|Volume 1: No. 03|
- A4 card folder, embossed logo, solid green inside. Can be used as a wallet for the company profile or, split down the crease and then bound, as a front and back cover for proposals and reports; - writing paper with green logo and printed addresses; - the same, but just with logo - a general purpose sheet; - plain continuation sheet; - compliment slip; - envelope with logo; - business cards.
The general-purpose sheet gets used for the pages of the company profile, as a fax header, for invoices, forms, etc. Everything presents a consistent image.
Indirect marketing is long-range, name-awareness stuff. GID is surprisingly well-known in the UK for such a small company. That's because they have taken pains to join and be involved with things. Getting in as subcontractor to a lead supplier for major account bids also helps. Building relationships takes time, but you have to do it. It also helps to speak at conferences and to publish papers and books. (Colston has a book just out on Open Systems and the single European market after 1992; Chapman & Hall, ISBN 0 442 31327 6.)
GID doesn't do much direct marketing -- the cold letter or phone call. When they do, either they don't follow up at all (just aiming for name awareness) or they send one or two letters in a week and follow up intensively. Most of their business comes by recommendation, by personal contact (old friends and colleagues who have moved on, recommendations from clients, repeat business) or from the indirect marketing. [Colston Sanger; GID Ltd, 69 Kings Road, Haslemere, Surrey GU27 2QG, UK; Tel/Fax: 0428 654821.]