It's a pleasure for us to share the success stories of other companies
with you. We hope these stories spark some ideas, provide inspiration,
or in some way benefit you as you plan your next promotional campaign.
| ++ Case History #1 |
| Type of Promotion: |
Open New Accounts |
| Product Used: |
Info-Pen |
| Method Applied: |
Promotional Distribution |
|
 |
In an effort to convince retail
customers to apply for store credit cards, Sears used giveaways
to promote the benefits of becoming a cardholder. The Info-Pen,
by Ambassador, provided Sears with the opportunity to give
detailed information about the card. An Info-Pen is a pen
equipped with a spring-loaded flag that can be pulled out
from the side of the pen. When pulled out from the pen, the
two-sided flag provides 7 1/4 inches by 2 3/4 inches of copy
space. The novelty of using the spring-loaded flag encourages
repeat message exposure. The flags on Sears' Info-Pens carried
the headline, "The One Card for the Many Sides of Sears."
Bulleted items under the subheadings of "Extra Savings,"
"Extra Convenience," and "Extra Security"
told how the Sears credit card offered benefits in each of
these three areas. A photo of a Sears credit card was also
included on the flag. Upon releasing the spring-loaded flag
back into the pen, the user was left with a logoed pen suitable
for everyday use, along with promotional information that
could be accessed when needed. |
|
++ Case History #2 |
| Type of Promotion: |
Sales Promotion |
| Product Used: |
Executive Toys |
| Method Applied: |
Executive Gift |
| Theme: |
Creativity |
|
| A very creative ad agency needed a self-promotion product
that would grab the attention of corporate executives, while
suggesting the firm's emphasis on creativity. To convey its
message of creativity, the agency chose a desktop cube. Each
time the cube was turned over, the multicolored liquids sealed
inside flowed down to create a unique, ever-changing pattern
which could be downright mesmerizing. Made of ABS plastic,
the cube was imprinted with the agency's logo. |
|
++ Case History #3 |
| Type of Promotion: |
Increase Tradeshow Booth Traffic |
| Product Used: |
Flashing Buttons |
| Method Applied: |
Promotional Distribution |
| Theme: |
Tradeshow Game |
|
 |
Embassy Suites needed to increase
visibility at a very crowded, very competitive resellers'
trade show. To help themselves standout, the company employed
the services of two Star Trek characters, Data and a Klingon,
at their booth. The characters pinned a specially numbered
lighted button, produced by Clegg, on everyone who entered
the booth. The button showed the company's logo and a three-digit
number. The "mission" was for the newly pinned attendee
to find another attendee with the matching button number and
bring that person back to the booth. Upon their arrival, both
attendees were awarded a prize. The buttons were so popular
that the company ran out of them on both days of the show.
The goal of having a steady flow of attendees at the booth
was definitely realized. |
|
++ Case History #4 |
| Type of Promotion: |
Sales Incentive |
| Product Used: |
Sound Cards |
| Method Applied: |
Internal Distribution |
|
| Ranpak Express, a major shipping company, planned to launch
a sales incentive program. To help kick off the program, the
company wanted to attract its best salespeople to a special
sales meeting. To get their sales force's attention, the company
used a train sound card by Clegg. The train card included
a tooting whistle, chugging engine and flashing light. The
cover of the card asked, "What's the fastest way to solve
your packaging problems?" The interior of the card showed
a train, named the "Ranpak", and invited the recipients
to "Climb Aboard the Ranpak Express." The card and
the sales meeting were successes, according to the company. |
|
++ Case History #5 |
| Type of Promotion: |
Appreciation/Thank You |
| Product Used: |
Pen/Letter Opener Sets |
| Method Applied: |
Personal Delivery |
|
| A representative of AAA traveled aboard each sponsored cruise
in order to give special attention to clients. In addition,
each AAA client was given a special gift. A pen and letter
opener set was chosen. The purpose of the gift was to show
appreciation and subliminally encourage repeat business. Several
recipients booked another cruise with the AAA rep before disembarking.
Over 50 percent booked another cruise within 12 months. |
|
