Calendars & Promotional Products
& T o IE N S t u CL ES o y R SI N p U l he YO BU s T t u EC NEW e L OT N PR OW GR
Just a bunch of Aussies & Kiwis working together
YOU ARE IN GOOD HANDS! So let’s get started!
Our family-owned company has been around for over 90 years, so you can trust our knowledge about our industry and current market trends, strategies and procedures.
Year after year we provide targeted advertising solutions to thousands of awesome clients across Australasia, and our calendars and promotional products are used every day in many homes and workplaces.
We are the market leaders and in fact the largest business of our type on the Southern Hemisphere.
Over dedicated team of over 100 staff throughout Australia and New Zealand, together with our clients, are the reason for the growth and success of the easy2c family.
We’ve helped
10s of thousands
of clients to promote their business and
85%
of our client base choose to repeat business. So we must be doing something right!
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QLD WA NSW
Auckland Manufacturing Site
VIC Christchurch
Just a bunch of Aussies & Kiwis working together KEEPING IT LOCAL Proudly supporting AUS & NZ since 1932 Our marketing strategies are designed specifically to: • Protect your client base • Generate new business
So let’s have a look at how we can achieve this for you.
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ABOUT YOUR BUSINESS I’d like to ask you a few questions about your business so I can tailor our ideas to suit your needs.
Of these options, which is the highest priority for your business today? Protect customer base
Combat your competition
Generate new customers
Combination of the three
RETAIN CUSTOMERS As you are probably aware, most businesses lose up to 20% of their customer base in any given year?
This can be due to a number of factors from ill health, relocation, bad debt, or most commonly, competition.
Statistics show that it can cost up to 10 times as much to bring in a new customer as it does to keep an existing one!
You’d agree it’s very important to protect and reward these existing customers, wouldn’t you? 4
How long have you been in this business? How did you start?
Have you always been at this location?
What is your company’e edge over your competitors or what is your point of difference? Most businesses sit within 2 of these categories: Price
Product/Service
Which of these 2 would you say is your business’ strength? What are you currently doing to advertise your business? Mass Ad
Sponsorship
Word of mouth
Social media
Tradeshows
Other
Promo Products
Do you have a theme or a message you use in your current advertising?
How do you measure the effectiveness of your advertising campaigns?
Do you have growth targets for your business, or looking at expansion? How many customers do you have in your database?
200
500
Yes
No
1000+
.................
How many of these customers would you see on a regular, or semi-regular basis?
Approximately, what is your average sale or service price? Do you have suppliers that provide you products or services? What do you currently do to reward their loyalty?
So we can find the best solution for your business B2B Private Who are your customers?
PROTECT KEY ACCOUNTS The 80/20 rule suggests that for most businesses 80% of their turnover comes from 20% of their customer base and these would be classed as your key clients. Is this the case with your business?
Yes
No
How do you reward, protect or develop these key clients, or your customers in general?
If I could provide you with a cost-effective strategy that promotes customer loyalty, combats competition and generates word of mouth - that would be of interest to you wouldn’t it? 5
I’d like to show you how we can help protect your customer base and create new business through effective advertising.
The most important ingredient in any advertising campaign is REPETITION.
Advertising can be split into 2 major areas:
MASS ADVERTISING A shotgun approach where you fire off lots of shots in the hope it will hit someone relevant to your business (TV, radio etc.)
TARGETED ADVERTISING A pinpointed direct approach aimed specifically at people who can become customers of yours.
Based on what you know about your business and what we’ve uncovered so far, which type of advertising do you feel is most likely to give you a return on your investment:
MASS or TARGETED? 6
TARGETED ADVERTISING Why is Targeted Advertising so effective?
GREAT GIFTS
82%
of recipients enjoy getting a calendar as a gift. 60% report they would purchase one if they were not given one.1 So why not get your branding in front of them first?
DISPLAYED
76%
of consumers say they display their calendars prominently, so they are not just seen by the person you’ve given them to, but everyone who visits them as well.
APPRECIATED
70%
of calendar recipients do business with the company they received a calendar from, but more importantly they plan to continue to do business with them.
In an age of smartphones and the internet, you might think that the days of paper calendars are numbered, but data suggests otherwise. Not only have they survived the digital revolution, but sales of some kinds of calendars have increased. 3
STAYING POWER Promotional products, on average, are kept by recipients for 7 months. Calendars have the longest staying power and are the one item used most often for reference purposes, such as referring to a name or phone number.1
USED
50%
of people NEVER used the calendar function on their phone, making a calendar a much appreciated and useful gift.
Source 1 Promotional Products Association International (PPAI): The Influence of Promotional Products on Consumer Behaviour Study Source 2 Advertising Specialty Institute (ASI): 2016 ASI Ad Impression Study Source 3 Mele, C. (2016, December 29). Paper Calendars Endure Despite the Digital Age. The New York Times. Retrieved from http://www.nytimes.com
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Let’s have a look at one of the biggest advertisers on the planet and see if we can learn something from them that is relevant to your business.
CALENDAR CAMPAIGNS
1891
The first advertising calendar was created
1917
4.5 milion Coca-Cola calendars distributed & working for Coca-Cola dealers throughout the world.
Today
Still using them today, calendars have been promoting Coca-Cola for nearly 130 years.
This is thought to be the first advertising calendar for Coca-Cola
We understand that you are not Coca-Cola, but the basic principles remain the same. No single advertising medium has been as consistent in The Coca-Cola Company’s history as the calendar.
Calendars are the most consistant medium of advertising in the company’s history, mainly because they find homes where other advertising is not admitted. It is basically the equivalant of having your business card up in a customer’s home or business, for everyone to see 365 days a year!
