10.10.2008 Author: Nye Ohrberg
| |
 |
| 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
 |
| 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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10.06.2008 Author: Nye Ohrberg
 |
| 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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10.03.2008 Author: Nye Ohrberg
 |
| 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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10.02.2008 Author: Nye Ohrberg
 |
| 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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09.25.2008 Author: Nye Ohrberg
 |
| 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
 |
| 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
 |
| 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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09.02.2008 Author: Nye Ohrberg
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| Company Name: |
Kawasaki Loaders, Inc |
| Award Level: |
|
| Industry Category: |
Wholesalers & Manufacturers |
| Industry Name: |
Wholesalers & Manufacturers |
| Promotional Objective: |
Opening New Accounts
|
| 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 new clients were obtained resulting in over $1 million in new revenue. |
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08.29.2008 Author: Nye Ohrberg
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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
|
| 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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08.28.2008 Author: Nye Ohrberg
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| Company Name: |
Dr. Robert Spiegel, DDS |
| Award Level: |
|
| Industry Category: |
Services |
| Industry Name: |
Services |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
|
| Promotion Amount: |
|
| Distributor: |
|
|
| Objective: |
To increase patient base by four new families and obtain referrals from existing patients. |
| Strategy Execution: |
Since fear is one reason many people do not go to the dentist, a recruiting campaign adopted a “Relaxadactyl.” Tied to the dinosaur craze, this cartoon dinosaur “Relaxadactyl” was an easy-going character who loves to relax and any toothbrush-using dude that loves life and unwinds with its dentist. A magnet mailer offered a free logo T-shirt for an appointment for new patients or a referral by existing patients. The mailer graphics and copy emphasized the theme, e.g., “Why Is This Relaxadactyl Smiling?”, with the tag line “Going To The Dentist Is Fun.” |
| Results: |
The client reported 20 new clients as a result of the promotion. It was also noted that NBC News did a feature story. |
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08.27.2008 Author: Nye Ohrberg
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| Company Name: |
Color Corporation of America |
| Award Level: |
|
| Industry Category: |
Services |
| Industry Name: |
Services |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
|
| Promotion Amount: |
|
| Distributor: |
|
|
| Objective: |
To broaden existing client base and increase awareness among prospective clients about the advertiser’s capabilities and services. |
| Strategy Execution: |
“Positively Brilliant” was the theme and Albert Einstein the graphic subject for a four-month promotion targeted to 500 ad agencies and photo labs. The program implied the advertiser-like Einstein-has several distinct talents. Each prospective client was mailed a high impact black package with a graphic of Einstein on the outside lid. The headline beneath the graphic stated “Brilliant…” Inside, against a bright yellow background, a graphic image of Einstein wearing a pair of sunglasses correlated to a mounted pair of imprinted sunglasses for the recipient. Body copy, under the heading “Positively Brilliant!” emphasized the company’s services and encouraged the prospect to meet with a sales rep. A clock, with the imprint of Einstein wearing the glasses and the theme line, was offered as a thank you gift for those making sales appointments. Boxes of samples distributed at subsequent appointments bore theme copy and graphics. |
| Results: |
The company reported an 80 percent response as a result of the direct marketing contact. |
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08.26.2008 Author: Nye Ohrberg
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| Company Name: |
Schmidt Lumber LTD. |
| Award Level: |
|
| Industry Category: |
Retailers |
| Industry Name: |
Retailers |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
|
| Promotion Amount: |
|
| Distributor: |
|
|
| 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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07.01.2008 Author: Nye Ohrberg
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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
|
| Award Year: |
|
| Promotion Amount: |
|
| Distributor: |
|
|
| 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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