Archive for the 'Nye's Say' Category
12.03.2008 Author: Nye Ohrberg
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| 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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12.02.2008 Author: Nye Ohrberg
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| 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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11.26.2008 Author: Nye Ohrberg
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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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11.25.2008 Author: Nye Ohrberg
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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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11.24.2008 Author: Nye Ohrberg
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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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11.05.2008 Author: Nye Ohrberg
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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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10.22.2008 Author: Nye Ohrberg
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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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10.10.2008 Author: Nye Ohrberg
| |
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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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10.07.2008 Author: Nye Ohrberg
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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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10.03.2008 Author: Nye Ohrberg
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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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09.25.2008 Author: Nye Ohrberg
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| Company Name: |
Bay View Bank/The Barrett Group |
| Award Level: |
Silver |
| Industry Category: |
Financial Institutions |
| Industry Name: |
Banks |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
1999 |
| Promotion Amount: |
$10 or More |
| Distributor: |
International Promotional Ideas, Inc. |
|
| Objective: |
To generate sales of new checking and savings accounts. |
| Strategy Execution: |
Following its acquisition of another area Thrift institution, Bay View Bank realized it was critical to future growth to shift internal sales efforts and encourage existing customers to do more than purchase CDs. The concept behind this creative and fun incentive program was to educate employees and to inspire them to learn about and promote the bank’s new stance on customer relations. Using the theme, “More than just a place to store your dough,” the bank distributed a training booklet shaped like a piece of bread. Employees who correctly answered the “Things You Knead to Know” training quiz were entered in a draw ing for an acrylic bread box. Every time an employee sold a new transaction, they could call the “Dialing for Dough” 800 number and answer a trivia quiz to win cash prizes. |
| Results: |
In the first fours weeks of the campaign, Bay View Bank generated $75 million in sales…90 percent of their nine-week goal. |
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09.24.2008 Author: Nye Ohrberg
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| Company Name: |
Insight Marketing |
| Award Level: |
Bronze |
| Industry Category: |
Self-Promotions |
| Industry Name: |
Self-Promotions |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
2000 |
| Promotion Amount: |
Distributor Self-Promotion |
| Distributor: |
Insight Marketing |
|
| Objective: |
To increase name recognition, sales and open new accounts in a targeted group of larger companies. |
| Strategy Execution: |
This two-piece, direct-mail campaign used a retro 1962 theme, “Back To The Promotional Future,” that simultaneously offered nostalgia and an awareness of the Y2K issue. The first round of mail contained a comb and/or manicure kit with graphics that authentically recalled an early ’60s look. The box was cosmetically distressed and “aged” and carried a 1962 postmark. A letter explained that the box, previously “lost” had been recently found and forwarded to the recipient. Three days later, an Etch-A-Sketch key ring arrived, inviting the recipient to take a trip into the promotional future, humorously suggesting that after Y2K, we just might be communicating via Etch-A-Sketches. During follow-up appointments with a salesperson, prospects received a gift box containing a calendar pocket planner, pen and portfolio, and a romance card featuring the message, “Past, Present, and Future…Great Ideas Are Timeless.” |
| Results: |
Insight Marketing received a 30 percent positive response rate, and sales increased by $44,000 as a direct result of the mailing. Since the mailing first launched, there has been a dramatic increase of requests for promotional programs |
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09.23.2008 Author: Nye Ohrberg
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| Company Name: |
The Aspen Hill Club |
| Award Level: |
Bronze |
| Industry Category: |
Retailers |
| Industry Name: |
Recreation Facilities |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
1998 |
| Promotion Amount: |
Less than $10 |
| Distributor: |
IMPRINT, Inc. |
|
| Objective: |
To generate interest and inquiry from potential new members. |
| Strategy Execution: |
Silver Spring, Maryland’s Aspen Hill Club decided that the best way to increase membership was to give it away…at least for a complimentary week. After identifying 300 pre-qualified tennis players in a 15-mile radius, Aspen Hill sent a strong call-to-action to potential members in the form of a promotional package that told them, “The ball is in your court.” An eye-catching mailer contained a custom imprinted tennis ball and personalized, one-week membership card that encouraged recipients to call for a membership appointment. The club hoped the promotion would generate a 12 to 15 percent inquiry and appointment rate. |
| Results: |
Club management reported an initial 25 percent success rate, and anticipated an even greater response further into the program |
