Certification Sound Off


Since our website went live, we have received thousands of inquiries and comments from its visitors. They have been about every aspect of the promotional products industry, with particular curiosity about the CAS and MAS certifications awarded by PPAI.

Before we give you our opinion, here are a few examples of the more than 400 responses we have received from our readers on that topic:

I am not sure if a CAS/MAS degree makes you more credible or respectable. After hearing about Peter Jennings never graduating high school, I have to question the whole process; but for the average person, I think it helps a great deal. There are always exceptions to the average person.

I think PPAI helps people gain skills they do not currently have or to have a better understanding of the process of selling promotional products. I believe it helps people gain insight into how promotional products should be or are used in every day business. Michael Orzech--Promotion Magic

In my humble, regional association ED opinion, I think the MAS/CAS designation is a WONDERFUL tool if it is communicated properly. Colleagues, peers, employers – not a difficult thing for them to understand. However, if it is not communicated properly to the end buyer, then it makes absolutely no difference. End buyers are looking for the best products or the best deals (depending), and, personally, I don’t think the designation makes a difference to them. However, I will continue to promote the MAS/CAS designations because of the recognition one can receive WITHIN the industry and the personal pride one feels when achieving a professional designation. Mary B. Henaghan--MAPPA Executive Director

I’ve had this discussion with many people. They like the credentials but it doesn’t seem to be a factor in either retaining business, attracting new business or raising an average sale amount. Andy Fulgham—Atlantic Logowear, LLC

"CAS" is on my cards and my clients ask about it. It has strengthened good relationships. It is one more statement about what we value.

CAS/Mas material is very basic. I believe a larger percentage of industry professionals would attain and hold certification if it were truly as challenging as other professional certifications. Just speaking personally, if the class work required real challenges and "graduate level" work, I would find more time to do the work . Bruce Reissaus, CAS--Advertising Specialties Alliance

I don't think certification is necessary. Not a single one of my prospects or accounts has ever asked me about certification. It has never prevented me from making a sale or garnering respect from my clients; nor do I believe that if I had "letters" after my name, anyone would know what they meant or be any more likely to conduct business with me. Sheila Ziegler--Bradley Marketing Group

Since I'm the only CAS in my Chambers of Commerce, it has certainly positioned me as being a professional. We all need to be distinctive and this has helped me be that way. Evelynn Kelly, CAS--Shamrock Promotions Unlimited

I have been in this industry a long time--since 1969. When I attended the SAAI shows (I think that was the name back then) and then the PPAI shows, I actively attended education seminars at every show. I loved the seminars and learned a tremendous amount about our industry and how to sell advertising specialties. I also learned how products were made and decorated which has helped me tremendously. I made friends with many other distributors and suppliers and also served on a PPAI committee. It was a great experience and has helped me tremendously over the years of selling in this great industry. I was never interested in the CAS or MAS certificates because I never felt like they would mean anything to my customers and clients. I still believe this today and I have no regrets about not registering all of the classes and seminars that I have attended. I could have had the MAS certificate long ago. My customers and clients are interested in my products, my ideas and how effective I am at servicing them and their projects.

The Internet has changed everything! Now trade shows are not nearly as important to me. I am watching the industry and the shows that are taking place and I am curious to see how they evolve or dissolve. I will not attend an ASI show. So, the CAS and MAS designations do not mean much to me in regards to my customer relationships. However, they do mean a lot to me as to what they stand for. The folks who use them next to their name are showing their pride in their determination to be “The Professionals” in the industry. My hat is off to them. I think that these designations mean much more to their contemporaries and to the suppliers and distributors in our industry than to clients or potential clients outside of the industry. As the industry evolves, I may change my opinion. Charlie Jordan--Jordan Marketing, Inc.

I’m proud of my designation and keep it up. I think it is good for the industry. I do get asked about it when clients see it on my business card but it is hard to tell if it increases sales directly but a little extra credibility and education can't hurt. Scott Larsen, MAS--Great Promotions!

As you can see, people in this industry have different opinions about the value of the CAS and MAS designations. But one theme does run through most of the comments—that the majority of distributors see value in the certifications. They feel that many good things come from the effort that is required to complete the education hours needed to earn the designations.

Now I have made a personal decision about attainting certification. Since 1983 when I visited my first PPAI Show, I have completed a variety of courses that give me enough credits for my CAS. And even though I doubt that I have ever personally lost a customer because of my own lack of certification, the responses from our readers have inspired me to take the steps necessary to complete the certification process. I look forward to proudly adding the CAS letters to my business card. I encourage you to do the same.