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| Objective: | To encourage attendance and provide positive reinforcement for a training seminar. |
| Strategy Execution: | At its Bohemia, NY headquarters, the company conducted a series of new-hire orientations for its worldwide sales force. This was intended to acquaint attendees with the company’s culture, policies and procedures, products and sales strategies. Logo-imprinted portfolios, ballpoints, brass paperweights and mouse pads were distributed to all attending salespeople and presenters at the beginning of the seminar. Attendees were encouraged to collect colleagues’ business cards to insert in the attractive card holder they received. For a “graduation” gift, the senior sales vice president presented class members a lapel pin. |
| Results: | Well-received by the target audience, the quality promotional gifts acted as incentives to attend and present at the seminars, according to Symbol’s design and media specialist. |
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