Product Used: Christmas ornaments

Distribution Method: Special event giveaways
An event to help attendees increase holiday sales was designed. To remind them of the event, the company distributed painted aluminum Christmas ornaments featuring the event's logo, date and location.
 

Automotive Industry

Goal of Promotion: To promote product and manufacturing quality

Products Used: Bumper strips, decals, tumblers

Distribution Method: Internal distribution to plant employees
The Texas assembly plant for a major auto manufacturer wanted to improve its quality. In the automaker's quality control audits, 145 was a perfect score and 130 was the acceptable standard. Unfortunately, the Texas assembly plant had achieved a 130-point score only once during nine surprise audits the previous year and ranked near the bottom of the automaker's 30 plants. To improve quality, a continuity program involving specialty advertising products was developed. A logo featuring the Texas Lone Star and a cutaway drawing of a disc brake was designed and imprinted on bumper strips and decals issued to the plant's 5,000 salaried and hourly employees. The copy read: "Member 130 Club-Quality by Texans Working Together." For each audit in which the plant achieved the 130-point standard, the promotion plan called for each employee to be issued a 12-ounce thermo tumbler with the campaign logo, until a complete set of six had been accumulated. On subsequent audits in which the minimum standard score was met, a pitcher and serving tray to complete the set were to be distributed. The plant scored 130 or higher on its first eight audits and rose to first place among the company's assembly facilities. To acknowledge this feat, the automaker's headquarters issued plant supervisors paperweight with a reproduction of the official quality index for all plants in the system-the Texas plant was at the top of the list.

Construction

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Promotion: To generate sales leads

Product Used: Paperweights

Distribution Method: Targeted mailings, salesperson delivery
The Barry company, a manufacturer of air-handling equipment wanted to develop qualified leads for sales personnel follow-up. A four-part series of mailings was developed to show key plant engineers the superiority of the sponsor's air-moving equipment. The first mailing contained an acrylic prism paperweight in which a miniature blower was imbedded. An accompanying letter pointed out that engineers involved in such architectural achievements as the Louisiana Superdome and the Transamerica Building in San Francisco had specified the manufacturer's equipment. Subsequent mailings consisted of an engineer's template and, for those who requested the information kit that was offered, a mechanical pencil. Sales reps following up on the leads delivered a kit titled "Twelve good reasons why Barry is better." Of the 977 plant engineers solicited, 289 requested additional information, for a 29.8 percent response to the mailings.

Trade & Professional Organizations

Goal of Promotion: To increase bookings & reservations

Product Used: Showbox viewers

Distribution Method: Personal delivery
Functioning as the travel agent for an annual cruise, the American Automobile Association decided to solicit reservations for the next year's cruise while passengers were enjoying the present one, to the Caribbean. On entering their cabins, passengers found a "Showbox" photo viewer featuring a selection of color shots of Alaska, the next year's cruise destination. The viewer could be reused for photos of the present cruise. Additional viewers were sent to others on the agency's account list. A "substantial number" of advance reservations were placed.

Food & Beverage

Goal of Promotion: To introduce a new product

Products Used: Posters, stickers, T-shirts

Distribution Used: Game, prizes, point-of-purchase

Themes: "Red Hot Night:
SAVA, a liquor manufacturer in Argentina, was looking for a way to build a sexy image for its new aperitif, Pronto Bitt. It chose to center its promotion in clubs and bars, and use the theme "Red Hot Night" to get its message across. A marketing campaign was developed that would motivate bar employees, as well as build brand loyalty in bar patrons. Employees were offered the chance to win dream vacations and other prizes in return for displaying Pronto Bitt point-of-purchase displays on their premises. These materials included posters, stickers and hanging signs. SAVA also supported the program with a massive national merchandising program encouraging retailers to move Pronto Bitt from the beer aisles to the aisles containing the company's other products. SAVA invited consumers to participate in the promotion through a match-and-win game. Approximately 7.5 million cards were distributed in Pronto Bitt six packs and through the retail outlets. The winning cards formed the letter "O" in the brand's logo when placed against the POP displays. Consumers won prizes some 1,500 prizes, including logoed T-shirts and boxer shorts. The program also included a series of bar games that were introduced to various clubs' patrons when Pronto Bitt "brigades" visited the locations in Buenos Aires and other large cities. These games got the patrons to interact with Pronto Bitt samples for a chance at winning trips and other prizes. Through the various methods employed in this promotion, Pronto Bitt exceeded its product trial objectives, generating 280,000 personal contacts and fulfilling all distribution goals.

