Choosing a corporate gift for customers can be a daunting task; whether it’s for a launch, corporate event, Christmas gift, or exhibition giveaways. Profiling your customers will help choose the perfect promotional item as well as providing your business and marketing with many other benefits.
All customers are not equal and any client base will be made up of a mix of customers who fall somewhere in the range from high-value, loyal and low effort to low-value, disloyal and high effort. In order to develop a marketing strategy that focuses on capturing high-value, loyal clients or “Stars”, you have to know your clients intimately.
Categorising your clients and segmenting your client base to identify your Stars will have many benefits. During the process you will also identify the customers who fall into the “low-value, high effort” band and who can aptly be named as “Thieves”.
You are likely to have four broad categories of client; alongside the Stars and Thieves you will have the loyal but lower sales potential (Steady Eddy’s) and disloyal but high sales potential (Rogues). You can then develop a strategy to concentrate your efforts on the Stars and Steady Eddy’s and avoid wasting time with the Rogues and Thieves. The “Pareto” 80/20 Principle generally applies here: 80 per cent of your revenue is likely to come from 20 per cent of your customers. In other words, put 80 per cent of your effort into developing the customers who will hep your business grow.
Understand your key clients and build a profile of them to help identify tactics you can employ. Identify the common attributes of your Stars: size of company, industry sector, style of business, annual spend on your type of product or service. In addition, look for the common attributes of the people you deal with within those companies: job title, men or women, age groups, level in the company.
So once you’ve got your profile, match the corporate gift to that profile to achieve maximum value and impact. The judgement call is yours of course, but here are some ideas from The Corporate Gift Company’s range of promotional items to get you started:
1. Large Company, Professional Services, Procurement Department what about a desk item to stay on the desk – the Lunar Post it Holder would be perfect
2. International Company, Financial, Decision Makers – clocks are perfect for high level executives, and the time zone 3 City Clock is perfect for international organisations.
3. Medium size Companies, medium spend, travel sector – the affordable Aluminium Gifts are perfect, and the Tokyo Luggage Tag would be perfect for travel, related promotions
Call our sales team today on 0845 430 2902 to see how the Corporate-Gifts-co can add value to your marketing strategy.
