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Type of Promotion: Anniversary
Product(s) Used: CD Cases Method(s) Applied:
Booth Display The client went to Bert to get 144 custom cd cases for the anniversary of their beer distributorship as a giveaway at a street festival. Bert provided the goods within 5 business days. The cases were done in major beer company logos.
Type of Promotion: Grand Opening Product(s) Used: Magnets Method(s) Applied:
Direct Mail Harris Methodist Southwest, a hospital in the Fort Worth area, wanted to create awareness of its grand opening and let members of the community know where it was located. Although southwest Forth Worth was growing at the time of the hospital's opening, it was not fully developed. In addition, the hospital was located in a somewhat secluded area. To promote its location, the hospital used 3-inch by 5-inch, two-color mini-magnets by Gill-line (asi 56950). The magnets featured the hospital's name, phone number and address, as well as a small map indicating the hospital's location. Emergency phone numbers were also included to ensure that the magnets would be kept handy for an extended period of time. Prior to the hospital's opening, the administrator distributed the magnets to business people and the general public at various meetings he attended. When the hospital opened, a second order of magnets was handed out during the grand opening. The remaining magnets were distributed at local health fairs and given to groups or individuals who toured the hospital. The hospital administrator was pleased with the response to the magnets. In the future, the hospital planned to include the magnets in a mailing to new families moving into the area.
Type of Promotion: Grand Opening Product(s) Used: Magnets, Noteboards Method(s) Applied:
Direct Mail The new hospital, which was competing against older, established facilities in the community, developed a mailing to promote its emergency department. An envelope with graphics depicting an old-fashioned doctor's bag contained a flier headlined "Years ago everything a doctor had to handle emergencies fit in one small black bag!" Copy explained the capabilities of Fair Oaks' emergency facilities and an attached refrigerator magnet was imprinted with the phone number. There was also a form by which recipients could pre-register for emergency service should it ever become necessary. Respondents would receive a free "EmergiKit!" This contained adhesive backed stickers of information pertinent to children's safety, a medical ID card and a write on/wipe off noteboard, the back of which contained easy-to-follow emergency procedures. The mailing was directed to 40,000 residents in the hospital's market area. According to a marketing administrator, the promotion produced a 5.1 percent response. Emergency department visits since the promotion were up 13 percent, which represents 247 additional visits (promotion cost break-even was calculated at 150 visits). Moreover, "Ask-a-Nurse" callers, citing the phone number that appeared on the magnet, were up 321 percent.
Type of Promotion: Commemorate Anniversary Product(s) Used: Pith Helmets, Walking Sticks, Bags Method(s) Applied: Special Event Giveaways Theme(s):
Jungle The SHOT SHOW - the Shooting, Hunting, Outdoor Trade Show and Conference - wanted to observe its 10th anniversary in a big way. The "Passport to Adventure" was planned as an activity to involve and recognize corporate sponsors and also provide a social setting for exhibitors to salute their best customers. Twenty companies came on line as corporate sponsors with $100,000 in donations. Show registrants were then offered the chance to participate in a "jungle extravaganza." On arrival, exhibitors, attendees and guests were issued passports, pith helmets and gifts and led into the ballroom which was hung with vines and filled with trees and waterfalls. The room was even populated with performing animals, fortune tellers and entertainers. Walking sticks, tiger head badges, shopping bags (listing all sponsors) and other imprinted items were distributed throughout the evening. Working personnel were outfitted in safari wear. Of the 2,000 SHOT SHOW exhibitors and clients, 1,600 participated in the "Passport to Adventure" evening.
Type of Promotion: Grand Opening Product(s) Used: Paperweights, Portfolios Method(s) Applied:
Commemorative Gifts To commemorate the opening of an international airport in Texas, a crystal paperweight of French origin but etched in Texas with the name and date of the commemoration event was selected as one of the dedication gifts playing off the fact that a new supersonic French airline would be servicing the airport. The other gift was a suede underarm portfolio, subtly embossed with the airport seal and useful in carrying literature distributed at the event. Both gifts were given to Congressmen, ambassadors and other dignitaries from the United States and countries served by the new airport. The airport public relations director reported the gifts evoked much favorable comment from recipients and "helped tremendously in a successful dedication."
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