Healthcare

Goal of Promotion: To promote a service offered

Products Used: Posters

Distribution Method: Memento/Souvenir
St. Elizabeth Community Health Center wanted to promote its facility, maternity unit and other services in a competitive market. To do so, the hospital used posters, which measured 22 inches by 28 inches. Half of the 3,000 posters included a blue and brown bear and duck, the hospital's logo and the copy, "It's A Boy!" The remaining 1,500 posters were printed in pink and brown with the copy, "It's A Girl!" The posters were designed and printed to be yard signs with the message showing on both sides. Employees at the hospital put the signs together in advance, including a wooden stake. A poster was given to the new father on the day his child was born so that he could place it in his front yard to announce the news to his neighbors. The posters helped generate solid community awareness for the hospital and reached new people in town with a clear message about the maternity service available.

High Tech Industry

Type of Promotion: To build traffic at trade shows

Products Used: T-shirts, brochures

Distribution Methods: Tradeshow booth giveaways, targeted Mail, resale
Avid Technology, a manufacturer of computer hardware and software, launched a new desktop video editor. Avid wanted to promote the technology to video post-production companies. To reach this audience, Avid designed a T-shirt that appealed to the casual work environment in video post-production houses. "Real Desktop Video Solutions" was the theme of Avid's campaign. It was used in print ads for the program, as well as on brochures, so it was natural that it would become the message on the promotional T-shirt, too. Along with the slogan, the T-shirt featured the brightly-colored graphic of a computer with a videocassette appearing to be pushed into the machine. One of the ways the T-shirts were distributed was at tradeshows. Show attendees were given the shirt if they took part in a brief question & answer game at the Avid exhibit. Those participants who answered correctly received a shirt. The T-shirts were also offered to computer resellers who could sell them or offer them as premiums. Avid employees could also purchase the shirts. The shirt was so successful for Avid that it went through three different printings, distributing a total of 5,000 shirts.

Industrial Products/Light Industry

Goal of Promotion: To promote a plant safety program

Products Used: Hidden Message Cards, Magic Pens

Distribution Method: Internal distribution to plant employees

Theme: Safety
A Midwest plastics manufacturer used Hidden Message cards for its annual "Safety First" program. Each week, all accident-free employees received another card showing random points to be collected for special prizes and extra dots off to be awarded at the end of six months. Supervisors used a "magic" pen to reveal the points hidden on the cards. The program was so successful in reducing on-site accidents, insurance benefits, etc., that the company is planning another similar program for the future.

Insurance

Goal of Promotion: To promote agents' names to customers

Product Used: Pocket calendar / date planners

Distribution Method: Holiday Gifts, Employee Gifts
An insurance company distributed a 13-month pocket calendar to its employees and entire customer list as a holiday gift. Each agent had his or her name imprinted on the planner. The promotion has been ongoing for several years.

Non-Profit Organizations/Charities Industry

Goal of Promotion: To increase membership

Products Used: T-Shirts, Bags, Car Tags

Distribution Method: Promotional Distribution
A 100-year-old church was located off the beaten path in a community that was changing from farming to upper-middle-class residences. The church employed newspaper, radio and specialty advertising to attract new families. T-shirts with the newly designed church logo were sold for cost through the youth group. Binders with information on special courses were issued at retreats. First-time visitors were presented celluloid badges and ballpoint pens as an inducement to fill out the visitor cards. Placed in pews were sermon note pads. When they joined the church, new members received a kit, an imprinted shopping bag containing a window decal, bumper strip, car tag, ballpoint pen, and a cassette of a recent sermon. The church motto--"There's no place quite like it!"-- was imprinted on all specialties. Largely aided by the promotion, the church added 495 individuals to its roster, bringing membership to 1,372. Membership growth prompted church income to grow, too, up from $251,000 to $427,000 in a year's time.

