Case Studies in Promotional Marketing

Lesson in Motivation

It's no secret that online training can increase employees' sales power and effectiveness. However, getting them to participate isn't always easy. Microsoft discovered incentives could make a tremendous difference in motivating its licensee resellers. The software giant used flashlights and pens to introduce a rewards program that included online training. Statistics showed those who completed the education enjoyed sales that were 30% to 300% higher than those who didn't.

Salespeople received a small reward, such as a carabiner flashlight keychain, for completing each phase of the online course. As recipients sold more licenses, they earned points toward more luxurious items such as camping equipment and leather jackets.

Microsoft's investment paid off an incredible 40-1. More than one-third of eligible staffers participated, with sales soaring 50% higher for two consecutive quarters.

Could a motivational program enrich your business? Call us today for a consultation.

 Pinpoint or shotgun?

In a recent case study, a business owner sent personalized pizza cutters in custom-made boxes to a dozen key decision-makers that he wanted to get appointments with. The boxes, which contained the pizza cutters and a letter, were delivered just before lunch along with (and here's the kicker) a real pizza from a well-known pizza chain. He liked to say that the whole promotion cost him about $350, including the tip. Result: all 12 called and scheduled appointments.

Why spend nearly $30 per recipient on a promotion? Why not send out 200 or 300 items that cost a dollar or two apiece and increase your potential response twenty-fold?

It's a fair question. And there are good arguments supporting both strategies. In the case above, the recipients were marketing executives at local firms who had been specifically chosen because of their business potential. Of the 12 appointments he got, 10 firms ended up doing business with him. He generated about a half million dollars in revenue from that initial $350 investment.

The point is that a blanket approach isn't always the answer. Most people think of logoed items in terms of sheer volume -- thousands of pens or calendars, hundreds of mugs, calculators or t-shirts -- and that's fine, but it's not the only way to spend your money. Sometimes it makes more sense to specifically target key recipients and spend a higher amount on fewer people. It's the same budget, but the results can be dramatically different.

 Blood Donors Respond

This summer, the Pennsylvania/New Jersey regional branch of the American Red Cross invited people to get their kicks on Route 56. Huh?

That's the name of the summer blood drive campaign just completed. During the campaign, all donors receiveed a Route 56-logoed Red Cross keytag, and the chance to win a year's supply of gas. When people came in to give blood, they got a keytag and a scratch-off game piece that gave them a chance to win T-shirts, visors, coffee mugs, or the grand prize of $2,000 in gas money.

The campaign was particularly important because it helped increase blood donations during the summer, a time when levels are typically become dangerously low. "This was our emergency summer campaign," says Jennifer Lawser, account manager for blood services at the regional office. "In the summertime, people are on vacation, kids are home from school, and nobody really thinks about donating blood.

The fun auto-related theme was a big hit during a time of record-high gas prices. Donations increased more than 16% over the prior year. By the way, the free gas was donated in a nice public relations move by Lukoil Corp. "Most people thought it was a great incentive. Others felt it wasn't the reason they donated, but it was nice to walk away with a token of appreciation," Lawser says. "Either way, we won."

 Bobbleheads Create Membership Buzz

Can bobbleheads attract new members to an organization? That's what The Association Forum of Chicagoland (AFC), an association of over 1,500 businesses, charities, civic and professional organizations in the Chicago area, set out to find when it recently launched a new membership campaign.

With a goal of recruiting 200 new members and boosting current ones, they selected a direct-mail campaign featuring bobblehead dolls of Forum CEO Gary LaBranche and Board Chairman Pamela Williams. The accompanying literature explained, "association work can make your head spin so much you feel like a bobblehead."

Included with the dolls were a care/feeding guide, two postcards featuring them at noted Chicago locations, an AFC lapel pin, magnets, passes to an AFC event and membership forms. The kits went to 50 of the groups' most active members, with a note from LaBranche and Williams welcoming them as "buzz ambassadors."

The campaign, which cost $10,000 total, was an across-the-board success. The program led to 228 new members, representing $342,000 in new member dollars. At first glance, this may have looked like a fun and frivolous promotion - but that's what we call a serious return on investment!

 Scaring Up DVD Sales With A BBQ Promo

Every week dozens of movie titles are released for the home-viewing market on DVD. So, a non-blockbuster new release has to get creative in its marketing efforts to stand out from the crowd.

When Universal Home Video was ready to release the horror film Seed of Chucky on DVD, it knew it had a ready-made audience in fans of the Chucky (a kids' doll gone way wrong) series, but it wanted to capture more attention. They decided it was time for some promotional product help.

Universal wanted something it could send to major broadcast journalists, in the hope of generating additional coverage for the movie. The release date for Seed of Chucky was close to Fathers' Day. And since the movie was about Chucky's offspring, they thought it would be fun to pursue a Father's Day theme.

The end result centered around something a lot of dads do on Fathers' Day ­ barbecue. Recipients were sent a Seed of Chucky barbecue kit consisting of a cloth apron imprinted with the film's name, DVD release date, the words "Who's your daddy?" and two small "bloody" handprints. It was accompanied by a chef's hat, a bottle of custom-labeled "Chucky" barbecue sauce, and a full-sized soft-plastic cleaver ­ -- one of the character's weapons of choice. That was a little over the top, but it really made the point of the kind of film it was.

The kits were mailed to 100 major journalists nationwide. For such a niche movie, a little extra coverage means a lot. Chucky got media coverage in several new venues as a result of the mailing.

 Tattoos Build Awareness

What do the phrases "Run Your Own Race" and "Don't Cry Til' You Get to the Car" have in common? They're both albums by Mulberry Lane, a Nebraska-born pop group made up of four sisters. But unless you're one of the 500,000 people who bought one, you likely wouldn't know that.

Mulberry Lane realizes the importance of keeping its name fresh in people's minds as one element in helping CD sales and growing its overall fan base. Part of this is, as the majority of groups know, selling logoed items such as T-shirts, posters and pins at its concerts.

But when it came time to release A Very Mulberry Christmas, its first holiday album, as well as launch its Midwest tour, the group wanted to go beyond the fundamentals. "We wanted a branded piece that would visually represent our music," says Bo Rizutto, one of the group's members. "We decided on temporary tattoos. Kids love them, and parents approve because they're temporary. And kids always take handfuls to give to their friends. They walk around with the tattoos for a few days, and it keeps our name out in public."

As many of Mulberry Lane's songs deal with young love and many fans are also young, the tattoos themselves were a very basic design: the words "I Love Mulberry Lane" with the copy in black and the heart in red. An initial order of 500 was given away at the merchandise table at the tour's first concert. The group ended up reordering them for the next show, and, says Rizutto, has been doing so "constantly" ever since.

Fueled by the popularity of the tattoos at shows, the group now includes them in all of its press kits as well. To date, thousands have been distributed, and they work. "The whole campaign has been wonderful," says Rizutto. "It's great to go into a radio station or record store and see people wearing Mulberry Lane tattoos. We think they really add an extra element of fun."

Church Lures Attendees With Promo Products

Life Pointe Christian Church, in Charlotte, NC, was nearing completion of its new church and needed to make its presence known because this wasn't just a new building, it was the opening of a new church to the area. Fortunately, the church had a well-planned marketing campaign that established its brand identity through the use of promotional products.

From the beginning, Life Pointe used promotional products, specifically imprinted flying discs and water bottles, to achieve its two main objectives: To build attendance and to create awareness in the community. The items we used were bought with the sole intent of getting the word out about our opening day, says Life Pointe Minister Matt McGue.

The campaign began several months before the opening with a summer event for pet owners held at a local park. The day included several area vendors representing pet-related businesses and was hosted by Life Pointe, which distributed the flying discs to everyone in attendance, especially dog owners, who were able to use them to play fetch with their pets.

The next effort was a weekend-long drive-by flying-disc throw; church members loaded up vans with the discs and drove through neighborhoods tossing them on peoples driveways, so they would notice them as they got in and out of their cars. One woman, McGue notes, thought it had been blown into her yard by a storm and that perhaps God was trying to tell her something. She came out, and is still with us, says McGue.

Life Pointe also handled the creation of a co-branding promotion with the local YMCA. It's the Young Men's Christian Association, so they really have the same heart and philosophy that we do on promoting our faith, says McGue. I got permission to put the Y's logo on one side of a water bottle, and placed ours on the other. This, he explains, allowed the church to hand out the bottles to Y members at every event the organization held.

In all, the church gave out 3,000 bottles and 5,000 discs. The results were pretty impressive. All new visitors to the church were asked to fill out a card explaining how they initially heard about the church. More than 10% cited the imprinted gifts.

"I think the marketing pieces were very valuable in getting our name and identity out in the community," says McGue. It created an association with our name and logo, who we are and, most importantly, got people to check out our church.

Scratch-off promotion pays off BIG!

