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 Ideas
Promotional Health 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 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 a new
women's center targeted 3,000 people including patients, medical staff,
hospital board and administrators, as well as local media and community
members. After renovations, to thank staff and attract new patients
and media representatives, the hospital sponsored an open house. A temporary
wall, put up during renovations, became a centerpiece of this event.
A wall graphic 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 "A 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 anticipated showing for open house was 200,more than 600 attended.
Media response was also a success two of three TV stations and leading
local newspapers covered this event.
Utility Market Ideas
Products:
Key chain, litterbag, erasers, peppermint packs, and decals
Customer:
Utility Company Employer
Target Market:
Company Employees
With the advent of federal seat belt law, a utility company
launched a "You Make It Click" promotion to motivate its 12,000 employees
to buckle up. This program kicked off by stationing officers and management
personnel at building entrances to greet employees and give them key
chains imprinted with a slogan. Litterbags imprinted with an accident
and safety checklist were placed in company cars used by 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 this work force is buckling up.
Golf Related Promotions Ideas
Promotional Golf 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
Masters" was held, giving division sales representatives instructions
on echniques of demonstrating and selling plates. 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 incentive programs,
a number of golf-associated promotional products were periodically mailed
to the sales force during a 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 sales representatives filled their quotas. The promotion
objective, $350,000, was exceeded by 12%.
Technology & Telecommunications Ideas
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 a "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 messages
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 applicable laws and explaining safeting
the safety alert programs.
Results:
According to project managers, "dig-ups" were reduced by 66% as a result
of this program and there were no phone cables or gas lines cut a 100%
decrease over previous year.
Diversity Markets Ideas
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
Our purpose was to increase by 200 the number of library
cardholders for this year, while promoting library services to Latin-American
residents new to this community. June 6th was designated
"Discovery Day", to encourage community-wide use of local branch library.
Special emphasis on 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 librarys and in schools.
Program staff spoke in classrooms and handed out imprinted balloons,
bookmarks and pencils promoting 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 a 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
and claim a prizes.
Results:
A reported 169 new library cards were issued on "Discovery Day", with
147 to Latin-American target audience, meaning more than 85% of an annual
cardholder goal was met. A waiting line formed for this library's opening
on the day of this promotion.
Entertainment
Industry Ideas
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 a balloon
was a promotional flyer describing a new theater complex. Recipients
were invited to bring an un-inflated balloon in for a 50% discount on
a movie. As customers left this theater after a movie they could have
their balloon inflated with helium and sealed with a Clip 'n String
fastener.
Results:
Of 3,000 balloons mailed, 800 were brought back during this grand opening,
representing a 26% response. Balloons created interest in a new theater
complex and served as "walking billboards" when carried out of the theater.
Pet Care Industry Ideas
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 this product. Each mailing contained a mug, a cassette tape
introducing the program, a product sample and a color brochure outlining
our program. All products carried a 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 this campaign high. They also included buttons, key tags, calendars
and magnets.
Results:
Over 75% of 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 Ideas
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. This
company, an old firm, had also changed its name. Its direct marketing
campaign involved mailing a variety of imprinted promotional products.
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 plastics
and coating industries, sixty percent of whom were current customers.
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 this company's personalized gifts. Clients considered
gifts an expression of company interest in them, rather than repayment
for past business. Thirty percent of new prospects solicited became
clients.
Food Promotions Ideas
Products:
Chocolate eggs, chocolate coins, chocolate bars and post cards
Customer:
Travelers Cheque Company
Target Market:
Banking Executives
To attract 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. A final mailing featured
a chocolate bar in the shape of a travelers cheque. Included with all
of mailings were letters highlighting advantages of this company's travelers
cheques, and offering a gift clock if an appointed was made.
Results:
Of 468 targeted executives, appointments were secured with 149 of
them a 33% response ratio.
Catalog Merchandising Programs Ideas
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 a mailer was a photo of a ceramic mug,
with feet as its base, that each executive would receive if he or she
contacted a distributor for sales information.
Results:
Approximately 100 new clients were acquired, and business stemming
from this promotion exceeded $50,000. Distributor also used this opportunity
to discuss possibilities of creating catalog programs for new clients.