Pharmaceutical/Nutriceutical Industry

Goal of Promotion: To increase response rate

Products Used: Socks, Gymbags, Headbands

Distribution Method: Targeting mailing and delayed fulfillment
To boost brand awareness and its database, Amrad developed a survey about Lipex, a cholesterol-lowering medication. It was sent to 11,000 general practitioners, along with a single sweat sock. Recipients were informed that completing the survey would get them not only the mate to the sock and patient diet/exercise literature, but a sport kit containing a gym bag, gym towel, headband and wristband, all bearing the Lipex logo. The survey drew a 65-percent response.

Real Estate Industry

Goal of Promotion: To increase sales

Product(s) Used: Message Clips

Distribution Method: Giveaway
While a realtor found business to be booming, he also experienced an increase in competition between himself and the other realtors in town. To set himself apart, the realtor planned to award clients a giveaway item at the end of each house tour. The realtor used something that not only let his clients remember his firm when they wanted to purchase a house, but perhaps also reminded them should they ever want to sell their house. Made of ultra-tough polystyrene, each message clip, which featured the realtor's sign, was custom-designed in the shape of a house to reflect the realtor's business. The product allowed plenty of imprint space, and since it fit near a phone, when it was time for clients to call a realtor, the name and number were right there.

Retail

Goal of Promotion: Introduce New Service

Product(s) Used: Customized Pen

Distribution Method: Direct Mail
A manufacturer of water-well drills wished to introduce its newest model, one more economical to use. The distributor modified a felt-tip pen to resemble a miniature of the client's new valve-less down-hole drill, and mailed it to prospects in the construction and water-well drilling industries. A reply card accompanied the specialty, pointing out its most important feature, "faster penetration with less fuel... for more footage per dollar", and suggesting the recipient use the pen to figure it out for himself. The advertiser felt the response generated through use of promotional products, far outweighed that which could be obtained through the use of another advertising medium.

Transportation, Shipping & Delivery Services

Goal of Promotion: Appreciation

Product(s) Used: Knife-Sharpening Stones

Distribution Method: Catalog

Theme(s): "Appreciation"
Kenworth Trucks used a knife-sharpening stone from Dan's Whetstone Co. Inc. (asi 48349) in its co-op catalog. The pocket stone was enclosed in a leather case that was hot-stamped with the Kenworth logo. Managers could order the stone for use in programs related to employee appreciation or incentives. The product was well received by employees and Kenworth continued to offer the stone in its catalog indefinitely.

Utilities

Goal of Promotion: To promote safety

Product(s) Used: Caps

Distribution Method: Promotional distribution
To promote awareness of the serious problems associated with underground phone cable cuts, AT&T Communications Network Services Division initiated a campaign to encourage contractors, utility workers and state/local government entities who might be involved in underground activities to find out where the cables were before they began any major excavation work. Started nationally under the name "Call Before You Dig!" a regional program was started in California and Nevada to advise workers of the toll-free number for AT&T's one-call emergency center. AT&T also wanted to stress the importance of maintaining safe working practices in cable line areas, and held area safety seminars to do so. To encourage attendance at the seminars, AT&T representatives visited executives at major corporations involved in underground activities, presenting laser-engraved pens, coffee mugs, keychains and white caps imprinted with the "Call Before" logo. In the field and at the seminars, contractors from various government, municipality and utility agencies received logoed orange caps, eyeglass holders, gloves, magnets and utility knives. Since the program encompassed two areas so diverse, the Southern California area received products featuring a beach scene logo, and the Northern California area received products with a mountain range and flying eagle. Participants in the Nevada region received either logo. To accommodate contractors' preferences not to wear a product with a telephone number displayed on the outside, the one-call number was placed inside the caps. Products left behind with corporate executives generated a 95-percent success rate in scheduling safety seminars. Within a one-year period, seminar attendance not only increased satisfactorily, but safety practices among workers translated into a 100-percent decrease in cable cuts by a major California electric and gas company. At its last count, the program reached 15,000 people and was still ongoing. AT&T estimated that the program saved the company approximately $4 million in cable repairs as well as potential injury claims.

