The Power of Promotional Gifts and how they win you business
It’s a jungle out there. Take your eye off your
customers, and your competitors swoop down and grab them. Ok, maybe a
little dramatic, but customers often aren’t as loyal as you’d like
to think. Building relationships increases the loyalty odds and, as we
know, loyalty = repeat business. You’ve gone to the effort of gaining
the customer, it doesn’t pay to ignore them now.
Free gift inside
A time-bound discount is sometimes a good way to prompt people
to buy, especially for customers who are solely motivated by price. But
that’s not everyone. The trouble with discounting is it sets an
expectation of a lower price next time the customer is ready to buy.
Consider giving them a free gift with their purchase instead. One
benefit is that it incentivises the person placing the order – and that
may not necessarily be the person paying the invoice. Think of all those
airline miles, paid for by companies, redeemed on trips to Barbados. Or
the stationery supplier who gives a free pack of biscuits with every
order, compared to the one who’s a little cheaper. Who do you think
the office junior will order from? Correct. And their next tough
decision is who’s going to brew up.
Promotional gifts, really work…
…as a thank you
• After a customer has ordered, to thank them for their business.
• On the anniversary of their first order
with you. A reminder that you appreciate their business.
• At Christmas. It’s a time for giving and ensuring you’re remembered in the new year.
…as a give away
• At trade shows. If they make the effort to visit your stand, don’t let them go away empty handed.
• To everyone who attends your
conferences or meetings. If they’ve forgotten a pen or
something to write on, give them something branded with your details
which they’ll use and take away with them.
…as a call to action
• To encourage an order. Order by the end of the week and receive a free XX!.
TOP TIP – A thank you is more powerful when the
promotional gift is sent separately, rather than in the box with their
order. It shows you’ve gone that extra mile.
The World is your Mousemat
So how do you go about choosing the right promotional gifts to
get your message across? There are thousands of gifts available - from
the clever to the bizarre. Here’s some top tips to help you decide
what’s best for you:
1. Make them useful
89% of people say they would keep an item if it were useful. Makes sense, if it has a use, customers will use it.
2. Make it complement your business
If the gift is relevant to your business or your customer
demographic, you won’t get funny looks. Try a bottle opener if you run
a wine shop. Or a sports bottle if you run a gym. How about a mousemat
if you repair computers?
3. It’s about perceived value
How much it’s worth to the customer, rather than what it
costs you. The more valuable your gift is perceived to be, the better
the response. For instance, a wall planner might cost you as little as
30p/45c each - but your customer would have to pay ten times that to
buy one from a stationery shop.
Talk to your local printing.com studio and find some gifts to suit your business.
Top 3 benefits of branded promotional gifts:
1. Increase your brand awareness
76% of people say they can name a brand or organisation featured on
promotional merchandise on their desk, without having to look for
2. Encourages reorders
Over half made a purchase from businesses who had branded promotional merchandise on their desk.
3. Knockout the competition
Your details on their desk, or in their briefcases, not your competitors.