March 27, 2019

6 brave employees help raise over £700

Chenyse Taylor, Nick Kenyon-Muir, Charlene Plows, Carol Critchell, Elisa David and Alina Agarkova all gave something up between 4th February and 29th March. Our team gave up home comforts including: hot dinners, hot drinks, hot showers, warm beds, sweets, chocolates, crisps and fizzy drinks. Elisa took it to the next level and gave up EVERYTHING on the list.

It is hard to appreciate what homeless people go through every single day – this goes some way to help understand and highlight the issue.

Sadly, the number of homeless is increasing. Last year, Porchlight found 834 people sleeping rough… five years ago that figure was just 148. We want to help Porchlight to be there for everyone that needs support.

We managed to raise £350. To support team members, Romax also topped up £10 for each forfeited comfort per participant; that’s 35 so £350 making the total raised so far over £700.

Thank you to all our supporters and generous donors. We are glad that we can help Porchlight with their work helping the most vulnerable people in our community. The campaign “One Week Without” may be over, but our fundraising is not. We “dream big” and over the year are aiming to raise £5000 for Porchlight.

If you would like to help please visit:

March 25, 2019

How Psychology is Used to Influence Consumer Behaviour

In marketing, creating an impact on consumers is a challenging task. Marketers incorporate psychological tactics into their marketing strategies to tap into consumer behaviour. It allows them to find ways to attract and engage customers more efficiently. And potentially, persuade them to buy their product or service.


Consumer behaviour is a valuable source of research, particularly in the retail industry. It provides companies with insight on how they should market their products and services. Therefore, in some cases, by using manipulation, fear, and consumer habits and tendencies to influence their purchasing decision.


Using Cognitive Bias to Influence Buying Perception


Cognitive bias, as defined by Very Well Mind in a November 2018 article, is “a systematic error in thinking that affects the decisions and judgments people make”. Therefore, cognitive biases are often the result of how people remember an event or how much they pay attention to their surroundings. In other words, when faced with a difficult decision, it is the brain’s attempt to simplify information processing. A shortcut that people tend to make so they can arrive at decisions more quickly.


A January 2018 article published in, enumerates different psychological strategies that marketers use to influence consumer behaviour and change buyer’s perception in their favour. Some of them are as follows:


  • Decoy Effect: In product pricing, marketers present consumers with decoy option. This strategically placed decoy is priced closely to the more expensive option. Also, suggesting that the more expensive option is the better option.
  • Familiar Face Effect: Marketers increase product familiarity through repeated exposure. Consumers tend to be more interested in a product the more they see or hear about it.
  • Scarcity Effect: Marketers would say that a product will be available only for a limited time or that there are only a few stocks left. This leads consumers to believe that they can be missing out on a good deal if they don’t purchase immediately.



To sum up, the above suggests that there is a line that connects psychology and marketing. In addition, marketers need to have a good understanding of how consumers will think and react for them to create compelling content and influence their market’s buying behaviour.

We help you to think smarter to build a more meaningful relationship with your customers. Moreover, starting from data management and continuing to direct marketing we are experts in customer communications. Contact us at or 020 8293 8550


March 12, 2019

Romax Listed Amongst Top Direct Marketing Companies!

Since 1997, we have supplied data-driven communication services to organizations seeking to outsource production, improve quality and make savings in both marketing, membership and operational based compensation. We are experts in direct marketing strategies and our capabilities have not gone unnoticed. Above all, in Clutch’s recent research, we have been named among the top direct marketing companies in the UK!

top direct marketing

Based in the heart of Washington DC. Clutch is connecting small, medium, and large enterprises alike to business solutions that will assist them in overcoming their next business challenge. Furthermore, Clutch ranks companies based on a unique methodology that stems from technical capabilities, market presence, and verified-unbiased client reviews. Just recently, we have received our first review on Clutch. And already the feedback is more than we could have expected. Take a look:

top direct marketing

We would like to thank our amazing clients for their amazing support throughout the years. And Clutch for including us in their research into top direct marketing companies in the UK. We look forward to keeping up the success as we look onward!

March 5, 2019

How to Create a Buyer Persona Template for your Business

Marketers constantly try to create the perfect buyer persona for their business, not many though have a good grasp on how to properly create one.

In this article, we are going to show you how to properly create a buyer persona template to use for your own business.

To be frank, creating a buyer persona template for your business can be a daunting task, mainly because if you do not do it right you might end up targeting the wrong audience.

And that’s something you should definitely want to avoid as it can really drain your marketing budget.

What is a buyer persona?

A buyer persona in layman terms can be described as a representation of the ideal type of customer that can be benefited from using your product or service.

Marketers are constantly creating and tweaking buyer personas in order to accurately target specific customer segments.

What are the benefits of creating a buyer persona?

Creating a buyer persona comes with a lot of benefits for the growth of your business.

Buyer personas will help you with:

  • Product optimization and overall user experience
  • Find leads that will be relevant to your business
  • Understand the behaviour of your customer (Behaviour marketing)
  • Optimizing your overall business strategy


Let’s take a quick look on the step you need to take in order to create a template for your buyer personas.

The following how-to addresses both B2B and B2C audiences, although some small adjustments might need to be made according to your audience.

How to Create a Buyer Persona Template

So to exactly understand how to create a buyer persona I am going to do this along the way so you can exactly see the process that I am going to follow.

First of all, we need to set the basis of our template, that means which aspects of the buyer persona our template is going to cover.

The most common traits to cover are but not limited to:

  • Identity
  • The backstory of Personal Life
  • Career Path and Choices
  • Personality Traits and Tendencies
  • Online and Offline Purchase Behavior
  • Goals
  • Pain Points and Challenges
  • Familiarity with Product Use


After you figured out which aspects are going to be included within your template you have to start asking questions.

For this specific example, we are going to use the following traits that will be included within our template. I am going to be using Google Slides to create my persona template!


The identity section of your template will cover all the basic personal details you need to know in order to establish an appropriate buyer persona.

Within that section you can include information like:

  • Name
  • Gender
  • Age
  • Location
  • Marital Status
  • Education
  • Job Title
  • Annual Income

Goal Section

Within that section of your buyer persona template you want to answer some of the following questions.

What are your:

  1. Overall goals in life?
  2. Career goals?
  3. What do you hope to achieve with the use of our product?

And you can include it directly under the avatar photo of your template like so:

Which leads us to the next section of the template.

Challenges and Pain Points

In this Section you will cover some pain points of your ideal customer this can be done by answering a couple of simple yet difficult to answer questions:

  1. What type of job you would most likely dislike?
  2. What’s the most memorable bad customer experience you ever had?
  3. Have you ever regretted a purchase?

Online and Offline Purchase Behaviour

This is one of the most important aspects of your template for both B2B and B2C buyer personas.

You will want to carefully think what type of purchases your ideal customer is making or going to make. This will help you understand purchasing patterns that can even help you restructure the pricing of your products.


Some example questions you should be asking here are but not limited to:

  1. Do you use the web to search for products?
  2. What’s your most recent offline purchase?
  3. What’s your prefered method of payment?



That concludes our small yet effective guide to start building your own buyer persona template.

There are literally hundreds other combination you can include within your template some additional traits you can include are:

  • Products that were used but failed to accommodate their needs
  • Information based on similar products they’ve used


Before we go here is a bonus pro tip:

To get a better understanding of your ideal customer consulting with your sales and marketing team is a process many businesses fail to do! Make sure you are not one of them.

March 5, 2019

Attention grabbing marketing technology

Client Technology Update

A new marketing dimension!

The power of handwritten notes