Leyland Leader is a glossy A5, free distribution magazine, filled with local suppliers, traders, professional services, networking groups, advice, information about the town. It is distributed monthly, personally by owner publishers Keith and Ruth Bradshaw because it ensures correct circulation. Here is a long term case study about a business gift job completed for them recently.
Why use branded promotional gifts?
Leyland Leader were looking for a gift to say thank you to advertisers in the run up to Christmas 2015. Keith and Ruth had used the services of BusinessGiftUK.com in previous years for pens, mugs, glassware and coasters. For 2015 BusinessGiftUK recommended the eco-friendly, promotional cotton shopper bag because it was topical, practical and easy to distribute.
What was the business objective in using printed gifts?
Partner Keith Bradshaw says “The idea behind the bags was to engage/reward customers, contacts, family and friends of Leyland Leader. It represented something different, we had done pens (various), coasters, mugs etc. This was something both attractive and practical, could be carried easily and when in use became a ‘mobile advertisement.’ It was eye-catching, attention drawing and a talking point.”
BusinessGiftUK.com had recommended the bag as a topical gift because the government had recently introduced the compulsory charge for plastic carrier bags and it has a very prominent print area.
Did you meet your campaign objectives?
Keith says “It was extremely popular and the initial order soon ran out and, as you will recall, because of demand we ordered more.” “Being heavily involved with social media at the time (and PR) the #leaderbagontour was an extension of this and lots of people quickly bought into it – it became quite competitive even, with the bag popping up unexpectedly all over the world, along with ‘celebrities’ getting involved (see below).
The number of contributors (including some impressive names) and the ‘Spotted In’ places underline the success of the campaign. I think it had a real ‘feel good factor’ as people enjoyed submitting to Facebook Twitter Instagram and more, it was fun and, all along, it underlined the name Leyland Leader – a very small business in a small town but rolling along nicely. I have driven the campaign but it did develop a momentum of its own and I have been genuinely surprised how it’s panned out.
Surprisingly, I thought the campaign had finished some time ago but just last month a picture from a church friend who is working as a missionary in Mexico submitted a photo of the bag in Chihuahua, amazing.” In 2019 the bag is still touring and has recently “turned up” in Glasgow, the BBC Breakfast TV studios Salford, Tuscany, Pisa and the Cape of good Hope!
How did you find working with BusinessGiftUK?
“The cotton shopper bag as a ‘different’ business gift was your idea, and I’m grateful to you for that.”
Do you see yourselves using more promotional merchandise in the future?
Four years on, at the time of writing, Keith and Ruth have placed several more orders with BusinessGiftUK.com, including a reorder of promotional bags. Now in its fourth year, the #LeaderBagOnTour continues to circulate on Facebook and Twitter.
Thank you for your positive story Keith and Ruth, it has been great working with you for many years now. It is really satisfying to recommend a product to a client and then see such positive results. It is also great to see a promotional tote bag still working effectively nearly four years on. If you are doing business in the Leyland area, check out Leyland Leader as a great way of getting your business message into the local community.
#LeylandLeaderOnTour Countries Visited:
Abu Dhabi, Argentina, Australia, Austria, Belgium, Canada, Channel Islands, Chile, China, Croatia, Czech Republic, Dubai, England, Finland, France, Germany, Gran Canaria, Greece, Holland, India, Indonesia, Ireland, Italy, Latvia, Mexico, Morocco, New Zealand, Nigeria, Norway, North Pole, Northern Ireland, Poland, Portugal, Scotland, Serbia, South Africa, Spain, Switzerland, Tanzania, Tenerife, Thailand, Turkey, USA, Wales, Zanzibar.
#LeylandLeaderBagOnTour Contributors, Selfies and Celebrities:
Abba Glamma, Abba tribute band,
Harry Aikines-Aryeety, GB Athlete
Jane and Iain Aitken
Arthur Albiston ex Manchester United
Brian Ashman, Radio Leyland
Ian Bailey, musician
David Barnes (Jamin Sports Belgrade)
Beatrice, Tanzania schoolteacher
Ian Botham (Sir)
Keith and Ruth Bradshaw
Joe and Jess Bradshaw
Angela Browne, La Corte
Danny Cipriani, Rugby Union International and players player of the year 2018/19
Robin and Eileen Currie
Norman Cutler, St Catherine’s Hospice
Andy Dobson, Atlas Sailing
Mark, Diane and Luke Croasdale
Mark Cueto, Sale Sharks RU
Peter and Lesley Daniels
Eilidh Doyle, GB Athlete
Lora Fairclough, European Golf Tour winner
Alan & Margie Foots
Pat and Neil Frodsham
Pat and Paul Frodsham
John Gilmore, BBC Radio Lancashire
Councillor Mary Green, Mayor South Ribble
Martin and Tessa Harrington
Stefan Holm, Sweden Olympic high jump gold 2004
Craig Jackson, Northcote GM
Michael Jackson, not the singer!
Lis Todd Jones
Archie Kelly, comedian
Seema Kennedy MP
Ian Lancaster, Christians In Sport
Lucky 6 Marketing
Christine and Gordon MacLellan
Kirsty McCaslan, GB Athlete
Duncan McKenzie ex Everton footballer
Jennifer McLean, Canada
Jenny Meadows, GB athlete
Sam Miller, GB Athlete
Laura Muir, GB athlete
Dave and Lucy Nankivell
Colin Patterson, BBC Radio Entertainment Correspondent
Trevor Pearce (Jamin Sports Belgrade)
Ashley Preston, AWP Computers
Sue and Phil Price, Australia
Norman Prince, comedian
Gary and Karen Renison
Colin & Val Richards
Rover the Dog, Blackburn Rovers FC
Steve Royle, comedian
Jazmin Sawyers, GB Athlete
Karen Shaw , SRBC
Toms Skujins, Latvia professional cyclist
Steve (Coral Sea cruise captain)
Jed Stone, comedian
Dave Swanton, BBC Radio Lancashire, Sale Sharks
Kay Taylor, St Catherine’s Hospice
Matthew Tomlinson, SRBC Labour Councillor
Ros Tyrell (Jamin Sports Belgrade)
Michael Vaughan, ex England cricket captain
Claire and John Walters (and George)
Robert White, crime fiction author
Ben Williams, GB Athletes
Stephanie Willson, actress
Ben Woolnough (Jamin Sports Belgrade)
Danny Young, Northcote chef
Headmistress of Mumbai High School
Publishing author: BusinessGiftUK
Publishing date: 23rd May 2019