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09.22.2008 Author: Nye Ohrberg
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| Company Name: |
Sinai Wellbridge Fitness Club |
| Award Level: |
Silver |
| Industry Category: |
Retailers |
| Industry Name: |
Recreation Facilities |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
1997 |
| Promotion Amount: |
Less than $10 |
| Distributor: |
Goldman Associates |
|
| Objective: |
To motivate new and existing members to enroll before the grand opening of a new fitness club. |
| Strategy Execution: |
Because the club’s dues are somewhat expensive, the target audience generally included the wealthy and sophisticated. The three-month marketing effort was twofold: reaching the members at the existing “old club” and attracting new members. The first group was offered gym bags, sweatshirts, sports bottle and towels which afforded high visibility among current members. For potential members, bag tags were sent out in a mailer that offered a gym bag for new membership. The mailer used the line “Use your bag tag on your new gym bag . . . if you join.” Sports watches were also offered to get prospects to stop by with the theme that said “Give us a minute of your time and we’ll give you a minute of ours along with a free sports watch.” A 20-foot helium balloon flew over the location to attract attention. |
| Results: |
The original goal was 1,100 new members. Over 2,800 had joined the club before the doors even opened, generating more than $3 million in revenue. |
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09.17.2008 Author: Nye Ohrberg
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| Company Name: |
Don Sanders Marketing Concepts |
| Award Level: |
Silver |
| Industry Category: |
Self-Promotions |
| Industry Name: |
Self-Promotions |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
1995 |
| Promotion Amount: |
|
|
|
|
| Objective: |
To increase sales and open new accounts in a targeted group of larger and growing companies. |
| Strategy Execution: |
Six hundred bi-fold mailers with perforated business reply cards were sent to a carefully selected group of companies with significant growth in the Dallas/Fort Worth area. The promotion invited the recipient to return the mailer for a free pair of imprinted scissors. Scissors were distributed in person as well as by mail. |
| Results: |
Sales increased the following year by 25 percent and more than eight new large accounts resulted directly from the promotion. |
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09.16.2008 Author: Nye Ohrberg
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| Company Name: |
Meeting Professionals International |
| Award Level: |
Silver |
| Industry Category: |
Non-Profit & Related Businesses |
| Industry Name: |
Professional Organizations |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
1998 |
| Promotion Amount: |
Less than $10 |
|
|
|
| Objective: |
To solicit and enroll 4,000 new members. |
| Strategy Execution: |
Meeting Professionals International knows that their best new-member recruitment sales force is its existing member base. Adopting a “Go For The Gold” Olympic theme, MPI offered an exceptional five-tiered incentive program for recruiting new members. A bronze bowl, silver trophy, and dramatic crystal “Torchbearer” sculpture were the core of the program’s premiums. Additionally, Gold Medal winners, recruiting 16 or more new members, chose from three different world-class vacation packages. |
| Results: |
MPI not only achieved it’s target of 4,000 new members in the 1996-97 fiscal year, but exceeded that goal by 538 new members. |
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09.11.2008 Author: Nye Ohrberg
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| Company Name: |
Stouffer Concourse Hotel/Atlanta |
| Award Level: |
Gold |
| Industry Category: |
Retailers |
| Industry Name: |
Hotels and Motels |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
1995 |
| Promotion Amount: |
$10 or More |
|
|
|
| Objective: |
To highlight the location of the hotel within the Atlanta airport, on the site of an old runway. |
| Strategy Execution: |
This hotel is on the site of an old runway and affords a view of the airport operation. The target audience of this promotion was leisure travelers, aviation buffs, media and families traveling with children. Junior Aviator Kits were designed to allow guests to enjoy the view of the operations of the airport. A sturdy plastic box, die-cut with a welcoming message to guests, held a pair of junior binoculars, a compass, mirror, junior “wings” and a dry erase pen. The top of the kit featured another die-cut shape representing airplanes frequenting the airport. An envelope in the box held a brief history of aviation, etc. Finally, the box also included a laminated map of the airport and scratch paper. Brochures and press releases were sent to previous guests of the hotel, travel media and news services. |
| Results: |
It was reported that the package sold 200 percent over the original estimate. The Director of Public Relations of the Stouffer Hotel wrote that the kit was very effective in piquing the interest of travel and feature writers from the Southeast and throughout the country. It is also being used as a VIP amenity. |
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09.10.2008 Author: Nye Ohrberg
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| Company Name: |
Advertising Products Company |
| Award Level: |
Gold |
| Industry Category: |
Self-Promotions |
| Industry Name: |
Self-Promotions |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
1998 |
| Promotion Amount: |
Distributor Self-Promotion |
|
|
|
| Objective: |
To secure new clients. |
| Strategy Execution: |
Potential clients of Advertising Products Company began receiving promotional product items that piqued their curiosity. The products featured the name of the prospect’s assigned sales rep, but did not explain exactly who that sales person was or what the meaning was behind the series of promotional items. After sending four desk items to the potential client, sales personnel followed up the program with telephone calls. |
| Results: |
It was reported that the program created almost $155,000 in new business. |
| Supplier: |
Prime Resources Corp
Punch Products
Galaxy |
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