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Archive for August 29th, 2008
08.29.2008 Author: Nye Ohrberg
Promotional Products being Creative while Securing your New Appointments
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| Objective: | To secure appointments for salespeople |
| Strategy Execution: | A promotional products-direct mail blitz was planned to give prospects an inkling of the distributor’s creativity and a reason why they should see the company’s salespeople. The prospect list was qualified by spending potential, with the A list getting four “hits,” the C list two. The items selected for the entire audience were a fish-topped ballpoint and a squeeze ball. Copy accompanying the fish pen declared, “RMG has so many promotional marketing solutions it will make your pen swim,” and the ball, embossed as a globe, proclaimed “There’s a world of difference between RMG and the competition.” Best prospects also received a plush monkey with a banana-shaped pen (copy: “A bunch of ideas people go bananas over”) and a head-shaped plant with the suggestion, “Just add water & RMG.” |
| Results: | The distributor’s customary appointment rate, produced by phone call and follow-up letter, was 60 percent. The promotion-inspired appointment rate rose to 85 percent |
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