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Promotional items: the essential marketing tool
Every company wants to make itself known and give its customers a satisfactory brand image. Promotional items are a highly effective and popular marketing tool. As a personalised product, it will win over your customers.
Promotional items: a company's trump card
Corporate gifts are the perfect promotional item. This object symbolises your company, by offering a trendy umbrella, a designer pencil or a bag with your logo on it. These products represent the quality of your company, its know-how and expertise. If the pen satisfies the customer, you will become a truly trustworthy company. The consumer is not drowned out by an overly direct demonstration. The offer is discreet and subtle. The customer will remember the handiness and ease of use of the object, a positive message for your company.
Promotional gifts: a vehicle for your image
With your distinctive logo prominently displayed on the promotional item, you can offer this object as a symbol of your company. You can pass it on to your partners, your network of suppliers and your customers. The purpose of a corporate gift is to represent you and your company, simply by displaying your logo. It represents your image to the people with whom you work and collaborate.
Like all the slogans and promotional videos that appear all day long or on countless posters in town, promotional gifts are simple and straightforward, far from being an intrusive part of our daily lives. Promotional items are a "medium" like other audiovisual formats, but their message is to reassure your customers and build loyalty. They really are your business card, offering additional benefits for the person to whom they are addressed. These advertising "goodies" will make people want to buy your services and products.
Marketing plan card
Customers are attracted by this approach because they are not in contact with a salesperson trying to convince them. On the contrary, these objects seek to highlight the qualities of your company. A real trump card in your marketing plan, you'll be adopting this new concept for your advertising campaigns. Promotional items are resolutely persuasive. To include your logo item in your marketing plan, it's essential above all to target your customers. You need to know your customers' tastes, desires and expectations.
You need to give your corporate gift a concrete place so that it is effective in the short, medium or long term. It is part of your corporate strategy, because the logo reveals your trademark. It is the absolute key to a successful marketing strategy!
Advertising and corporate gifts
This communication object, an essential part of your advertising campaign, is intended for your customers. So it's important to get to know your customers and potential customers.
Giving a gift is a step that should not be overlooked, as it will be greatly appreciated by your customers, who will value it. This action is a key asset in a company's relationship with its partners and customers. This offer helps to establish a relationship of trust with your customers and also conveys a good image of you and your company, as well as simply pleasing them.
The main aim of a personalised corporate gift is to raise your profile and help publicise your company. Attracting attention and communicating an advertising message is the ultimate goal.
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Order your 2018 advertising calendar now!
Why choose an advertising calendar in 2018?
The advertising calendar is an essential communication tool for a company. More than just another goodie for your customers, it helps you build customer loyalty and remind them of your presence every month of the year.
Available in a range of shapes and sizes, this advertising medium is undoubtedly the gift to give your customers at the end of the year.
Useful and inexpensive, the advertising calendar helps you build your brand image around the services you provide for your customers.
Thanks to this calendar, you can pass on your values to your customers. With a humorous image or a quotation, your slogan, your successes and statistics, you ensure that your customers and suppliers have a certain image of your company.
Improve your company's image by entrusting your project to Margy Consultants
Active in the market for over 20 years, the Margy Consultants group is at your company's service to convey an ideal image to your customers.
With a wealth of experience on the African market working with public and private organisations, Margy Consultants will support you, advise you and offer several solutions to suit your needs. From creation to final printing, the group will show you the choices that can help your company make the difference in an increasingly competitive market and increase your turnover.
You too can join the companies, embassies and institutions that have already put their trust in Margy Consultants and choose the quality of the product.
Customised solutions for your marketing campaigns
Advertising calendars must be both practical and attractive. Your customer must be able to consult it at all times, while keeping your logo and possibly your slogan in mind.
Placed prominently on the desk or hung on the wall, your partners will give you a place inside their companies. So it's very important for you to find the format and design that will appeal to them.
Discover the collection of calendars offered by Margy Consultants. As a communications professional, Margy Consultants offers several ways to personalise your marketing campaigns, according to the specific needs of your customers: bank calendars, desk pads, easels, 3-month calendars, etc. There is sure to be a format to suit you.
Order today via our website
Have you been looking for the ideal gift to offer your customers and prospects for a few months now? Are you looking to improve your brand image? Don't waste another minute and be ready well in advance of the festive season, when the workload will be all too heavy. The website allows you to make a well-considered choice and order in complete security.
