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Promotional Products for Lead Generation Opening New Accounts Trade Show Promotional Products
Archive for April, 2009
| Company Name | American General Annuity |
| Award Level | Silver |
| Industry Category | Financial Institutions |
| Industry Name | Finance Companies |
| Award Year | 2000 |
| Promotion Amount | $10 or More |
| Promotional Objective(s) |
|
| Objective | To increase awareness and sales of a new American General Annuity product by 100 percent.1 |
| Strategy Execution | Targeting 2,000 agents in one of its selected banking institutions, American General Annuity launched the highly effective “Race To Success” campaign. The auto race theme was supported by a series of scheduled mailings consisting of items such as a race car tumbler, a race car inkbed and sticky notes with racing graphics. The mailings also displayed several messages using racetrack terms and clever wordplays to explain the annuity product and its features. The first mailing contained coupons that could be redeemed for the first and fifth sales of the product. The first sale coupon was redeemed for a 13-piece tool kit featuring the “Race To Success” imprint. The fifth sale coupon earned the holder a mini-maglite with racing graphics. |
| Results | The program, lasting only two months, generated enough interest in the product to increase sales 250 percent-well above the anticipated goal. |
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| Company Name | 3M Promotional Markets |
| Award Level | Bronze |
| Industry Category | Services |
| Industry Name | Marketing and Advertising |
| Award Year | 2002 |
| Promotion Amount | $10 or More |
| Promotional Objective(s) | |
| Objective | To increase the number of authorized distributors attending the 3M booth at the January 2001 PPAI Expo. |
| Strategy Execution | Adopting a “Late Show With David Letterman” theme, 3M sent postcards to authorized distributors six weeks prior to the trade show. The postcards listed the “Top Ten Reasons” to visit the 3M booth. Upon their arrival at the booth, the distributor attendees participated in a five-station presentation and received a Polaroid photo frame of themselves posed with a Letterman look-alike in front of a New York backdrop. They also received a 3M Promotional Products personal organizer containing a list of “Top Ten” sales ideas. Emphasizing the notion of promoting 3M product applications as opposed to simply selling product, 3M sales reps were also invited to watch a satellite TV broadcast training session that explained how to present the sales applications of 3M products. Upon returning home, all show attendees received a full-color reproduction of the “Top Ten” sales ideas as a thank-you for coming. |
| Results | At the same show one year earlier, 20 percent of the booth attendees were authorized sales distributors. Thanks to the Letterman promotion, this number rose to 80 percent and the overall attendance by qualified distributors was up 60 percent. |
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