An Interview & Case Study with Mark Booker, Independent Living, Lancashire
What you do, what do you specialise in and why do people choose to use you?
"We provide care for older people to enable them to continue to live in their own home.
Research shows that older people would prefer to live in their own home if it remains a feasible option. Many older people have lost a partner and spend time alone so some of our work is companionship.
We also help people live with conditions such as poor mobility or memory loss, in practical terms this means helping them shower, wash, get dressed, take medication and provide food and drinks. In many cases we help when family cannot be available and we give reassurance that their loved on has been visited and is healthy, happy and safe.
An increasing service in demand is to take people “out and about” most common being medical appointments at local hospitals such as Chorley or Preston. Our support stops at non-medical."
Why did you decide you wanted to create your own branded promotional gifts?
"Like anyone who starts a new business getting new customers and marketing your name is a challenge! It takes much longer than you think!
I started with the standard printing material such as leaflets but when we started attending health fairs and business groups I wanted something more memorable to give people.
A gift I think creates goodwill, when you give someone a present they are surprised and want to help you."
What are your objectives when using branded products?
"At first my objective was marketing the business and to obtain more customers.
When we sent out an information pack as a response to telephone or email enquires we included a Business Gifts UK present branded with our services and telephone number.
Whilst it was a cost to the business I believe it separated us from the competition. The value of a customer to Independent Living can be £1,000s and I believe spending £5 or so on a gift to help acquire that customer represents excellent value.
Later I bought branded Parker Jotter Pens from Business Gifts UK for my customers. This gift was chosen for quality, it was a thank you to them for their custom.
When I visited customers sometimes a few years later they still had the pen in the house! I got goodwill from my customers because it was obvious to them I had bought them a gift of quality."
How have the gifts worked for you, and do they fulfil your objectives?
"I would say giving people Business Gifts UK merchandise with the Independent Living Logo and telephone number has been a tremendous success.
Even if the gift is not of practical use or you have one already there is something “psychological” about receiving it! It’s human nature to pick-up a free gift! Only this morning at the BB4B group I have picked up a Business Gifts UK 40th Anniversary water bottle!
It leaves me with a positive feeling and I will use them when I need further gifts. If I feel like this then people will have the same view of Independent Living’s gifts.
On my desk I have many items from Business Gifts UK from other businesses and they constantly remind me of that company and the person."
Have you any success stories relating to your business gifts?
"Steve and the team don’t just sell you an item they offer advice.
Steve took the trouble to ask me about my customers and one occasion I bought glasses cleaners because all older people wear them and the postage costs are low because they fit in an envelope and weigh little!
Steve had clearly put a little thought in the buying process by understanding my customer base."
What attracted you to use BusinessGiftUK.com?
"I prefer to buy from people who I have personally met, who I believe have credibility and my interest at heart. I had met Business UK staff at many events and they impressed me with their professionalism.
I also try to buy local; I run a small business and know the importance of supporting the local economy. The company also had a brochure which had a wide range of products to choose from."
Are you a repeat customer?
"I have bought many items from Business Gifts UK, these include: shirts, Parker Pens, lens cleaners, soft toys and a pull-up banner for a conference."
What makes BusinessGiftUK your regular choice?
"I have worked with BusinessGiftUK for probably 12 years and they do not let me down. I get good advice, quality products which are delivered on schedule at a fair price."
How do you see yourselves using more promotional products in the future?
"I will buy gifts in the future, I am likely to buy fewer but high-quality gifts for my customers as a thank you. Now Independent Living is established we do less “events” which required high volume, cheaper gifts."
Is there anything you think BusinessGiftUK could do better?
"I have always been satisfied otherwise I wouldn’t be a repeat customer over 15 years!"