Think scratch-offs and promotional games are just for McDonalds or other major retailers? Think again! Any business - from a mom and pop pizza shop on up - can use them to great effect. Here's a case in point:

Centimark, one of the nation's leading commercial roofing contractors, last year wanted to end its selling season on a high note. After considering other options, the company recognized it had several estimates outstanding and decided to take an extra-aggressive posture with regard to turning them into orders.

Its strategy? Run a short-term promotion. Find a way to get back in the door to see prospective buyers who were "on the fence" - and offer them extra incentives to purchase before year's end.

Centimark elected to produce scratch-off game cards that could handed out, on the spot, by its sales reps. The cards offered the chance to win up to $10,000 off a roof purchase or other valuable products or services.

The results? A minimum of five roof deals were closed, and, with an average roof sale worth $100,000, Centimark was thrilled - so thrilled it's prepared to use a similar card for the rainy season ahead.

 Top U.S. Cities Play the Branding Game

No matter what business you're in, it's a good idea to think about branding. Whether you operate a medical practice, a construction company, or a food distributor, you should be thinking about the image of your business. Cities and towns that play the branding game well are part of a growing trend of thriving destinations whose mottos and monikers are helping to market their appeal and put them squarely on the map.

So says TaglineGuru (www.TaglineGuru.com), which recently released its survey of the Top 50 U.S. City Slogans and Top 50 U.S. City Nicknames. It also announced the winners of the "Sloganville, USA Awards," recognizing the most notable and notorious city slogans across the nation.

According to 100 leading branding, marketing and advertising professionals, "What Happens Here, Stays Here" (Las Vegas) was ranked #1 out of 400 city slogans, followed by "So Very Virginia" (Charlottesville, VA); "Always Turned On" (Atlantic City, NJ); "Cleveland Rocks!"; and "The Sweetest Place on Earth" (Hershey, PA).

The well-known moniker "The Big Apple" was ranked #1 out of nearly 800 city nicknames, followed by "Sin City" (Las Vegas); "The Big Easy" (New Orleans); "Motor City" (Detroit); and "The Windy City" (Chicago).

Rankings were based on whether slogans and nicknames expressed a city's brand character and personality; told a story in a clever, original, and memorable way; and inspired others to visit there, move there or learn more. For a list of the 50 top-ranked slogans and 50 top-ranked nicknames, and the criteria and methodology used to select them, go to www.taglineguru.com/citymottosmonikers.html.
According to Eric Swartz, president of TaglineGuru, "Re-branding your town with a memorable motto or moniker is the most cost-effective way to leverage your assets, increase your visibility and build brand identity. For small towns, it means creating slogans that are unique and specific ­ capitalizing on their history, values and individual style. For big cities, re-branding means staying vibrant, contemporary and inclusive," he says. "Think of it as a form of urban renewal ­ without the need for a bond measure."

Museum gets huge membership boost!

The Cleveland Museum of natural history is a world-class destination for visitors and researchers. For nearly a century it has served as an outstanding resource for public education and environmental conservation. Membership dollars support the Museum's collections, its curators and their research, and educational programs that benefit one-quarter million visitors per year.

The museum had been seeing a decline in membership dollars in recent years and needed to reverse the trend. A clear primary goal was established: Sign up 800 new members. Secondary goals included (1) promote a new traveling exhibit, and (2) entice people to visit.

Previous Direct Mail membership campaigns had yielded a fairly routine 1% average return. This year a different tactic was taken. Direct Mail would still be used, but the call to action would be made more fun, more attention-grabbing and more "irresistible". The Museum opted to run an instant prize promotion using "Conceal & Reveal" game cards. 50,000 total pieces were mailed. Each envelope included an application and a custom scratch-off. The scratch-off incorporated six dinosaur "eggs" to be scratched and was tied to the chance to win great prizes ­ from free tickets, all the way up to a party at the Museum for a winner and up to 100 friends.

Results? The campaign attracted 500 new members in the first ten days ­ and more than 1000 new members by roughly mid-way through the promotion. The Museum's Director of Membership said, "The results are the best we have ever gotten from a campaign."

Drugstore revives slumping photo sales in a flash

The decline in film use and increasing popularity of online digital photo-processing meant plummeting sales for the photo department of Walgreens. The large drugstore chain needed a way to draw digital camera users into their stores for printing services ­ and to keep them coming back.

The firm weighed the problem and considered several ideas. After reviewing them, Walgreens selected a flash drive to drive traffic. The 1650-66 Lexar USB JumpDrive Classic II V.2.0 was chosen, decorated with the drugstore logo and sent out to all customers in the store's database.

The mailing included instructions on how to transfer photos from a digital camera or computer hard drive onto the flash drive. As an incentive to come into the local store, recipients also got a coupon for 12 free 4" x 6" prints. The promotion was a huge success. In the first two weeks after the mailing alone, the photo department increased sales by 35%. Customers were thrilled with the flash drive and excited to learn how easy it was to download their pictures and have them printed at their local drugstore.

Afterwards, whenever recipients used the drive, the drugstore logo reminded them who presented the gift and how convenient it was. People came back time and time again with their branded flash drive to order prints.

Traffic-builder springs to action for spa dealer

Hot-tub dealer Paradise Spas was looking for a way to build traffic for their booth at an upcoming home show. They wanted to use an affordable gift, but had several stipulations for it: Ideally, the item should be fun, grab attention, tie in with their products and ­ most important ­ emphasize their new "stress-free" maintenance program.

A wide array of stress-reliever products were considered, and the spa company liked the retro idea of toy springs. Many people remember the Slinky from a generation ago, and it has a universal appeal that spans all age groups. Specifically, they chose a 1-1/4" mini toy spring in metallic colors. In an abstract way, the spring has a look reminiscent of a whirlpool ­ which tied in with the spas.

Paradise Spas distributed them to attendees who stopped at their booth and listened to their sales presentation. They liked the fact that the exhibitor distributed something kid-friendly because most people attending the home show were families with children.

The toy helped keep kids occupied while their parents looked over spas and had questions answered by the booth staff. It also drew in other show-goers. Their objective was to increase their booth traffic, and it certainly did that. When other attendees and kids saw the springs, they all wanted one, so it drove traffic to their booth.

Need something special that ties in with your promotional theme? Call us!

Curious George Promos Squash the Sniffles

When The Quigley Corporation - the makers of Cold-Eeze products like KidzEeze sore throat pops and bubble gum - wanted to target the parents of young children for a recent marketing effort, it didn't monkey around. It partnered with Universal Pictures for a promotion tied to the recent release of the animated film Curious George.

"The incidence of the common cold in families is much higher than it is with people who don't have families or kids in the households," says Albert Piechotta, director of marketing and communications for The Quigley Corporation. "And the kids in most households are drawn to Curious George."

"Curious George is really a film for the entire family," adds Cari Cohen, vice president at Universal Pictures. "When looking for partners on the movie we were thoughtful in picking the brands that not only targeted families but were kid-friendly and Cold-Eeze had a trusted relationship with parents."

The promotion includes a sweepstakes where consumers can enter for a chance to win a grand-prize trip for four to one of the Universal Studios theme parks. Second-prize gift packs include Curious George Namco Game Boy games. And third-prize winners get goody bags filled with Curious George T-shirts, baseball caps, Beanie Babies and motion picture soundtracks. Consumers can also send in two Cold-Eeze proofs of purchase, along with a $5.50 shipping and handling fee, to receive a Curious George backpack.

The sweepstakes will run through the film's DVD release date in September. To keep the excitement going, Cold-Eeze customers can visit a Web site, www.coldeeze.com , where they can sign up to receive ongoing communications and promotions. The Web component of the campaign "helps cement relationships with customers," Cohen says.

Live the Life campaign a winner for Virginia Beach

In the two years since its launch, Virginia Beach's Live the Life campaign has won 67 national marketing and travel-and-tourism  awards. And there are other numbers indicating how effective it is: traveler inquiries about the destination in 2005 were up 61% over 2004; web-site visits jumped more than 71%; hotel sales grew by 7.4% and restaurant sales by 8%.

So, what's the secret behind the success? "Our challenge in serving up a sustainable, revenue-generating image for Virginia Beach was to differentiate the experiences people can have here", says Art Webb, president of BCF, the brand communications firm behind the campaign. "That challenge prompted us to dig deeply into people's psyche. Bottom line, people told us they just want to live the life they dream to live."

Promotional products played an important role in helping spread the message that BCF crafted. Jessica Rinck, PR account supervisor at BCF, says, "We do use a number of promotional products, specifically for journalists and influential people within the travel/tourism industry, such as visits from the Southeast Tourism Society." These include canvas beach bags with leather handles, a journalist notepad with canvas cover, canvas-covered necessity kits and alarm clocks - all with the Live the Life logo.

The products have been well received, and Rinck chalks it up to their suitability for the audience: "the response to the products is wonderful, and I believe this is because the products are quite useful, but elegant and tasteful in their design. The products most assuredly help keep the branding top-of-mind for journalists."

