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Learn More!

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SAVE THE DATE
OCTOBER 5-8, 2023
The Four Seasons Hotel
Las Vegas, Nevada

Save the date for our 2023 Heritage Weekend & Classic at the fabulous Four Seasons Las Vegas in Las Vegas, Nevada!  We'll have information for booking your rooms, programming, and sponsorship sooner than you think, so get in the mood by reliving some of your favorite moments from last year's event in our photo gallery!
Book a Room!
MORE INFORMATION
Heritage Weekend Pictures!
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Member of the Month
​
​John Gumas

President & CEO of Gumas Advertising

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Ancient Greeks are credited with creating arts and sciences, democracy, medicine, and other advances but who knew that they came up with the idea of advertising! A stroll through the ancient Agora would see the sights and sounds of street peddlers and vendors promoting their wares among competitors, similar to how we are exposed to advertising today through modern platforms.

Although technology has shifted advertising to online platforms and consumer demands have evolved, John Gumas, CEO of the award-winning GUMAS Advertising company, maintains that the essence of advertising remains the same: a conversation between two people.

What never changes in advertising in its purest form is quite simple: a conversation between two people.

The challenge lies in delivering the message effectively. Today’s consumers are well-informed and perceptive, and the old-fashioned “hard sell” approach is no longer effective.

The moment somebody tries to sell you, is the moment you lose trust in that person.
 
When someone tries to sell you something, it can often lead to a breakdown in trust. Modern marketing focuses on building trust and credibility before attempting to sell a product. Consumers must be able to relate to the brand before they can trust it.

The key is getting people to trust you, the market to trust you, and your brand. You can then sell a product because they believe you and they trust your brand; they believe in the brand. The new strategy is to sell without selling.

Companies fall into the trap of a one size fits all approach believing every social media platform and advertising platform is suited to their business. That can be especially misleading, when companies look up to the advertising campaigns of industry giants with unlimited advertising budgets. These industry giants have the flexibility to use every advertising platform available without being selective.

When you have $100 million to spend, as Apple, Coca Cola and others—they are the penultimate advertisers. They have so much money to spend and the margin for error is wide.

Smaller companies must account for their finances before deciding on an adverting campaign. Additionally, companies sometimes view their goods and services from what they think is the consumer’s perspective often resulting in making the wrong assumptions.

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​The most common mistake we see with companies is they believe they know exactly what their customers need to hear them say. We believe that guessing is the number one reason marketing campaigns fail. 

Consumers are bombarded by data and their respective attention span continues to wane. John Gumas believes the optimum way to capture their attention is to convey a message similar to the proverbial elevator pitch based on a 30-second opportunity to answer three questions: WHO are you; WHAT do you do; WHY are you different from your competitors. Gumas proffers a fourth, and most critical consideration: what’s in it for you?

That is the essence of posturing Gumas’s clientele as challenger brands. Challenger brands are brands that compete against larger brands. These brands also have to also motivate consumers to want to purchase their goods and services while competing with larges brands who are spending significantly more money.

The most credible form of advertising is when somebody finds you.

Consumers must find you, and according to Gumas, optimization that is based on analysis of search terms is critical to dovetail need with message delivery. The way the message reaches consumers will continue to evolve, and the process of creating that message is mission critical in the advertising industry.

Gumas believes that in the future artificial intelligence, virtual and augmented reality will be commonplace. The next TikTok is just around the corner and the speed and modes to reach vast numbers of consumers will continue to grow. With the evolution and seamless automation of big data, privacy issues will continue to mount.

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​There’s a push right now for privacy. Whether one looks at Apple, Facebook, or Google, requires a change in algorithms to accommodate privacy concerns. As advertisers, we are challenged to deliver the right message to the right people, in a cost-effective way that delivers the highest results for our clients.

Gumas believes that these concerns will push the corporate world towards the adoption of more equitable, customer-centric models and eliminate bad players using big data in deceptive and unfair ways.
 
It’s going to be harder for us to target clients, yet it’s good thing for society, for consumers, and to keep the big players and brands honest.

Gumas embraces challenge and knows that hard work and determination are prerequisites to success. GUMAS Advertising was created to help level the playing field for all brands in competition with conglomerates. His own Greek American story is a testament to the opportunities and success rewarded for hard work, vision, and attention to customer’s needs.
 
