Trade Only has undergone a major re-brand, and becomes Customer Focus.
All of the company’s current technology products – including VISION, STORE and PromoServe – have also been given the Customer Focus brand. The Spectrum and Envoy catalogues, plus the Promotional Product Expo, Spring Shows, APG and PPD magazine, will keep their existing identities.
Customer Focus managing director Vicky Robinson, pictured, said: “The change of name better reflects our company ethos. Our customers are the reason we exist.
“All of our investment in technology, research and development is geared towards providing them with solutions which will help them to achieve their goals. If they’re successful, so are we. From our customers’ point of view, the name change won’t affect their services or billing. They won’t need to update any links or bookmarks, as these will automatically redirect to the new domain name where appropriate. User names and passwords are also unchanged.
“The inspiration for the new brand actually comes from the technology arm’s own history. PromoServe was originally called Customer Focus when it launched in 1999. The company was acquired by Trade Only in 2003. In the last few years, which also saw the launch of Trade Only in the US, the company’s client base has broadened appreciably, to include sign makers, embroiders and printers as well as its traditional base in the promotional products sector.
“Vicky added: “It was with this broader reach in mind that we decided to change our name. We considered many options but actually found that our earliest name was, in fact, a brilliant fit.”
Meanwhile, the renamed company has also announced further enhancements to its popular exhibitions, including the similarly rebranded Promotional Products Expo (formerly the Trade Only National Show).
Vicky added: “With the rebrand, we have taken the chance to review every element of the event, visitor experience and seminar program.
“We are heading into the 10th year of the show, and we continue to listen and act on feedback – a strategy that has made the show ‘the industry event’ for 5,000 delegates each year.”
Among the innovations is the first industry awards programme open to every distributor and supplier in the UK. These accolades will be awarded based on detailed and properly weighted data points, alongside survey results from both distributors and suppliers. The awards’ data and voting will be audited and verified and then announced on the night of the gala dinner by an independent source.
Group marketing manager Liz Allen added: “The January show and dinner are looked forward to by so many people that either work in or supply the UK print and promotional industry, so it’s exciting for us to be able to deliver innovation and a fresh new approach to both the awards banquet and the kick-off to the New Year.
“The adoption of voting best practices will undoubtedly add some unpredictability to results, with winners earning one of the highest accolades in the industry.”
The PPE Gala and Awards Dinner will take place on January 20. Tickets will be limited to just 700 overall, as required by the new format, and will go on general sale in April.
For the rest of the show, education and learning opportunities are set for a major upgrade, with enhancements to the format and content, along with a limited capacity “Lunch and Learn” event on day one of the show, with five internationally-acclaimed, high-energy presenters delivering 10 minutes each of hints, tips and ideas.
The investment in the brand, education, dinner and awards continues with the planned appointment of a managing director to head the exhibition activities of the group.
“The importance of the PPE show and gala is well understood by our industry,” said Vicky, “and it is appropriate that we add a highly professional senior level resource to manage the growth of the event and ensure we exceed expectations on all of our initiatives.”
Published on: March 9th, 2015