Thanks to its many years of experience and large-scale production, the Margy Consultants group can guarantee you the best possible work in the shortest possible time. We are equipped with state-of-the-art equipment and are always on the lookout for new marketing techniques on the market.
Contact us for all your questions, projects or creative ideas.
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How do advertising media contribute to marketing success?
For the 6th year running, La Poste organised the Mail Media Awards. This was an opportunity to rediscover the advantages of paper editions in an advertising campaign strategy. The proliferation of advertising media has not diminished innovation and creativity in direct marketing and direct mail.
Advertising campaigns rewarded by the Trophées du Média Courrier
Winner of the jury's special prize for creativity, Fedrigoni France 's direct mail campaign was particularly impressive for the quality of the medium used. Specialising in creative papers, this advertising campaign heralded the launch of a trend book. As the trend book was dedicated to black creative papers, the paper edition of this marketing campaign was printed on a black paper featuring several finishing techniques. Called Black Butterfly and presented in the form of a triptych, this advertising campaign was a real success, both in terms of the bookings made after receiving the direct mail and the numerous interactions from recipients on social networks.
It was the Apicil group's ability to combine the advantages of different advertising media that won it the Solutions Business Grand Prix for its direct mail campaign, evocatively named La Force de Vente Augmentée (The Augmented Sales Force). These printed materials aimed at professionals offered an advertising campaign in augmented reality, and Smartphones or tablets brought to life a virtual advisor, presenting the group.
Winner of the Banque Assurance prize, the Axa group succeeded in attracting prospective professionals to its branch with original paper editions. The marketing campaign promised to win a coffee machine for taking out two policies. To make the recipients of this direct mail dream, Axa inserted a scratch-off box in the printed paper sources, with a taste of ... coffee of course.
Renault distinguished itself during its advertising campaign for the launch of the new Mégane by winning the Commerce category prize. After an initial direct mail and e-mail campaign, which served as a teaser for the operation, the car manufacturer sent out printed paper copies to prospective customers, displaying QR codes that took recipients to the videos for this new version of the famous Mégane.
Bio3G shares the prize in the Commerce category with Renault for its marketing campaign called J'Alternazote. By multiplying its communication channels (print, press, SMS, web and telemarketing), the company won over the Jury of La Poste to promote its fertiliser, Alternazote.
Domitys won the business category prize for its local advertising. To mark the inauguration of one of its senior service residences, the company sent the paper edition of its marketing campaign to people aged 78 and over in the surrounding area. Goodies and an explanatory letter accompanied a chequebook of offers in this mailing, for which each discount was personalised by ... the postman himself.
The Étampes sub-prefecture wanted to protect its citizens by warning them of various attempted scams. In sending out the flyer created by the National Police and Gendarmerie, the sub-prefecture had the bright idea of having the postman comment on each delivery to give added weight to this preventive message. The mission was a success, both for the residents and for the sub-prefecture, which was awarded the jury prize in the local authority category.
Multiplying advertising media to boost the effectiveness of communication. This is howUnicef France won the prize in the charity category. The January 2016 greetings mailing included a letter, leaflet, support voucher and personalised QR Code. The incentive to go paperless was reinforced with the use of all other possible advertising media, from e-mail to telephone advertising campaigns.
When the paper edition of a marketing campaign is accompanied by samples, it becomes much more than just an advertising campaign. Ferrero Kinder won the Consumer Goods category for its direct mail campaign aimed at cafés and restaurants. The letter presented the brand's mini products, which could be offered to customers with coffee, for example. The letter was accompanied by a box containing ... 10 mini sweets.
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In 2016, print advertising still more effective than digital advertising
Print advertising is holding its own against digital. It remains the leading medium in France, reaching 20 million households every week throughout the year. A result that has never been equalled by television, even during major sporting events such as the Olympic Games or the Euro Football Championship.
70% of printed advertising is read
The latest statistics demonstrate its power. 70% of people who receive these printed advertisements read them, and even spend 38 minutes a week reading them. Used mainly by major retailers, it is still not used enough by brands. An experiment carried out by Adrexo showed that after organising the distribution of samples and leaflets in letterboxes for the Royco brand, the company recorded growth of 48%. A return unequalled by any other medium.
