4imprint is a direct marketing business supplying an extensive range of promotional products and branded apparel to individual buyers in a wide variety of businesses and organisations throughout the USA, Canada, UK and Ireland. 4imprint is the largest direct marketer of promotional products in both the US and Canadian promotional products markets, together totalling $22 billion, and is a leading player in the $1billion UK market. In North America, 4imprint has grown significantly ahead of the market with a five year compound annual growth rate of 15%, consistently gaining market share over this period during which the total market has declined by 1%. Growth has been achieved organically and without investing significant capital.
Background
Promotional products are purchased by a wide range of individuals within all types of organisations. These products are used as an integral part of sales and marketing activities, recruitment and recognition schemes, health and safety programmes and other initiatives to make a lasting connection between the customer organisation and the recipient. The range of products is diverse from basic giveaways such as pens, bags and drinkware to more exclusive products such as embroidered clothing, business gifts and full colour trade show displays.
Position
The market place is highly fragmented comprising more than 21,000 distributors, of which more than 90% each have annual sales of less than $2.5 million. 4imprint has a unique business model through which to address the market. The business uses innovative catalogue and internet-based marketing techniques to acquire new customers and targeted marketing such as Blue Boxes (samples and tailored individual marketing), internet advertising and subscription e-mails to retain customers and generate repeat purchases. This allows 4imprint to address millions of potential purchasers, offering thousands of customised products. Substantial supplier partnerships facilitate rapid and efficient deliveries on short lead times.
Competitive Advantage
4imprint has developed its competitive advantage through the investment of free cash flow to increase its market share using bespoke marketing methods and technology, consequently increasing barriers to entry.
This model offers the customer an easy and convenient way to purchase an extensive range of products via telephone or over the web with the assistance of a highly skilled customer service team. The customer receives free samples, free artwork and unique service guarantees such as 'on time or free' and 'total satisfaction or your money back'.
The model is backed by innovative proprietary technology which provides a fast and simple experience for the customer as well as providing an efficient platform for processing hundreds of thousands of customised orders to tight lead times, including seamless interfaces with key suppliers. Complex database analytics support targeted marketing to millions of potential customers and hundreds of thousands of existing customers.
The US and Canadian markets are serviced out of the principal office in Wisconsin, and the UK and Irish markets out of a UK facility. 4imprint has a strong working culture committed to equipping employees with training and tools to deliver a superior customer experience which is a key component of growth. The US business has been named in the top ten best medium sized companies to work for in USA, in each of the past four years.
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