This entry is from Part #3 of the 7 Deadly Mistakes Exhibitors Make When Purchasing Promotional Products For Trade Shows –
“Forgetting Existing Customers”
When most exhibitors think of trade show promotional products, they think of using them for one reason – Using them to drive booth traffic. But I must let you in on a secret, most are overlooking one of the most powerful uses of promotional items, building customer loyalty through appreciation gifts. The bottom line is this… Some of your budget must be used for customer retention.
It Costs 7 Times As Much To Get A New Customer As It Does To Retain An Old One
What do you think is the number one reason customers leave their current supplier? Price? Nope. Service? Nope. It is the feeling that their business is no longer appreciated.
Fortunately, the #1 use of promotional items is in fact – for customer gifts. These gifts foster goodwill and customer retention. Although there are a number of ways to show you appreciate your client’s business, very few of them have the residual impact of re-usable gifts.
You see…not only do promotional customer gifts have the effect of the initial “thank you,” but also the product itself has staying power and reminds them of your appreciation over and over. Picture it like this. Your gift subconsciously says “thank you” every time it is used. That is the power of re-useable promotional items.
Poor Richards Promos 