Logo Pens in the Services Industry – Why Advertising Pens Are So Effective

Logo pens are an effective and affordable marketing tool. When utilised by the services industry, gifted pens can be used to reach customers, clients, and employees. Pens tend to be used often and users tend to have high recall of the brand or logo on the pen. This article will discuss the benefits of advertising pens in the service industry to include: repeated exposure to the brand or logo, high recall of brand name, favourable impression of the advertiser, lightweight, and affordable.

Repeated Exposure to the Brand or Logo

Pens can help keep service industry businesses in the forefront of clients, customers, and employees minds. Recipients tend to use them for a long time and often. The brand or logo imprinted on the pen is a constant reminder of who gave the person the pen. As a result, this repetitive exposure to the company brand name or logo becomes stronger in the memory of the person who uses it.

High Recall of Brand Name or Logo

Research has proven that use of advertising pens leads to repetitive exposure to an advertising brand or logo and improves recall. In a 2004 survey, 73% of respondents reported using gifted pens at least once daily. In addition, recipients reported keeping gifted pens because they were useful (75%) or attractive (20%).

This continued exposure to brand names or logos improves recall of the advertisers’ name. In fact, in a 2004 survey, 76% of respondents remembered an advertisers’ name on a gifted pen received in the past year. In comparison, only 53% of respondents could remember the name of a single advertiser after reading a magazine or a newspaper in the past week.

Favourable Impression of the Advertiser

Service industry businesses need affordable promotional items that prominently display their business logo or name. Consumers want promotional items they can actually use. Logo pens meet both of these requirements. Customers, clients, and employees who receive gifted pens have a more favourable impression of the business and are more willing to do business with the organisation that gifted the item.

Easy to Carry

Advertising pens are excellent for large scale advertising without tremendous costs. Pens are easy for employees to carry to events, trade shows, and conferences. Customers, clients, and employees can carry pens around easily for extended use. Gifted pens are highly popular because they’re lightweight, inexpensive, and useful.

Affordable

Gifted pens are an inexpensive method of creating corporate branding and showing appreciation to customers, clients, and employees. Gifted pens are viewed and used more often than business cards. Affordable gifted pens increase indirect advertising. Every time a person picks up a gifted pen, he or she is subjected to indirect advertising.

In conclusion, use of advertising pens leads to repetitive exposure to a company’s brand or logo and high recall of brand name. Recipients of logo pens tend to have a favourable impression of the business that gifted the pen. Alongside this, pens are affordable and useful, making them the ideal advertising and branding product.

Hard Times in the Service Industry – What to Do While Your Clients Are Away

There is a lot of advice out there for entrepreneurs hit hard by the current economic crisis. Much of it has to do with growing one’s business and most of it is solid advice that should, by all means, be heeded. Still, at least for those in the service industry, the truth is that there are simply fewer clients to go around. It’s also true that former clients probably won’t be coming back until the overall economy is well on the road to improvement. New clients, that is, people who have always gotten along without the service you provide, may take even longer to attract. It seems that this recession has created an entire do-it-yourself generation, so that the demand for every service short of open-heart surgery has temporarily dried up to one degree or another.

How do you, as the proprietor of a small service business, cope with the drastic changes in your client base, your cash flow, and thus your life?

Although a certain amount of dismay is a natural reaction to economic upheaval, dwelling too much on the negative can have a debilitating effect making you less able to serve your core clients, and delaying recovery for your business harder when opportunities begin to return, as surely they will.

It is essential, then, that you make a conscious effort to keep yourself and your business moving forward even when you’re running on empty. Here are some strategies for doing just that:

Get the Work That You Do Have Done

Ironically, when there’s less to do, we have a tendency to lose our sense of urgency and to put things off. In good times, when we have more work than we think we can handle, we ratchet up our work habits so as not to miss deadlines or lose the confidence of our clients. Then, when our workload is suddenly cut in half, or worse, we tell ourselves that there will be plenty of time tomorrow to do that jobs that are in the pipeline today. That may mean completing work for clients, or keeping up with the filing or the bookkeeping. Considering how low you’re feeling today, putting work off until tomorrow can be pretty tempting.

Don’t do it.

Instead of letting this happen, go in exactly the other direction. As your first act each morning update your To-Do list. For the first time in your career, you may find it possible to check off every item on that list in a day or less. That is bad news and good news. While less work obviously means less income, there can be real benefits for you if you handle your extra time well. That means putting your business first so that your free time is really yours to do with as you choose.

