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| Company Name: |
Bay View Bank/The Barrett Group |
| Award Level: |
Silver |
| Industry Category: |
Financial Institutions |
| Industry Name: |
Banks |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
1999 |
| Promotion Amount: |
$10 or More |
| Distributor: |
International Promotional Ideas, Inc. |
|
| Objective: |
To generate sales of new checking and savings accounts. |
| Strategy Execution: |
Following its acquisition of another area Thrift institution, Bay View Bank realized it was critical to future growth to shift internal sales efforts and encourage existing customers to do more than purchase CDs. The concept behind this creative and fun incentive program was to educate employees and to inspire them to learn about and promote the bank’s new stance on customer relations. Using the theme, “More than just a place to store your dough,” the bank distributed a training booklet shaped like a piece of bread. Employees who correctly answered the “Things You Knead to Know” training quiz were entered in a draw ing for an acrylic bread box. Every time an employee sold a new transaction, they could call the “Dialing for Dough” 800 number and answer a trivia quiz to win cash prizes. |
| Results: |
In the first fours weeks of the campaign, Bay View Bank generated $75 million in sales…90 percent of their nine-week goal. |
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| Company Name: |
Insight Marketing |
| Award Level: |
Bronze |
| Industry Category: |
Self-Promotions |
| Industry Name: |
Self-Promotions |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
2000 |
| Promotion Amount: |
Distributor Self-Promotion |
| Distributor: |
Insight Marketing |
|
| Objective: |
To increase name recognition, sales and open new accounts in a targeted group of larger companies. |
| Strategy Execution: |
This two-piece, direct-mail campaign used a retro 1962 theme, “Back To The Promotional Future,” that simultaneously offered nostalgia and an awareness of the Y2K issue. The first round of mail contained a comb and/or manicure kit with graphics that authentically recalled an early ’60s look. The box was cosmetically distressed and “aged” and carried a 1962 postmark. A letter explained that the box, previously “lost” had been recently found and forwarded to the recipient. Three days later, an Etch-A-Sketch key ring arrived, inviting the recipient to take a trip into the promotional future, humorously suggesting that after Y2K, we just might be communicating via Etch-A-Sketches. During follow-up appointments with a salesperson, prospects received a gift box containing a calendar pocket planner, pen and portfolio, and a romance card featuring the message, “Past, Present, and Future…Great Ideas Are Timeless.” |
| Results: |
Insight Marketing received a 30 percent positive response rate, and sales increased by $44,000 as a direct result of the mailing. Since the mailing first launched, there has been a dramatic increase of requests for promotional programs |
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| Company Name: |
The Aspen Hill Club |
| Award Level: |
Bronze |
| Industry Category: |
Retailers |
| Industry Name: |
Recreation Facilities |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
1998 |
| Promotion Amount: |
Less than $10 |
| Distributor: |
IMPRINT, Inc. |
|
| Objective: |
To generate interest and inquiry from potential new members. |
| Strategy Execution: |
Silver Spring, Maryland’s Aspen Hill Club decided that the best way to increase membership was to give it away…at least for a complimentary week. After identifying 300 pre-qualified tennis players in a 15-mile radius, Aspen Hill sent a strong call-to-action to potential members in the form of a promotional package that told them, “The ball is in your court.” An eye-catching mailer contained a custom imprinted tennis ball and personalized, one-week membership card that encouraged recipients to call for a membership appointment. The club hoped the promotion would generate a 12 to 15 percent inquiry and appointment rate. |
| Results: |
Club management reported an initial 25 percent success rate, and anticipated an even greater response further into the program |
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| Company Name: |
Sinai Wellbridge Fitness Club |
| Award Level: |
Silver |
| Industry Category: |
Retailers |
| Industry Name: |
Recreation Facilities |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
1997 |
| Promotion Amount: |
Less than $10 |
| Distributor: |
Goldman Associates |
|
| Objective: |
To motivate new and existing members to enroll before the grand opening of a new fitness club. |
| Strategy Execution: |
Because the club’s dues are somewhat expensive, the target audience generally included the wealthy and sophisticated. The three-month marketing effort was twofold: reaching the members at the existing “old club” and attracting new members. The first group was offered gym bags, sweatshirts, sports bottle and towels which afforded high visibility among current members. For potential members, bag tags were sent out in a mailer that offered a gym bag for new membership. The mailer used the line “Use your bag tag on your new gym bag . . . if you join.” Sports watches were also offered to get prospects to stop by with the theme that said “Give us a minute of your time and we’ll give you a minute of ours along with a free sports watch.” A 20-foot helium balloon flew over the location to attract attention. |
| Results: |
The original goal was 1,100 new members. Over 2,800 had joined the club before the doors even opened, generating more than $3 million in revenue. |