In a context dominated by digital advertising in all its forms, the good old advertising of our parents is resisting and even gaining ground by taking advantage of technological innovations. Leaflets still have an excellent ROI. Whether on its own or in conjunction with digital advertising, it generates the most traffic in shops and leads to purchases.
The highest ROI for the act of purchase
88% keep most of the advertising they receive, and 86% sort it once they get home before throwing it away, taking care to recycle it. This attention to printed matter is indicative of consumer behaviour. For 93% of them, these documents are an opportunity to discover products and for 91% to make savings by hunting down bargains.
Consumers are not indifferent to their practicality. They are easy to handle and can be consulted at leisure, just like a magazine. For 82% of those surveyed, reading them is associated with a moment of relaxation that allows them to select their items. 78% prepare their shopping and choose their shop (68%). Finally, for 63% of them, viewing the product gives them a credibility that viewing it on a screen does not.
Print advertising more convincing than the internet
The use of the Internet and the widespread use of websites to make purchases have changed people's behaviour. But not necessarily to the detriment of the leaflet, which serves as an endorsement of the website. 33% of consumers who notice a product in print will then go to the store's website to find out more. If a shop near them has this product, 81% will go there and buy it straight away. Printed advertising therefore helps to improve the in-store conversion rate.
Far from being outdated, leaflets have a bright future ahead of them. By adapting its presentation and ergonomics and broadening the range of businesses it targets, it can improve its performance. In 2015, printed advertising was the third medium in which advertisers invested. Data from Irep. shows that consumers value their freedom of choice and free will. More than ever, they are vigilant about the information they are provided with and continue to give full credit to the paper document.
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Komori innovates with its Lithrone G29 H-UV offset press
Komori Europe is set to cause a stirat its European open house with its Lithrone G29 B2-format H-UV offset press. Already unveiled at Drupa 2016. Professionals will be able to witness in-depth demonstrations of the qualities of this press, which is already setting new standards in the world of printing.
Open house on graphic technologies
Komori, the Japanese manufacturer, in the presence of its sales partner Screen, is opening the doors of its Graphic Technology Centre on 5 and 6 October. It is located in Utrecht in the Netherlands, on the site of its European centre. This will be an opportunity for the European subsidiary of the group founded in 1923 to present 3 new press models: the Lithrone G29 H-UV offset press, the Komori Impremia IS29 UV inkjet press and the Screen Truepress Jet520HD rotary inkjet press. The focus will be on the enormous potential of B2 half-format printing for businesses. Komori will also explain how it has evolved from a specialist in the manufacture of printing presses to a Print Engineering Services Provider (PESP).
Half-format redesigned for business
The B2 format is only used by professional printing systems that have to meet the requirements of the ISO216 standard. It has huge potential for businesses. Used for printing on both thin and thick media, it is ideal for creating posters and postcards, among other things. Komori's inkjet presses and printers are perfectly suited to these applications, enabling large runs to be produced with very high print quality. The marketing and communication sectors will be directly impacted by these new cutting-edge graphic technologies.
A new vision of printing
Unveiled at Drupa 2016, Komori's B2 format Lithrone G29 H-UV offset press is unique in the printing world. It can be configured for five colours, plus varnish, with an extended delivery. It boasts high productivity of up to 16,500 sheets/hour. It can handle both thick and thin substrates. The maximum sheet size is 530mm x 750mm, and the maximum plate size is 605mm x 760mm. The maximum print area is 520mm x 740mm. Media thickness can vary between approximately 0.04 mm and 0.6 mm.
High print quality is guaranteed even at maximum print speed. In addition to highly accurate functional inspection, a 4K resolution camera checks colour quality in real time. Rapid inspection of colour density is carried out by a PDC-SX Spectral Print Density Control and in-line control, which ensures a high level of quality and productivity, is entrusted to the PQA-S V5. The Lithrone G29 press meets the growing need for H-UV printing. It makes full use of Komori ICT (Information Communications Technology) solutions.
KP-Connect enables press operating conditions to be viewed via the cloud, anywhere and at any time. K-Station 4 provides optimised planning of all the presses in a fleet, and K-Color Simulator 2 guarantees high-level colour matching.
