often means participants laugh so hard they get an extra abdominal workout at the same time; it’s also her stress relief.
“I like that you can’t move too quickly — you have to slow down and focus. If you move too quickly, you go flying. It really helps clear your mind for an hour.”
Her health, both physical and mental, has always been important. Her father died from a heart attack at 64 — she’s never wanted to make age an issue that will slow her down. She adds that most of the aerial participants are young 18-year-olds. “And then there is me — I’m more than twice their age and they can’t fathom in their mind that I am there. I live every day to the fullest — I want to make the most of life.”