Again, she has numbers to back it up: In 2005, the campaign generated media coverage more than 500 times in national and regional publications and online outlets. According to BCF, that's equivalent to more than $3 million in ad spending - nearly double the coverage of 2003. Now that's return on investment!

 We Are la Familia

A hugely successful campaign done for an auto insurance company was targeted at the Hispanic population in Southern California. Guerilla marketing techniques were used in a three-month marketing program to both sell auto insurance and to garner contact information and referrals for the product.

Noting that the Hispanic community in general is very family-oriented, they targeted places where Hispanic families gathered and chose product giveaways that targeted the family and automobiles. Television ads, they decided, are too expensive. Besides, with 256 channels available, the medium has become too segmented. You're never really sure the people you want to hear your message will hear it. However, research showed that many Hispanics in Southern California gather at swap meets and flea markets on the weekends.

The insurance company rented space at the swap meets and flea markets. Each Saturday and Sunday, licensed agents manned the booth for the attendees who might want to apply for insurance. Bilingual staff members collected names and contact information. Attendees were enticed to the booth with automobile-related giveaways of key chains, flashlights, travel mugs and sunglass clips. If they referred a family member, neighbor or friend, they received a special "Accident Reporting Kit," which contained everything you need in case of an accident: A small zip pouch bag with a single-use camera, a notepad, pen and questionnaire to ensure the driver gets all the necessary information.

Visitors were also offered the opportunity to enter a raffle for a $25 gift card or $25 in merchandise. Those raffles served as another means of garnering contact information for future marketing efforts. Finally, a grand prize raffle at the end of each day offered participants a chance at family packs that included merchandise and family passes to local events and theme parks.

In the end, the insurance company was pleased with the results and measured its success through the size of the database they were able to build using the price quote request and referral forms. Success with guerilla marketing depends on good relationship building. Guerrilla marketers know the importance of staying in touch.

 A Starbucks "Gotcha!"

When Seattle-based Starbucks Coffee wanted to increase awareness of the Starbucks Holiday Red Cup, it took its campaign to the streets. "We designed replicas of the vente coffee cups," says Drew Livingston, "chief ideation officer" at Free Car Media (www.freecarmedia.com), which itself is a nontraditional marketing company. When Starbucks approached the California-based firm, Livingston developed the idea of attaching the cups to the roofs of cars and driving around in New York, Chicago, San Francisco and, of course, Seattle. "It looked liked the driver put the cup on the roof of the car and then forgot about it," he says.

Some Good Samaritans alerted the drivers to their error and were rewarded with a $5 Starbucks card. Livingston says each Brand Ambassador drove a targeted route for eight hours a day for seven days in each of the four cities; 19 million total impressions were made and the promotion produced favorable reviews on several Internet sites and garnered the company a spot on MSN. "It grew organically," Livingston says, adding that the Internet exposure was not too surprising because consumers control the content on many sites.

The campaign reflected the goals of Free Car Media. "Rather than mass marketing, this is targeted marketing," Livingston says. The message is about the consumer, rather than about the product. "We bring the message in a non-traditional way that the customer would never expect," he says. Most successful guerrilla marketers, says Levinson, know the value of the customer experience: "Great customer service is whatever the customer says it is."

 Framing manufacturer nails down launch

For the launch of its UltraSteel construction framing product, manufacturer Clark Western was preparing for an industry trade show and wanted something more attention-grabbing than literature to highlight the benefits of the new material.

"Clients' eyes glaze over when you are presenting your product from an 8 1/2" x 11" sell sheet," explains president Trent Berry. "But when you have strategic, attention-grabbing promotional items that present your key points with the sell sheet, you can never lose."

The products that Clark Western chose included compressed T-shirts, fashioned in the shape of a cross-section of a steel stud, along with nail puzzles. Their reps presented about 300 of the items during presentations at the trade show and used twice that many on sales calls to target accounts.

Berry says the products worked like a charm: "The promotional items brought immediate attention to the new UltraSteel product, because they are tangibles the recipient could see, touch and feel. They showed the recipients immediately the two biggest selling features: a new knurling pattern that strengthens the steel (the pattern was on the T-shirt wrap) and that the product is tougher than nails."

Judging by sales of the new framing material, the products got the message across. "It was the most successful product launch in company history," Berry says.

Take these steps to tie in a promotional product to your product or service:

1. Make a list of words describing the product or service.
2. Think of objects that illustrate those qualities (such as nails to represent durability).
3. Narrow the list down to two or three strong examples.
4. Use them as keywords to search at www.promoplace.com/aptcoweb for tie-in products.

 Banking On An Incentive Plan

With the advent of online banking, the role of bank tellers has diminished and they are often forgotten. But, not at Wells Fargo Bank. In a recent internal reward program, the company decided to honor its bank tellers when the bank overall reached an online milestone. No, these employees probably didn't have much effect on the bank's achieving certain online records, but Wells Fargo operates under a very specific tenet: Happy employees make happy customers.

In 2004, the banking industry employed about 1.8 million wage and salary workers, according to research by the Bureau of Labor Statistics. That's a lot of people who need to be recognized, so in its recent incentive program, Wells Fargo bank tellers received a personalized box when the bank reached its five millionth customer for online banking. Tellers don't have a desk, they don't have a space. They need something in front of them to motivate them every day.

The box was designed with a big number five and filled with a customized chocolate bar, a thank you letter and a liquid mouse with the Wells Fargo mascot, Jack the Dog, inside. And, for Wells Fargo, the incentive gifts served a dual purpose: They honored valuable employees who may feel unappreciated these days, and they helped to enhance the company's brand in the minds of its workers. Certainly a smart investment.

 Promotional Products help recovery

On the weekend of last summer's Formula I U.S. Grand Prix in Indianapolis, tire supplier Michelin North America found that their tires were dangerously incompatible with the newly resurfaced track at the Indianapolis Motor Speedway. They were forced to advise teams using their tires - about two-thirds of the runners - not to race. Only six cars ran, to the chagrin of almost everyone there, but especially Michelin, of Greenville, S.C.

It was a potential public relations disaster! Eager to make amends to attendees, the company started by refunding the ticket price and pledging to give away 20,000 tickets this year. "More recently," says Senior PR Manager Phil Romba, "when we prepared for the 2006 race, we secured FI World Champion Fernando Alonso and five other drivers from Michelin-shod teams to participate in the autograph session on the opening day of the race weekend."

The company also used promotional products in the campaign. But another roadblock was ahead. "As we planned for the autograph sessions," Romba explains, "we learned that we couldn't have any signage in the area to promote Michelin. So we came back to the Speedway with ideas for giveaways to fans that they could use for autographs - and that would become visual reminders for television and for other fans."

They created 2' x 3' flags featuring the Michelin Man mascot, as well as branded T-shirts and baseball caps. The company gave away 8,300 items at their events and to fans walking in from the parking lots each morning. In addition, they donated $5 for each Michelin tire sold by local dealers, for a total of $40,000 to the Boys and Girls Clubs of Indianapolis for their Race Against Drugs program.

Did the efforts work? "Fan reaction was very, very positive," Romba says. "We left Indianapolis knowing that FI's future in the U.S. looks strong. Fans appreciated our giveaways. Our dealers made an investment in the well-being of the Indianapolis community."

 Guerilla Marketing Promotes Free ATM's

The signs were everywhere: billboards, newspapers, even posters on the subway. To promote its new "no ATM fees at any bank anywhere" policy, TD Banknorth kicked off a multi-tiered campaign. The bank launched its "Bank Freely" campaign - featuring a No ATM Fees Visa debit card - that spread through Connecticut, New York, Pennsylvania and New Jersey.

TD Banknorth ads in popular magazines and TV spots helped snag consumers' attention. But the campaign's guerilla marketing had the strongest effect. Bank reps, called "free agents," cruised around in customized Honda Elements that looked just like the No ATM Fees card, handing out branded coffee and popcorn cup holders, mock-up newspapers, bottled water, and door hangers. "We gave out water at a baseball game and ice cream on a hot day," says Thomas Dyck, director of marketing for TD Banknorth. "It was all about giving something free to the customer."

The popcorn cup holders stole the spotlight at movie theaters, and morning travelers who stopped by their local cafes got their daily dose of caffeine and TD Banknorth advertising. Stickers that read, "With the money you save from no ATM fees, you can get more of these" decorated all the products. "Guerilla marketing gives you the opportunity to actually engage in a dialogue with customers," says Dyck. "Customers could ask our 'free agents' questions about the no ATM fees offer and get answers immediately."

"The goal for the entire campaign is to take a year to interact with customers firsthand and to learn what else they might want in a bank," says Dyck. The buzz surrounding communities who use TD Banknorth appears to have already pushed the campaign in the right direction.

 Clean Air Advocates Raise Awareness

The St. Louis Regional Clean Air Partnership was formed in 1995 to raise awareness of air-quality issues and to encourage people in the area to help reduce air pollution. Each summer - typically the worst season for air quality - the Partnership issues forecast alerts via e-mail. This year, for the first time, the group offered a promotional giveaway to drum up interest: an insulated lunch bag filled with imprinted goodies.

