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Gain Customer Referrals
Promotional products help encourage customers to provide you with the names of friends and associates whom you can contact in the future. A university study found that customers who receive promotional products are more willing to provide these leads than customers who don't receive promotional products.
This study was conducted with 20 independent beauty consultants, half of whom distributed promotional gifts to customers; the other ten offered no promotional gifts. Both groups then asked customers - 200 in all - to refer the names of acquaintances.
F I N D I N G S
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Customers who received a promotional product were 14% more likely to provide leads than those who did not.
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Salespeople who gave promotional gifts to their customers received 22% more referrals than salespeople who did not use promotional products.
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40% of the salespeople who used the gifts commented on how well the gifts were received by their customers.
Providing promotional gifts to customers increases the likelihood of them providing your salespeople with business referrals, and increases the number of leads generated. Used within a one-time promotion to expand your customer base or as an approach to ensure the continuous growth of your business, promotional products are effective tools.
Real World Success Story
Objective:
To gain name recognition within a defined group of
apartment managers and leasing agents in order to increase the number of
referrals from them.
Strategy & Execution:
An apartment search firm was competing with another
firm who had dominated the market in the area. A three-phase promotion
began in the winter months with the personal distribution of "Winter Survival
Kits" by a
sales rep. The kits consisted of an imprinted bottle of hand lotion, a custom
imprinted ice scraper and a magnetic calendar. Next, a spring promotion was sent through the mail and
consisted of a personalized frisbee-type flyer and some flower seeds. Later, the "Summer
Survival Kit" was again distributed personally by the sales reps, and included a
custom sport bottle, can cooler, rubberized sunglasses, a bottle of hand lotion and
a beach tote bag, which served as the container. All the items were
customized with the firm's logo.
Results:
A marketing services representative of the company
reported that the promotional products, along with several other factors, had
made a definite impact in name recognition among the on-site apartment staff and
owners.