The information on this page was sourced from the Classic Coca-Cola Calendars book by Allan Petretti & Chris Beyer, with the information coming directly from Coca-Cola’s archives in Atlanta.
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KEY BENEFITS Key Benefits our clients see in calendars and with what we offer.
IT’S A THANK YOU
POSITIVE EMOTIONS
A calendar says thank you and who doesn’t like to receive a gift?
Evokes positive emotions which are in tuen associated with your business.
BRAND REPETITION
PRACTICAL PURPOSE
Your brand receives exposure 24 hours a day, 365 days a year. Once it’s up on a wall you become the buisness of choice.
Like clocks or watches, calendars are needed and used daily - not only personally but also a business planning tool.
NETWORKING TOOL Calendars are the edge your business needs to remain the company of choice. People seeing your calendar on one of your customer’s walls will know they trust you.
TAX-DEDUCTIBLE GIFT We invoice you as a marketing concept which is fully tax deductible.
COMMUNITY We donate to local programs helping kids in our community like radio lollypop, camp quality and kids burn victims.
At easy2C we recognise the importance of environmental awareness in our business practices and whenever possible make certain our products are environmentally friendly. • We primarily use paper sourced from FSC (Forest Stewardship Council) certified suppliers. • We use elemental chlorine-free and watersoluble chemicals wherever possible. • We distribute offcuts to local schools and kindergartens. • We recycle all other waste through various recycling providers. • We use inks based on renewable raw materials and free of mineral oil, sourced from a carbonneutral supplier. 9
ABOUT OUR BUSINESS Check out our Proven Track Record!
Our company has survived and thrived in the industry for 90 years as a result of fresh ideas, innovative design and cutting edge printing technology. Today we’re proud to be positioned as market leaders in our field, with top quality products created by a talented design team and printed on the latest digital and offset presses.
Our market-leading product design delivers stunning imagery, quality finishes and functionality year after year.
This is achieved through great relationships between our in-house design, printing and manufacturing teams where quality, consistency and attention to detail are king.
We are proud that from initial concept design through to production, quality control through to packing for delivery, our processes remain in-house, granting us the certainty to guarantee quality of the highest level.
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WHAT COMES AFTER? Let’s look at how we can help you once you have received your calendars.
The primary goal of any marketing plan is to get people to buy your products or services. We know that a targeted approach will give you a better return on your investment, and that repetition is key. A calendar takes care of the repetition, as your advert will be seen every day for 365 days of the year, but who to target?
KEY CLIENTS Your top ten key accouts Units
PROSPECTS Units
With this in mind, think of who your current and potential clients are; not just those who you’ve quoted or approached, but also local businesses. This page includes a list of potential recipients.
• Relatives and friends • Target your opposition’s best customers • Local businesses who are not your customers • People you would like as customers • Quotes not materialised • New customers gained through the year
PROFESSIONALS Units
• • • •
Financial Advisor Accountant Solicitor Doctor or Health Care Practitioner • Real Estate Agent
To assist in the success of your marketing plan we have designed 3 letters to accompany your calendars. These letters are specifically designed by our marketing team to help you maximise the return on your investment and have already achieved results for many businesses.
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New Customer
YOUR LOGO HERE Dear . . . . . . . . . . . . . . . , Thank you for the opportunity
to contact you.
My name is. . . . . . . . and I am the . . . . . . . . here at. . . . . . . We specialise in. . . . . . . . . I believe our product will be of interest, and would greatly appreciate a few moments to discuss how we can be of benefit to you. Please accept this gift as a tok en of what will hopefully be a favourable relationship for us both going forward. Please feel free to contact me at any time if I can be of assistance. I wish you all the best for this festive season and a successful trading year ahead. Regards, ......................
YOUR CONTACT DETAILS HER E
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General Letter
YOUR LOGO HERE
Dear . . . . . . . . . . . . . . . , As the year draws to a close we look back at the accomplishments of the last twe lve months – progress made possible by good friends and valuable customers like you. We would like to thank you for your continued support by gifting you one of our calend ars, carefully chosen for its cha rm and functionality, and hope you will find it a useful tool for planning the accomplishment s of the next twelve months. We take this opportunity to wis h you a safe and happy festive season, and look forward to con tinuing our relationship in the new year.
Regards, ......................
YOUR CONTACT DETAILS HER E
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Customer Lost
YOUR LOGO HERE
Dear . . . . . . . . . . . . .
..,
m you lately and ho We haven’t heard fro ed. as you’ve been miss
pe that you’re well,
how much we lendar as a token of Please accept this ca in getting back , and as a first step value our relationship in touch. you on the latest assistance or update y an of be n ca we If ask. se don’t hesitate to developments, plea festive All the best for the trading year ahead.
season and a succes
sful
Regards, ..................
....
AILS HERE T E D T C A T N O C R U O Y
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PROTECT CUSTOMER BASE Number of key clients Product
Investment per unit SUBTOTAL
Number of general clients Product
Investment per unit SUBTOTAL
INACTIVE CLIENTS Number of potential clients Product
Investment per unit SUBTOTAL
GENERATE NEW CLIENTS Number of potential clients Product
Investment per unit SUBTOTAL
GENERAL OPTIONS
E T A M I T S E
Logo Packaging SUBTOTAL +GST TOTAL Divided by total clients
Investment per client per year Weekly Investment Delivery Mark
THIS IS EXCEPTIONAL VALUE FOR MONEY ISN’T IT.... DO YOU HAVE A BUSINESS CARD HANDY? 15
THANK YOU! This feedback is vital to the further development of our products and services.
We really appreciate your business, and look forward to delivering you an outstanding product you will be proud of.
1800 88 22 16 enquiries@easy2c.com.au www.easy2C.com.au
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