Healthcare
Industry
Utility
Market
Golf Related
Promotions
Technology
& Telecommunications
Diversity Markets
Entertainment
Industry
Pet Care Industry
Mergers
& Acquisitions
Food Promotions
Catalog
Merchandising Programs
Education
Promotions
Event Marketing
Apparel
Promotions
Employee
Recognition & Motivation
Sports Marketing
Youth &
School Markets
Corporate
Identity
Women In Business
Motivation
Healthcare Industry
Products:
Terry cloth robes, radios, buttons, yard signs, stickers, T-shirts,
shopping bags, safety plugs, magnets, coasters and mugs
Customer:
Hospital, Medical/Healthcare
Target Market:
Patients, Hospital Personnel, Residents/Community
A 500-bed acute-care hospital kept its maternity center
open during renovation – and turned a potentially stressful situation
into a big success with the clever use of promotional products. During
renovations, patients received terry cloth robes and personal radios.
New parents wee sent home with "It's a Boy/Girl" buttons and yard signs,
plus shopping bags filled with safety plugs, baby sitter memo magnets
and other promotional products. Siblings got "I'm a Big Brother/Sister"
stickers and babies were given T-shirts. With a "Celebrate Life" theme,
coverage of the new women's center targeted 3,000 people including patients,
medical staff, the hospital board and administrators, as well as local
media and the community. After renovations, to thank staff and attract
new patients and the media, the hospital sponsored an open house. A
temporary wall, put up during renovations, became the centerpiece of
the event. A graphic of the wall – on which signatures, birth announcements,
baby prints and original art were added – was used on all open house
literature, invitations and press releases. Its theme was "The Wall
that Didn't Divide", and it was imprinted on coasters and four-mug sets
given to maternity ward nurses and parents (whose art was used). Media
were invited with kits made up of yard signs, coasters and mugs adorned
with balloons.
Results:
Although the anticipated showing for the open house was 200,more than
600 attended. Media response was also a success – two of three TV
stations and the leading local newspaper covered the event.
Utility Market
Products:
Key chain, litterbag, erasers, peppermint packs, and decals
Customer:
Utility Company Employer
Target Market:
Company Employees
With the advent of the federal seat belt law, a utility
company launched a "You Make It Click" promotion to motivate its 12,000
employees to buckle up. The program kicked off by stationing officers
and management personnel at building entrances to greet employees and
give them key chains imprinted with the slogan. Litterbags imprinted
with an accident and safety checklist were placed in the company cars
used by the employees on a daily basis. Erasers were placed in new employee
orientation bags. Employees were urged to sign pledges to buckle up,
and those observed wearing seat belts were given peppermint packs. Decals
were issued to students taking drivers' training and also appeared on
correspondence and on company cars.
Results:
A company spokesperson reported nearly 5,000 employees pledged to wear
seat belts, and 80% of the work force is buckling up.
Golf Related Promotions
Products:
Golf tags, golf balls, tees, markers, score caddies and divot fixers
Customer:
Graphic Arts and Design firm
Target Market:
Company Sales Force
A manufacturer launched a sales-incentive campaign with
a golf theme, to increase sales of its printing plates. A "Day with
the Masters" was held, giving division sales representatives instructions
on the techniques of demonstrating and selling the plates. The representatives
then embarked on a two-day sales effort as a warm-up for the "Tournament
of Champions". Supplied with scorecards on which to chart their progress,
sales personnel were expected to cover 18 "holes" by signing up 18 prospects,
thus qualifying them for prizes. To maintain interest in the incentive
program, a number of golf-associated promotional products were periodically
mailed to the sales force during the two-month campaign. These included
golf bag tags with copy that read, "Bagged any big sales lately?" as
well as golf balls, tees markers and divot fixers.
Results:
More than 85% of the sales representatives filled their quotas. The
promotion objective, $350,000, was exceeded by 12%.
Technology & Telecommunications
Products:
Eyeglass holders, gloves, magnets, utility knives, caps, pens, key
chains and mugs
Customer:
Telephone Company
Target Market:
Construction/Utility Crews, Contractors, General Public
To help communicate the "Call Before You Dig" message
and digging notification phone numbers, a large phone company's network
services division used a variety of promotional products, Excavating
contractors working for utilities and government agencies received eyeglass
holders, gloves, magnets, utility knives and caps imprinted with the
message and phone numbers. Items were also distributed to the general
public at safety seminars, continuing education workshops and individual
company work-site safety presentations. Company representatives also
gave out laser-engraved pens, coffee mugs, caps and key chains in conjunction
with government pamphlets detailing the applicable laws and explaining
the safeting the safety alert program.