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| Company Name: |
Don Sanders Marketing Concepts |
| Award Level: |
Silver |
| Industry Category: |
Self-Promotions |
| Industry Name: |
Self-Promotions |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
1995 |
| Promotion Amount: |
|
|
|
|
| Objective: |
To increase sales and open new accounts in a targeted group of larger and growing companies. |
| Strategy Execution: |
Six hundred bi-fold mailers with perforated business reply cards were sent to a carefully selected group of companies with significant growth in the Dallas/Fort Worth area. The promotion invited the recipient to return the mailer for a free pair of imprinted scissors. Scissors were distributed in person as well as by mail. |
| Results: |
Sales increased the following year by 25 percent and more than eight new large accounts resulted directly from the promotion. |
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| Company Name: |
Meeting Professionals International |
| Award Level: |
Silver |
| Industry Category: |
Non-Profit & Related Businesses |
| Industry Name: |
Professional Organizations |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
1998 |
| Promotion Amount: |
Less than $10 |
|
|
|
| Objective: |
To solicit and enroll 4,000 new members. |
| Strategy Execution: |
Meeting Professionals International knows that their best new-member recruitment sales force is its existing member base. Adopting a “Go For The Gold” Olympic theme, MPI offered an exceptional five-tiered incentive program for recruiting new members. A bronze bowl, silver trophy, and dramatic crystal “Torchbearer” sculpture were the core of the program’s premiums. Additionally, Gold Medal winners, recruiting 16 or more new members, chose from three different world-class vacation packages. |
| Results: |
MPI not only achieved it’s target of 4,000 new members in the 1996-97 fiscal year, but exceeded that goal by 538 new members. |
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| Company Name: |
Stouffer Concourse Hotel/Atlanta |
| Award Level: |
Gold |
| Industry Category: |
Retailers |
| Industry Name: |
Hotels and Motels |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
1995 |
| Promotion Amount: |
$10 or More |
|
|
|
| Objective: |
To highlight the location of the hotel within the Atlanta airport, on the site of an old runway. |
| Strategy Execution: |
This hotel is on the site of an old runway and affords a view of the airport operation. The target audience of this promotion was leisure travelers, aviation buffs, media and families traveling with children. Junior Aviator Kits were designed to allow guests to enjoy the view of the operations of the airport. A sturdy plastic box, die-cut with a welcoming message to guests, held a pair of junior binoculars, a compass, mirror, junior “wings” and a dry erase pen. The top of the kit featured another die-cut shape representing airplanes frequenting the airport. An envelope in the box held a brief history of aviation, etc. Finally, the box also included a laminated map of the airport and scratch paper. Brochures and press releases were sent to previous guests of the hotel, travel media and news services. |
| Results: |
It was reported that the package sold 200 percent over the original estimate. The Director of Public Relations of the Stouffer Hotel wrote that the kit was very effective in piquing the interest of travel and feature writers from the Southeast and throughout the country. It is also being used as a VIP amenity. |
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| Company Name: |
Advertising Products Company |
| Award Level: |
Gold |
| Industry Category: |
Self-Promotions |
| Industry Name: |
Self-Promotions |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
1998 |
| Promotion Amount: |
Distributor Self-Promotion |
|
|
|
| Objective: |
To secure new clients. |
| Strategy Execution: |
Potential clients of Advertising Products Company began receiving promotional product items that piqued their curiosity. The products featured the name of the prospect’s assigned sales rep, but did not explain exactly who that sales person was or what the meaning was behind the series of promotional items. After sending four desk items to the potential client, sales personnel followed up the program with telephone calls. |
| Results: |
It was reported that the program created almost $155,000 in new business. |
| Supplier: |
Prime Resources Corp
Punch Products
Galaxy |
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| Company Name: |
Kawasaki Loaders, Inc |
| Award Level: |
|
| Industry Category: |
Wholesalers & Manufacturers |
| Industry Name: |
Wholesalers & Manufacturers |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
|
| Promotion Amount: |
|
| Distributor: |
|
|
| Objective: |
To broaden client base and generate additional revenue. |
| Strategy Execution: |
The five top distributors of this manufacturer’s heavy equipment loaders submitted names of prospects for this three-part mailing. The first mailing was a 5 x 7 rosewood picture frame to “get the picture” on the company’s quality products. No imprint on the frame made it usable for home or office. The second mailing was a stop watch (highly used in their industry) with the manufacturer’s personalized message “Stop…It’s Time to Make a Change.” A personalized rosewood box with weather instruments to correspond to the industry’s dependence on good weather was sent last. |
| Results: |
It was reported that six new clients were obtained resulting in over $1 million in new revenue. |
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