 |
| 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: |
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| 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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 |
| 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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 |
| 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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 |
| Company Name: |
Sunshine Makers, Inc. |
| Award Level: |
|
| Industry Category: |
Retailers |
| Industry Name: |
Retailers |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
|
| 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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 |
| 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: |
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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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