04.01.2009 Author: Nye Ohrberg
| 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) |
- Introducing New Products/Services
|
| 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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04.01.2009 Author: Nye Ohrberg
| 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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12.22.2008 Author: Nye Ohrberg
 |
| Company Name: |
Piedmont Hospital |
| Award Level: |
|
| Industry Category: |
Non-Profit & Related Businesses |
| Industry Name: |
|
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
|
| Promotion Amount: |
|
| Distributor: |
|
|
| Objective: |
While keeping its maternity center open during remodeling, the advertiser wanted to alleviate patient stress; attract new patients; thank staff who served during renovation; bring people to an open house; and attract media coverage of renovated facilities |
| Strategy Execution: |
The 500-bed acute care hospital elected to keep its maternity center functioning during a renovation and creation of a women’s wellness center. The target audience of 3,000 included patients, medical staff, hospital board and administrators and ultimately, the local media and community. “Celebrate Life” was the theme, and patients during renovation were issued terry-cloth robes for their stay along with radios with earphones. When the new family member arrived, buttons and yard signs reading, “It’s a Boy (Girl)” were distributed, with stickers reading, “I am a big brother (sister)” given to siblings. The babies were given T-shirts. Shopping bags containing safety plugs, baby sitter memo magnets and other specialties were set out in a cradle for new parents to take. An unexpected highlight was the 90-foot plywood temporary wall over the construction area - new parents were invited to sign the wall, then began to add baby footprints, original art and birth announcements. When the renovation was completed, art from “The Wall” was used on hospital literature, open house invitations and news releases. Coasters constituted the invitation, four-mug sets with wall art were given to parents whose art was used, and maternity wing nurses received coaster/ mug sets. The media were invited with yard signs, coasters and mugs festooned with balloons. All pieces emphasized the “wall that didn’t divide.” |
| Results: |
The target for the open house was 200, and more than 600 attended. Two of three television stations and the leading local newspaper covered the event. |
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12.17.2008 Author: Nye Ohrberg
 |
| Company Name: |
Walter W. Cribbins Company, Inc. |
| Award Level: |
Silver |
| Industry Category: |
Self-Promotions |
| Industry Name: |
Self-Promotions |
| Promotional Objective: |
Motivating Salespeople/Sales Department Employees
|
| Award Year: |
1997 |
| Promotion Amount: |
Distributor Self-Promotion |
|
|
|
| Objective: |
To change the 80-year old company’s business direction from product orientation to problem solving or program emphasis. |
| Strategy Execution: |
After bringing key salespeople to the PPAI Winter Show in Dallas, where they realized that they were already creating many programs as exciting as some of the award-winning Golden Pyramid entries, account executives were challenged in a “Pyramid Power” program. The program, introduced in all nine offices of the company, was developed to maintain awareness of the need to be creative in formulating solutions for clients. The very best of the programs would be picked by the company to be submitted to PPAI’s Golden Pyramid competition. To launch the program, a folder stamped with the “Pyramid Power” theme was given to each salesperson. Inside was information on the Pyramid competition with a cover letter explaining the campaign. Entries were due at the end of each quarter, so reminders were sent in the form of an imprinted pyramid-shaped Tri-Liter. When an entry was selected, it was photographed and a miniature Lucite pyramid was given to the account executive to display. Imprinted mylar bags were given to the executive to collect the promotional products used in the campaigns to submission to PPAI. The executive also earned points toward attending the Dallas Show. |
| Results: |
A third of the executives submitted entries. While the company had only one entry in the previous year’s Pyramid Competition, after this promotion, it had 13 entries |
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12.17.2008 Author: Nye Ohrberg
 |
| Company Name: |
The Dubbs Company |
| Award Level: |
Gold |
| Industry Category: |
Self-Promotions |
| Industry Name: |
Self-Promotions |
| Promotional Objective: |
Using Sales Aids for Door Openers
|
| Award Year: |
1997 |
| Promotion Amount: |
Distributor Self-Promotion |
|
|
|
| Objective: |
To education existing clients, to build sales and credibility of promotional products, to encourage clients to meet the company’s staff and to allow clients to meet manufacturers of promotional products. |
| Strategy Execution: |