Agriculture/Farming Industry

Goal of Promotion: Door Opener Making Contact

Products Used: Pencils, Knives

Distribution Method: Direct Mail
The purpose was to promote seed sales to farmers. Preparatory to a fall-winter promotion, each of 500 dealers in six Midwestern states were asked to submit five names of prospects, enabling the firm to produce a mailing list of 3,700 farmers. For this audience, three mailings, using inexpensive but attention getting specialties, were developed. They were packaged in small boxes to arouse curiosity. The third mailer recapped the promotion objective, copy explaining that the company had decided to forego much of the print and radio advertising that it had done in the past and direct those dollars into this dealer direct mail program, called STP or See The People. Inside was a pencil sharpened down to four inches, copy: "The short season people, alluded to the company servicing the short midwest growing season. There was also companion literature on Tracy's alfalfa and hybrid seeds, and a bounce-back card that promised farmers a free carving set simply by visiting with a Tracy dealer. The first two mailings consisted of a small bag of seeds, copy: "A few of the 80,000 reasons to plant Tracy Seeds" since farmers generally purchased units in 80,000-seed quantity, and a jingle bell to create a little noise and tie into the Christmas season. Again, farmers were promised more, free gifts for talking seeds with a dealer, a metal tool chest and a fire extinguisher. Tracy was said to have acquired 600 new accounts and another 200 projected as a result of the promotion.

Civic Groups & Club

Goal of Promotion: Thank You

Product(s) Used: Scarves

Distribution Method: Thank-You Gift
When a women's auxiliary had to raise the attendance cost of its annual formal fundraising banquet by almost $100, the organization wanted to thank those donors who continued to attend despite the price increase. While the previous year, the auxiliary distributed silk scarves as thank-you gifts, the increase in price warranted a better-quality gift. To improve upon its last offering, the auxiliary distributed wool and silk scarves to its donor attendees. The scarves were full-sized (8 inches by 60 inches), unisex scarves, with fringed edges, which were faced on one side with silk, the other in soft pure lambswool. Subtle imprinting kept the organization's efforts in the recipients' minds.

Consumer Goods

Type of Promotion: Motivate Sales Force
This promotion's theme of P.I.L.O.T., an acronym for Present our line, Increase your sales, and win Luggage or Travel!, was targeted to 200 distributors in the U.S., Canada and Mexico during the fourth quarter. Samples of six of the advertiser's products (e.g., brass tire gauges, auto safety lights, portfolio kit) were gift wrapped in special holiday packaging for the top 25 distributors mailed out at no charge. There were also half-price samples for distributors ordering the entire holiday collection of products. Ads were placed in industry trade publications for the promotion. Distributors reaching the first level of sales received carry-on luggage. The second level of sales was rewarded with round-trip ticket anywhere in the continental U.S., while the third level was for two tickets. The company created a four-color brochure highlighting rules, regulations and prizes for the promotion, and created gold P.I.L.O.T. labels for the distributors to use when they received P.I.L.O.T. orders. A P.I.L.O.T. starter kit included the brochure, product sheets, registration form, gold labels to affix P.I.L.O.T. orders, and a coupon for 1/2 price set of the six holiday samples. The company reported it received more than 100 registration forms, a 50 percent return, and generated about $20,000 in orders for the six selected products, along with several winners.

Financial & Banking

Goal of Promotion: Open New Accounts

Product(s) Used: Cameras

Distribution Method: Premium
To increase business for new accounts, a local bank offered a camera to everyone who opened a new savings account with an initial deposit of $500 or more. The cameras, by Tag-Master (asi 48500), were compact 35mm styles, with an automatic focus and a bracket for flash attachment. The bank's logo appeared on the front of the camera. There was no limit to the number of cameras each customer could earn. Many customers opened up more than one new savings account and used the cameras as gifts for family and friends. As are result of the camera's popularity, the bank reordered the camera several times and included it as an ongoing promotion. The bank was so impressed with the results of the promotion, they decided to use advertising specialties on a regular basis.

Government/Political

Goal of Promotion: Gain Visibility/Exposure

Products Used: Bags, Decals, First Aid Kits

Distribution Method: Convention Giveaways
Campaigning for the executive committee of the American Association of School Administrators, Dr. Wayne Blevins employed specialties to gain recognition and support. Vinyl bags and decals imprinted "Get on board with Blevins" were distributed at the state of Texas chapter's booth at the association's annual conference. The booth was decorated with a school bus cut-out calling attention to the candidate. "Convention Survival" first-aid packets were also issued at the booth. At a subsequent leadership conference, the items were distributed along with coffee mugs (copy: "Leadership with vision") and cowboy-style bandanas symbolizing Texas. These were placed at each table setting at a "Meet the Candidates" breakfast. The promotion helped elect Dr. Blevins.

