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Type of Promotion:
Door Opener Making Contact Product(s) Used: Toys Method(s) Applied: Direct Mail Theme(s):
Dinosaurs The large bright yellow cardboard box bore the words, "We'd like to leave you with one last thought on choosing a large New York agency." Inside was a small plastic brontosaurus with words on the bottom that noted how "large, lumbering ad agencies once ruled the earth," but that in today's quickly changing times, choosing Martin was "just another case of natural selection." The mailings are used only for specific instances to ensure a strong impact.
Type of Promotion: Incentive Product(s) Used: Candy Jars, Candy Method(s) Applied:
Promotional Distribution During the month of April, Zone 6 dealerships of G.M. trucks offered a jar filled with Brachs Rocks candy for taking a test drive. The wooden jar lid was lasered with "Solid As A Rock," the theme of the promotion. New truck sales increased 30 percent and used truck sales were up 24 percent for the month of the promotion.
Type of Promotion: Incentive Product(s) Used: Glassware Method(s) Applied:
Promotional Distribution Capital sent out a letter to all their current customers and those who might be potential buyers of a new Seville, inviting them to test drive the new Seville. As a token of appreciation, Capital offered to give the recipients a set of four glass mugs with the Cadillac logo in satin etch, no copy, for taking a test drive. After the initial order, Capital reordered three times. This specialty item out-performed the multiple-piece Corning set offered the year before.
Type of Promotion: Gain Visibility/Exposure Product(s) Used: Calendars Method(s) Applied:
Direct Mail, Salesperson Delivery The objective was to stimulate sales of building-construction fasteners. Salespeople calling on architects, general contractors and building supply distributors had been leaving wall charts cataloging some of the advertiser's line of construction connectors and trusses. Subsequent calls revealed that few recipients kept the charts. The promotional products distributor recommended making the charts more useful by placing them on a wall calendar with the advertiser's name. Once issued to the target audience, the calendars were in demand. Eventually the demand exceeded the supply.
Type of Promotion: Increase Referrals Product(s) Used: Calculator/Watch/Pen/Chronograph/Alarm Method(s) Applied:
Sales Leave-Behinds A home medical equipment company used a unique leave-behind to remind physicians to prescribe or recommend its products to their patients. Since the company was competing with so many pharmaceutical firms for the physicians' attention, it wanted something unforgettable. The company found the product it needed in a combination calculator/watch/pen/chronograph/alarm. The imprinted item offered many extras like 12 or 24-hour-time, day, date, etc.
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