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| Company Name: |
Langham Transport Services |
| Award Level: |
Bronze |
| Industry Category: |
Services |
| Industry Name: |
Transportation |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
2000 |
| Promotion Amount: |
$10 or More |
| |
|
|
| Objective: |
To educate prospects on the service capabilities of the transport company and secure in-person appointments. |
| Strategy Execution: |
Previous correspondence with 15 key prospects had failed to increase Langham’s customer base. Deciding to use a promotional product to grab the attention of potential clients, they selected the theme “We’re Nobody’s Baby” and combined it with a custom photo of the employee’s own children as a hook. To deliver their message, Langham sent out a “Showbox” picture frame in which each image is mechanically brought to the front of the stack. In the frame, each “picture” amusingly addressed a specific misconception followed by a statement of LTS’s true abilities and experience in that area. The last photo in the group was of Langham’s entire sales force. Recipients were invited to fill the picture frame with photos of their own “babies” faces. |
| Results: |
The program resulted in eight sales calls being scheduled (a 53 percent success rate). Eighty percent of Langham’s sales growth for 1999 was attributed to new customers |
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| Company Name: |
El Torito Mexican Restaurant |
| Award Level: |
Silver |
| Industry Category: |
Retailers |
| Industry Name: |
Restaurants |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
1995 |
| Promotion Amount: |
Less than $10 |
|
|
|
| Objective: |
To increase guest counts and food sales and position the restaurant as the ideal place to celebrate festive occasions. |
| Strategy Execution: |
Commemorating the victory of Cinco de Mayo seemed to be a very logical holiday for the Mexican restaurant to celebrate with a grand fiesta. To build momentum and attract guests, the advertiser developed a countdown theme which was executed with a colorful button that included a miniature pad of peel-off numbers descending from 30 (days away) to “It’s Here!” In addition to the buttons restaurant em-ployees also wore theme-imprinted T-shirts and banners were prominently displayed to build excitement among the staff and increase awareness among patrons. Contests also were held during the May holiday celebration so customers could win one of the promotion T-shirts as a souvenir. |
| Results: |
El Torito’s marketing manager reported a two-percent increase in guest counts and 12 percent more in sales of food and liquor during the May 5 celebration |
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| Company Name: |
Cadman, Inc. |
| Award Level: |
Gold |
| Industry Category: |
Wholesalers & Manufacturers |
| Industry Name: |
Construction-Equipment |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
1998 |
| Promotion Amount: |
$10 or More |
| Distributor: |
Strategic Marketing Alliance |
|
| Objective: |
To secure new customers and increase loyalty of existing accounts. |
| Strategy Execution: |
Cadman was focused on making a simple yet all-important commitment to its construction company clients: On Time and In Spec delivery of the company’s ready-mix concrete, sand, and gravel materials. They created OTIS the bulldog (On Time and In Spec), a rough-and-ready mascot to embody their rugged, can-do spirit. A series of mailers and promotional products featured Otis. They even gave the character life by letting Otis deliver a fun and memorable message in the form of a sound chip imbedded in a doghouse-shaped mailer. The campaign was rolled-out in January with a “Happy New Year” message and continued with an endless parade of special promotions, recognition, and incentives. NBA tickets, T-shirts, and ceramic beer steins were only a few of the promotional items that tied-in with multiple seasonal events throughout the year. Otis was barking the company message all year long. |
| Results: |
Cadman enjoyed its highest sales volume in the company’s 60 year history. |
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| Company Name: |
LAN Times/McGraw-Hill Inc. |
| Award Level: |
Bronze |
| Industry Category: |
Retailers |
| Industry Name: |
Publishing |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
1996 |
| Promotion Amount: |
Less than $10 |
|
|
|
| Objective: |
To draw exhibit traffic as a means of securing new subscribers and updating a circulation database. |
| Strategy Execution: |
Marketing management of the computer network magazine figured a mini-show that Novell was sponsoring would be a good place to pick up 250 new subscribers and obtain an updated profile of its current circulation. The question was, how do we get the targeted network software developers to the LAN Times exhibit table? A baseball cap came to mind. This one would have the imprint “Thinking” above the bill. Certainly the idea of a thinking cap was no stretch for anyone attending a show called “BrainShare.” The cap, which had the magazine’s imprint on the back, was given to each LAN Times exhibit visitor who signed up as a new subscriber or updated their current subscription profile. |
| Results: |
“When the doors opened, a stampede of people raced toward our table and then stood patiently in line to sign up and get their caps,” reported the magazine’s marketing and events director. Within two hours, the original objective was surpassed with 407 new subscribers. |
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