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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
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| 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: |
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: |
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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| Company Name: |
Robertson Marketing Group Inc. |
| Award Level: |
|
| Industry Category: |
Self-Promotions |
| Industry Name: |
Self-Promotions |
| Promotional Objective: |
Opening New Accounts
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| Award Year: |
|
| Promotion Amount: |
|
| Distributor: |
|
|
| Objective: |
To secure appointments for salespeople |
| Strategy Execution: |
A promotional products-direct mail blitz was planned to give prospects an inkling of the distributor’s creativity and a reason why they should see the company’s salespeople. The prospect list was qualified by spending potential, with the A list getting four “hits,” the C list two. The items selected for the entire audience were a fish-topped ballpoint and a squeeze ball. Copy accompanying the fish pen declared, “RMG has so many promotional marketing solutions it will make your pen swim,” and the ball, embossed as a globe, proclaimed “There’s a world of difference between RMG and the competition.” Best prospects also received a plush monkey with a banana-shaped pen (copy: “A bunch of ideas people go bananas over”) and a head-shaped plant with the suggestion, “Just add water & RMG.” |
| Results: |
The distributor’s customary appointment rate, produced by phone call and follow-up letter, was 60 percent. The promotion-inspired appointment rate rose to 85 percent |
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| Company Name: |
Schmidt Lumber LTD. |
| Award Level: |
|
| Industry Category: |
Retailers |
| Industry Name: |
Retailers |
| Promotional Objective: |
Opening New Accounts
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| Award Year: |
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| Promotion Amount: |
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| Distributor: |
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|
| Objective: |
To generate appointment with potential buyers in two new markets. |
| Strategy Execution: |
A delayed fulfillment program via direct mail was designed to create visibility in the offices of 100 top builders and cabinet shops. A custom desk organizer shaped like a train was created. Targeting two-three prospects per month, the advertiser first mailed the track-imprinted base, the wooden caboose and two imprinted pencils with a brochure headlined: “We put this in first because you always have the last word.” The next day, a logging car (to hold business cards) and a second theme brochure were sent followed by the coal car with brass paper clips and a brochure that hinted, “All that remains is the part that makes the whole thing go. And he’ll be calling you soon.” The advertiser’s salesperson delivered the engine in person. Each piece was an example of one of the advertiser’s wood products. |
| Results: |
Of the prospects contacted to date, 75 percent have been quoted and 50 percent have made purchases |
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| Company Name: |
MagneTek, Inc. |
| Award Level: |
|
| Industry Category: |
Retailers |
| Industry Name: |
Retailers |
| Promotional Objective: |
Opening New Accounts
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| Award Year: |
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| Promotion Amount: |
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| Distributor: |
|
|
| Objective: |
To cause independent businesses to install a standby generator and to contact a specific company distributor to obtain greater detail on products, applications, and pricing |
| Strategy Execution: |
Targeted to operations managers, owners and principals of manufacturing facilities, broadcast stations and large retailers, hospitals, etc., this one-month direct mail specialty advertising promotion told 125 prospects “You’re Wired In.” Promotional products packaged in boxes bearing theme copy delivered a telephone base, receiver, 12-foot cord, cord untangler, glow-in-the-dark faceplate, note holder, pen and holder and business card file. By the time the eighth package arrived, the recipient had a complete telephone and a coordinated set of desktop aids. Along with copy inside the package identifying each specialty gift, copy listed seven reasons “you’re wired in with MagneTek.” Names of local distributors were included for future contact. |
| Results: |
The advertiser reported sales increased seven percent in the four weeks following the promotion. Twenty-one persons were identified as potential customers within the next six months. |
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| Company Name: |
Sunshine Makers, Inc. |
| Award Level: |
|
| Industry Category: |
Retailers |
| Industry Name: |
Retailers |
| Promotional Objective: |
Opening New Accounts
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| Award Year: |
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| Promotion Amount: |
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| Distributor: |
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| Objective: |
To educate consumers and policymakers about the environmental friendliness of the advertiser’s Simple Green cleaning products and to increase overall market share. |
| Strategy Execution: |
Through various avenues including the advertiser’s EGBAR (Everything’s Gonna Be All Right) Foundation, whose objective is to help people clean up the world, a variety of imprinted promotional products communicated the products’ environmental advantages. Trade shows, beaches, ball parks, military bases, government facilities, toxic waste sites, retail grand openings and neighborhood clean-up sites were among areas targeted. To remind the advertiser’s sales personnel of occasions where their support would be needed throughout the year, a large imprinted desk calendar pad (made from recycled paper) was sent via UPS. The EGBAR mascot was used on most of the specialty items and promotional products including imprinted pins worn by volunteers and given with Promotional product samples at public gatherings. At trade shows, a booth game labeled the Envirotoss asked participants to toss bean bags at holes labeled with product features (e.g., non-toxic) to win custom imprinted folding nylon Custom imprinted totes, imprinted tree-growing kits and other promotional products. |
| Results: |
Many of the clean-up efforts and the advertiser received media coverage, and overall sales of the Simple Green line were up 21 percent over the previous 12-month period. |
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| Company Name: |
Kern County Library Partnerships for Change Grant/Lamont Branch |
| Award Level: |
|
| Industry Category: |
Non-Profit & Related Businesses |
| Industry Name: |
Non-Profit & Related Businesses |
| Promotional Objective: |
Opening New Accounts Using Promotional Products
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| Award Year: |
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| Promotion Amount: |
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| Distributor: |
|
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| Objective: |
To increase the number of cardholders by 200 for the year, while emphasizing library services to Hispanic residents new to the community. |
| Strategy Execution: |
June 6 was designated “Discovery Day,” a day targeted to the entire community to encourage use of the Lamont Branch Library. Special emphasis on the migrant Hispanic youth and adult population was promoted with a bi-lingual theme, “Leer! Saber! Vivir!” (”To Read! To Know! To Live!”). Banners were hung in the library and in schools, and the program staff spoke in classrooms and passed out imprinted balloons, bookmarks and pencils to promote the Discovery Day open house. Public service announcements were made on English and Spanish language stations, and a direct mail flyer served as an invitation as well as a map to the library. Imprinted bookbags containing frisbees, drink bottles, yoyos and pencils were distributed at the circulation desk to those applying for new cards. Logo-imprinted T-shirts and candid photographs were awarded in prize drawings which also served as incentives to return to the library to claim the items. |
| Results: |
A reported 169 new library cards were issued on “Discovery Day,” with 147 to the Hispanic target audience, meaning more than 85 percent of the annual cardholder goal was met. A waiting line had formed for the library’s 10 a.m. opening the day of the promotion. |
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