Results:
According to the project manager, "dig-ups" in the area were reduced
by 66% as a result of the program and there were no phone cables or
gas lines cut – a 100% decrease over the previous year.
Diversity Markets
Products:
Banners, balloons, bookmarks, pencils, flyers, book bags, Frisbees,
bottles, yo-yos, T-shirts and photo frames
Customer:
Public Library
Target Market:
Community Residents, New Members, Schools
The purpose was to increase by 200 the number of library
cardholders for the year, while promoting library services to Latin-American
residents new to the community. June 6th was designated "Discovery
Day", to encourage community-wide use of the local branch library. Special
emphasis on the migrant Latin-American youth and adult population was
promoted, with a bilingual theme, "Leer! Saber! Vivir!" ("To Read! To
Know!" To Live!"). Banners were hung in the library and in schools.
The program staff spoke in classrooms and handed out imprinted balloons,
bookmarks and pencils promoting the Discovery Day open house. Public-service
announcements were made on English- and Spanish-language stations, while
a direct mail flyer served as an invitation as well as a map to the
library. Imprinted book bags, containing Frisbees, drink bottles, yo-yos
and pencils were distributed at the circulation desk to those applying
for new cards. Logo-imprinted T-shirts and candid photos in frames were
awarded in prize drawings, which also served as an incentive to return
to the library to claim the prizes.
Results:
A reported 169 new library cards were issued on "Discovery Day", with
147 to the Latin-American target audience, meaning more than 85% of
the annual cardholder goal was met. A waiting line formed for the library's
opening on the day of the promotion.
Entertainment
Industry
Products:
AdWrap balloons
Customer:
Movie Theater
Target Market:
General Public, Residents/Community
AdWrap balloons featuring a theater's logo were mailed to 3,000
nearby residents in advance of its grand opening. Included with the
balloon was a promotional flyer describing the new theater complex.
Recipients were invited to bring the un-inflated balloon in for a 50%
discount on a movie. As customers left the theater after the movie they
could have their balloon inflated with helium and sealed with a Clip
'n String fastener.
Results:
Of the 3,000 balloons mailed, 800 were brought back during the grand
opening, representing a 26% response. The balloons created interest
in the new theater complex and served as "walking billboards" when carried
out of the theater.
Pet Care Industry
Products:
Mugs, cassette tapes, buttons, key tags, calendars and magnets
Customer:
Pharmaceutical Company, Medical/Health Care, Pet Supplies/Services
Target Market:
Veterinarians, Field Affilliates, Sales Force
To stimulate sales of a vitamin for pets, a pharmaceutical laboratory
introduced a cartoon dog dressed as a doctor. A direct-mail campaign
went to 4,500 veterinary receptionists nationwide who would be promoting
and selling the product. Each mailing contained a mug, a cassette tape
introducing the program, a product sample and a color brochure outlining
the program. All of the products carried the slogan, "Just What The
Doctor Ordered--_______(vitamin brand)." Sales were rewarded with points,
which participants could redeem for gifts. Four subsequent reminder
mailings were sent to keep enthusiasm for the campaign high. They also
included buttons, key tags, calendars and magnets.
Results:
Over 75% of the initial target group participated and sales increased
27% in the first month. The promotion also won a Silver Pyramid Award
from Promotional Products Association International.
Mergers &
Acquisitions
Products:
Bookends, playing cards, atlas, desk folder and umbrellas
Customer:
Chemical Company
Target Market:
Existing and Prospective Clients
A recently acquired chemical manufacturer wanted to reinforce its corporate
identity among existing accounts, while attracting new business. The
company, an old firm, had also changed its name. Its direct marketing
campaign involved mailing a variety of imprinted promotional products.
The gifts included laser-engraved bookends, a deck of playing cards
(imprint: "In the world of sports, being the best becomes a personal
commitment"), a world atlas (imprint: "At ----, we'd like to give you
the world"), and a personalized desk folder. They were mailed to 700
buyers in the plastics and coating industry, sixty percent of whom were
current customers. The playing cards were also given away at trade shows,
and umbrellas were purchased as golf outing gifts.
Results:
A client survey revealed that over 85% of existing accounts reacted
very favorably to the company's personalized gifts. The clients considered
the gifts an expression of the company's interest in them, rather than
repayment for past business. Thirty percent of the new prospects solicited
became clients.
Food Promotions
Products:
Chocolate eggs, chocolate coins, chocolate bars and post cards
Customer:
Travelers Cheque Company
Target Market:
Banking Executives
To attract the attention of 468 senior banking executives, a travelers
cheque company initiated a three-part mailing campaign that used chocolate
items in custom packaging. The first box mailed had "Let Our Travelers
Cheques Hatch You a Sweet Deal" imprinted on the top, and contained
a chocolate egg. The second box mailed read "The Golden Profit" and
contained gold foil-wrapped chocolate coins. The final mailing featured
a chocolate bar in the shape of a travelers cheque. Included with all
of the mailings were letters highlighting the advantages of the company's
travelers cheques, and offering a gift clock if an appointed was made.
