Have you ever noticed how convenient those giant office super stores are? I mean we all use them. They're on every corner out here in the suburbs of Boston. It's Officethis or Officethat or something like Paperclips, you know, all the major players. Well, I've recently realized that over the past 10 years of prosperity that my small business has been paying a huge premium for this convenience. In the past several months, as a result of the recent economic downturn in our local economy, I have been doing everything I can to plug the holes in our spending and trying to "trim the fat" so to speak. Fortunately this is something that myself, my competition and other local business owners are not familiar with. We have all prospered and have rarely, if ever, worried about money.
One evening I was shopping with my family at Wal-Mart loading up on family stuff and I couldn't help but notice that the same 100ct (or very similar) manila folders that I paid nearly $7.00 for several hours earlier at Officethat were available at Wal-Mart at an everyday low price of $1.77. Now, I never claimed to be a genius but a $5.00 difference on a product that I buy 5 boxes of a month is a $25.00 a month savings. That of course is $300 a year. I quickly realized that I was on to something but I figured it was just a fluke. I had also bought a new water bubbler and a mini bar type refrigerator earlier and they both cost $149.00 each so I figured I would go and check out that aisle as well. I couldn't believe my eyes when I found a water bubbler/mini fridge combo for only $99.00. Of course I bought it on the spot and when I got back to my office the next morning I repackaged the fridge and water bubbler and back to Officethat they went with five boxes of manila folders and a few other overpriced items and I saved more than $225.00. Not too shabby. And to think that this was only one trip over the past ten years. How much could I have been saving the whole time?
When I try to mention this finding to people in my local business community I hear things like "who cares, it's all a write off anyway" or "you should buy American"(as if these office superstores are all loaded with American made products.) These are both some of the worst excuses for spending way too much money for no reason I have ever heard. It is all a write off but saving several hundred dollars a month on office products allows more flexibility in other areas of my business. As far as the old "Buy American" thing, this one makes me laugh; I would literally have to hire a full time employee to determine what is made here and what isn't. I usually just respond with something like "I'll buy everything American if you start buying American gasoline or start riding your bicycle." I am as American as the next person whose ancestors came over on the Mayflower but the bottom line is that when I am done with my office supply purchases now I have a lot of money left over.
Don't get me wrong, I still use the office superstores for certain items when I don't have time to go into a department store (they are convenient) and for one or two small items it is worth paying more. When I need to fill my supply cabinet, on the other hand, I will surely take a trip to Wal-mart, K-mart or even Target to save literally a bundle of cash. I simply don't care how neatly organized the office goliaths are because with a little more effort you can find everything you need for your office and a little more while saving hundreds of dollars at a department store.
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Online Office Supply Stores
The second largest consumers of promotional products are office supply companies ? and it's little wonder. Since most stationers and office supply retailers offer the same range of products, there are only a few ways to stand out. The most important way, of course, is in establishing and maintaining excellent customer relationships. Those relationships should be based on providing the very best customer service possible ? but promotional products also play a valuable part in making those relationships personal.
Since so many promotional products are products that are offered for sale by office supply companies and stationers, there are many choices of promotional products that are appropriate for your type of company. The ones that you choose will depend on the purpose of your promotion. Any promotional products or marketing gifts should be part of a carefully planned and considered marketing plan. Some considerations in choosing the right promotional products for your company are:
Purpose of the Promotional Gift
Marketing professionals use promotional products in many different ways ? often within the same campaign. One campaign might include a mailer sent out by direct mail with a pad of sticky notes and an offer of a free mouse pad with an order of more than ?25. Your company might decide to institute a loyalty programme with promo points and different levels of rewards for purchases. Choose promotional products that are appropriate to the purpose of the gift.
Value to Cost Ratio
Once you know the purpose of the gift that you're giving, you can assign a value to it. If you're sending out direct mail flyers and expect a response of 1 out of every 300 mailers, the cost of three hundred mailers is your cost to acquire one new customer. You can reduce that amount by increasing the response to your mailers with a more valuable gift. The gift that you choose to give your most valued customers should be of higher value than one that you hand out to a customer who may make one purchase every two or three months.
Increase sales of particular items
Want to increase sales of one of your high profit margin items? Offer a promotional gift with purchase and you'll see sales soar. Choose promotional products that coordinate with the products that you want to sell. Better yet, choose a product that is complemented by the product on which you want to increase sales. Is your intent to increase sales of a particular size of sticky notes? Include a free refillable note dispenser in the right size for that line of sticky notes.
Timing of your Promotional Campaigns
Pay attention to the timing of your promotional campaigns. There are certain types of items that will make a big impression at particular times of year. Calendars and desk pads at the turn of the year, account books just before tax time, loyalty gifts at holiday time ? these are all well-timed promotional gifts. Other promotional campaign ideas are timed in the life cycle of the company or of your company. Anniversary promotions, office opening gifts and the like are all great ways to recognize your customers and increase your name recognition at the same time.
For additional information on promotional items, business gifts and marketing promotional products why not check out the market leading online suppliers where you will find a massive range of items to choose from and also get exceptionally low prices combined with highly professional fast service levels.
Both Robert Short & Gareth are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.
Gareth has sinced written about articles on various topics from Finances, About Branding and Writing. Gareth Parkin is the co-founder of Ideasbynet, the UK's leading online and. Gareth's top article generates over 40500 views. to your Favourites.
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