BPMA APRIL:Layout 1 16/03/2009 16:05 Page 52
BPMA
Why we need loyal
Beechfield
customers more than ever
brands becomes
BPMA Patron
Gordon Glenister – Director General of the British Promotional
Merchandise Association
Beechfield Brands has joined the roll call of
I
n this difficult trading climate, BPMA (British Promotional Merchandise
looking after our existing Association) Patrons. The move demonstrates
clients is a fundamental Beechfield’s support for the Association’s
necessity. Everyone I speak to promotion of best practice around the sourcing,
says they want more business and manufacturing and distribution of promotional
clients yet few realise the impact products.
of losing them. Just as you are Beechfield’s Managing Director, Roger
hunting for new clients so your McHugh comments, “It is more important than
competitors are looking to take ever for the promotional merchandise industry
yours. So shouldn’t you be to promote itself effectively, and for
spending more time farming manufacturers, suppliers and distributors to
those relationships you already operate according to exemplary professional
have , after all you are a known standards. The BPMA, with its strictly enforced
entity. A strong client will come code of conduct, extensive range of training
from not just the business that and professional development tools, and
you have with them but also the referral remember to highlight the potential application – wealth of industry knowledge and expertise
opportunity to other departments, or indeed their 10 great ways in which you can use this product . has a vital role to play in ensuring that those
customers and suppliers. On average its 10 times Spend £1000 with us for your free Ipod. It means goals are achieved.
harder to win a new client that develop the same you are only giving away something costing £100 “We view an investment in the BPMA as an
amount of business with an existing one. One on a goods order that would show £300+ profit investment in the long term development and
way you can do that is to consider a referral so you net £200 and a new customer. Free screens success of our business and the industry as a
programme or loyalty scheme. Tesco Clubcard is and a percentage% of your order do not tend to whole. We would encourage every business
without doubt one of the most successful points grab people in the same way that a highly involved in the supply of promotional
based loyalty schemes ever. One of the reasons desirable item does. Others have tried gift merchandise to become a BPMA member and
behind it is that the rewards are based around experiences , weekend breaks, cruises, all have benefit from the Association’s invaluable
what their customers want particularly huge differing success depending on the value of the endorsement and support.”
savings on holidays. UK Leisurewear have also goods. Beechfield, which includes the Quadra bag
had some considerably success with their reward Another suggestion is to try and approach the range, joins an impressive list of BPMA patrons
scheme. Why I like reward schemes is because procurement departments with a view to locking that includes major companies such as Sony,
they in fact are an excellent way to engage and out your competitors by offering a rebate for sole Parker Pens, PaperMate, Senator Pens, Berol
communicate with your customers. Statements supply contract. and MantisWorld.
are personal and the rewards are based on For further information on Beechfield Brands
individual choice. There are also motivational Some providers of Loyalty Schemes include should visit the Beechfield, Quadra, BagBase or
schemes designed to get customers to spend more Procurement 0118 973 4422 Westford Mill websites: www.beechfield.com;
If you are a promotional gift distributor or Electrical Incentive Company 01376 345555
garment decorator never forget your customers PM & M 08450 535527 Readers requiring further information on
have many choices so keep reminding them of Projectlink Motivation 020 8977 9776 BPMA membership should telephone: 0207
promotional opportunities. If you are promoting Softpoint Media 0870 200 3300 689 5553, or visit the Association’s website:
a value weight T shirt, at an exceptional price, Sony 01932 816 000 www.bpma.co.uk.
Bpma Member Promotional Product of the Month
Cocoon
Cocoon is unique - the first ever lens cleaner to wind up into a protective casing. Whether attached to a key
ring, in a pocket or bag, Cocoon is a must-have for quick cleaning on the move. It cleans glasses, sunglasses,
cameras, mobile phones, jewelery and more with its microfiber cloth - picking
up everyday dust, dirt and grime.
For further information on Cocoon and brightbutton services,
please contact William Ellis on 07747 024470 or visit
www.brightbuttononline.com
| 52 | April 2009 www.printwearandpromotion.co.uk
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