THE SEVEN "TOUCHES" OF MARKETING

On average it takes seven "touches" to convert a cold customer to a sale. Sounds daunting doesn't it? If you're using only one vehicle for your message (eg traditional advertising), that's a lot of exposure, a lot of cost, probably over a prolonged period of time. Smart companies utilise more than one "channel" to get to their marketing target. 360 degree marketing in the modern jargon, although it's good old fashioned common sense when you think about it.

So what "channels" are available to corporate companies for their promotional activities? Advertising, emailers, exhibitions, face to face meetings, post mail shots or catalogues, pr, and promotional advertising gifts. Obviously that's where the Corporate Gifts Company comes in.

Corporate advertising products are an essential part of the marketing mix. They are, however, often the poor relation in the marketing family, left until last minute without much thought or attention. If it does indeed mean that seven touches of marketing activity are required to convert prospects to customers, then it's obvious that marketeers need every weapon in their amoury.

Choosing the most appropriate promotional product, therefore, is essential and as much time, effort and care should go into the selection of your business gifts and advertising items as any other aspect of your marketing budget. Appropriate is the key word, of course, and like any marketing activity an ill considered "off message" piece of marketing can actually harm your company's product or reputation.

So what about some examples from the experts? Who's that, you cry. Why, the Corporate Gifts Co, of course.

How about these cufflinks for a conference including men and woman? http://www.corporate-gifts-co.com/acatalog/corporate_gifts_cufflinks.html . Rediculous you say. Of course you'd be right, but this is a true story. These are, however, perfect for an executive male option, and if you choose something for the men and something for the ladies, it really says you've put some thought into it.

How about this smart, contemporary yet traditional clock. http://www.corporate-gifts-co.com/acatalog/corporate_gifts_deco_clock.html Can't go wrong? A safe bet for virtually any promotional activity, unless some or all of the intended targets are Chinese (where the clock signifies death).

This great hip flask http://www.corporate-gifts-co.com/acatalog/corporate_gifts_3oz_hip_flask.html, used for an AA promotion! Alright I made that one up (in fact it would be disasterous for either AA's, alcholic and motoring). But great for a Christmas promotion.

Business card cases are one of the most effective and popular business executive gifts and the Corporate Gifts Co has a fantastic collection of these promotional stallwarts. http://www.corporate-gifts-co.com/acatalog/corporate_gifts_card_holders.html . Just make sure your target audience actually uses business cards - not great for the guys on the shop floor.

But don't be alarmed at this potential minefield. Over the last 20 years The Corporate Gifts Co has seen it all (promotionally speaking), and our experienced sales team are available to help you make the right choice for your promotional gift, whatever the audience and event. Call them today on 0845 230 2902 and make sure this part of the "seven touches" of marketing is done right!