"We sent out a press release to the media letting people know that if they went to the Web site, which is www.cleanair-stlouis.com, there's a link where they can sign up to get the daily air-quality forecast sent to them via e-mail," says Shelene Treptow of The Hauser Group, the PR firm for the campaign. "For those who signed up, we would send them a free lunchbox stuffed with a variety of different clean-air-oriented materials." Treptow adds that the lunch bag was chosen for a good reason: "The Clean Air Partnership urges people to brownbag lunch as opposed to driving during their lunch hour to cut back on emissions. So the lunchbox keys off of that kind of clean-air tip they like to stress."

The bag is imprinted with a clean-air message and filled with brochures and several promotional products: a stadium cup, pencils, a pen and a notepad, all imprinted with either the Partnership logo or that of the American Lung Association. The press release went out to the local media in July, about halfway through the forecasting season but at the start of the worst air-quality days. "When it hit in the paper," Treptow says, "we were inundated with calls and e-mails about it. I don't think we anticipated doing all that many, but it went really well."

 Bank Makes Play For Football Fans

Bank of America is one of the world's largest financial institutions. When they do a promotion, they do it big-time. For example, for the home opener for the Carolina Panthers NFL season this year, they gave out 75,000 Panthers-branded checkbook covers to fans as a way to introduce them to Panthers-branded checks.

"The idea for the promotion is 'Our customers' passions are our passions,' " says Joseph L. Goode III, corporate spokesperson. "So the promotion was really a way of helping our customers express their passion for their favorite football team and to make that passion and their loyalty and interest in the team a key part of their everyday banking experience. It's really about affinity."

The goal, of course, is to get fans interested in opening accounts and ordering Panthers' checks, but Bank of America hopes to expand on the concept. "Potentially," Goode says, "in addition to branded checks, 'affinity banking' will afford us the opportunity to develop detailed agreements with partners from many different sectors -- not just sports but things like retailers, professional organizations, cause-related institutions -- and provide things like branded statements, debit cards, maybe even some additional consumer-oriented products."

Bank of America is also giving away checkbook covers for three other NFL teams this season: the Cowboys, the Patriots and the Redskins. It's too soon to say how the promotions will impact business, but based on past experience, the company expects good results. "We have done this similarly with the Dallas Cowboys," Goode says, "and we've been pleased by the response ­ not only with the number of existing customers but also new Bank of America customers who are signing up for checking accounts."

Stress Reliever Makes A Large Impression

Loctite Sumo Glue is a new, heavy-duty, universal glue with a name that emphasizes its bonding strength. Realizing the the sumo wrestler image is a powerful one, maker Hekel Consumer Adhesives Inc decided to include a sumo-themed promotional product in the press kits they recently created for the launch of the glue.

"In order to communicate the strength factor associated with the product, we wanted to personify the product as much as possible," says spokesperson Jennifer Kramer. "We were able to order sumo stress-reliever squeezies to which our Loctite logo could be applied."

The launch coincided with the 2006 National Hardware Show in Las Vegas last summer, so before the show, about 70 of the kits were sent to members of the media who were likely to attend. A cover letter asked the recipients to make an appointment to talk to reps during the show and to stop by the booth. "The feedback was overwhelming," Kramer says, "and as a result of the media relations efforts, we were able to meet with 58 media contacts and introduce them to all of Hankel's products."

In fact, the mailing worked so well that Henkel followed up by sending out 100 more kits to members of the press who hadn't gone to the show. "The sumo reminders were mentioned in almost every conversation we had with editors," Kramer says, "and served as the perfect reminder - not only to stop by our booth but that Sumo Glue was certainly the contender that was out-muscling the competition."

The branding began when the product name was selected, but really came to life by choosing a mascot that gave the promotion - and the product - a personality. If you want a campaign to be remembered, a mascot is one way to do it.

Think Different - not just for Apple!

Promoting a line of pre-cast concrete school buildings may seem like a non-glamorous task, but that only made this lively, creative campaign that much more of a surprise and a success.

Fibrebond Corporation wanted to introduce its new product line to the school market. The cost-saving building method was developed with schools in mind, and their objective was to build this target market into 10 percent of overall company sales.

Since apples (for the teacher) are so closely associated with schools, and since their message is "We're different," the concept of comparing "Apples to Oranges" was a perfect fit. A series of citrus-themed promotional items supported the message. Orange-shaped stress balls, orange slice magnet pens, orange-colored embroidered polo shirts, and orange-shaped mouse pads were only some of the brightly colored, smile-inducing items presented during sales calls, distributed at tradeshows and shipped to prospective clients. The seemingly disconnected theme ("Why 'oranges' when you're talking about school buildings?") gave sales reps a perfect opening to talk about the product and it's benefits. The orange-theme made for a most "a-peeling" campaign. (Honest, I didn't make that up!)

The campaign, which lasted several months and covered several fronts, cost less than $10 per recipient. Results? They proudly reported that 352 buildings from the new product line were sold. This amounted to 20 percent of overall sales for the period, doubling their original target.

 AMC butters up sports fans with popcorn offer

In an age where an abundance of home entertainment turns many people into couch potatoes, movie theaters are eager to reach out to those willing to leave the house for entertainment. Figuring that sports fans were a good target - and that free fresh popcorn will butter anyone up - AMC Entertainment Inc. created redeemable keychains and distributed them at pro baseball and football events in their hometown of Kansas City, MO.

"Our decision to partner with the Royals and the Chiefs is about recognizing the synergies between the exhibition business and sports venues", says Melanie Bell, VP of corporate communications. Guests who visit out-of-home sporting events like football games are also the same people that seek other forms of out-of-home entertainment.

Fans entering the stadium at a July 2007 Royals game and a December Chiefs game received the tags at the gate. For a limited time, they could show the tags on each visit to area AMC theaters and receive freshly popped popcorn for free. The first giveaway to 10,000 Royals fans went so well that AMC increased the number of tags to 60,000 for the Chiefs game.

"The keychain tags have been an extremely popular giveaway for us", Bell says, "and we've received a lot of feedback from our theater associates about the favorable comments they hear from guests."

The Kansas City Star reported that the Chiefs promotion spurred a 40% spike in attendance at a local theater.

 Speaking of Buzz, campaign of few words generates big buzz

Can two words sum up what a hospital and its staff are all about? Sure, when they're backed up by a huge marketing program like the Hello Life campaign launched by Brookwood Medical Center in Birmingham, AL.

"Hello Life represents the attitude that our caregivers hope to imbue upon our patients," says Marketing Director Debbie Hollenstein. "When a patient receives care at Brookwood, he or she should leave the hospital able to lead a happier, healthier and more active lifestyle ­ to have the attitude of living life to the fullest."

The hospital kicked off the program with a teaser campaign. Starting in January, they spread the Hello Life message (without letting on who was behind it) using print ads, billboards and radio spots. Street teams in high-traffic areas handed out thousands of T-shirts and tens of thousands of stickers, window decals and flyers. To prevent anyone from spilling the beans, they told the street team as little as possible about the campaign they were working on. They knew three things:

• The message wasn't political.
  
• The message wasn't religious.
  
• The message was about the power of being positive.

Niki Lim, PR coordinator, says that the street team had their best day at a charitable run for cancer research. "Runners after the race want to change T-shirts anyway, and with Hello Life, they were like, 'Oh, it must be a Survive Cancer thing.' "

After three weeks, Brookwood revealed its role in the campaign with TV and radio spots, print ads, direct mail and employees wearing T-shirts and stickers. "Our immediate goal was to generate buzz," Lim says. "I think we did that effectively, based on feedback from the street team, the article in the Birmingham News and client feedback since the reveal."

 "Get Healthy for Summer" Motivates Retail Chain

Summer is here. Marketers who incorporate a summer theme into their programs started long ago to develop their programs. Abbott Laboratories was about to unveil a new "Get Healthy for Summer" marketing strategy to tout their new vitamin line. They were challenged to find an interesting and functional way to excite their retailers over the new marketing plan. Having had success in the past with drinkware items, the company was drawn to use a sports bottle, but wanted something more unique. After reviewing many options, they selected the StayFit Pedometer Set, which includes a pedometer, sports bottle, accessory pouch, and reflective arm band.

One month before the official marketing launch, retailers received three sets (one for each store manager), inserts including health and weight loss tips, and a brochure about the company's featured "Get Healthy for Summer" vitamins. A total of 6,900 sets were sent to the company's 2,300 stores. The set allowed the company to expand on a proven promotional tool while utilizing the pedometer to put retailers in the "Get Healthy for Summer" mindset. It also served as a sneak peek regarding the upcoming marketing campaign.