Heavy Industry

Goal of Promotion: Safety Program

Products Used: Belt Buckles

Distribution Method: Recognition Awards

Themes: Safety
To promote safety among employees, a mining company developed a safety awareness program with a series of five different belt buckles as awards. Each buckle has a different location depicted on the front side, while backside copy includes the number in the series.

Hospitality/Restaurant Industry

Goal of Promotion: Holiday Promotion

Products Used: Stickers

Distribution Method: In-School Distribution

Themes: Halloween
A seasonal Halloween promotion run by several Little Caesars pizza franchisees across the country involved the distribution of 250,000 cards of Count Caesar-emblazoned (the familiar Little Caesars mascot, but dressed as Count Dracula) reflective stickers being distributed during the month of October. Since many of the franchisees were business partners with schools, they considered themselves to be child-oriented and, as such, wanted to help parents and schools educate children on the importance of safety. As a result, this promotion, like others the restaurants had conducted, was scheduled around a holiday that targeted children. The reflective stickers were donated to schools in the franchisees' communities to distribute at Halloween carnivals or other special times. The purpose of the stickers was to adhere them to the children's costumes or bags to make them more visible to cars and help keep them safer. By distributing the stickers directly at the schools, Little Caesars not only reached children, but their parents as well, when the children took the stickers home. The intended result was that the parents might take their families to Little Caesars to eat. While helping to build traffic, the stickers also functioned as a public relations tool by providing a community service. The sticker promotion ran for several weeks or throughout the entire month of October, depending on the individual franchise. Some franchisees also advertised the promotion in their local papers. After the campaign had run its course, a number of the franchisees received letters from people in their communities telling them how much they appreciated the businesses doing something to promote child safety. Beyond community appreciation, the Little Caesars franchisees involved in the promotion also found that traffic in their stores increased. As a result, a number of franchisees reordered the stickers the following year.

Education

Goal of Promotion: Goodwill Promotion

Products Used: Candy, Candy Jars

Distribution Method: Thank-You Gifts

Themes: Thank You
High school guidance counselors often talk to their students about college choices. Officials from The University of Findlay wanted to remind the counselors about their school and keep the U of F name in the forefront. So, they sent counselors at various schools around the country candy jars. The glass jars from Victor-Marsh (asi 93750) were imprinted with the University name and filled with candy. They were delivered along with a note from University officials. The phrase "How Sweet It Is" topped the note that thanked the guidance counselors for recommending the University to their students. Five hundred candy jars were delivered.

Media/Publishing/Information Services

Goal of Promotion: Premium

Products Used: 3-D Paper Glasses

Distribution Method: In-Pack Premium

Themes: 3-D
The season finale of NBC's Third Rock From The Sun presented an opportunity for a co-promotion between NBC, Barq's Root Beer and Little Caesar's pizza restaurants. It all began with the network's idea to show the sit-com in 3-D as a way to grab a last-of-the-season ratings boost. Prior to the last show, NBC ran multiple teaser commercials telling viewers to be sure and tune-in for the 3-D episode. Barq's entered the picture by providing the 3-D glasses that viewers used to watch the special episode. Distributor Corporate Trademarks Inc. procured 15 million pairs of paper 3-D glasses imprinted with the Barq's logo in the center and the NBC and Third Rock logos on the left and right earpieces. The glasses were then packaged inside 12-packs of Barq's as in-pack premiums, and these special 12-packs were only available through Little Caesar's restaurants. The promotion was deemed a success by NBS because the 3-D episode was responsible for lifting Third Rock's weekly Nielsen Media Research ratings from the 22nd spot into the top 10. It was also a success for Barq's because it motivated people to buy 12-packs of Barq's Root Beer. And, for Little Caesar's it meant an increase in traffic at its franchises as people came in to buy the 12-packs.