Several clients who purchased products from a distributor decided to
progress to full catalog programs. This promotion was also a PPAI Merit
Award Winner.
Education Promotional Ideas
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 campaign activities (aerobics, walking/jogging, classes to
quit smoking). Publications also explained various promotional products
that would be presented to those individuals who completed each activity.
Products included water bottles, insulated lunch bags, mugs, T-shirts,
buttons, toe bags, nutrition booklets, pens and golf towels, all imprinted
with district's name and campaign's theme, "Enjoy Life ¦Be Well".
Results:
Over 20% of school district employees participated in this campaign
double projected amounts. This promotion was also a PPAI Gold Pyramid
Award Winner.
Event Marketing Ideas
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 association's
first convention, a development group distributed 4,500 imprinted yo-yos.
Throughout the year after this convention, 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:
A development group's goal was to have 3,000 executives return for
association's next convention, and it was pleasantly surprised when
3,200 attended.
Apparel Promotion Ideas
Promotional Apparel Products:
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. Underwear was imprinted with a tag
line "How to Reduce Corporate Waist", along with health club's logo,
full information on it's corporate programs and a map illustrating all
of its locations in this area. As an additional incentive, the club
offered free leotards, stopwatches and cargo bags to corporate managers
who purchased a corporate plan.
Results:
Mailings elicited a 6% response rate and recipients were said to have
tremendous recall of this promotion, which generated additional referrals.
Employee Recognition & Motivation Ideas
Promotional Incentive 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, sales managers presented each telemarketing representative
with a pop-up travel mirror. Ideal for desktop use, a stand-up feature
and mirror imprint allowed a company message "Let Them Hear You Smile"
to be reread on a daily basis. Folded inside a vinyl pouch for the mirror
was a letter from each sales manager outlining five steps to successful
telemarketing: pre-call preparation, overcoming negativity, friendliness
and compassion, offering assistance and closing with incentive. Also
inserted were red-lip peel-n-stick labels. 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, this 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 Ideas
Products:
Iron-on and stick-on patches, luggage tags and buttons
Customer:
Baseball Team
Target Market:
Sports Fans and 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 with
this kit. These consisted of iron-on patches, luggage tags, buttons,
stick-on patches, and posters containing team pictures and a schedule
calendar. Packaged in a plastic carrying bag, this kit was distributed
by ushers to fans attending the opening series.
Results:
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 opening weekend the previous year.
Youth & School Market Ideas
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 anxiety of children and parents. This campaign began with
a letter to staff pediatricians, introducing "Lucky," a stuffed lion
mascot, and this new program. When children are admitted to the center,
a paw print is placed on their wristband. Then, in pre-op areas, children
are introduced to Lucky, who accompanies them on a tour of the center.
Lucky is also used to explain what will happen during surgery. When
children awake from 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 medical center's logo.
Results:
Pediatric clientele increased by 60%, according to center's administration,
who stated, "Our pediatric patients go through the surgical process
with greatly decreased anxiety."
Corporate Identity Ideas
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
distribution of promotional products to wholesalers, and supermarket
and restaurant personnel. Two weeks before unveiling this new packaging,
driver-sales reps presented supermarket employees with imprinted ballpoint
pens and pocket protectors. Managers were also given desktop calendar
cubes with a new logo. 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 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 this new packaging's introductory period,
and the advertiser acquired additional displays in over 70% of stores.
Women In Business Promotional Ideas
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. 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 promotional
items, women could wear this jewelry for different occasions.
Results:
The jewelry was well received by female clientele. Before the promotion
lunch customers had been primarily men, outnumbering women nine to one,
and many tables were just left empty.After this campaign, the ratio
switched to six to four, respectively. Also, all restaurant's tables
were utilized three to four times each during lunch hours; some patrons
actually had to wait to be seated. This promotion was also aPPAI Merit
Award Winner.
Motivation Ideas
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 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:
Company reported that 26% of its sales force had sales 100% over quota,
and, in fact, some sales people had quotas well over this promotion's
original goal.
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