Result: The feedback from retailers was extremely positive. The StayFit Pedometer Set not only encouraged managers to get into shape, but the tips and fact sheets also helped them to understand how vitamins can aid in wellness programs. Because of this, they could better assist their consumers with purchasing decisions. Store managers were so pleased with the sets, that they ended up expanding the program and reordered enough sets for each retail employee.

This is just one example of how promotional items can be part of a comprehensive marketing program. Here are some other ideas you can use:

• Use as a gift for race attendees. Give it to each participant at the registration table. Work with a sports drink retailer so participants can stop before and after the race to fill up their polycarb bottle.
• Use as a motivational tool for a company fitness program. Have employees track their steps for a certain time period. Give away prizes to employees who log the most steps.
• Use as an incentive for a school program summer fundraiser. Any student that raises over a certain amount of money will receive a free set.
• Give the set away as a free gift with a large purchase at a fitness-related store.

Organic tee is natural fit for eco-friendly hotel

The ancient Greek goddess Gaia is a personification of the earth, and Napa Valley's Gaia Hotel and Spa is named after her for a good reason. Billed as "the first fully environmentally sustainable hotel," the hotel was constructed using recycled materials and wood harvested with the long-term health of forests in mind. It operates using solar power, water-saving techniques and energy efficient heating, ventilation and air conditioning.

For the grand opening gala on March 30th, APTCO supplier Anvil Knitwear donated T-shirts from their new 100% organic line. "Anvil launched its groundbreaking organic line just two weeks before our opening," said Sunshine Gallagher, event coordinator for the celebration. "Getting the two together was kismet." The line is made from cotton grown without toxic or persistent pesticides and fertilizers, and the fabric is colored using organic dyes. Anvil has also committed to environmentally responsible manufacturing processes, like recycling cardboard, using scrap materials to generate steam power and cleaning waste water beyond the standards set in government regulations.

The shirts donated for the Gaia grand opening featured the hotel logo on the left chest and the Anvil Organic logo on one sleeve. Most important, they were well received by guests, which included community members, local businesspeople and government officials.

"The shirts were a huge hit, and everyone was amazed at how soft they were," says PR rep Lindsey Gardner. "A few people were asking the event coordinator where they could purchase Anvil shirts."

Dairy outreach program is udder success

When you have a mascot as memorable as Queenie the Cow, you want to milk her for all she's worth. Penn Maid Dairy in Philadelphia does that by taking its message to local schools. Queenie and other staff members show kids the benefits of dairy products and give them string cheese samples, as well as a branded folder with coupons, a pencil and a magnet to take home.

"Since we present our program as a school assembly, we wanted something for the kids to use in school," says spokesperson Maureen Scallatino. "The pencil was the perfect choice. It is a standard #2 pencil recommended for school use, but with a wrap imprint so the text beneath the logo would be clear. The cow spot graphics lined up at the back of the wrap without a break in the design."

As for the magnet, it was chosen for its staying power on the fridge, where kids see it at the most relevant times. Scallatino says, "We hope it reminds them to eat a healthy snack, instead of something that contains fat or sugar."

Penn Maid is pleased with the program results, which are tracked through redemption of the coupons. "Our program has been extremely successful since its inception in 2002," Scallatino says. "We have visited hundreds of thousands of school-aged students since then, and when we are at a community event, the kids come up to us and remember what they heard during our program. It's very gratifying to know that our message is alive and well."

Poker-Themed Promo Puts Politician in the Chips

"Family values is one of the most common phrases you'll hear in the typical politician's repertoire. The last thing a candidate or elected official wants is to be associated with any sort of vice - right?

Well, not always. When you're the mayor of Sin City, all bets are off. Case in point: Las Vegas Mayor Oscar Goodman uses an imprinted poker chip as a business-card alternative. "My favorite promotional products are my good-luck mayor poker chips", he says. "They have a picture of me holding a martini, which is my favorite drink."

Gambling and drinking - that's two vices in one promotional product. Goodman says he gives out about 10,000 of the chips a year, especially when he's on the campaign trail. Besides his caricature, the front of the chips feature the slogan "The Happiest Mayor in the World". The back is imprinted with his phone number, fax number and e-mail address.

Is a martini-toting image on a poker chip really a smart promotion for a mayor? Interviewed shortly before being elected for his third term, he said, "The last time I had 86% of the vote, and this time I'm trying to break 90%. I think these chips help improve my chances."

Though he ended up with a mere 84% against five opponents, Goodman isn't likely to give up the chips just yet. "I'm the envy of all mayors around the world that I have this as my card", he says.

Nike Incentive Program Boosts Attendance

Nike employs factory workers around the world. Without enough workers on the line, production must shut down, which can cost the company tens of thousands of dollars per occurrence. Every manufacturing company faces such problems. Nike decided to do something about it, and developed a one-year program. At the beginning of each quarter, coffee mugs (a different color and inscription each quarter) were presented to workers with perfect attendance. Different mugs each quarter gave workers a renewed sense of competition to earn the mug unique to the current quarter.

In addition, the company created the "Just Do It" awards to recognize individuals who demonstrated positive acts in the workplace, going above and beyond the basic job description. The award was a logoed and screened t-shirt, compressed into the shape of a running shoe as well as a bright yellow lunch cooler. The items, including the coffee mugs, were all presented by management on the factory floor in front of the workforce, increasing the competitive aspect of the program.

Results: The company experienced no line shutdowns for the entire length of the campaign, the first such occurrence in three years. Attendance improved 268 percent with every facility reporting record attendance.

Promotion raises awareness of
second-hand smoke

The Arizona Department of Health Services wanted to generate community awareness of the risks of second-hand smoke, particularly as it affects children.

The campaign, first introduced with T.V. spots and brochures in the surrounding Phoenix area, got a PR boost when it generated newspaper articles. Additional exposure was achieved through the distribution of two ingenious promotional items.

First, restaurants who supported a non-smoking policy received baby bibs to present to diners who came in with infant children. The bibs bore a custom imprint phrase, "I am in a designated non-smoking area".

In addition, bottles of soap bubbles were distributed at community events, such as fairs, workshops and women's expos. A message on the bottle label made humorous reference to the Surgeon General's tobacco warning. "My Cause: Joy, Laughter, Smiles and Excitement; Not: Asthma, Pneumonia or Cancer."

The program received tremendous support and sent a valuable message about the dangers of second-hand smoke.

Results: In a follow-up evaluation of the program, it was determined that the important message reached more than 100,000 local residents.

AMBER Alerts promote sign-ups

The first three hours after an abduction are the most critical in recovery efforts. This statistic was the driving force behind the creation of the AMBER alerts program, an early response system that began in 1997 using radio as its primary delivery method.  The program has helped reunite more than 260 children with their families.

Wireless AMBER Alerts are text messages that are sent out to subscribers as soon as local law enforcement releases an AMBER Alert. Important information about the child or any known information about the abductors or the vehicle are included. Wireless Amber Alerts offers a way to get information to wireless phones so that more people can be watchful.

In combination with The Ad Council, a campaign was launched to gain one million new subscribers. One of the components was the distribution of egrips, which are non-slip pads that can be attached to cell phones or other devices. "I am thrilled to advertise our critical messages on this unique non-traditional advertising medium," said Peggy Conlon, CEO, The Ad Council. "We are grateful for egrips' generous contribution, as their product aligns perfectly with the objectives of the Wireless AMBER Alerts program to engage wireless subscribers in saving abducted children."

During Advertising Week 2007, 1000s of Wireless AMBER Alerts Non-Slip Strips were given away in New York City. "In just one week, we were able to double the weekly average of sign-ups (according to The Wireless Foundation)," says Ellyn Fisher of The Ad Council. "We can't thank you enough! We were able to significantly increase awareness of Wireless AMBER Alerts in and around New York, potentially saving many abducted children in our area."

To Sign-up For Wireless AMBER Alerts and help save abducted children, go to www.wirelessamberalerts.org.

Online training site achieves 47% response rate

NewsU is a nonprofit entity that provides online training for journalists and journalism students. It sought to create awareness of News University and extend the reach of the organization.

The campaign targeted college journalism professors attending an annual journalism education conference. NewsU contacted attendees with a pre-conference mailing, inviting them to register at newsu.org, print out their registration form and redeem it at the NewsU Cafe for a free gift. On-site at the conference, Cafe visitors who had pre-registered were allowed to choose a free gift from among three different imprinted items: a stainless steel coffee mug, a magnetic memo stand, and a journal book and pen.

As attendees and professors left the registration area, they received their own NewsU memory band, a bright orange rubber bracelet containing a working USB flash drive pre-loaded with NewsU marketing material for registering at the NewsU website. They also signed a pledge card, promising to talk to their journalism students about the benefits of NewsU.

The 768 attendees who completed an on-line registration represented 47 percent of the total conference attendance! This became News U's largest ever one-week registration drive. The campaign exceeded the client's "in my absolute, wildest dreams" goal of 500.

