|
Type of Promotion:
Promote Service Offered Product(s) Used: Calculators, Pens, Magnifying Glasses Method(s) Applied:
Direct Mail The objective was to increase awareness of a media buying firm's services, with emphasis on potential money saving capabilities and professionalism of personnel. An on-going series of mailings was directed monthly to 385 selected advertising agencies and advertisers. The first six specialties that accompanied the mailing were selected to relate to a specific point made in the senior vice president's letter to the target audience. A pocket solar calculator was used to stress the company's state-of-the-art technology. A "Lineliter" ruler, ideal for reading computer print outs, emphasized Vitt's use of research in decision making. A desktop ballpoint pen filled with shredded money suggested that the money advertisers waste unknowingly is as useless as the shredded currency in the pen. Other specialties distributed were a pocket magnifier (the firm had the capability of magnifying profits), a first aid kit (representing help for ailing advertisers), and a junior size desk folder, ideal for media planners. After six months, more than $3 million in new business was said to have been achieved and many complimentary letters were received.
Type of Promotion: Promote Service Offered Product(s) Used:
Knives, Pencil Caddies The objective was to promote the sale of prefabricated metal buildings abroad. A marketing approach employing promotional products was adopted and directed to prospective customers in the Middle East. The articles selected had to be lightweight enough to be carried around in briefcases and unusual enough to fit the Arab penchant for the unique and mysterious. A mystery knife, impossible to open without knowing the trick, was chosen. Sales presentations were developed around it. The recipient was challenged to open the knife and was promised a free "building" for doing so. This required help from the salespeople, who demonstrated the trick and then produced the buildings pop-up pencil caddy resembling the advertiser's building. Copy was in Arabic and listed the selling points of the building: quick delivery, simple construction, quality specifications, long life, low price and less maintenance. These messages also appeared in the copy displays of the window-jotter pens that were distributed. Dealers were delighted with the assistance in capturing buyer attention. Sales rose 40 percent during the company's second year in the Middle Eastern market.
Type of Promotion: Promote Service Offered Product(s) Used: Message Centers Method(s) Applied:
Giveaway A home video rental store planned to begin a door-to-door delivery service in order to gain an edge on its business rivals. After initiating the service, the store wanted to use something that could serve as a "silent reminder" to its customers that it delivered. Since its customers would need to call for tape delivery, the store selected a message center oriented to the household phone. Designed to be mounted next to a phone, the one-piece unit featured a note pad, calendar, phone holder and spaces for a phone book and pens/pencils. The video store's imprint was featured on the bottom panel.
Type of Promotion: Introduce New Product or Service Product(s) Used: Phone Cards Method(s) Applied: Promotional Distribution Theme(s):
"Buddy Bronchiosaurus", Dinosaurs To introduce a new lab test for respiratory diseases, Becton Dickinson Microbiology Systems distributed phone cards by ITS¦ (asi 62692) to promote product awareness and encourage lab technicians to call their Becton Dickinson representative for a free demonstration of the test. The 5,000 five-minute cards were distributed by drug representatives to the technicians and featured "Buddy Bronchiosaurus," the purple and pink dinosaur that the company adopted as a mascot for the new test. Copy on the card announced it contained five minutes to "spread the word" about the new test.
Type of Promotion: Promote Service Offered Product(s) Used: Folders, Balloons Method(s) Applied:
Seminar Reminders Custom imprinted Kinderprint folders and balloons were given to participants at seminars conducted for individuals and corporations to explain what types of programs Health Net offers. Ninety percent of the seminar recipients expressed appreciation for the folders, and there was a 20 percent increase in requests for additional information about Health Net services.
|
