B2B Lead Generation Advice

Opening New Accounts ” Shake three times, then Open.”

Nye Ohrberg — Wed, 03 Dec 2008 16:20:58 +0000

Company Name:	Penton Publishing-Heating, Piping, Air Conditioning Magazine
Award Level:	Gold
Industry Category:	Retailers
Industry Name:	Publishing
Promotional Objective:	Opening New Accounts
Award Year:	1995
Promotion Amount:	$10 or More

Objective:	To prompt magazine advertisers to buy space in an issue of the magazine devoted to indoor air quality.
Strategy Execution:	A target audience of 230 advertisers was chosen by salespeople to receive a direct mail package. The package was a box with a decal on the outside that stated “shake three times, then open.” The promotional product inside was a clear plastic cube featuring an insert screened with the image of a person sitting in an office. Inside the cube was a special liquid with glitter and dust. Once shaken, the particles floated through the air of the office highlighting a very intangible topic-indoor air quality.
Results:	The magazine promotion manager reported an increase in advertising of more than six percent, generating sales of approximately $45,000.

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Opening New Accounts ” 50/100″

Nye Ohrberg — Tue, 02 Dec 2008 22:09:41 +0000

Company Name:	The Association of Princeton Graduate Alumni
Award Level:	Silver
Industry Category:	Non-Profit & Related Businesses
Industry Name:	Schools
Promotional Objective:	Encouraging Attendance/Involvement
Award Year:	2002
Promotion Amount:	$10 or More

Objective:	To build awareness and increase the number of Princeton Graduate Alumni who pay membership dues and make donations to the Association’s Endowment for Graduate Students.
Strategy Execution:	With the Alumni Association celebrating its 50th anniversary and the university celebrating its 100th, the time was ripe for launching an awareness program targeted at the alumni membership. Much of the success of this promotion can be attributed to the year-long series of events, but it was the theme and logo tying it all together that sealed the deal. At the May 2000 Princeton University Reunions, the Alumni Association launched the “50/100″. Promotional items bearing the program logo were used frequently to keep the theme and the campaign visible and non-stop for 12 months. Messenger bags, lenticular postcards, Polo shirts, t-shirts, magnets and mailing labels for all correspondence kept the program alive and vital until its culmination at the June 2001 Reunions. The promotion earns extra points for exhibiting a consistently fun, lighthearted mood that never strayed too far from the traditions and dignity of the century-old university.
Results:	Over 1,000 participants attended the event-five times the usual attendance. A greater awareness of the Alumni’s role was evidenced by increased mentions in university publications as well as a 15 percent increase of alumni paying membership dues.

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Tags: Opening New Accounts, Opening New Accounts using promotional products

Opeing New Accounts “Educate on the Service & Capabilities”

Nye Ohrberg — Wed, 26 Nov 2008 16:30:00 +0000

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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Tags: Opeing New Accounts, Opening New Accounts using promotional products

Opening New Accounts “Celebrate with a Grand Fiesta”

Nye Ohrberg — Tue, 25 Nov 2008 16:13:18 +0000

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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Tags: Opening New Accounts, Opening New Accounts using promotional products

New Accounts”Create a Mascot to Embody your Company”

Nye Ohrberg — Mon, 24 Nov 2008 16:16:17 +0000

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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Tags: Opening New Accounts, Opening New Accounts using promotional products

Promotional Products “Thinking” Above the Bill

Nye Ohrberg — Wed, 05 Nov 2008 16:11:00 +0000

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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Tags: new, Opeing New Accounts, Opening New Accounts using promotional products

promotional products”some very cool ideas”

Nye Ohrberg — Thu, 23 Oct 2008 14:32:05 +0000

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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Tags: Opening New Accounts, Opening New Accounts using promotional products

Promotional Products “attention-getting Games “

Nye Ohrberg — Wed, 22 Oct 2008 14:40:13 +0000

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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Tags: new, Opening New Accounts, Opening New Accounts using promotional products

Promotional Products “Taking a Cue from a Slogan”

Nye Ohrberg — Fri, 10 Oct 2008 15:55:01 +0000

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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Tags: Opening New Accounts, Opening New Accounts using promotional products

Promotional Products”fresh horizons and new opportunities”

Nye Ohrberg — Tue, 07 Oct 2008 15:26:33 +0000

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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Tags: Opeing New Accounts, Opening New Accounts using promotional products

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