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Type of Promotion:
Name Change Announcement Product(s) Used: Pencils, Luggage Tags Method(s) Applied:
Direct Mail To alert customers that Washington Belt had enlarged its name to account for an expanded line that included mechanical and power transmission components, the advertiser mailed 5,000 bulletins announcing the change. A sharpened pencil, imprinted with the new name, was attached with the suggestion that recipients use it to "change your records." To obtain leads, the bulletin offered four free laminated luggage tags that could be secured by returning the response card. Presumably, recipients would circulate the offer around the office in case others might be interested in luggage tags reproduced from their business cards. This would add to the lead list. The promotion was said to have secured more than 600 new names. The in-depth penetration of existing accounts, it was claimed, resulted in an annual sales increase of 6 percent.
Type of Promotion:
Improve Client/Customer Relations In every vehicle it repairs, the company leaves a litter bag, a floor mat featuring two footprints and the words "We wanted to keep it clean," and a bottle of touch-up paint, all with the firm's name and address. The promotion has generated a large amount of repeat business, as well as a number of new referrals which they attribute to keeping their name fresh in former clients' minds.
Type of Promotion: Boost Ratings Product(s) Used: Bumper Strips, Iron-Ons, T-Shirts Method(s) Applied:
Giveaways, Contest "Keep it on WKLO" was the slogan imprinted on the promotional products used to promote the Louisville station among the target audience of 300,000 radio listeners aged 18-49. Over a five month period, 30,000 imprinted bumper stickers were given away at the station and at the businesses of advertisers. Distributed in the same fashion were 5,000 iron-on patches illustrating WKLO's old-fashioned radio. About 1,000 T-shirts with the logo in red were sent to listeners calling in. A Volkswagen bearing the slogan roamed the streets and its driver (a disc jockey) would invite anyone he spotted displaying one of the specialties to draw for prizes, which ranged from movie passes, to motorcycles and the grand prize of a car. The opportunity to win a vacation in Jamaica motivated listeners to submit photos of the most unusual ways in which the slogan was used. The campaign was promoted on the air and in newspaper and outdoor advertising. Following the promotion, the Arbitron broadcast audit reported the station had increased its audience from 110,900 to 132,800.
Type of Promotion: Incentive Product(s) Used: Flashlights Method(s) Applied:
Incentive To reduce incidents of truancy and encourage students to attend classes, a school began offering students a small "prize" for attending each class throughout the semester. To sweeten the incentive, each teacher used a different prize related to his or her class. Finding low-cost products that would interest students was a challenge. However, the auto mechanics instructor succeeded in finding a utility flashlight/headlamp that was sure to entice would-be mechanics. Made of lightweight thermoplastic, the product could convert instantly from a hand-held light to one worn around the head for repair jobs requiring both hands. The product was shock-and chemical-resistant, with a textured grip for easy handling.
Type of Promotion: Promote Safety Product(s) Used: Paint Sheets Method(s) Applied: In-School Distribution Theme(s):
Safety A law-enforcement agency wanted to promote auto safety to children in grade and nursery school classrooms. It distributed thousands of "Paint-With-Dots" and "Watercolor" paint sheets portraying seatbelt safety, pedestrian/auto situations, and so on. Local restaurants participated by displaying the finished sheets in their establishments.
Type of Promotion: Sponsorship Promotion Product(s) Used: Trays Method(s) Applied:
Commemorative Gifts Prime sponsor of the New York City Marathon, the advertiser wished to present a recognition gift to racers that would be better remembered and more prestigious than the T-shirts and other items that had been awarded in previous year. The promotional products counselor recommended a multicolored serving tray. On the top side was lithographed the 26 mile race course; on the reverse was a short history of the event. The tray became a symbol of pride in accomplishment for the 11,200 runners who participated in the Staten Island to Central Park marathon.
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