Low cost sweepstakes yields huge returns

Borax is an old brand, 115 years old, to be exact. Like many veteran brands, its consumer base tends to be, well, a bit older. To draw in a younger generation of women who were unfamiliar with its 20 Mule Team Borax laundry product, the Dial Corporation opted to create a contest with some kick to it.

The Kicks Like a Mule sweepstakes, which ran through 2007, offered consumers the chance to win $2,000. Sure the money was nice, but the prize consumers really got a kick out of was for second place - 100 stuffed toy mules.

Consumers really enjoyed the branded mules, says Angela Bachman, who handled the promotion. The idea was to take the name, make a caricature of it and use it to link the consumer back to the brand. Even though it's a branded item, it was fun and wasn't forced on them. People were excited about it.

How excited? Nearly three-quarters of a million (700,000) people visited the promotional Web site for the Kicks like a Mule effort. Almost a third of a million (328,500) signed up to win the sweepstakes. Making these results even more impressive is the fact that 58,000 people opted in to receive future information about special offers and contests.

That's very high, especially for a laundry booster, says Bachman. This was a great vehicle for the brand.

As in the case of Borax, a well-selected, creative logoed premium can be quite a prize. It can aid in brand building, consumer engagement and all of those other wonderful marketing buzzwords.

T.LINK dog draws them in!

TeleVox Software sought to generate interest in a product for orthodontists during the introduction of a national tradeshow and drive attendees to the tradeshow booth. Software products have a tendency to be perceived as dry and technical, even eliciting yawns from prospective buyers. A crowded competitive field made the challenge of getting noticed even more of a problem. To ensure success, TeleVox combined advance planning, repetition, and creativity.

For 10 weeks, TeleVox Software conducted a direct mail campaign inviting recipients to the company's booth at an industry tradeshow. Arriving at two-week intervals, five direct mail pieces promoted T.LINK, a TeleVox online software product. The mail pieces also introduced the product's mascot, a caped dachshund, and promised the trade-show appearance of four six-foot versions of the T.LINK dog. The fifth and final mailing included detailed tradeshow information, the location of the TeleVox booth and a final reminder to come see the giant stuffed dogs! The dogs would be given away, one per day during the four days of the tradeshow. During the event, booth visitors who participated in a free demonstration of the software received a small version of the T.LINK dog. TeleVox maintained interest in the promotion beyond the tradeshow by publishing pictures of the winners with their dogs in the company newsletter. Reaction to the campaign was unanimously positive. Even other vendors at the tradeshow wanted to know who had won the giant dogs.

Results: Exceeding the company goals, T.LINK sales for the year were up 115 percent from the previous year, a figure the company directly attributes to the "Super-Flying-Weenie-Dog" campaign.

Safety campaign reduces accidents

At Massey Energy's 15 different coal mining sites, safety is a moment-by-moment concern. A recent campaign had the objectives of increasing awareness of safety habits in the workplace, improving workforce safety performance and reducing absenteeism.

This year-long campaign served as a constant reminder to work safely and develop safety-conscious work habits. The campaign kicked off with the posting of a banner at each mine, the distribution of compressed t-shirts and the presentation of "Masseyopoly," a Massey-customized version of the board game, Monopoly. This last item made a huge splash with the workforce. The campaign also introduced the character of "Raymond," a safety mascot who appears on all of the program's communication pieces and promotional items. Every month, the mine sites received a new and different item, among them, beverage insulators, hats, emergency flipper kit, pocket watches and hard hat decals. A new banner arrived every quarter to keep the program fresh and safety awareness foremost in the minds of employees.

Results: During the program, the company saw its Loss Time Accident Ratio decrease by 47 percent, recording the two safest years in the company's 90-year history.

Fun campaign attracts college students

Cotton Inc. exists to promote the cotton industry, through technical services, information, and market trend analysis. It sought to create awareness and increase the use of cotton fabric products among college students.

If a campaign promoting cotton fabric and clothing is going to build excitement and attract the attention of college students, it had better be fun. That was exactly the mood surrounding a series of live events as "The Cotton Dirty Laundry Tour" kicked off a nine-campus tour of colleges across the U.S. The primary promotional item, a full-size cotton laundry bag, was given to every student who attended the event. Several game and contest type attractions during each event attracted crowds and generated participation. Students couldn't resist playing games such as "Wheel of Cotton" or "Pop A Shot" (shooting basketballs into an open washing machine). Additional promotional items - denim picture frames, denim printed notebooks, cotton baseball shirts and bandanas - just to name a few, were distributed at the event. Cotton Care facts, printed on the laundry bags, reflected literary references such as "Seize The Laundry Day" and "Weathering Brights." This was an ambitious, multi-tiered campaign that required tremendous expertise in terms of coordination and planning. Promoting and staging a live event (nine live events) is not for the faint of heart, but the campaign was an overwhelming success.

Results: Student participation and reaction to the events was overwhelmingly positive with a dramatic spike in website hits following the tour. The company decided to repeat the campaign, increasing the tour from nine campuses to 14 the following year.

Pigs On The Wing

You know the cliché "yeah, the day pigs fly." You've probably even used it yourself at one point or another. Well, Capital One is taking the term literally.

In November, Capital One, the financial services company that askss "What's in your wallet?" had 100 Columbus, OH Skybus Airline passengers asking, "What's on that airplane?" The answer would be six illustrated pigs, 10-feet high with a wingspan of 13-feet decked out in bomber jackets, scarves and navigator goggles.

The Capital One-sponsored Airbus A319 will fly across the country for six months in celebration of the company's "too good to be true" Rewards Money Market Account. This campaign began with a pink carpet event involving plenty of promotional products. Passengers on the inaugural flight at Port Columbus International Airport received a logoed piggy stress ball, glass flying pig Christmas ornament, a certificate celebrating the day, as well as pig snouts.

The Capital One Rewards Money Market Account rewards consumers with travel miles for saving their money using this financial services provider rather than their piggy bank. They earn one mile for every $20 of average balance per month, including interest.

"Many consumers think that a product that rewards you for saving sounds too good to be true," said Capital One Direct Banking spokesperson Pam Girardo in a statement. "So we decided to drive the message home in a visual way. We think that consumers across the country will get the message loud and clear when they see flying pigs - smart savings strategies can really take you places."

This promotion begs the question: Does this now mean a snowball has a chance in hell?

Colorado Rockies target season tickets

Season tickets carry no small price tag, so the Colorado Rockies Baseball Club wanted to do something special to show appreciation to these valued fans. Season ticket holders received a complete owner's package housed in a custom wooden box.

A pewter inlay of the Rockies' logo is embedded in the lid of the box, creating a lasting and attractive gift that any fan would be delighted to own. Inside the box, recipients found the season tickets, parking passes and individual Game Day tickets for the entire season.

A nice touch was how precisely the contents of the box fit. Not only was the box designed to house the items perfectly, but, upon opening the box, ticket owners could immediately see everything inside without first having to remove any of the contents. The overall impression was a creative and carefully designed gift that demonstrated genuine and sincere appreciation for the loyal season ticket holders.

Results: In addition to an extremely positive response from the recipients, the Colorado Rockies also reported a season ticket renewal rate of 98% for the 2007 season. And that's not counting new subscribers - a good demonstration that thanking your customers can pay off big!

Digital Incentives Help Non-Profits

With so many important issues to address and so much need in the world, non-profit organizations are faced with a daunting proposition: How do they generate public awareness for their cause; and how do they motivate the public to act? Maybe most important of all, how do they accomplish these critical mandates on a shoestring budget?

When it comes to non-profit organizations, creative outside-the-box thinking that drives big results with small budgets is critical. This is where digital incentives come into play. Digital incentives such as music downloads and cell phone entertainment make ideal marketing tools for non-profits because they are inexpensive to deliver, have high perceived value and appeal to a broad demographic base. What’s more, because they are delivered via the Internet, music download and cell phone entertainment incentives can help accomplish two of the most important goals for non-profit organizations: 1) drive traffic to the organization’s web site to help educate the public about their cause and ways they can get involved; and 2) capture valuable data for ongoing communication.

Red Cross needed an incentive that would motivate people to register in the organization’s online database. The solution? A “Summer Scratch-Off Sweepstakes” digital download promotion.

Red Cross distributed 200,000 flyers to people who visited Red Cross locations, each featuring a mystery code guaranteed to win a prize. Most codes contained music downloads good for either one or five free songs. But there were also three iPods, 2 DVD players and a 40-inch flat screen TV up for grabs, along with coupons good for discounts at Red Cross stores. To find out what their mystery code was worth, flyer recipients were first required to log on to a Red Cross web page and complete a registration form. Upon completion, they could enter their code and instantly find out what they had won.

The program was a huge hit – so much so that Red Cross distributed an additional 70,000 scratch-off sweepstakes flyers. The end result? Red Cross increased its database by 105,000 people, a 39 percent conversion rate.

A Paul Bunyan-esque Promo

No, they weren’t cooking up brontosaurus burgers at Chicago’s John Hancock Center on March 7. Rather, it was a giant bratwurst. Johnsonville Sausages set up a 30-foot grill, above which a 250-pound replica bratwurst hung.

