Sales
reps for a new product line were having a difficult time getting
past the receptionists at major retailing chains' buying offices.
Then those reps were given ad specialty items, with instructions
to hand them out to every receptionist and/or buyer they saw.
Payoff: Twice
as many appointments!
A
major soft drink company planned a huge product launch and publicity
campaign in a country outside the U.S. In order to create instant
brand-awareness, the marketing team included saturation coverage
of the area with an over-sized imprinted bottle cap that actually
functioned as a bottle opener.
Payoff: A successful kick-off to
a multi-million dollar sales campaign.
A
full-service photo lab and gallery implemented a name recognition
campaign in order to raise their profile in the professional community.
They mailed calendars to a targeted list of photographers, lighting
firms, ad agencies, trade publications and even local photography
clubs.
Payoff: Heightened
recognition and an influx of new business.
A
local pharmacist with a small store would advertise loss-leading
specials, and do a great business. But the next week a competitor
would do the same, and her business would suffer. She began handing
out ad specialties as a way of thanking her customers.
Payoff: A solid, profitable business
based on customer loyalty.