Results:
Of the 468 targeted executives, appointments were secured with 149
of them – a 33% response ratio.
Catalog Merchandising Programs
Products:
Windup feet and ceramic mugs with feet-shaped bases
Customer:
Sales and Marketing Executives
Target Market:
Prospective Corporate Catalog Clients
To get new sales and marketing clients, a promotional products distributor
mailed miniature windup shoes to 300 sales and marketing executives.
A promotional curl stating, "I'd like to get my foot in the door." Accompanied
each pair of shoes. Attached to the mailer was a photo of a ceramic
mug, with feet as its base, that each executive would receive if he
or she contacted the distributor for sales information.
Results:
Approximately 100 new clients were acquired, and business stemming
from the promotion exceeded $50,000. The distributor also used the opportunity
to discuss the possibilities of creating catalog programs for the new
clients. Several of the clients who purchased products from the distributor
decided to progress to full catalog programs. This promotion was also
a PPAI Merit Award Winner.
Education Promotions
Products:
Water bottles, insulated lunch bags, mugs, T-shirts, buttons, pens,
tote bags, golf towels and nutrition wheels
Customer:
School Districts
Target Market:
Teachers, Administrators, Other School Employees
To interest teachers, administrators and other school employees in
its wellness campaign, a school district produced newsletters and flyers
outlining the campaign's activities (aerobics, walking/jogging, classes
to quit smoking). The publications also explained the various promotional
products that would be presented to those individuals who completed
each activity. The products included water bottles, insulated lunch
bags, mugs, T-shirts, buttons, toe bags, nutrition booklets, pens and
golf towels, all imprinted with the district's name and the campaign's
theme, "Enjoy Life…Be Well".
Results:
Over 20% of the school district's employees participated in the campaign
– double the projected amount. This promotion was also a PPAI Gold
Pyramid Award Winner.
Event Marketing
Products:
Yo-yos, holiday cards and paddle-and-ball
Customer:
Economic Development Group
Target Market:
Convention/Trade Show/Conference Planners
A city's economic development group wanted members of a large association
of business executives to continually return to their city for conventions,
and began a multipart campaign to achieve that goal. At the association's
first convention, the development group distributed 4,500 imprinted
yo-yos. Throughout the year after the convention, the executives were
sent holiday cards and brochures, and then a paddle-and-ball that read,
"You can't drop the ball with conventions in our city."
Results:
The development group's goal was to have 3,000 executives return for
the association's next convention, and it was pleasantly surprised when
3,200 attended.
Apparel Promotions
Product:
Boxer shorts, Sportwear
Customer:
HealthClub/Gym
Target Market:
Corporations
A health club, interested in increasing its corporate programs, mailed
an informal letter, a business card and a size-60 pair of boxer shorts
to prospective corporate clients. The underwear was imprinted with the
tag line "How to Reduce Corporate Waist", along with the health club's
logo, full information on it's corporate programs and a map illustrating
all of its locations in the area. As an additional incentive, the club
offered free leotards, stopwatches and cargo bags to corporate managers
who purchased a corporate plan.
Results:
The mailing elicited a 6% response rate and recipients were said to
have tremendous recall of the promotion, which generated additional
referrals.
Employee Recognition & Motivation
Products:
Travel mirrors and peel-n-stick labels
Customer:
Insurance Company
Target Market:
Telemarketing Representatives
A national insurance company was running a "Look Who's Special" program
aimed to boost employee morale and increase productivity. At a quarterly
sales meeting, the sales manager presented each telemarketing representative
with a pop-up travel mirror. Ideal for desktop use, a stand-up feature
and mirror imprint allowed the company message "Let Them Hear You Smile"
to be reread on a daily basis. Folded inside the vinyl pouch for the
mirror was a letter from the sales manager outlining the five steps
to successful telemarketing: pre-call preparation, overcoming negativity,
friendliness and compassion, offering assistance and closing with incentive.
Also inserted in the pouch were red-lip peel-n-stick labels. The telemarketers
were instructed to place one set of lips on a sheet for each qualifies
lead secured. Contests were held weekly for that quarterly period.
Results:
Through this program, the company was able to generate increased leads
on a weekly basis, and was also able to increase employee enthusiasm
and diligence with a relatively small promotional investment.
