Profile - 4imprint - A Global Impression (1,432 words)
As a rule, 4imprint doesn't house product stock, unless the order is placed with its corporate program, a collection of pre-selected products branded with a specific customer's corporate logo. There are no minimum order requirements and a customer's employees may order a single item from its pre-printed stock.
A Channel Potpourri
Four quarterly mailings are dropped in the U.K. market, totaling 1.2 million catalogs a year. Most of these catalogs are prospecting efforts, and are mailed to companies with more than 50 employees.
4imprint's print catalog and e-commerce site are fully integrated and tied into a single product database, which makes it easy for customers to order. It has found "the catalog is the primary driver to the Web, accounting for 85 percent of all visitor traffic," Iott notes.
As a global selling channel, the Internet is an extension of the 4imprint catalog, explains Iott, which made it easy to add to its existing infrastructure, and Internet sales account for 20 percent of the company's total business. 4imprint also uses a mix of promotions, space advertising and e-mail marketing to prospect. When remnant space is available, it places ads in publications such as the weekly U.K. marketing magazine, Marketing Week.
The Platinum Club brings e-mail marketing into the mix. Promoted via a link on its Web site, the Club captures the e-mail addresses of its Web site visitors. This information is then used to send Club members a monthly newsletter featuring promotional marketing-related content as well as several discounted product offers. Registrants also are entered into a monthly drawing for $1,000 worth of imprinted promotional products.
The cataloger also generates prospecting leads for both its field sales team in the United Kingdom and direct marketing efforts with a business reply card (BRC) blown into the catalog. The blow-in offers respondents an editorial freemium in exchange for providing information such as company size, purchasing power and when it plans to purchase promotional markets. In addition to supplying the freemium, 4imprint follow-ups with another offer, such as a solo mail package with a sample pen.