At school we are taught to keep our eyes on our own work. In business staying aware of what your competitors are doing is probably a good idea.
Most marketers would agree that an idea doesn’t have to be original to be effective. Sometimes an old idea in one industry can be new and innovative in another.
When selecting promotional items it’s helpful for marketers to stay on top of trends. As a supplier I consider it my job to keep clients informed and introduce new ideas. It’s one of the things I love best about the job.