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Digital advertising, new prospects and new targets
On 14 and 15 September, Cologne played host to the Dmexco trade fair for digital marketing companies. The figures from the latest Adobe Digital Insights study on digital advertising were revealed. It revealed that more than two-thirds of visitors to a site arrive thanks to... advertising!
Traffic accelerated by targeted advertising
Despite a general fall in traffic, some sites are doing very well, posting an increase of 8% compared with their competitors in Europe, and even 36% in the USA. How is this possible? Thanks to targeted advertising, particularly via social networks and paid search. Using these methods, these sites display more personalised advertising content that is appreciated by web users.
Despite this, Europe is lagging behind the American continent, which is more experienced in digital marketing and advertising targeting. In Europe, more than 75% of visitors still arrive on a site through natural referencing or links from other sites, and not through advertising.
The French and digital advertising
The French have always had an ambiguous position on advertising. Rather suspicious, they have until now been reluctant to provide personal information. Recent surveys show that this trend is changing, especially among the under-35s. Only 12% of French people would now use an adblocker, justifying their use by annoying and untargeted advertising. On the other hand, what they don't like are adverts that automatically play music: over 60% of French people hate this.
While the French have nothing against mobile advertising, they are highly critical of it. Over 59% feel that the ads are not adapted to their desires or needs, and 55% say that they are not related to the site they are visiting. Among young people, this trend is slightly less true, with 43% considering that mobile advertising is adapted to their needs and desires. The latest Harris Interactive survey also points to new trends: today's web users want less intrusive advertising, they want to choose what they watch, and they expect something in return...
Yes, well aware that their personal data is very valuable to marketing professionals, Internet users now want to receive some form of payment... Until now, visitors were invited to provide their data, but very rarely received any benefits in return. This represents a minor revolution in the world of digital advertising, and brands are being forced to adapt. More than 60% of 18-24 year-olds say they expect a reward in exchange for their personal data. This can take a variety of forms: discounts, special offers, remuneration, etc. A final form of reward is also emerging, in the form of free access to certain sites or articles that are usually subject to a charge.
So we can see that digital marketing still has plenty of room for growth in France. This trend will be facilitated by the younger generations of Internet users, who have fully integrated advertising and targeting into their browsing habits, unlike their elders...
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Influencer marketing: the power of social networks and blogs
Influencing purchasing decisions is one of the cornerstones of the marketing profession. Not always well perceived by the public, this aspect of the profession had its moment of glory in the 2010s. Sometimes smelling of sulphur, marketing was equated with manipulation or deception. With the advent of digital technology and the massive influx of data into communications, 'influence marketing' has become more subtle, and has developed where it was not necessarily expected, forcing us to reconsider the profession and the areas of influence.
If marketing were a story...
In the beginning was traditional marketing. It was a well-defined profession and a well-defined set of actions that consisted of using clearly identified resources to promote goods and services. A billboard, an advertising campaign, the distribution of flyers, a promotional price and the deal was done. Or so we hoped as we feverishly monitored sales trends.
In its simplest terms, marketing consisted of clearly identifying the points of contact between a brand, its products and third-party prospects. The zone of influence was limited to "finding the publicity stunt" or the opportunity to increase visibility with the target audience and to use them as a natural medium to get them to know you. Everything was well-defined in this world where marketing and communication took turns according to a well-known, tried-and-tested scenario.
But then digital technology and data came into play, and redistributed the roles in the world of marketing. Influence in the business consists of guiding an audience towards a purchase or an opinion by means of information and offers that correlate until the purchase decision is made. This zone of influence must not leave the target audience in order to maintain their interest and reinforce the accuracy of their choice.
Digital and social networks, the new tools of influencer marketing
Thanks to data, proven "net" habits and social networks, marketing has built up a formidable database of information that enables it to pinpoint the target audience and its expectations by studying its behaviour and location based on digital data. In the space of just a few years, the new digital tools have given marketing a more subtle influence, which has grown considerably with the arrival of social networks, bloggers, Instagrammers and other Youtubers. With them, the areas of influence have gradually slipped away from professionals and into the hands of individuals who are completely unknown to the profession, but some of whom are frighteningly effective.
With tools like Google analytics and the use of RTB(programmatic advertising), which makes it possible to deliver the right media at "almost" the right time to the right person, we can refine the zone of influence by studying their behavioural habits and buying patterns.
