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Promotional Products for Lead Generation Opening New Accounts Trade Show Promotional Products

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Company Name: LAN Times/McGraw-Hill Inc.
Award Level: Bronze
Industry Category: Retailers
Industry Name: Publishing
Promotional Objective:
  • Award Year: 1996
    Promotion Amount: Less than $10

    Objective: To draw exhibit traffic as a means of securing 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 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 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 subscribers.

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    "Promotional Products “Thinking” Above the Bill"

    10.23.2008 Author: Nye Ohrberg

    promotional products”some very cool ideas”

    Company Name: James Productions Inc.
    Award Level: Gold
    Industry Category: Services
    Industry Name: Marketing and Advertising
    Promotional Objective:
  • 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 accounts.

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    "promotional products”some very cool ideas”"

    Company Name: Merial Select, Inc.
    Award Level: Bronze
    Industry Category: Wholesalers & Manufacturers
    Industry Name: Pharmaceuticals
    Promotional Objective:
  • 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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    "Promotional Products “attention-getting Games “"

     
    Company Name: Ingalls Employees Credit Union
    Award Level: Gold
    Industry Category: Financial Institutions
    Industry Name: Credit Unions
    Promotional Objective:
  • 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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    "Promotional Products “Taking a Cue from a Slogan”"

    Company Name: Marketing Associates/USA Inc.
    Award Level: Silver
    Industry Category: Self-Promotions
    Industry Name: Self-Promotions
    Promotional Objective:
  • Award Year: 1996
    Promotion Amount:
    Distributor: Marketing Associates/USA, Inc.
    Objective: To secure appointments for salespeople.
    Strategy Execution: The 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 opportunities.”
    Results: The door opener enabled the firm to secure appointments with 80 percent of the targeted audience.

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    "Promotional Products”fresh horizons and new opportunities”"

    10.06.2008 Author: Nye Ohrberg

    Promotional Products “secure appointment’s”

    Company Name: Automatic Data Processing
    Award Level: Silver
    Industry Category: Services
    Industry Name: Accounting
    Promotional Objective:
  • 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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    "Promotional Products “secure appointment’s”"

    10.03.2008 Author: Nye Ohrberg

    Promotional Products “Bubbles and Blues”

    Company Name: Net Effect Systems
    Award Level: Silver
    Industry Category: Wholesalers & Manufacturers
    Industry Name: Computer Software and Hardware Manufacturers
    Promotional Objective:
  • Award Year: 2000
    Promotion Amount: $10 or More
    Distributor: LPA Promotions
    Objective: To introduce Net Effect Systems and its products to potential 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 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 clients, and 70 percent of those clients grew from the “Bubbles and Blues” party.

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    "Promotional Products “Bubbles and Blues”"

    Company Name: The Bank of Collierville
    Award Level: Gold
    Industry Category: Financial Institutions
    Industry Name: Banks
    Promotional Objective:
  • Award Year: 1997
    Promotion Amount: $10 or More
    Distributor: Joe Padawer Company
    Objective: To increase 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 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 depositors. With reorders totaling 700 more replicas, a total of 55 accounts were opened with $500,000 in deposits. $10 or More,000 was raised for the church, as well.

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    "Promotional Products “Giving back Will Help you Move Forward”"

    09.25.2008 Author: Nye Ohrberg

    Promotional Products “Dialing for Dough”

    Company Name: Bay View Bank/The Barrett Group
    Award Level: Silver
    Industry Category: Financial Institutions
    Industry Name: Banks
    Promotional Objective:
  • Award Year: 1999
    Promotion Amount: $10 or More
    Distributor: International Promotional Ideas, Inc.
    Objective: To generate sales of 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 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 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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    "Promotional Products “Dialing for Dough”"

