Category Archives for Trade Tips

Two Simple Words

Thank you!“Feeling gratitude and not expressing it is like wrapping a present and not giving it.”  William Ward 

It’s client gift season, and every year companies contemplate the most appropriate way to express their gratitude to the customers and employees that make it possible for them to exist.  Questions around changing corporate policies regarding the value of gifts that are given to customers make it increasingly difficult to know how to express thanks without breaking the rules.  Tight budgets restrict the amount allocated to employee appreciation gifts, and giving something small may be perceived as an insult to that hard-working associate who stayed late every night last week to finish an important project on time.   How does an organization acknowledge the value of customers and employees?  And does it matter?

First:  YES! it matters.  We only have to look inside ourselves to realize that everyone likes to know they are appreciated.

Second:  Start informally, with two small words – Thank You!

Saying thank you to employees seems like the simplest thing we can do to improve morale, inspire change and build mutual commitment.  But in reality, those are the people that are often taken for granted, and as a result, contribute to the turmoil that ensues with high turnover.  Spontaneous, sincere and personal recognition for a job well done will often build and maintain employee loyalty, even when budgets don’t allow for end of year bonuses or expensive holiday gifts.

For customers, especially large corporate buyers that deal with long preferred vendor lists, the purchasing process is a finely tuned mechanism that relies on a calculated price submittal that deliberately omits most of the personal interaction.  Or so we are to believe.  But behind every RFQ, there is a human being that worked hard to put together a process that would deliver the fairest price for the best product.  That person, or persons, deserves our thanks for including us in the process, or, even better, giving us the order.

Finally, as a vendor, thank you is very often the last thing we expect to hear from our customers.  After all, the customer is the buyer – suppliers know enough to understand thanks are in order, but rarely expect the same in return.  On the other hand, that relationship is best served on both sides as a true partnership.  A good supplier with industry experience, product knowledge and strong customer service skills can provide solutions to problems and make life easier for the client.  A simple thank you is an easy way to say you appreciate the effort it takes to be a consistently reliable provider.

Gift season is here.  There are lots of choices for appreciation gifts – from the elite and unique, to the simple and practical.  But before considering those options, begin with two simple words – Thank You!

Keep The Sizzle, Just Deliver The Steak On Time

hugCustomer loyalty has much more to do with delivering on the everyday service promises than with the dazzling one-off experiences a corporate marketing team may execute twice a year.  That is not to say those extra efforts go unnoticed or unappreciated, but if the customer service team keeps the client on hold for 10 minutes, or the airlines are chronically late while losing your luggage, all the fancy reward programs won’t salvage the relationship.

Everyday services are the reason we have customers to begin with.  They expect to pay for those services, and in return, receive the prompt attention and quality of service that has been advertised.  The customer shouldn’t have to email or call three times for a price quote that the supplier claims can happen the same day.  Competitive pricing doesn’t mean the same product or service will be found tomorrow for 50% less.  And on-time delivery doesn’t mean the order arrives a day later than promised.

To increase customer loyalty, there are a few basic things to remember:

  • Build correct expectations.  Everyone’s expectations are different, even for the same service.  Approach each client as a unique individual.
  • Over-deliver:  Attention to detail; consistent, accurate follow-up throughout the entire purchase cycle; and proactive attention to customer needs before they are ready to purchase are all ways to surprise and delight without the fireworks.
  • Correct problems quickly.  Excellent service doesn’t always mean flawless service.  When problems arise, move quickly to minimize the impact on the customer.
  • Reduce their effort.  The work they must do to get their problem solved should be nominal.  Whether the problem is the initial purchase, or the unexpected product flaw after delivery, every customer should feel like they are your only priority until the problem is solved.
  • Stay consistent.   Your level of service should be the same when business is slow as it is when the phones are ringing off the hook.  Your staffing challenges should never become your customer’s problem.

Bottom line, our customers shouldn’t be expected to work or worry about the everyday services they come to us for in the first place.  Deliver what you promise, and your company will reap the rewards of improved customer retention – loyalty, repeat business and positive promotion.

(Image via  Hugh MacLeod at Gapingvoid.com)

Pens … We Never Have Enough!

spectrum penBecause of their mass appeal, writing instruments remain one of the most popular giveaways for corporate marketing events, ranking third in market share of all branded merchandise sales, right behind t-shirts and bags.  To feed the world of pen-hungry recipients, pen style options range from the mundane stick pen to the 14K gold executive fountain pen, with styles and price points to suit every taste and budget.

Financial institutions have long known the power of the pen, giving away countless basic pens in brand specific colors with logos and tag lines that remind the recipient where to go for their next loan.  Entertainment and media giants use pens that allow for multiple rolling messages to advertise their shows, web sites and concert dates.  For companies that work with art establishments and the creative community, The Museum of Modern Art in New York and a well-known promotional merchandise supplier have collaborated to produce pens that showcase innovative materials and embrace MoMA’s design sensibility…simple, good design.