The publicity stunt was created by Johnsonville Sausages to celebrate Daylight Saving Time (which means an extra hour of sunlight for grilling). Countdown clocks ran off the minutes until the gargantuan fake meat was lowered onto the faux grill, which was suitable for Paul Bunyan.

At noon, the 15-foot brat was lowered. Jon Shook and Vinny Dotolo from the Food Network’s 2 Dudes Catering show, along with passersby, chanted “Drop the brat. Drop the brat.”

Once the brat hit, a loud sizzling sound could be heard throughout the surrounding blocks of metropolitan Chicago. A tuft of smoke was also released into the air. Apparently, the publicity stunt worked. About 1,100 brats were handed out, along with 25,000 Johnsonville coupons and a slew of T-shirts and other giveaways from radio partners WZZN-FM and ESPN Radio.

A “Daylight Savings Sweepstakes” at Johnsonville.com supported the effort. Lucky winners, through March 30, received one of 10 Weber grills, logoed barbeque tongs and a host of other prizes.

Apparently the installation looked a little too real to some. “I had to explain so many times during the permitting process that there was no actual grilling to be done on the grill. It’s a prop, people,” says Beth Gottlieb, national program director for Massivemedia, which helped create the event. “Chicago is a big grilling town … it’s great for sausage and steak.” And, it’s especially great for giant faux brats.

Humane Society is Barking up Right Tree

Upfront gifts from non-profits to prospective donors are nothing new, but they’re usually low-cost items like address labels, greeting cards and notepads. Not so with a recent mailing from the Humane Society of the United States (HSUS). The organization sent prospective members a beautiful vinyl tote, complete with Velcro closure, zippered front pocket and beautiful puppy-themed artwork.

“In its direct marketing program, the HSUS often mails premiums to prospective and current donors,” says Nancy Campbell, DM director for the group. “Upfront totebags were tested previously, and we did rollout with a mailing to prospective donors in early January 2008.”

Campbell didn’t want to give away trade secrets by commenting further on how the product was chosen, but it’s clear that her team made sure that both the bag and the artwork were high quality. The targeted audience, gleaned from lists rented from or exchanged with other entities, must have been considered good prospects.

She did reveal that by early March the promo had come close to meeting its goal for recruiting new members and supporters. HSUS also got great feedback about the totes from recipients. “Members have said people comment on how nice they are and want to know how to get one,” says Charlotte Mead of the membership department.

She added that some recipients called and wanted extras to use as gifts or because they’d lost theirs. “The one I recall that was extreme is a lady who had her car stolen, and the bag was in it,” Mead says. “She desperately wanted another bag.”

Better still, the requests for extra bags have been accompanied by additional donations. Just one more example of how the right promotional product can generate a real return on investment.

Eco Campaign is Natural Choice for
Environmental Law Firm

Porter Wright Morris & Arthur LLP’s practice in environmental law goes back to “the dawning of the Age of Aquarius” (the late 1960s, that is). After decades of serving client needs that have evolved along with state and federal environmental regulations, it’s not surprising that they’ve reached a level of “harmony and understanding” when it comes to the planet.

“Over the past several years, we have increasingly assisted clients in projects defined by beneficial environmental characteristics,” says Marketing Administrative Assistant Danielle Kirkpatrick. “Porter Wright has, therefore, committed itself to conducting business with a purposeful view toward reducing its environmental impact. As a firm, we have gone green.”

Early this year, they launched an in-house awareness-boosting program, complete with promo products that later also went into a press kit. “Packaged in a recyclable box, we sent a canvas totebag that held a green coffee mug and a tire gauge – all of which displayed the ‘Porter Wright Goes Green’ logo – along with a compact fluorescent lightbulb,” Kirkpatrick says. “The majority of the media kits were sent by bike messenger, stating, ‘This package was delivered by bike messenger and free of greenhouse gasses.’ ”

Tracy Treon, business development manager at the firm, made sure the products in the campaign reflected all three aspects of environmental sensitivity: Reduce, Reuse, and Recycle. Recyclable lanyards were used in the internal kickoff program. The lanyards were imprinted with “Reduce Reuse Recycle” and a green frog that was also used on other materials. The consistent message resonated with the firm's clientelle.

“The positive response has exceeded all expectations,” says John Rohyans, partner and real estate practice group leader. “Hardly a day goes by when I don’t receive a green tip from someone within the firm to put in our monthly newsletter.”

Kids Eat up Movie Premiums Along with Meals

How does a smaller restaurant chain compete locally with the huge international franchises? One way is to take an established idea – kids’ premiums – and give it a local twist. That’s what Bembo’s, a Peruvian burger chain, is doing by including figurines with their kids’ meals that tie in with the Latin American animation film, Valentino y el Clan del Can.

“Local licenses are very attractive to Latin American chains,” says Angel Morales, managing director at Creative Consumer Concepts International (C3i), the agency that created the figurines, “as it helps them compete at a different level with the large foreign (to their market) chains, such as McDonald’s, Burger King, etc.”

The concept for the toys came from Alpamayo Entertainment, the South American CGI company behind the film. The five figurines in the collection are based on main characters of the movie, which tells the story of a lost dog who joins a circus.

In addition to Bembo’s in Peru, the toys will be distributed in different chains in other Latin American countries. “We have manufactured over 100,000 pieces on the first production run,” Morales says. “We plan to make an additional run once we get additional orders from other markets.”

The promotion was just launching as we went to press, but Morales expected good results. “Figurines do pretty well in foreign markets as a means to drive sales and traffic,” he says. “Especially in South America, restaurants may partner-up with the film distributors to co-promote each other’s product.”

Unexpected Product Works for Fitness Center

When marketing a fitness center, the first promo items that come to mind are probably exercise-related: sports bottles, gym bags, bottled water, etc. But June Hines, of June Hines Pilates, figures that her students already have the fitness accessories they want.

“With water bottles, a lot of people do carry them, but a lot of people don’t,” she says. “Then with the workout bag, it’s the same thing: A lot of people bring their own bag.”

Instead, Hines likes to give her clients a practical gift that everyone can use. For her holiday presentation this past year, she decided to go with an umbrella. “It seemed like a good, practical gift,” she says. “It’s a marketing promotion, too, obviously, because my logo’s out there, so it brings attention.”

Hines says that the umbrella got the reaction that she’d wanted from her students: “They’re saying, ‘What a nice, practical gift,’” she says, “because everybody can use an umbrella – and you always lose one.”

If you'd like your business remembered in a different way, give us a call at APTCO.

A Loyalty Program That Works

It is frightening when cracks suddenly appear in the cement in and around your home. The first thought is “Uh-oh, this is going to cost me a small fortune to fix.” There’s not a whole lot to feel good about, unless of course you’re dealing with “The Crack Team.”

Established in 1985 (although franchising didn’t begin until 2004), The Crack Team aims to put a happy face on minor leak and crack work. To do so, they enlisted Mr. Happy Crack. The tongue-in-cheek mascot appears on everything from shirts to magnets to keychains to a sticker placed where the successful project was completed.

Leveraging logoed merchandise has not only helped build the brand; it has helped create loyal customers – customers who will not only call The Crack Team again, but who also will go out of their way to recommend the service to friends and family.

“We’re really the only one in our industry using merchandise as a lead builder,” says CEO Bob Kodner. “We get so much bang for our buck.”

How much? Kodner says sales are up about 60% this year. And consumers aren’t satisfied with the logoed leave-behinds that workers give them. They want more. In fact, the company sells about $500,000 a year in logoed Mr. Happy Crack items at Mrhappycrack.com. Indeed, “A dry crack is a happy crack” thongs, boxer shorts and bottled water are in demand.

Often consumers will raise their hands to receive free merchandise or regular communications and offers by joining affinity clubs like Coca-Cola’s “My Coke Rewards.” In the U.S. alone, there are 1.32 billion memberships to loyalty and affinity programs. But offering logoed merchandise to build loyalty doesn’t have to be complex. Sometimes, it’s just about having a sense of humor. “We are just trying to destigmatize the perception people have about our business,” says The Crack Team’s Kodner. “Our experience is that once you see our brand, you won’t forget it.”

After the team finishes their work, the company follows up with coupons and scratch-off cards for discounts at Mrhappycrack.com. This helps perpetuate the brand. “Let’s face it, I just had my gutters cleaned and I have no idea what the name of the company who did it was. You’ll see people walking around in Mr. Happy Crack T-shirts. They remember our company.”

Sales Trainer has Calculated Plan for Success

How does a wildly successful sales consultant and author of a New York Times bestseller (The Ultimate Sales Machine) promote himself to his top prospects? With promotional products, of course.

“I call this the 'Dream 100 Sell'” says Chet Holmes. “Basically, what we do is pick out dream clients we'd love to work with, and we send these little gifts every week for five or six weeks in a row. Then, when you call them, they come right to the phone.”

