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| Company Name: |
James Productions Inc. |
| Award Level: |
Gold |
| Industry Category: |
Services |
| Industry Name: |
Marketing and Advertising |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
1996 |
| Promotion Amount: |
$10 or More |
| Distributor: |
Schneeweis & Associates |
|
| Objective: |
To secure appointments from hard-to-reach prospects. |
| Strategy Execution: |
Discouraged by unproductive telemarketing, the corporate events producer was looking for a can’t-miss method of drawing prospects’ attention. A Coleman cooler turned out to be the answer. The firm directed the promotion to 75 human resources directors in Southern California. Imprinted “James Productions for Cooler Picnics,” the coolers were tied with large green bows and delivered to their reception lobbies. An attached romance card beckoned, “If you want to see something refreshing from the leader in company picnic services, look inside.” Inside was a bed of ice and a letter explaining that James Productions had “some very cool ideas” but noted that refreshments were missing from the cooler. “I’ll bring some soft drinks for you and your staff to enjoy during our presentation meeting,” the message continued. “Let’s get together before the ice melts.” |
| Results: |
From this audience that was unlikely to return phone calls, the company was able to schedule 50 appointments, resulting in 15 new accounts. |
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| Company Name: |
Merial Select, Inc. |
| Award Level: |
Bronze |
| Industry Category: |
Wholesalers & Manufacturers |
| Industry Name: |
Pharmaceuticals |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
1998 |
| Promotion Amount: |
Less than $10 |
| Distributor: |
Peak Promotions, LLC |
|
| Objective: |
To create greater awareness of Select Laboratories and its products |
| Strategy Execution: |
The intensely competitive poultry vaccines industry is not for the chicken-hearted. Prior to the International Poultry Exposition, Merial Select targeted 1,800 prospects with a card that, when opened, greeted them with a cheery and attention-getting rooster crow. The card also included a puzzle piece inviting them to drop by the Merial Select booth. There, they could match their puzzle piece against the missing piece in a large display puzzle and win a TV/VCR unit or Brumby rocker. |
| Results: |
The program drew 750 prospects to the booth, and at least two accounts moved their business from competitors to Merial Select. |
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| Company Name: |
Ingalls Employees Credit Union |
| Award Level: |
Gold |
| Industry Category: |
Financial Institutions |
| Industry Name: |
Credit Unions |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
2000 |
| Promotion Amount: |
Less than $10 |
| Distributor: |
Marketing Professionals, Inc. |
|
| Objective: |
To teach children the importance of saving and to increase credit union membership in the target market of children 10 years and younger. |
| Strategy Execution: |
Taking a cue from its slogan, “Your Family’s Financial Navigator,” Ingalls Employees Credit Union commissioned the design of “Navvi-Gator,” an alligator mascot that would appeal to children. Navvi was featured in the credit union’s quarterly newsletter, in radio spots and at public appearances. Attention-getting posters featuring Navvi-Gator were placed in all five branches along with promotional balloons. Children who joined the credit union were welcomed with a membership kit that included a Navvi-Gator magnet frame. Children making savings deposits earned Gator Bucks they could use to purchase a well-chosen range of incentive items valued to correlate with the size of the deposit. Items they could purchase included insulated lunch sacks, sport packs, T-shirts, stuffed alligators, nylon wallets and knapsacks. |
| Results: |
During the course of one year (July 1998-July 1999), the Navvi-Gator Super Saver Club grew from 369 members to 1,000 members; and deposits in the first 60 days reached $30,000, doubling the goal of $15,000 |
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| Company Name: |
Marketing Associates/USA Inc. |
| Award Level: |
Silver |
| Industry Category: |
Self-Promotions |
| Industry Name: |
Self-Promotions |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
1996 |
| Promotion Amount: |
|
| Distributor: |
Marketing Associates/USA, Inc. |
|
| Objective: |
To secure appointments for salespeople. |
| Strategy Execution: |
The promotional products distributor decided to paddle to the doorstep of hard-to-reach senior marketing executives. Selected as a metaphor for marketing navigation expertise, a 30-inch canoe paddle was FedExed to the targeted 100 executives. Recipients’ names were laser-engraved in the paddle, which came with a hang-tag stating the distributor had the experience to outfit and guide marketers in the treacherous white waters of commerce. The message suggested recipients meet on their “home terrain” with a Marketing Associates account executive “to explore fresh horizons and new opportunities.” |
| Results: |
The door opener enabled the firm to secure appointments with 80 percent of the targeted audience. |
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| Company Name: |
Automatic Data Processing |
| Award Level: |
Silver |
| Industry Category: |
Services |
| Industry Name: |
Accounting |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
1996 |
| Promotion Amount: |
$10 or More |
| Distributor: |
Marketing Associates/USA, Inc. |
|
| Objective: |
To secure appointments from unresponsive prospects. |
| Strategy Execution: |
The payroll processor chose an exercise theme to communicate its flexibility and broad range of services to human resources officers of prospective major accounts. A jump rope encased in custom packaging was sent to the target audience. Copy encouraged recipients to obtain further information from ADP reps. If an appointment was secured, the reps presented an exercise kit when they came calling. |
| Results: |
Appointments were obtained from 41.2 percent of the targeted human resources personnel, ultimately resulting in $4 million in contracts. |
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| Company Name: |
Net Effect Systems |
| Award Level: |
Silver |
| Industry Category: |
Wholesalers & Manufacturers |
| Industry Name: |
Computer Software and Hardware Manufacturers |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
2000 |
| Promotion Amount: |
$10 or More |
| Distributor: |
LPA Promotions |
|
| Objective: |
To introduce Net Effect Systems and its products to potential new customers and to attract 100 targeted prospects to a trade show social event. |
| Strategy Execution: |
Prior to a San Francisco trade show, Net Effect Systems mailed invitations to 400 prospective clients for a “Bubbles and Blues” launch party to be held at the trade show. The mailing consisted of an invitation, RSVP card and a matte-glazed tulip-shaped coffee mug, and a bottle of bubble solution featuring the company’s new logo and tag line. Follow-up calls were made to thank the guest for their RSVP or to solicit a response. At the party, bubble pens were given out, and employees wore white denim shirts embroidered with the logo on the front and tag line on the back. Green embroidered polo shirts were given to key prospects during the party. The “Bubbles and Blues” (champagne and blues music) party was a smash and launched several valuable client/customer relationships for the young company. |
| Results: |
Net Effect reached 100 percent of its year-end goal for signing on new clients, and 70 percent of those new clients grew from the “Bubbles and Blues” party. |
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| Company Name: |
The Bank of Collierville |
| Award Level: |
Gold |
| Industry Category: |
Financial Institutions |
| Industry Name: |
Banks |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
1997 |
| Promotion Amount: |
$10 or More |
| Distributor: |
Joe Padawer Company |
|
| Objective: |
To increase new accounts and deposits while building the bank’s image as the civic hometown bank. |
| Strategy Execution: |
Adding a “civic touch” to their marketing program, “Places in the Heart of Collierville,” the bank offered a miniature, lighted replica of a local historical building on the town square. The bank sold the miniatures for $35 each and gave part of the proceeds to the local church, which was the model for the miniature. As an incentive to new depositors, the model building was offered for certain levels of deposits. The tag line used on all printed materials was “Where they have their branches, we have our roots.” |
| Results: |
The initial order was for 300 miniatures to attract a projected 25 new depositors. With reorders totaling 700 more replicas, a total of 55 new accounts were opened with $500,000 in deposits. $10 or More,000 was raised for the church, as well. |
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