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Embracing Change and Building Relationships: The Dovetail Approach to Promotional Marketing

 A Look at the Dovetail Strategic Team's Innovative Approach to Promotional Marketing


Andrew Lell and Michael Conaty are the co-founders of Dovetail Strategic. He and his team went through a process of brainstorming and ultimately settled on a name that reflected their passion for building relationships. They believe in the power of connectivity and are dedicated to creating meaningful connections in their work. Their journey started with Andrew meeting his business partner and continues as they build their company together.



In the competitive world of promotional marketing, companies are constantly seeking unique ways to stand out and make an impact. In a recent episode of the Dovetail Strategic podcast, co-founders Andrew and Michael shared insights into the origins of the company's name and delved into their vision, experiences, and strategies in the promotional product space. This blog post will provide an in-depth analysis of the key points discussed in the podcast and how Dovetail Strategic is redefining the industry's approach to promotional marketing.


The Origin of the Name "Dovetail"

The podcast episode begins with a discussion on how the co-founders landed on the name "Dovetail Strategic" for their company. Sitting in a local sushi restaurant in Nashville, they deliberated on their next move and decided on a name that resonated with their vision. The name "Dovetail" metaphorically represents the strong connection between their team, their clients, and their mission. This symbolism serves as a constant reminder that their goal is to be an extension of their clients and to strategically align their efforts. The addition of "Strategic" emphasized the company's commitment to not just delivering promotional products but also helping clients achieve their objectives through strategic planning.


Creating Meaningful Relationships

As Andrew and Michael continued their conversation, they emphasized their passion for building relationships and connecting with clients on a deeper level. The importance of creating a strong emotional connection with clients was evident in their business philosophy. They highlighted the significance of exceeding traditional industry norms and focusing on providing a unique and memorable experience for their clients. This approach aligns with their "how you like to buy" model, which reflects their dedication to understanding and meeting the specific preferences of their clients, ultimately strengthening the relationships they build.


Supporting Local Businesses

The co-founders also discussed their commitment to supporting local businesses and communities. They emphasized the value of sourcing products and services from local vendors, not only to provide high-quality offerings to their clients but also to contribute to the growth and sustainability of local economies. By sharing examples of partnerships with local vendors for events and client projects, they showcased their dedication to promoting and collaborating with businesses in the cities where they operate.


Empowering Diversity and Inclusivity

In response to a question about supporting women in corporate America, Michael highlighted the company's efforts to enhance diversity and inclusivity in the promotional products industry. They expressed their commitment to providing a wide range of options, including products specifically tailored for women and offering plus-size options, thereby ensuring that their offerings are inclusive and representative of diverse preferences and needs.


Adapting to Changing Trends

Looking towards the future, the co-founders emphasized the need to embrace change and stay current with emerging trends in promotional marketing. They reflected on the company's approach to offering unique and custom-designed merchandise, transcending the boundaries of traditional promotional products to meet the evolving demands of their clients. This strategy, combined with their strong focus on relationship-building, positions Dovetail Strategic as an innovative and forward-thinking player in the industry.


It's evident that Dovetail Strategic's approach to promotional marketing is rooted in creating meaningful connections and delivering exceptional value to their clients. By prioritizing relationship-building, supporting local businesses, and embracing diversity, the company is not only redefining the industry's standard practices but also setting a new benchmark for excellence in the promotional products space. With their unwavering commitment to adaptability, creativity, and strategic planning, Dovetail Strategic is poised to continue making a significant impact in the promotional marketing arena, setting the stage for a future that prioritizes innovation and client-centric solutions.

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