What peculiarities have marketing that applies in a sector such as the stationery? In our sector, the price, as well as in other sectors, is very important, but the service, proximity to the final customer and the willingness of our partners to meet the needs of its clients, are the main trick to differentiate us from other suppliers. Can you tell in turn exists marketing made in Carlin, i.e. you have created for specific audience and its franchisees? Carlin was the first cataloguista of stationery in Spain. He started in an era where the sale through this medium was non-existent, with effort and after more than 20 years, our knowledge of the market apply directly to all marketing tools. Behind our, have been coming other ensigns and multinationals, but the closeness and capillarity that Carlin has achieved differentiates us from all of them.
What premises takes into account when choosing the products of his? catalog? In any stationery catalogue should appear high rotation and classic products. To select a new product, we attend to if it covers a specific need of customers and whether its selling price fits. We also attend the seriousness of the provider in terms of service, trust and brand awareness. What relationship do you have with the franchisees? What? is a direct deal? All our apartments have a direct relationship with franchisees. In my case, to daily contact or contact with me many of them, or by query of product, special operations, etc. I also make visits in person by zones, this is something that appreciate the franchisees and which helps us to know their concerns and also products that move in certain markets. What are the guidelines on marketing in the face of 2011? We are engaged in several projects, one is the update and improve our website, presenting the new exclusive project Hp Print Station (professional printing services) and to generate a new annual catalog to expand in more than 200 pages the current.
Have they had to reinforce some action face to the economic times we are experiencing in recent years? Logically, the crisis that we are going through obliges us to find more incentives for our clients. Therefore we have included several pages in each catalog with special offers with prices or gifts of merchandise improvements. So many years of brand loyalty mean to you that Carlin has a gift as a company and that makes him stand out in the market? what? Without a doubt, in a market in which mobility is very high, it bears in the same company more than 10 years due to several factors. One, since then the solvency and reliability of the brand itself.