This socialised ecosystem makes the influence credible, because it is created in an almost natural way. This natural influence has a tenfold impact on the audience, since it is the result of blogging, which consists of creating content and rallying people around a hobby or shared interest. It's a power recognised by these new influencers, who are paid for their audience and their ability to unite people around a theme. In just a few years, they have humanised the digital world and given a new dimension to influencer marketing by stripping it of its sulphurous cloak. Let's hope it lasts, so we don't fall victim to a boomerang effect if the good turns out to be worse than the bad!
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Paris Retail Week returns for a second year
Three days of augmented commerce
From 12 to 14 September 2016, the second edition of Paris Retail Week will be held under the Parisian roof of the Porte de Versailles Exhibition Centre, with this year's event focusing on the theme of augmented commerce. In this 50,000 m2 space organised into 3 villages, where 1,000 exhibitors will come to represent their companies (start-ups and agencies), no fewer than 50,000 visitors are expected.
300 conferences will be held throughout the show, with a view to defining the major issues of the day, the new trends and the best strategies to be put in place, while working together to design the strategies of tomorrow. Participants will be able to take advantage of simultaneous translation from English to follow the highlights of the show.
Many prestigious international players will be sharing their expertise: Philip Rosenzweig, Vice President of Real Estate, Store Design & Construction at Kate Spade New York, will be present on Monday 12 September from 3:00 to 4:00 pm for his first public appearance in France, with a keynote address. Maëlle Gavet, Executive Vice-President of Priceline Group (3rd largest international e-commerce group and world leader in travel), will also be giving her first oral presentation in France, on Tuesday 13 September from 16:00 to 17:00.
The Paris Retail Awards
A new addition to the event programme this year is the Paris Retail Awards, which recognise the ten most innovative companies. The "Rookie of the Year" prize will be awarded to the most promising start-ups. 27 finalists have been selected by the Jury, divided into eight categories: Logistics, 360° Customer Experience, CRM: from lead to customer, Brand Experience: Agency Awards, Technology, Digitalisation of the point of sale, Social commerce, and Point of sale layout.
The new challenges of digital commerce
Today's physical stores must be seen as just one of a number of points of contact between the customer and the company. Mobile tools and social networks have reshuffled the deck in terms of habits, expectations and preferences towards e-commerce. The shopping experience is now an integral part of everyday life. Consumers are demanding new developments tailored to their reality as (hyper)connected customers, with practical and innovative solutions - indoor geolocation, paperless payment, personalised shopping and services, etc. - and the management of the customer experience must become increasingly fluid and intuitive.
For businesses, the stakes are obviously high, and they are more than ever a guarantee of the future. Data collection, customer loyalty... the new perspectives of augmented commerce are at the heart of current and future strategies. The aim is to create a genuine symbiosis between the brand and the consumer.
By bringing together professionals from the retail and e-commerce community, Paris Retail Week succeeds in bringing together the best of the international retail scene, providing a comprehensive overview of new trends and a total immersion in the most innovative digital sales practices.
See you on 12 September at the Parc des expositions, 1, place de la Porte de Versailles, 75015 Paris.
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Back to school graphics 2016: ask for the programme!
The start of the 2016 graphics season promises to be a busy one, so it's best to get your diaries in order to keep abreast of all the exciting news. No fewer than four major events will be held in Paris.
UNIIC will be opening the ball on 23 September with a major general conference covering the entire graphics industry, followed by the Digital Printing Forum on 27 and 28 September on multi-channel communication and Interquest on digital book printing. Finally, the UNFEA will close these inter-professional exchanges on 29 September on the theme of excellence in labelling.
Viscom from 6 to 9 September 2016
The first trade show in September, Viscom will be holding its 28th edition at Porte de Villepintefrom 6 September. The three-day programme includes an exhibition of the winning posters from the Creative Awards by Saxoprint competition, as well as other events such as the Vizshoot by Fotolia trail. For the second year, an Innovation Gallery will showcase the major projects exhibited at the show, and the 2016 Icona d'Or awards will be presented by the Syndicat national de l'enseigne et de la signétique (Synafel). Finally, two conferences/coaching sessions will be held over the three days.
