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Merchandising seminar a major success

Left to right: Andy Mann (Business Lancashire) Gordon Glenister, Christine Girven, Steve Ward

To celebrate the recent BPMA Promotional Products Week, Lancashire based BusinessGiftUK.com yesterday organised a seminar and networking event at Leyland Golf Club. The theme was why merchandising should be part of your marketing mix.

One of the key note speakers was Gordon Glenister, Director General, of the British Promotional Merchandise Association (BPMA). He emphasised the importance of having branded business gifts as part of any company’s marketing mix and their awareness and impact on both potential and current clients. Gordon also highlighted that branded gifts are retained by recipients for an average of three years offering repeated brand exposure and the chance of being to hand when a buying need occurs.

“Branded business gifts are vitally important” said Gordon. “Research in the USA has clearly demonstrated that they enhance a company’s chance of attracting new clients as well as keeping current clients loyal and happy.”

Steve Ward, MD of Ad-Options Ltd, who trade as BusinessGiftUK.com, also spoke at the industry seminar, He added: “The role of a distributor is to find suitable products for our clients to achieve campaign goals. We specialise in UK manufactured goods, as well as all the popular imported items, and can narrow down the choice of item, refine the campaign message to fit the brand requirements.”

The final speaker, Christine Girven from Blackpool based SPS EU Ltd, summarised the feedback from participants: “The seminar was a great success, with many thought provoking ideas and a wealth of information shared. This provided a great platform for the audience to learn more about the industry, share insights, and meet potential clients through networking.” Christine’s company are the UK’s largest manufacturer of promotional products and they work closely with distributors Ad-Options Ltd.