750 million annually for brand experience

"I always try to sit in the customer's chair. What would I want if ìI was the customer? I have been doing this for 20 years. Before in salaried employment, now as an independent entrepreneur. I really like it. My last job was with an English procurement agency that did all the marketing procurement for Coca-Cola."

By: Sabine van Meeteren – Dot.Business - for Delft.Business edition #19

"I always wanted to start my own business," says Ronald van der Gaag, owner of Attentives®. "When people asked me, when I was young, what I wanted to be, I answered: I will become a director later, I don't care about what. Not one of those directors who is always looking over your shoulder, that doesn't suit me. It's nicer to work together and let everyone pick up their own responsibilities."

Honest advice

We sell all kinds of marketing support products, from beach balls and powerbanks to counter displays, flyers or roll up banners. Everything can be used for promotion, as gifts, or to hang or put up in your shop or business. To give you an idea: 750 million is spent on such products every year. We don't sell for the sake of selling, but give honest advice. We prefer to start with 1,000 pens and don't try to sell a bulk of 10,000 that will remain lying around for years. Competition is fierce and the market relatively small. We distinguish ourselves in knowledge, supply and network and that goes very well.

We value a long-term relationship with our customers. Selling something quickly is not our thing, so clients who want that don't fit with us. We believe in working together. In the region, for instance, we work together with Werkse!, which takes care of logistics, storage and packaging for us. If you trust each other, grant each other the work, without thinking only of yourself, a powerful partnership emerges.

Independent

In addition, the company's strength lies in our network. We cooperate with 200 different suppliers, manufacturers and importers. This allows us to work independently. I hardly have any price discussions. My customers trust that they get a good competitive price and that I honour my agreements.

Our success is mainly determined by the success our customers achieve with the materials provided. And what is still the most fun is the creative process of customising items or packages. That involves a lot of knowledge and experience. Also nice: I still regularly see articles on the streets. During my time at Coca-Cola, for instance, we developed the marketing materials for Fuze Tea, such as the glass, parasols, pavement signs, menus, you name it. I still see those passing by every day now, which is incredibly nice to see.

Increasing loyalty
At Attentives®, you can purchase marketing materials to raise brand awareness, create brand perception, promote sales and increase loyalty. The company offers premiums, corporate gifts, advertising materials, merchandise and printing, among others.

Source: published in Delft.business #19 by Dot-Business (Sabine van Meeteren).