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.
Biz Tip: A promotional product is worth a thousand words
Take these steps to tie in a promotional product to your product or service:
- Make a list of words describing the product or service.
- Think of objects that illustrate those qualities (such as nails to represent durability).
- Narrow the list down to two or three strong examples.
- Use them as keywords to search at www.aptcopromoplace.com 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.