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COMPANY PROFILE
The PenCarrie way
Debbie Eales catches up with PenCarrie's marketing manager,
David Abrahams, at the end of the company's successful On Tour event,
which showcased a large number of the company's brands and new
products for 2010 at five stunning locations throughout the UK.
T
he last leg of the tour was on familiar turf - Dynamic Earth, the City of Manchester Stadium, So what was the
at Sandy Park, home to Exeter Chiefs rugby Northampton Rugby Club, Twickenham Stadium, motivation
club. And if the Exeter event was anything to and finally, Exeter Chiefs Rugby Ground. behind the
go by, PenCarrie has a hit on its hands. All of the venues were individually researched – event?
"It's probably the world's most expensive team chosen as much for their wow factor as for their "The decision
building exercise!" David Abraham quips, as we convenient locations. And at Exeter, there was an was made right David Abrahams
settle down for a chat in PenCarrie's boardroom. opportunity to visit PenCarrie's HQ. at the heart of the
"It's a testament to everyone on the bus that It was a chance to see how customer orders are bottom of everyone's world dropping out about a
we're still talking to each other." processed; to tour the warehouse with its tailor- year and a bit ago. Life was tough for everybody,"
Joking aside, the event was quite an made, state-of-the-art systems; and to appreciate David recalls.
organisational feat, taking PenCarrie and many of the enormous volume of stock that is available for "We decided then that you could sit here and do
its major brands out into their customers' immediate despatch. nothing, or do something positive. Instead of
heartland. At each On Tour venue there was a sneak preview inviting people here, we would go to them. People
It could be viewed as a gamble – especially in the of the 256 new products for 2010 and there was could hopefully take half a day out of their busy
current business climate. But it looks like it has a "PenCarrie Zone" manned by members of the schedules, come and see us and then get back to
paid off – certainly if feedback from customers is Business Development, Marketing, Customer their work.
anything to go by. Services, and Warehouse teams. "We wanted to get PenCarrie out to the market
"We did two testers last year," David told me. David admits that people will have different slants place. We did that. Yesterday, in our heartland, we
"One at Aston Villa and one in Ireland. It was a on the tour. But it had a feelgood factor, he says, had 140 people register and we had 138 people
toe in the water to see what the general feeling and 80 per cent of those who registered, through the door.
was. We could sense that customers enjoyed it." attended. "My gut feeling is that we delivered the brands,
Hence the decision to embark on a five date, "It's as good as we could have possibly hoped the marketing services, the business development
week-long tour, which stopped off at Edinburgh's for," says David. team, parts of the customer services team to our
| 46 | January 2010
www.printwearandpromotion.co.uk
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