For someone like Holmes, a dream list consists of 3,000 names, including the entire Fortune 1,000, the 500 fastest-growing companies in the country, 200 associations and some hand-picked smaller companies. To promote his book, he sent this list a series of mailings, starting with an orange calculator (the same orange as the book), along with a sales letter that said, “You're going to need an extra calculator to calculate your sales increases, once you apply the concepts in the new book, The Ultimate Sales Machine.”

The calculator was followed by a shoe-polish brush kit, a highlighter, and a magnifying glass, each in separate mailings. Before the program was even completed, Holmes reported receiving an avalance of calls requesting consultations. “I'm expecting that we'll get more business than we can possibly handle - you know, honestly, that my time will be so sold-out, that I'll just have to keep raising my prices.”

“Save A Squirrel” Campaign Grabs Attention

Monroe Shocks and Struts has a message for all of the animal lovers of the world: “Replacing worn ride control components could improve vehicle steering, stopping and stability – and just might save the life of an innocent squirrel darting across the street.”

This was the official statement released by the company after it sent a bag of squirrel food, the Squirrel Street Journal newspaper and a personalized note from a squirrel to reporters. Next the recipients received a logoed bag of peanuts and a squirrel, or rather, mouse pad.

These promotional products were used to build hype for its “Save a squirrel” campaign which launched in April.

“We’ve already had tremendous interest in the ‘Squirrels’ campaign from the automotive industry as well as consumers,” says Carri Irby, brand manager of Monroe Shocks and Struts which is owned by Tenneco, Lake Forest, IL, prior to the launch of its ad campaign. “As our billboards go live in the coming weeks, we expect a tremendous spike in traffic to our Web site, as well as word-of-mouth advertising driven by local broadcast outlets and the thousands of businesses that sell and install Monroe shocks and struts.”

The squirrels have gotten around as the message is broadcast on billboards throughout the country, on 2,000 radio stations, within Major League Baseball stadiums and via the Web.

Monroe also made sure to add a heavy assortment of promotional products to the mix. Mouse pads, note cubes, pens, trash cans and bagged peanuts are available for use by its sales force. “Our promotional programs are tightly integrated into the campaign,” says Irby. The squirrels could not be reached for comment.

7-Eleven Rocks Out with Branded Guitar Picks

Convenience store chain 7-Eleven was looking to get consumers to “walk this way” right into its stores with its May Guitar Hero: Aerosmith promotion. To promote the debut of its Full Throttle Frozen Blast Slurpee, it partnered with Coca-Cola, Microsoft and Activision's top-selling video game Guitar Hero.

Throughout May, consumers could enter codes listed on Slurpee cups into Slurpee.com for chances to win the game, an Xbox 360 and other prizes. To promote the sweepstakes and new Slurpee flavor, the popular convenience store chain created a mobile tour. Media vans with 6-foot by 12-foot video screens visited select stores where consumers could play the game live.

More than 10,000 custom guitar picks printed with Full Throttle Frozen Blast on one side and Slurpee.com on the other side were handed out. “One of the top ways our core customers for Slurpee drinks, ages 13 to 24, like to spend their leisure time is playing video games,” says Stephanie Hoppe, senior director of marketing of 7-Eleven, Inc. “So it was natural for 7-Eleven to tie-in with the game.”

Giant tear-off pads of posters featuring Guitar Hero and the Slurpee were posted at 484 locations near schools, train stations, beaches and other locations. Coupons were also distributed through college newspapers.

The end result: more than a quarter million fans entered the sweepstakes. “We expect to do more online and guerilla marketing as we continue our ‘Summer of Slurpee,’” says Hoppe. In June, 7-Eleven offered Incredible Hulk movie Slurpee cups and miniature character straws. “Customers seem to be coming back this month," she says, “because sales are up.”

Dippin' Dots Sweepstakes uses movie tie-in

For the up-and-coming frozen treats company Dippin' Dots, its movie tie-in with New Line Cinema's Journey to the Center of the Earth was a big deal. To get the most out of its first-ever movie partnership, the 300-store chain wanted to come up with a way to drive repeat purchases. To do so, they used a series of collector's cards, beach towels and a trip to Reykjavik, Iceland as part of a sweepstakes that ran throughout July.

Dippin' Dots, which make cryogenically frozen beads of ice cream, yogurt, sherbet and flavored ice, offered four collector's cards with scenes from the movie. On the back was a maze they could navigate (once completed it made an image of a dinosaur or the outline of Iceland). The card also included a code that could be entered at Dippindots.com/journey. The code allowed consumers to enter to win a variety of awards. If they collect all four, they get an extra four entries.

Beyond the trip to Iceland, prizes included lots of free products such as DVDs, movie posters and a party pack that included a logoed beach towel. “Towels tie into summer,” says Terry Reeves, communications director for Dippin' Dots. “They are great advertising if there is a retail stand around. People are always looking for a treat.” By entering the contest, consumers were also inducted into the new “40 Below Zero” loyalty program. “The bottom line is building a database of people opting into the loyalty program. Offering the collector's cards and other prizes entices them to become repeat consumers,” Reeves said. The movie opened nationally July 11.

This well-crafted program paid for itself many times over. It was successful because it was designed as a customer acquisition and retention program. While it certainly increased brand awareness, more importantly, it led customers to take action that led to repeat business. The promotional products were not giveaways but tools that brought results. APTCO can do the same for you.

Cause Breathes Fire into Dragon Boat Festival

Dragon boat racing originated as an ancient Chinese ritual intended to win the good graces of river dragons. Today, it’s a widely growing sport, reminiscent of crew – and at least one group of cancer survivors has adopted it as a way to win back their well-being. This past summer, the group, called Dragon Boat Charleston, organized Charleston’s first-ever Dragon Boat Festival.

“The festival was used as a fundraiser for the Medical University of South Carolina’s Hollings Cancer Center Survivorship/Outreach Services,” says Grandee Ray, who is a dragon-boater for a non-cancer sister team called Charleston Surge.

Marketing efforts included a number of festival-related promotional items, including T-shirts for each team and for volunteers, performance shirts, window decals and tattoos. In addition, promotional items increased awareness of a film project, Awaken the Dragon (awakenthedragon.com), that is documenting the Dragon Boat Charleston team.

“Liz Oakley is in the process of editing the film for a documentary supported and endorsed by Women Make Movies out of New York City,” Ray says. An Awaken the Dragon tent sold imprinted merchandise and “tattooed” festival attendees with the film logo.

“The festival was well received,” Ray says, “with a record-breaking 51 corporate teams – the best the festival organizers had ever experienced for a first-time festival. A record $72,000 was raised for the cause.”

Office Items Get the Job Done for Staffing Service

On-the-job training is an essential part of business, but what about on-the-job marketing? It works for creative-staffing firm The Boss Group. The company makes sure to provide the talent it places with plenty of Boss-branded goods to use in the offices where they’re working.

Jenna Stone, director of marketing and communications, says that Boss contractors frequently work alongside people who were placed by competitors. The two groups have even been known to compare promotional gifts from their respective staffing firms. “We had a case where one of our contractors actually sent us pictures of his cube with all of our items and his neighbor’s cube with a competitor’s items,” she says. “So there does seem to be, on the talent side, the need to keep up with our competitors in showing that we appreciate and value our talent partners that we place.”

Boss’ current gift bag holds an oversized mug, a couple cool translucent pens and a generously sized notepad, all imprinted with the company’s logo. “We wanted something that stayed on the desk, that was functional, and that was sort of simple – something they’re actually going to use,” Stone says. Functionality is key, but combining it with branding makes it effective.

She adds that Boss’ salespeople also use the gifts to facilitate sales calls. “The salespeople just like to have something in hand,” she says. “Often they use it as an occasion to get a visit with a client. They say that they’re bringing them something and want to drop it off, and that enables them to get some face time.”

As we've discussed, a good program begins with setting a clear objective. The non-profit organization Meeting Professionals International knew they wanted to increase their membership. They set a specific goal to successfully solicit and enroll 4,800 new members worldwide in the fiscal year.

Strategy & Execution: This recruiting promotion for Meeting Professionals International was based on a series of incentive levels that awarded prizes to those who signed up specified numbers of new members. The construction theme was called a “Building Bonanza” and awarded construction-type prizes at the different levels. One or two new members earned the recruiter an eight-attachment screwdriver. Three to five new members earned the recruiter a builder’s coffee mug. The five different levels built the incentive awards up to an “Architect” level for those who recruited 16 or more new members. These recruiters received a 13-inch crystal hammer on a black marble base and an entry into a drawing for one of three international Ritz-Carlton Hotel destinations. The combination of a tangible, desirable prize with the chance of winning a great vacation made for a winning campaign.

Results: This highly effective campaign yielded the most members recruited in one year in the association’s 27-year history: 6,012 new members. The program brought in nearly $1,900,000 in new member fees, exceeding the budgeted revenue by $381,780. The incentives only cost a fraction of that.