Q&A PURPLE MUSTARD


We pick the brains of Sophia Prosser, Marketing Manager at Purple Mustard—specialists in supplying custom-made promotional products designed for effective marketing within the leisure and hospitality industry.


Straight to it, why Purple Mustard then? What defines you guys and makes you different to other providers of ‘point of sale’ and promotional products?


I don’t think you can put it down to one thing really; it’s the combination of the 15 years’ experience as a market leading manufacturer and dye sublimation printer and the talented team and manufacturing experience we’ve accrued along the way.


Creating our products from start to finish also affords us the flexibility to work directly with our clients; delivering custom-made items at quantities and prices that meet their individual needs. So, whether that’s the ability to offer small, custom- made POS packages for emerging brands or deliver large volume bespoke POS solutions for European campaigns, our range works for everyone.


With such a huge range of products available, where does one start when trying to purchase goods for a promotion, an event or just to lift a venue in general?


A big part of it comes down to communication. We really try to listen to our customers and


32 August 2019 www.venue-insight.com


understand their marketing goals. By doing so, we’re much better placed to assist them and offer a selection of promotional products and materials for consideration that are best suited to their objectives and budget.


For example, if a smaller independent venue or brewery approached us with the objective of boosting their social media numbers or encouraging customers to leave a favourable online review; I might suggest a small package of bar runners and drip coasters for use throughout their venue/s. Furthermore, we’d then give guidance on the inclusion of mechanisms such as QR codes into their designs which would in turn drive traffic to their desired online location and help them meet their objectives. To really maximise the efficacy of this, we might also suggest including an incentive to act as an additional call to action. Sometimes a simple solution with an effective design can be the best solution for the customer.


Alternatively, if a venue wished to convert more passing trade through increasing their visibility, we would work with them to develop a custom range of outdoor signage, branded parasols and windbreaker sets to increase brand visibility and help them communicate their key messages to customers effectively.


You can pretty much produce anything and everything it would seem. What is or what has been your favourite product you produce or have produced for someone in the past?


That’s a tough one! We’ve worked on some interesting campaigns over the past 15 years. One of the more memorable ones however was a promotion for the well-known Schnapps brand, Corky’s.


The brief was to create a bespoke point of purchase product to tie in with an innovative marketing campaign. They were mixing up the shot market and looking for a way to sell two shot flavours in one glass: the “twisted shot”.


We knew the product needed to be attention grabbing, fun, interactive and importantly increase sales at the point of purchase. Following a period of development, the “Spinning Bar Runner” was born through the integration of a free spinning wheel into a classic bar runner. This addition brought the bar runner to life; delivering a concept that worked for the brand, supported the campaign perfectly and was achieved on-brief, on-time and on-budget.


What products are an absolute must if someone is looking to really nail a promotion or event?


It’s consistently been our bestselling product for a reason; our Premium Nitrile Bar Runner just delivers on so many levels it’s a tough one to beat.


Manufactured using premium nitrile and has a non-pilling knitted polyester surface; they will not ripple, tear or curl and will keep your design looking amazing for as long as you need it to. They are available in a choice of sizes and shapes, but we regularly produce entirely custom shapes for clients that are really looking to stand out at the bar. They are then customised with vibrant, photo quality print as standard. As a flexible and lightweight product, distribution is easy, allowing you to spread your campaign far and wide. Finally, it’s all about being in the right place and the right time; Bar Runners are positioned right at the point of purchase and are proven to be an effective marketing tool for increasing awareness and driving sales.


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