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Archive for August, 2008

One Size Does NOT Fit All

Posted by poorrichardspromos on August 5, 2008

This entry is from Part #7 of the 7 Deadly Mistakes Exhibitors Make When Purchasing Promotional Products For Trade Shows – “One Size Does NOT Fit All”

Now pay attention… because just because this is the last lesson doesn’t mean it’s the least important. Here it is in a nutshell – If you’re giving
customer gifts at your show, you NEED to carry different levels of customer gifts to give to different customers.

Think about it this way – say you get 80% of your business from 20% of your customers. Don’t you think those 20% deserve the MOST of your attention and appreciation? I can’t stress this enough. You need to give that 20% something fitting of their contribution to your success.

If you’re giving out a cheaper priced trade show traffic builder at your booth and one of your high end customers comes over? What are you going to do… hand them the same item? Don’t do it! Think and plan ahead to reward your best customers with something that will make them feel appreciated. There are plenty of higher end executive gifts that come in small quantities.

Now keep in mind, for the average customer it may not be important to spend a lot, but it is still important to give them something nice. Remember, they are still your customer… and this is a great way to secure their loyalty. And don’t forget… your competition is likely lurking somewhere around the same show looking for an opportunity to gain your old business.

Here’s something else you might not have thought about. What do you think it says to your customers when the “gift” you give them is one of the items that your company makes? Say I’m a widget maker and I gave you a nice widget as a gift. What would you think? Pretty cheesy right?

It all comes down to this. Your customers will acknowledge the fact and appreciate it more if went out and bought something.

Remember my story about the T-shirt supplier who gave me a pen? I distinctly remember that pen. I remember thinking “Wow this is different – they didn’t hand me a T-shirt or some other product they get for next to nothing.” That thought sticks with me… and it will stick with your customers too.

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