Choose to Use Your Free Time Wisely

Now is the time to examine your priorities. If you were happy with what you were doing before the recession hit, then devote some of the extra time you have to building your personal and on-line networking activities. It takes very little time and no money to set business up on networking sites such as Linkedin.com and Twitter. Do it. Read the tutorials on the sites and the articles available on line to find new ways to make connections and build your name recognition. While you may not see results right away, you will have made it easier and more likely that potential customers will find you when the time is right for them.

If, on the other hand, you were just too busy in the past to work on a career change, then recognize this a chance to do some soul-searching and some opportunity-scouting. Write letters and follow up on leads. Take classes if you like. Pretend the career change is already in the works. You can stop any time something better comes along even if that something better turns out to be a ringing phone and the return of the good old days.

Finally, recognize that while you may not have all the cash you need to improve your standard of living, you do have the time. By all means roll up your sleeves and take on some of the projects that will make daily life better for you and your family. In this way, you will end each day with a sense of accomplishment.

How to Spice-Up Your Unique Selling Proposition (USP) for a Professional or Business Service

Standard marketing advice tells most small businesses to create a Unique Selling Proposition (USP) to help differentiate your service from competitors. “What benefit makes your service different?” is usually what the USP is about.

But in reality, a USP only takes you so far in the efforts to attract new clients.

Why?

First, let’s look at some potentially good USP’s for a business-to-business service:

– “We specialize in the XYZ industry — with more than 20 years helping clients like you.”

– “We’ve developed an exclusive eight-step assessment program that’s unique in determining your best opportunities to improve your operations.”

– “We promise to deliver results in less than 60 days, or your money back.”

While these are strong USPs, no matter how good your service is, how specialized you are, or how great your service guarantee is, it’s still difficult for a prospective client to get a sense of how it will benefit them. And that means they are still unlikely to choose (or change to) your service over others in a cluttered marketplace.

So what can you add to a strong USP?

Business buyers are ultimately looking for tangible results for choosing a service provider. They’re looking for more than how you are different than other services available. They want hear about a measurable business outcome for their decision to do business with you. .

Here are a few examples of what business buyers are looking for:

– reducing costs

– increasing revenues

– saving time

– keeping customers

– minimizing risk

– reducing labor costs

So, how can you spice-up your USP?

Add specific results you’ve achieved from previous clients, using statistics from your best customers.

Here are some examples:

– “We help businesses like yours reduce costs by up to 25% annually.”

– “Our service has helped clients increase sales in less than 3 months.”

– “90% of our clients last year saw increases in productivity of their workers due our training program.”

In sum, the Unique Selling Proposition helps you break the ice in differentiating yourself. But being different is only part of the game.

Add a results statement to your USP that appeals to the prospect’s bottom-line needs, and you’ll be much more effective in winning new clients.

Reaching The Restaurants: Marketing To The Food Service Industry

The food service industry is a huge market that is growing rapidly. According to the National Restaurant Association sales are expected to top $511 billion this year. That’s a lot of chow! In fact, for every dollar a customer spends on food 48 cents of it is spent in restaurants. There’s no question that consumers enjoy dinning out. Thus, the food service industry must work diligently to satisfy this growing demand. It’s a tall order no doubt and to be successful requires a great deal of time commitment. As such, if you’re attempting to get your product or service noticed in this sector you need to keep a few points in mind. Most notably, food service professionals: owners, chefs, etc. are severely pressed for time, many put in 80 hour weeks. Your message needs to be completely focused on their needs and pressing challenges.

What they are looking for are ways in which they can do more for less. Budgets are tight and the bottom line can quickly become out of sync. Also, a marketing message in this industry needs to realize that this is a diverse market full of many independent operators. Try to address your message to individuals as much as possible. A traditional blanket type of marketing campaign probably isn’t going to show up on the radar for most food service professionals. They’ve seen it all before and with numerous vendors vying for their attention they simply don’t have the time to listen to another stale marketing message. So, stand out! Show up in more than one place more than once e.g. letter, call, post card, e-mail, etc. When you do have their attention, zero in on how your product or service is going to address one of their pressing challenges. And don’t forget to market your message on a personal level, remember there are a lot of independents in the field. Keeping these points in mind should help elevate your message above the clatter in the kitchens.