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Build Customer Goodwill With Promotional Products

Promotional products foster customer goodwill (positive attitudes and feelings) toward a company and its salespeople. This study, completed by Baylor University in 1992, involved a textbook publisher sending 4,000 educators either: (1) pocket calculator plus a letter, (2) a lower-priced highlighter pen plus a letter, or (3) a letter only.

FINDINGS

* Customers who received a promotional product expressed more good will toward the company and its salespeople than those who did not receive a promotional product.
* The attitudes of those who received the calculator were consistently more positive than for those who received the less expensive highlighter pen.
* Customers who received the pocket calculator or the highlighter pen rated the proficiency and ability of the sales representatives as 34% and 16% (respectively) higher than those who received only the thank you letter.
* On questions relating to the customers’ personal feelings toward the company and its sales representatives, customers who received the calculator scored 52% higher than the letter only group (see table above).

REAL WORLD SUCCESS STORY

Objective:
To conserve water and help customers reduce their water bills.

Strategy and Execution:
Water consumption during the summer had always been a great concern to the Rockland County, New York water company because of the increased usage of water for lawns and gardens. The water company targeted its 53,000 residential customers with a mailing announcing a new conservation program and a bounce-back card offering an information packet. Respondents were sent an information video tape, refrigerator magnet and a slide chart to calculate the amount of water needed to keep a healthy lawn. It was used in conjunction with a watering guide number, known as ET (Evapo-Transpiration), that was published daily in the newspaper and based on rain and humidity levels.

Results: Anticipating an 8 percent return, the advertiser actually received 15 percent with 7,950 responses. Projections indicated that approximately 5,000 gallons of waterwould be saved per participating household, thereby passing on a savings of $75 each based on an average $200 water bill for the summer months.

Reprinted with permission of Promotional Products Association International, copyright 2005.

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