From the company’s 2,000 customer list, 300 targeted clients were invited to go on a bus trip to Philadelphia to the Promotional Products Showcase-an end-user show produced by the regional association in the area. Since an exclusive art exhibit of Cezanne works was being shown in Philadelphia at the same time, the company’s art department created their own art exhibit, subtly incorporating a golf ball, clock, pen, key fob and travel mug into a Cezanne painting and titling it “The Art of Promotion.” A custom invitation was designed that read like it was an invitation to a special exhibit of promotional products. As they were leaving, guests were given a canvas bag, imprinted with the campaign logo, and containing a T-shirt and mousepad. On the bus trip, senior company officials introduced staff and presented a program about the industry-pricing, artwork, imprinting methods, etc.-a classroom on wheels. |
| Results: |
More than one-third of the invited guests made the trip, the highest attendance ever. An unbudgeted, additional $122,000 in sales was directly attributed to the trip and new business has totaled more than $800,000. Three clients have asked the company to come up with similar promotions for them |
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12.17.2008 Author: Nye Ohrberg
 |
| Company Name: |
Booker Promotions |
| Award Level: |
Silver |
| Industry Category: |
Self-Promotions |
| Industry Name: |
Self-Promotions |
| Promotional Objective: |
Encouraging Attendance/Involvement
|
| Award Year: |
1998 |
| Promotion Amount: |
Distributor Self-Promotion |
| Distributor: |
|
|
| Objective: |
To increase business by educating clients on the uses of promotional products. |
| Strategy Execution: |
Booker Promotions staged a “Magic of Promotional Products” case history seminar. They teased the event with a wide variety of magic themed products and invitations, such as a top hat stick fan and magic wand pencil. During the seminar, slight-of-hand tricks introduced the discussion of product case histories. Attendees completing the seminar received a thank you CD and a mug with the message, “I learned to promote at Booker Promotions Ad-Expo.” |
| Results: |
Originally expecting a possible turn out of around 35 attendees, Booker Promotion reported a total show attendance of 185. |
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12.16.2008 Author: Nye Ohrberg
 |
| Company Name: |
Dutch Creek Elementary School PTSA |
| Award Level: |
|
| Industry Category: |
Non-Profit & Related Businesses |
| Industry Name: |
Non-Profit & Related Businesses |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
|
| Promotion Amount: |
|
| Distributor: |
|
|
| Objective: |
To raise funds for school equipment and programs. |
| Strategy Execution: |
While the cost of educating children continues to increase, financial support has declined in many districts, moving responsibility for fund-raising to local schools. The Dutch Creek Elementary School Parent-Teacher-Student Association sought a way to increase school spirit and raise funds without having children go door-to-door, which can sometimes be dangerous. The specialty advertising counselor developed a Run-A-Thon program involving students getting pledges for their laps during gym class or on school property. The “Spirit Runner” logo was developed and imprinted on buttons, pencils and stickers in the school colors for the kick-off assembly meeting. The program included a notebook for leaders with instructions, sample pledge forms, letters, etc. Based on pledge amounts, students could earn prizes such as “Spirit Runner” mugs, T-shirts, sweatshirts, sweatpants and barrel bags. These prizes were awarded to students during classroom award ceremonies. |
| Results: |
An increase of 24 percent over the previous fundraiser netted an additional $4,000 for the school. Pledge money was collected by 58 percent of the student body, an increase of 152 percent over participation in the previous program. |
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12.15.2008 Author: Nye Ohrberg
 |
| Company Name: |
KABC Radio |
| Award Level: |
|
| Industry Category: |
Services |
| Industry Name: |
Services |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
|
| Promotion Amount: |
|
| Distributor: |
|
|
| Objective: |
To secure sponsors for major league baseball broadcasts. |
| Strategy Execution: |
The Los Angeles radio station, broadcaster of the Dodger games, mailed a plastic, jersey-shaped key-tag to 1,500 selected advertising agencies and their clients. An accompanying card proclaimed “L.A.’s turning blue” (the Dodger color), and promised an equipment bag would follow. The bag containing a miniature baseball cap, bat and chocolate balls, a Dodger schedule, plus a razor, shampoo and other practical travel items, was received a week later. A handy article case for “road trips,” the bag was intended to serve as a reminder of the team and the station. |
| Results: |
According to the station’s creative director, KABC’s sales division got an enthusiastic reaction from more than 100 major advertisers, making it “the winningest season” from the standpoint of sales. |
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12.12.2008 Author: Nye Ohrberg
|
| Company Name: |
Convention Bureau, Eugene Chamber of Commerce |
| Award Level: |
|
| Industry Category: |
Non-Profit & Related Businesses |
| Industry Name: |
Non-Profit & Related Businesses |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
|
| Promotion Amount: |
|
| Distributor: |
|
|
| Objective: |
To attract convention business to a city by turning the cause of its negative reputation into a positive feature. |
| Strategy Execution: |
