Gary Swinbourne from Brumby’s in the Myer Centre first heard about the Office Hero Pack at a Brumby’s conference.

“The Office Hero is a selection of sweet and savoury products that’s very convenient to order for morning teas, lunches and celebrations at the office. I knew it would work especially well at our Brisbane city store because we’re surrounded by businesses!”

“Initially, I had a photo and information on the special printed on promotional mouse-pads. This worked well for a while. We also printed flyers which we distributed via a letter box drop at the GPO and we were cruising along, growing slowly over a few years.”

“BUT with so many other outlets competing we needed marketing literature that gave us the edge.

Where to next?

Fortunately, Gary attended a business seminar where he heard Jerry Crockford speaking about the significance of marketing material that grows your business.

Jerry explained how important it was to stress the benefits of your products (rather than just the features) so clients know immediately what you’re offering them.

After the seminar, Gary approached Jerry for assistance with his Office Hero promotion.

Marketing material that gets results...

Jerry and his team spent time getting to know Gary’s business. They asked plenty of questions to get the best possible understanding of his needs.

It soon became clear that merely listing products and prices would not tell potential customers about the BENEFITS of the Office Hero Pack or offer them any additional value.

Jerry and the team recommended a menu which reinforced the value associated with the Brumby’s brand. The new menu included sections which gave compelling reasons why Brumby’s food was so good. It also described the benefits of the Office Hero product range, including:

• Reasons why the Office Hero Packs are such great value for money...
• How useful it is for last minute meetings or staff birthdays...
• How it unburdens employees who have to organise these events, in addition to their normal duties....

The new menu made it easy for people to call in their orders AND encouraged them to hang onto it for repeated use — rather than just seeing it as a brochure or one-off offer.

Jerry and the team also designed attractive point of sale posters which helped to increase awareness of the Office Hero packs. These encouraged shoppers to take a free copy of the new menu.

Taking Brumby’s marketing strategy to the next level...

Gary’s initial strategy was to distribute the brochure by letter box drop, but after discussing his situation with Jerry, he was able to identify a different strategy that generated excellent results!

Gary and his team started personally distributing their new ‘menu brochures’ to offices in the area.

As Gary explains: “We picked a building in the city — just one a day — and handed them the new Office Hero brochure. This was VERY successful!”

“As Jerry had predicted — the personal touch made this marketing method much more effective than the impersonal letter box drop.”

Business is up!

With the help of Crockford Carlisle, Brumby’s Myer Centre has been able to create a campaign that gets people to recognise the BENEFITS of the Office Hero service AND act on them.

Gary is delighted: “The campaign that Crockford Carlisle designed for us really gives people a GREAT reason to pick up the phone and talk to us. This campaign has made a big difference to our sales.”

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