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Archive for August 27th, 2008
08.27.2008 Author: Nye Ohrberg
Promotional Products “Positively Brilliant” Ideas to open New accounts
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| Objective: | To broaden existing client base and increase awareness among prospective clients about the advertiser’s capabilities and services. |
| Strategy Execution: | “Positively Brilliant” was the theme and Albert Einstein the graphic subject for a four-month promotion targeted to 500 ad agencies and photo labs. The program implied the advertiser-like Einstein-has several distinct talents. Each prospective client was mailed a high impact black package with a graphic of Einstein on the outside lid. The headline beneath the graphic stated “Brilliant…” Inside, against a bright yellow background, a graphic image of Einstein wearing a pair of sunglasses correlated to a mounted pair of imprinted sunglasses for the recipient. Body copy, under the heading “Positively Brilliant!” emphasized the company’s services and encouraged the prospect to meet with a sales rep. A clock, with the imprint of Einstein wearing the glasses and the theme line, was offered as a thank you gift for those making sales appointments. Boxes of samples distributed at subsequent appointments bore theme copy and graphics. |
| Results: | The company reported an 80 percent response as a result of the direct marketing contact. |
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