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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11.25.2008 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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10.23.2008 Author: Nye Ohrberg
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| 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
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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
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| 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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10.03.2008 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
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| 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
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| 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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09.17.2008 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
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| Award Year: |
1998 |
| Promotion Amount: |
Less than $10 |
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|
|
| 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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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
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| Award Year: |
|
| Promotion Amount: |
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| Distributor: |
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| 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: |
Sunshine Makers, Inc. |
| Award Level: |
|
| Industry Category: |
Retailers |
| Industry Name: |
Retailers |
| Promotional Objective: |
Opening New Accounts
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| Award Year: |
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| Promotion Amount: |
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| Distributor: |
|
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| Objective: |
To educate consumers and policymakers about the environmental friendliness of the advertiser’s Simple Green cleaning products and to increase overall market share. |
| Strategy Execution: |
Through various avenues including the advertiser’s EGBAR (Everything’s Gonna Be All Right) Foundation, whose objective is to help people clean up the world, a variety of imprinted promotional products communicated the products’ environmental advantages. Trade shows, beaches, ball parks, military bases, government facilities, toxic waste sites, retail grand openings and neighborhood clean-up sites were among areas targeted. To remind the advertiser’s sales personnel of occasions where their support would be needed throughout the year, a large imprinted desk calendar pad (made from recycled paper) was sent via UPS. The EGBAR mascot was used on most of the specialty items and promotional products including imprinted pins worn by volunteers and given with Promotional product samples at public gatherings. At trade shows, a booth game labeled the Envirotoss asked participants to toss bean bags at holes labeled with product features (e.g., non-toxic) to win custom imprinted folding nylon Custom imprinted totes, imprinted tree-growing kits and other promotional products. |
| Results: |
Many of the clean-up efforts and the advertiser received media coverage, and overall sales of the Simple Green line were up 21 percent over the previous 12-month period. |
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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
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| Award Year: |
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| Promotion Amount: |
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| Distributor: |
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| 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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