Oil/Petroleum Industry

Goal of Promotion: Conservation Promotion

Products Used: Desk Calendars, Recycled Products

Distribution Method: Promotional Distribution
Recognizing their vulnerability to environmental protection organizations, Hometown Oil Co. wanted to use a product that would convey their concern about conservation issues to their residential and business customers. To do so, Hometown used a desk calendar by Winthrop-Atkins (asi 97570) that was produced completely from recycled materials. A recycling symbol border emphasized the company's message. The desk calendar was so well received that it became a part of an ongoing program in which Hometown Oil worked to support their claim that they were doing all that they could to spread the word regarding the importance of conservation.

Professional Services

Goal of Promotion: To promote service Offered

Product(s) Used: Sunglasses, Clocks

Distribution Method: Direct Mail

Themes: Einstein
The objective was to broaden existing client base and increase awareness among prospective clients about the advertiser's capabilities and services. "Positively Brilliant" was the theme and Albert Einstein the graphic subject for a four-month promotion targeted to 500 ad agencies and photo labs. The program implied the advertiser, like Einstein, has several distinct talents. Each prospective client was mailed a high-impact black package with a graphic of Einstein on the outside lid. The headline beneath the graphic stated "Brilliant..." Inside, against a bright yellow background, a graphic image of Einstein wearing a pair of sunglasses correlated to a mounted pair of imprinted sunglasses for the recipient. Body copy, under the heading "Positively Brilliant!" emphasized the company's services and encouraged the prospect to meet with a sales rep. A clock, with the imprint of Einstein wearing the glasses and the theme line, was offered as a thank-you gift for those making sales appointments. Boxes of samples distributed at subsequent appointments bore theme copy and graphics. The company reported an 80 percent response as a result of the direct marketing contact.

Recreation/Leisure

Goal of Promotion: Promotional Giveaway

Product Used: Hats

Distribution Method: Promotional Distribution
The objective was to promote the Binghamton Mets Minor League Baseball team and increase fan loyalty. On fan appreciation day approximately 1,600 one size fits all knit hats were given out to fans who came to watch the game. Since baseball opens up during the cold climate they felt this would be a great "new" promotion. Fan attendance was very strong. All hats were given out and the promotion is expected to double for next year.

Trade & Professional Organizations

Goal of Promotion: Increase Bookings/Reservations

Product Used: Showbox Viewers

Distribution Method: Personal Delivery
Functioning as the travel agent for an annual cruise, the American Automobile Association decided to solicit reservations for the next year's cruise while passengers were enjoying the present one, to the Caribbean. On entering their cabins, passengers found a "Showbox" photo viewer featuring a selection of color shots of Alaska, the next year's cruise destination. The viewer could be reused for photos of the present cruise. Additional viewers were sent to others on the agency's account list. A "substantial number" of advance reservations were placed, and the campaign won a Bronze Pyramid Award from PPA.

Travel & Tourism

Goal of Promotion: To promote a small resort hotel

Products Used: Bookmarks, Wind-up Toys

Distribution Method: Targeted Mailings, Tradeshow Booth Giveaways
In competition with much larger hotels, a 98-unit resort executed a promotion directed to domestic and international marketing reps. Distributed to the target audience of 10,000 individuals, either by mail or at tradeshows, was a plastic bookmark shaped as a tennis racket. A calendar on the reverse emphasized holiday dates for the benefit of travel agents and the bookmark was designed to mark two places in a book simultaneously. The feature attraction of the promotion was "Victor Vistana," a wind-up toy constructed from a tennis ball. Cleverly packaged, the toy was distributed with a letter extolling the virtues of the resort and a jogging map indicating its proximity to Disney World. A 20 percent increase in business was the established goal for the promotion. The actual result was a 50 percent increase, worth $250,000 in sales.

Wholesalers & Distributors

Goal of Promotion: To promote ad specialty services

Product Used: Puzzles

Distribution Method: Targeted mail
A distributor wanted a new advertising idea to pique the interest of potential customers. String-and-Cardstock Pow-Wow Puzzles were inserted into direct-mail cards. The message inside stated "Sometimes things aren't as easy as they look. If you're puzzled over ad specialty items, give us a call." A total of 8 percent of the distributor's new customers actually bought the Pow-Wow puzzle for their own self-promotion.