Nigel Toplis explains how it understands what makes customers respond and how franchisees can more effectively promote their business
We understand what makes customers respond, we understand customer behaviour and we understand how to help our customers influence their customers.
I wanted to take this opportunity to write about how franchisees can more effectively promote their business.
The basic facts
Promotional products are the single most effective means of creating brand awareness, when used in conjunction with direct marketing.
You can target exactly who you send the product to with no high wastage factor of TV, radio or press. And by controlling the number of items sent you control the budget.
Promotional products ‘do what they say on the tin’
94% of people who receive a promotional product remember the brand more than six months later: source BPMA
79% of people indicated they would likely do business with the company again after receiving a promotional item: source BPMA
87% of recipients kept a promotional item for longer than a year, with 30% retaining items for between three and four years: source BPMA
Promotional products work!
56% reported an improved impression of the company after receiving a branded item: source BPMA
So, how do you maximise the effectiveness of promotional products?
Three key factors:
Personal
The most effective product is that which is personal to the user
A product with their brand or, more impressively, with their actual name, is highly effective and will elicit a response
Now, you can’t put an individual name on every product you send out but the days of having to do a minimum order of thousands is gone!
So, if you want to send something special and personal to twelve influential buyers then you can (and should) do so
Useable
In a B2B situation you’re looking for a product to remain on the desk and be personal to the individual receiving the product.
According to Sourcing City’s market data report, the 10 most popular promotional items are: bags, pens, sports drink bottles, travel mugs, jotters, keyrings, mugs, chargers, note pads and seeds.
10 years ago, you would have seen calendars, mouse mats and calculators at the top of the list – so some items may have changed BUT what hasn’t changed is the need for companies to communicate with and promote to their client base.
Moreover, what remains critical is that each of the products can be personalised, branded and ‘messaged’ ensuring that the item is ‘intimate’ and so retained.
A product that’s useable is retained; a product that’s personal is retained and a product retained is remembered and a product branded with your company details and personalised with theirs becomes a call to action!
Memorable
Something different or particular to an event or time of the year can also have the effect of raising awareness in the mind of the recipient.
For instance, a mug branded one side with your logo and personalised to the recipient on the other filled with small chocolate eggs and sent out at Easter will be remembered.
In short, if you can be personal, useable and memorable at the same time then you’ve found the right tool to promote your business.