    Company Name: Insight Marketing
    Award Level: Bronze
    Industry Category: Self-Promotions
    Industry Name: Self-Promotions
    Promotional Objective:
  • Award Year: 2000
    Promotion Amount: Distributor Self-Promotion
    Distributor: Insight Marketing
    Objective: To increase name recognition, sales and open 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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    Company Name: The Aspen Hill Club
    Award Level: Bronze
    Industry Category: Retailers
    Industry Name: Recreation Facilities
    Promotional Objective:
  • Award Year: 1998
    Promotion Amount: Less than $10
    Distributor: IMPRINT, Inc.
    Objective: To generate interest and inquiry from potential 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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    Company Name: Sinai Wellbridge Fitness Club
    Award Level: Silver
    Industry Category: Retailers
    Industry Name: Recreation Facilities
    Promotional Objective:
  • Award Year: 1997
    Promotion Amount: Less than $10
    Distributor: Goldman Associates
    Objective: To motivate and existing members to enroll before the grand opening of a 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 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 membership. The mailer used the line “Use your bag tag on your 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 members. Over 2,800 had joined the club before the doors even opened, generating more than $3 million in revenue.

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    "Promotional Products “Sparking Interest before you Open”"

    Company Name: Don Sanders Marketing Concepts
    Award Level: Silver
    Industry Category: Self-Promotions
    Industry Name: Self-Promotions
    Promotional Objective:
  • Award Year: 1995
    Promotion Amount:  
     
    Objective: To increase sales and open 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 large accounts resulted directly from the promotion.

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    "Promotional Products ” Giving them a reason to Contact You”"

    09.16.2008 Author: Nye Ohrberg

    Promotional Products “Go For The Gold”

    Company Name: Meeting Professionals International
    Award Level: Silver
    Industry Category: Non-Profit & Related Businesses
    Industry Name: Professional Organizations
    Promotional Objective:
  • Award Year: 1998
    Promotion Amount: Less than $10
     
    Objective: To solicit and enroll 4,000 members.
    Strategy Execution: Meeting Professionals International knows that their best -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 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 members, chose from three different world-class vacation packages.
    Results: MPI not only achieved it’s target of 4,000 members in the 1996-97 fiscal year, but exceeded that goal by 538 members.

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    "Promotional Products “Go For The Gold”"

    Company Name: Stouffer Concourse Hotel/Atlanta
    Award Level: Gold
    Industry Category: Retailers
    Industry Name: Hotels and Motels
    Promotional Objective:
  • 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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    Company Name: Advertising Products Company
    Award Level: Gold
    Industry Category: Self-Promotions
    Industry Name: Self-Promotions
    Promotional Objective:
  • Award Year: 1998
    Promotion Amount: Distributor Self-Promotion
     
    Objective: To secure 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 business.
    Supplier: Prime Resources Corp
    Punch Products
    Galaxy

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    Company Name: Kawasaki Loaders, Inc
    Award Level:  
    Industry Category: Wholesalers & Manufacturers
    Industry Name: Wholesalers & Manufacturers
    Promotional Objective:
  • Award Year:  
    Promotion Amount:  
    Distributor:  
    Objective: To broaden client base and generate additional revenue.
    Strategy Execution: The five top distributors of this manufacturer’s heavy equipment loaders submitted names of prospects for this three-part mailing. The first mailing was a 5 x 7 rosewood picture frame to “get the picture” on the company’s quality products. No imprint on the frame made it usable for home or office. The second mailing was a stop watch (highly used in their industry) with the manufacturer’s personalized message “Stop…It’s Time to Make a Change.” A personalized rosewood box with weather instruments to correspond to the industry’s dependence on good weather was sent last.
    Results: It was reported that six clients were obtained resulting in over $1 million in revenue.

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    Company Name: Robertson Marketing Group Inc.
    Award Level:  
    Industry Category: Self-Promotions
    Industry Name: Self-Promotions
    Promotional Objective:
  • Award Year:  
    Promotion Amount:  
    Distributor:  
    Objective: To secure appointments for salespeople
    Strategy Execution: A -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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