To increase their appeal, pens can be packaged with other promotional items to drive home a marketing campaign or internal corporate initiative.  A pen combined with a business portfolio isn’t exactly unique – but what about a group of low-cost colorful pens in a coffee cup as a welcome gift for new employees?  or a stylus pen with every new touch-screen device?  or a high-end personalized pen combined with a framed award certificate for top performers?

There is a large culture of people who love their pens.  Pens that have fine or thick tips; pens with rubber grips that make writing more comfortable; pens that light up for reading in low light; or maybe just a pen that fits exactly right into the inside pocket of our jackets or purses.   For countless reasons, we never have enough pens.  So the next time a corporate buyer considers pens for a gift or promotion, it’s a good idea to take the time to explore all the ways to make this otherwise ordinary item extraordinary!

Improve Employee Morale – Go Glamping!

glampingAccording to Glamping.com, “Glamping is short for glamorous camping.  It is a way to experience the splendor of the outdoors without forgoing the creature comforts you can’t live without.  Whether in a tent, yurt, airstream or treehouse, it’s camping on a grand scale.”  So, how does this new, hip global trend help us to achieve our very practical business goals?

Whether the goal is to grow sales, recognize employees or improve customer retention, travel and destination experiences rank among the most successful of many different recognition strategies.  And, more than likely, Glamping is a travel experience most of your audience has not undertaken, but would happily embrace.

The options are as endless as the areas of the world we would all like to explore. You can bring your group to Switzerland to explore the Alps and then retire to a dome pitched on a raised wooden platform with organic luxury bedding and full-service bathroom; or fish on Idaho’s Salmon River with the chef preparing stuffed morel mushrooms and braised free-range chicken with fennel puree and blackberry compote served on linen tablecloths with a carefully matched wine; or, if your budget is more modest, associates can enjoy luxury sleeping tents in the mountains of North Georgia without the perk of professionally prepared high cuisine, but with the same reliable service as a top quality bed & breakfast.

Travel incentives have long been drivers of motivational value.  And giving your participants the chance to experience a destination with “WOW” factor is a time-tested way to improve on the results.  Glamping may be just the thing to ignite that feeling!

When It Comes To Branded Headwear, Think Beyond Twill

cable beanieWhile cotton and twill baseball caps have always been the “go to” choice when considering a hat for a branded giveaway, there are other styles and materials that should  be looked at when the cold weather hits.

Hats, as a category, enable advertisers to place their logo or marketing message in an ideal position for maximum exposure.  So why not take advantage of that exposure on hat styles that appeal to all ages and demographics?  There are fabrics that offer performance features like extra warmth or moisture wicking; and there are styles that appeal specifically to certain audiences, such as hunters, women, youth markets, golfers and sports enthusiasts.  A few examples:

  • Wool cable knit beanies come in a variety of styles from standard knit skull cap to those that offer ear flaps and pom poms.  They appeal to the youth market, outdoor enthusiasts and those who work outside.
  • Viscose wool herringbone newsboy caps are fashionable hats that never went out of style.  They can be seen on young professionals, corporate executives and youthful city dwellers.
  • Corduroy comes back every year in engineers caps, military caps and modified baseball caps.  These work best with the under-30 crowd, but depending on the cut and style, fashionable consumers of all ages would wear this comfy alternative.
  • Straw hats are available in classic men’s and ladies sun hats, fedoras, visors and cowboy hats.  For summer promotions, this is a popular choice with all age groups.
  • Microfiber caps offer breathability in the hot weather, and some styles are available with SPF ratings for sun protection.  Golfers and sports enthusiasts appreciate this popular cap choice in place of the many other twill caps they most certainly already own.

Depending on your audience and where the hat will be worn, thinking beyond the standard twill ball cap can set your brand apart from all the other companies that give away logo headwear.  Ask for choices – you’ll be surprised at the all the ways that branded hats can fit the bill!

A Case Of The Blues

blue-peacock-keiser_1338_600x450This summer, the world’s top designers have rolled out fashions in every shade of blue, from icy blues to deep denim blues, and everything in between.  The color is often associated with health, loyalty and wisdom, so it is also a natural fit for many corporate logos and promotional apparel choices.

According to Karen Haller, an internationally renowned business color and branding expert, brands use blue to seem calm and logical.  Blue relates to the mind, so consumers associate it with logic and  communication.  It’s also serene, like the ocean, and calming to look at.  However, the wrong tone of blue “can make a brand appear cold, aloof and unapproachable”.  She goes on to say that companies can double their branding message by seriously considering color choices.  The results are seen in 3 key areas of the business:

  • Makes your brand instantly recognizable
  • Stand out from the competition
  • Increases sales and profits

Considering all the choices in the various shades of blue for hats, shirts, and jackets that are offered by promotional industry suppliers, there are no shortage of options to capture exactly the right hue for every corporate purchase.  The next time you ask your branded merchandise provider for product samples, be sure to request a variety of colors, as well as different styles, so your color message is clear!

Photograph by Anne Keiser for National Geographic