So fast forward, this is our 39th year in business and the term challenger brand marketing® is our trademark; we helped create an industry within advertising.

GUMAS Advertising is ranked as one of the top branding, marketing, and advertising firms in the Bay Area with clientele ranging from small companies to large multinationals. John and his partner Craig Alexander just published their #1 bestselling book, Challenger Brand Marketing providing companies with proven, practical, and useful tips on how to help grown their own brands and business. Keeping it short and sweet is the penultimate challenge. After all, John Gumas’ favorite Mark Twain quote reads:
 
I would have written you a shorter note, but I didn’t have the time.

Check Out The Latest Episodes Of Our Web Series!

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Episode 13
Travel Industry
​State of the Union

Click To Watch The Episode!
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EPISODE 23
Dr. Chadwick Prodromos 

Click To Watch The Episode!
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Episode 7
​Demetri Tsolakis

Click To Watch The Episode!

The National Hellenic Society is a proud sponsor of

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Delve deeper into the delicacies, history, and secrets of Greek cuisine with My Greek Table Season 4!

Check your local listings or watch online at video.mpt.tv/show/my-greek-table

Have you heard about the National Hellenic Society?



The National Hellenic Society is an organization established to create a lasting network of Greek Americans that will preserve our heritage through the sponsorship and initiation of programs that support our Hellenic culture; benefit our members and their families; and honor our ancestors.  NHS members represent accomplished men and women in our community and membership is solely by invitation.  As is our tradition, fellowship and enrichment are a prominent part of this society.


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National Hellenic Society

5019- D Backlick Road
Annandale, VA 22003
Office: (703) 256-3180



The National Hellenic Society is incorporated in the State of Delaware as a non-stock non-profit corporation. The Society is an approved tax-exempt organization under IRS Code Section 501(c)(3) and under applicable District of Columbia law and regulations.
© COPYRIGHT 2023 ALL RIGHTS RESERVED.  
DESIGN BY THEMIO CREATIVE LLC.


PLEASE VISIT OUR AFFILIATES & PARTNERS
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  • Home
  • ABOUT NHS
    • Mission & Background
    • Board of Directors & Advisors
    • Corporate Governance
    • Regions & Chapters >
      • Bay Area
      • Boston >
        • Women's History Month
      • Chicago
      • Los Angeles
      • New York
      • Philadelphia
      • San Diego
      • Seattle
      • Texas
      • Washington, DC
  • News
    • NHS News
    • NHS Publications
  • Programs
    • NHS Talks®
    • NHS Talks® Stories
    • NHS Talks® Excellence
    • NHS Talks® Downloads
    • Benefiting the Community >
      • Heritage Greece
      • Heritage America
      • Hellenic Career Center
    • Celebrating Heritage >
      • My Greek Table
      • National Geographic Partnership >
        • Greek Guide to Greatness
      • National Hellenic Museum Partnership >
        • Spirit of the Marathon Exhibit
        • Oral History Project
      • Social Networking >
        • MyParea
        • Hellenic Career Center
    • Advancing Posterity >
      • Tebtunis Papyri Project
  • Heritage Greece®
    • Heritage Greece® Program Overview
    • Heritage Greece® Thessaloniki
    • This Is America Visits Greece
    • Application
    • Heritage Greece Blog >
      • 2019 Blog
      • 2018 Blog
      • 2017 Blog
      • 2016 Blog
    • NHS Talks® Pathways
    • Newsletter
    • Press
    • Social Media
    • Media
    • Heritage Greece Alumni Network >
      • HG Alumni Portal
      • HG Alumni Reunion
  • Events
    • Calendar
    • Upcoming Events >
      • 2023 Heritage Weekend & Classic
    • Heritage Weekend & Classic >
      • 2022 Heritage Weekend & Classic
      • 2021 Heritage Weekend & Classic
      • Heritage Day 2020
      • 2019 Heritage Weekend & Classic
      • 2018 Heritage Weekend & Classic
  • MEMBERSHIP
    • Membership Overview
    • New Member Application
    • Membership Renewal
  • Photos
  • Donate
    • Donate
    • John Aniston Memorial Heritage Greece Scholarship
  • Contact
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