It had been a long night at the Wow Merchandise offices in North London…  

The team had been working on a problem for over 3 hours – what to tell their clients about Wow Merchandise. After all, this is the first thing clients would see on the promotional merchandise company’s brand-new website. 

“How do we make people say ‘Wow’?” Grant asked, knowing how difficult it would be to find a simple yet effective answer.  

All their projects start with the same, innocent question.   

“Do we tell them about our EvoVadis Gold Award?” Michelle thought, shifting in her seat and wondering how they could sum up their commitment in a few words. “Don’t get me wrong, it’s a great achievement that highlights our commitment to Corporate Social Responsibility, but how many of our clients will want to read about it?”  

The Wow Merchandise team continued brainstorming, throwing their ideas into the hat as they tried to drill down the thing that enticed their clients most about the company. Was it the essence of where they came from? Their impeccable customer service? Maybe it’s their ability to source branded products to accommodate any budget?  

“Perhaps we should tell them about how we’re ethical and have built up 20 years of supply chains?” Grant suggested, leaning back on his chair, “and how we never disclose clients proprietary brand information”

“In that case, we might as well mention our ISO9001 and ISO14001 accreditations too” Aimee piped in, “after all, isn’t that the bit that’s important? It proves that we’re 100% trustworthy and reliable.” 

There was a collective groan throughout the office. Everyone knew that policies and accreditations are not exactly a riveting read.

They had been working on how to describe their passion for promotional merchandise, the industry, and their years of experience for much longer than they had thought possible. It felt like there was no end in sight.  

Suddenly, like a bolt of lightning had hit her, Michelle had a smile on her face. “Tell them about the fact you skateboard at the age of 45!”   

“I’m not sure how that helps us tell our clients who we are…” Grant replied, but he could see she was on to something.  

“True” Michelle said, “but it will make them say WOW!” 

Grant smiled, after all that is the essence of who they are – a passionate company that worked very hard to make people say Wow with everything they did.