Selling Merchandise In A Recession

Gordon Glenister - Director General Selling merchandise and clothing in a recession

[object Object],[object Object],[object Object],©Neil Rackham 2008

[object Object],[object Object],[object Object],© Neil Rackham, 2004

What considerations buyers have ? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Selling – Key tips ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Why use merchandise The Benefits…

Benefits ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Benefits ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],(Stress ball)

Benefits ,[object Object],[object Object],[object Object],[object Object],[object Object]

What markets should you focus on ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Common uses in merchandise

The Power of the message ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Mailings with premiums - ROI Actual Case study of mailing house +£76,500 Without Premium With premium Size of Mailing 500,000 500,000 Response 5.5% 10.20% Total orders 42,500 51,000 Mailing costs £350 £350 Cost per item £7.95 £6.95 Cost of premium £1.00 Mailing costs £175,000 £175,000 Manufacture £337,875 £354,450 Total with premium £512,875 £580,450 Revenue £720,375 £864,450 GROSS PROFIT £207,500 £284,000 % Lift +28.80% +32.85%

Your Promotional Calendar Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Exhibitions New Prods Conference Sales Prom Awareness

Bpma research – Whats on your Desk surveyed 400 respondents to understand what promotional items were used. Source E 2007 Why buy Promotional Merchandise…

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Top 10 items people keep on their desk

[object Object],[object Object],[object Object],Top 3 reasons why people keep promotional items

[object Object],[object Object],[object Object],[object Object],(National survey carried by Source-e, April 2007) Because Promotional merchandise really works!

Additional Research from the United States

Survey Methodology ,[object Object],[object Object],[object Object]

Solution 2—42% of end-users have a MORE favorable impression of an advertiser after receiving the item

Solution 5—Writing Instruments Are The Most-Recalled Promotional Item

Solution 6—The Typical Promotional Product is Kept for 7 Months

Solution 10—Promotional Products Deliver Significant Numbers of Impressions

Solution 12—Advertising Specialties Deliver a Better CPI Than Virtually Any Other Media

The bpma ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Selling Merchandise In A Recession

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Selling Merchandise In A Recession