As did the rest of the state, the city of Eugene had to contend with an inordinate amount of rainfall, and consequently a bad reputation (which produced bumper stickers proclaiming, “Oregonians never tan…they rust” and the nickname “The Ducks” for the University of Oregon football team). In order to emphasize that although rain is not appreciated in some areas, in Eugene the “convention climate is salubrious,” the specialty advertising counselor developed a “raincoat gauge”-a thermometer and humidity indicator mounted on a card picturing a duck wearing a raincoat. When rain threatened, the humidity indicator changed color. Copy urged, “Rain or shine, be seen in Eugene.” “Gauges” were mailed to 2,000 meeting planners, associations manager and VIPs, along with accompanying literature reciting facts of interest to convention planners, such as the number of new hotel rooms being built and the recent bookings. Postage-paid cards were enclosed for the convenience of those requesting additional information. |
| Results: |
Attributed directly to the raincoat gauge promotion, was one convention in which the 250 delegates were expected to spend $20,000 during their two-day stay. An increase of 50 convention bookings over the previous year was expected to produce an additional $1 million in revenue for the city |
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12.11.2008 Author: Nye Ohrberg
|
| Company Name: |
Sun Banks of Florida |
| Award Level: |
|
| Industry Category: |
Financial Institutions |
| Industry Name: |
Financial Institutions |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
|
| Promotion Amount: |
|
| Distributor: |
|
|
| Objective: |
To promote the opening of a new bank building, and consequently to increase deposits. |
| Strategy Execution: |
The advertiser desired to initiate a low-key, relaxed campaign directed to a small community, the majority of whose members were farmers and cattle ranchers. Therefore, this affiliate of a major bank holding company sponsored an “Ice Cream Sun Day” (the title of this event reflecting its name). Newspaper and radio advertising invited the community to the ice cream social. Upon arrival, bank officers (who did not attempt to sell the bank’s services) greeted the guests; they were then served ice cream in plastic sundae bowls imprinted with the bank’s logo. The bowls were theirs to keep after the event, and jars of ice cream toppings were offered as drawing prizes. |
| Results: |
A crowd of 2,000 (double the amount anticipated) attended the event despite the terrible weather conditions (including a downfall). The promotion was credited with helping the bank to achieve a ten percent increase in deposits, while one-third of the other banks affiliated with the holding company were showing a decline. |
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12.09.2008 Author: Nye Ohrberg
|
| Company Name: |
Security Peoples Trust Co. |
| Award Level: |
|
| Industry Category: |
Financial Institutions |
| Industry Name: |
Financial Institutions |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
|
| Promotion Amount: |
|
| Distributor: |
|
|
| Objective: |
To promote a bank’s trust program. |
| Strategy Execution: |
In a saturation campaign to convey the meaning and purpose of trusts to adults with small estates (a minimum of $50,000), the slogan “Trust is an expression of love” was selected. Bank employees wore necklaces and large buttons imprinted with the “trust” slogan and aroused the curiosity of patrons. Smaller imprinted buttons were distributed to walk-in traffic at the branches. Key chain tape measures in heart-shaped cases were presented to those interviewing with the trust officers. Radio, TV, outdoor and transit advertising supported the campaign. Posters and pamphlets outlining the benefits of established trust funds and will were given out upon request. |
| Results: |
The promotion drew in 400 interviews to the trust department and generated more than $6 million in new accounts. In addition, the buttons achieved substantial popularity; one class of graduating nurses requested that they be distributed at their commencement exercises. |
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12.05.2008 Author: Nye Ohrberg
 |
| Company Name: |
Walter W. Cribbins Co., Inc. |
| 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 increase 1996 personal sales by 10 percent over 1995. |
| Strategy Execution: |
In promoting the services of Walter W. Cribbins Co. and her individual services, Joyce Flowers, a ten-year veteran in the promotional products industry, focused on establishing awareness of herself as the source for promotional services. Promotional items such as flower pens, seed packets, and coffee mugs delivered throughout the year created a large, growing, and loyal customer base. Joyce Flowers’ business, now in full bloom, shows no signs of wilting. |
| Results: |
1996 showed a 33 percent increase in sales over 1995 |
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12.03.2008 Author: Nye Ohrberg
 |
| 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
 |
| 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
 |
| 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
 |
| 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
 |
| 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
 |
| 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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10.23.2008 Author: Nye Ohrberg
 |
| 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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10.22.2008 Author: Nye Ohrberg
 |
| 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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