Voices of experts, paths to the future: towards a graphic re-conquest
On 23 September, the Union nationale des industries de l'impression et de la communication (UNIIC) is organising a major conference at the Maison de l'Amérique Latine in Paris on the theme "Voix d'experts, voies d'avenir: vers une reconquête graphique". The event, which will benefit the entire industry, will be hosted by economist and columnist Nicolas Bouzou, who will analyse the printing sector in France as seen by the Banque de France, among others. The symposium will provide an opportunity to look at the means employed and analyse the Asian and North American markets in parallel, in an attempt to find solutions for the future with experts and players in the field.
Interquest 27 and 28 September Salons Hoche
During the last week of the month (27 and 28 September), Interquest is organising two forums in the Salons Hoche in the 8th arrondissement of Paris. The first will be devoted todigital printing and multi-channel communication. The second (28 September) will focus on digital book printing. Since their creation in 2010, the first forum summarises the synergy between print and digital communications, while the second takes stock of the major trends in the book market, the breakthrough of digital printing and changes in the manufacturing and supply chain.
30th UNFEA meeting at La Villette
Last but not least, on 29 September, theUnion nationale des fabricants d'étiquettes adhésives (UNFEA ) is holding its 30th meeting, under the banner of excellence, at La Villette in Paris. The day's programme includes a round table on the sector's economic situation, followed by a presentation on digital transformations, and a general meeting at which Qualétiq certificates will be awarded.
During these meetings, the organisers will be offering three themed courses on the marketing and sales, technical and quality, and administrative human resources sectors. Finally, Gordon Crichton, Director of the International Purchasing Management Institute (MAI) and a lecturer at the École Centrale de Paris and INSEAD, will be speaking on the theme of "Capturing customer innovation".
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10 marketing and communications books you need to read urgently
Marketing and communications are constantly evolving in the digital world. For those who like to keep abreast of the latest publications in these fields, here are 10 books to read published by Editions Dunod.
La boite à outils des réseaux sociaux by Cyril Bladier
With 57 tools and methods at your disposal, you'll know how to make the most of social networks to optimise your company's communication. Each tool is described in 2 or 4 pages, with numerous links accessible by QR code for more in-depth information.
Le marketing de soi by Stéphanie Moran and Nathalie Van Laethem
Know how to sell yourself. That's the aim of this book , which covers 64 essential tools and methods for promoting yourself effectively, with step-by-step case studies. A good idea in a professional world where freelancers are on the increase.
L'inbound marketing by Stéphanie Truphème
And since it's all about telling the story of your career or your company, you'll be able to captivate your audience after reading this book and convert them into customers. The author lists all the interactions offered by digital between the company and the consumer.
Tous digitalisés: Et si votre futur avait commencé sans vous? by Manuel Diaz
Digital is everywhere, as we keep hearing. Even if French companies are struggling to get on board. To make sure you don't miss out on the digital revolution and its implications, Manuel Diaz discusses the fundamental issues at stake and invites readers to reflect on their individual responsibilities in the face of this economic necessity.
The art of digital warfare by Caroline Faillet
If you don't know how to face up to the digital age, the author gives you the keys to devising an appropriate and disruptive strategy. In the style of Sun Tzu's famous "Art of War", you will learn how to gain influence by building your own digital arsenal.
Luxe et Digital: Stratégies pour une digitalisation singulière du luxe by Eric Briones
Because digitalisation concerns all fields, the author discusses its application to the luxury sector. The first part provides an overview to eliminate any digital complexities. Then in the second part, Eric Briones enlists the help of 14 experts to explain how digital technology applies to their field.
Marketing de l'art et de la culture by Dominique Bourgeon-Renault, Stéphane Debenedetti, Anne Gombault, Christine Petr
Art and culture are also affected by digital marketing, even though it is still underused. To enlighten decision-makers in the sector, this group of authors defines the particularities of the sector and the challenges of marketing applied to art and culture.
Marketing et création publicitaire by Virginie Barnier (de), Henri Joannis
Now a classic, this book provides an exhaustive explanation of the marketing and advertising strategies used by the most advanced companies in this field to produce commercials and advertisements. All the examples are up-to-date and include the latest techniques.
Communicator (7th edition) by Assaël Adary, Thierry Libaert, Céline Mas, Marie-Hélène Westphalen
The bible of digital marketing. A must-have, read or reread. This new, reworked and illustrated edition presents the essential authors and tools. Students and professionals will find a wealth of information to help them apply marketing to their business.
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