How to turn “butterfly customers” into Monarchs

  • Jul 12, 2019

“Butterfly customers" are defined by authors Susan O'Dell and Joan Pajunen as people who flit from one store or business to another, always searching for a lower price or a different experience. They have no loyalty to any particular business and are always in search of a better deal or a new promotion.

As a promotional products consultant, you’re able to help your clients turn their average butterfly customers into Monarch butterfly customers. Monarchs always return to the same place, they often refer other customers, and they are often forgiving when small problems arise.

How do you create Monarchs from butterflies? Promotional products provide the answer.

  • Roughly eight in ten consumers say they are more likely to do business with a company that has given them a promotional product. 
  • Eighty three percent of consumers look up a company after receiving a branded product.
  • Eight in ten shoppers can remember the brand message as the result of receiving a promotional product. 
  • Eighty one percent of consumers keep their promotional product for more than one year. 
  • Seventy one percent of promo product recipients said that they were “happy” after receiving a product.

The bottom line is that promotional products resonate with consumers, driving them back to the brand. In fact, according to a 2015 Nielsen Consumer Study, promo advertising produced the best emotional response and generated a 23% boost in sales volume. 

Next time you’re talking to an advertiser, ask if they struggle to deal with “butterfly customers”, and then state that you have a powerful solution to this problem.