Sports Marketing
Products:
Iron-on and stick-on patches, luggage tags and buttons
Customer:
Baseball Team
Target Market:
Sports Fans and the General Public
Management sought a low-budget promotion that would keep fans coming
to its ballpark during the three-day season-opening series and subsequent
games. A "---- Bonus Bag" kit was assembled in partnership with several
local businesses, which contributed logoed promotional products to the
kit. These consisted of iron-on patches, luggage tags, buttons, stick-on
patches, and posters containing the team picture and a schedule calendar.
Packaged in a plastic carrying bag, the kit was distributed by ushers
to fans attending the opening series.
Results:
The promotion director reported that the Bonus Bag was well received
by fans, helping to draw 81,381 fans through the turnstiles, compared
to 51,856 for the opening weekend the previous year.
Youth & School Markets
Products:
Stuffed animals, bandanas, yo-yos, pencils, erasers and pencil sharpeners
Customer:
Medical Center
Target Market:
Patients, Children
A medical center created a promotion to increase pediatric clientele
and reduce the anxiety of children and parents. The campaign began with
a letter to the staff pediatricians, introducing "Lucky," the stuffed
lion mascot, and the new program. When children are admitted to the
center, a paw print is placed on their wristband. Then, in the pre-op
area, the children are introduced to Lucky, who accompanies them on
a tour of the center. Lucky is also used to explain what will happen
during the surgery. When the children awake from the surgery, they find
a stuffed plush "Lucky" lion beside them. For children who are too old
for stuffed animals, there is a Lucky bandana, filled with a yo-yo,
crayons, paw print stickers, a pencil, an eraser and pencil sharpener.
All promotional products carry Lucky's paw print "signature" and the
medical center's logo.
Results:
Pediatric clientele increased by 60%, according to the center's administrator,
who stated, "Our pediatric patients go through the surgical process
with greatly decreased anxiety."
Corporate Identity
Products:
Pens, pocket protectors, wine glasses/carafes, tape measures, oven
mitts, golf balls, calendar cubes
Customer:
Food Processor & Manufacturer
Target Market:
Community Residents & Businesses
A long-established bakery sought to create an identity for its new
logo and packaging, and at the same time remind consumers that the product,
and its high quality, remained unchanged. The bakery directed
the distribution of promotional products to wholesalers, and supermarket
and restaurant personnel. Two weeks before the unveiling of the new
packaging, driver-sales reps presented supermarket employees with imprinted
ballpoint pens and pocket protectors. Managers were also given
desktop calendar cubes with the new logo. The calendar cubes were highly
visible to customers writing checks.
Management and buyers in higher volume restaurants were presented with
a bottle of wine, a loaf of bread, four imprinted wine glasses and a
liter carafe. District supervisors of those restaurants and stores were
also given tape measures, inciting them to provide more display area
for the advertiser's products. Sales clerks, in stores whose bakery
sections had ovens, received oven mitts. Buyers and store and restaurant
owners were given imprinted golf balls. The promotion was also
supported by newspaper advertising.
Results:
Sales increased 12% during the new packaging's introductory period,
and the advertiser acquired additional displays in over 70% of the stores.
Women In Business
Products:
Pins, bracelets and pendants
Customer:
Restaurant
Target Market:
Businesswomen
Owners of a restaurant surrounded by office buildings felt they should
try to attract more businesswomen during lunchtime. The owners began
issuing jewelry, including silver pins, bracelets and pendants (designed
with a small, old-fashioned bicycle which reflected the restaurant's
name and décor) to its female lunch customers, and continued to do
so for one month. Since the restaurant's name was not imprinted on the
promotional items, the women could wear the jewelry for different occasions.
Results:
The jewelry was well received by the female clientele. Before the promotion
lunch customers had been primarily men, outnumbering women nine to one,
and many tables were just left empty.After the campaign, the ratio switched
to six to four, respectively. Also, all of the restaurant's tables were
utilized three to four times each during the lunch hours; some patrons
actually had to wait to be seated. This promotion was also aPPAI Merit
Award Winner.
Motivation
Products:
Cardboard sunshades, lip balms, suntan gels, shoe pockets, Koozies
and thermometers
Customer:
Computer Software Houses
Target Market:
Employees
Wanting to take company sales to a new high, a software house offered
trips to Bermuda for those sales representatives whose sales were 100%
over quota. Cardboard sunshades, which read "Ahhhh… Bermuda. Where
the sun sets and the sales rise." were sent to 1,300 salespeople worldwide.
As the year progressed, lip balms, suntan gels, shoe pockets, Koozies,
and thermometers were distributed as well.
Results:
The company reported that 26% of its sales force had sales 100% over
the quota, and, in fact, some sales people had quotas well over the
promotion's original goal.
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