Award Level: Gold

Industry Category: Non-Profit & Related Businesses

Promotion Amount: Less than $10

Distributor: Summit Marketing

Industry Name: Trade and Industry Associations

Objective: Developing Tradeshow Traffic

Strategy & Execution: Using polybags and a well-chosen promotional item, the Association for Manufacturing Technology put the word on the streets—to be more precise, ¾ of the parking lot. Targeting approximately 100,000 individuals, the association placed polybags containing car sunshades on the side view mirrors of every car in the parking lots of manufacturing facilities in the Chicago and Detroit areas. This approach tapped a previously untouched segment of industry individuals since most publications and other print advertising is typically targeted at management. The sunshade bore the International Manufacturing Technology Show 2004 logo and was accompanied by IMTS 2004 registration materials. Consider the double promotional benefit: the sunshade, when in use, further advertised the show. Registration in groups of four or more was encouraged with the promise of a free IMTS 2004 cap, available on-site from the show store.

Results: As a direct result of this grassroots promotion, pre-registration for the show was up 2.5 times the anticipated numbers. Expecting only 3,000 free caps to be requested, the association had to order 5,000 more by the end of the pre-registration deadline.

Mercy College

Award Level: Gold

Industry Category: Non-Profit & Related Businesses

Promotion Amount: $10 or More

Distributor: Lemark Advertising, Ltd.

Industry Name: Schools

Objective: Building An Image

Strategy & Execution: At the conclusion of a breakfast presentation to state legislators, Mercy College distributed a custom-designed “Mystique” mug. When servers added hot coffee, the mug revealed an artist’s rendition of the new campus design. The mugs were also distributed during a presentation to the New York City Council where various other groups were also submitting requests for funding. Later in the promotion, a tin of chocolate chip cookies was introduced as a follow-up/reminder item. The tin featured an aerial view of the campus and was distributed to the same target audiences to reinforce the plea for financial assistance. The creative design of the items, combined with offering coffee and treats at key moments during long days of hearing one presentation after another, was the right combination. The mugs were warmly received and many legislators even asked how they could buy more!

Results: Through a combination of capital state funding from Governor Pataki, capital city funding from the Bronx Borough, the college Board of Trustees and corporate donations, Mercy College was able to secure $8.7 million in donations prior to its entrance into the “public phase” of the campaign.

SIDS and Kids

Award Level: Gold

Industry Category: Non-Profit & Related Businesses

Promotion Amount: Less than $10

Distributor: Wompro Pty Ltd.

Industry Name: Charities

Objective: none listed

Strategy & Execution: SIDS and Kids is Australia’s largest not-for-profit organization, raising money and awareness of Sudden Infant Death Syndrome. A red, plastic, clown-type nose is the central item on Red Nose Day, the annual, national fundraising day. The point of the day is awareness through smiles and fun, but many people are reluctant to wear the uncomfortable plastic nose. This year, however, it got a makeover, and the nose evolved into a comfortable foam one. It received a companion piece, too—a red Velcro™ dot for attaching to garments, computers, etc. Additional promotional items were lapel pins, high-value designer pens, button badges and, following the success of last year’s mascot, the new Bee Safe Bear. A huge assortment of second tier products such as small versions of the bear, coffee mug sets, caps, shirts and hats created a healthy supply of promotional products for the public to purchase. This multi-layered campaign launched nationwide in Australia and required precision planning and an incredible level of detail and organization.

Results: The program was a huge success no matter how you measure it. Online sales, weekly retail sales, donations—every goal was exceeded and all figures from the previous years were topped. Participation was up, interest and awareness are at an all-time high and plans are well underway for Red Nose Day 2005.

Booker Promotions

Award Level: Silver

Industry Category: Services

Promotion Amount: Less than $10

Distributor: Booker Promotions

Industry Name: Marketing and Advertising

Objective: Developing Tradeshow Traffic

Strategy & Execution: Booker Promotions developed an end-user show with the goal of demonstrating the need for creativity, a clear marketing objective and expertly selected promotional items. The theme of this particular show was an easy-going southern-style barbeque. Supporting the theme and distinguishing itself from the rest of the day’s mail was an invitation in the form of a can of baked beans. Other items in the mailing were a pig-shaped jar opener (which the recipient was instructed to redeem for a prize at the show), a corn butterer (recipients were challenged to guess what it was) and a paper placemat (containing directions to the show and other pertinent information). Upon arrival, attendees received several other items¾decorated plush pig, large tote bag, pen and notebook¾that captured the flavor of the meeting. The entire campaign was relatively inexpensive, perfectly supporting the meeting’s message¾creativity and an understanding of your message are the core of a successful promotion.

Results: With an attendance goal of 25 percent of the mailing, attendees topped that by 12 percent. Eighty-six percent of the attendees registered online, driving scores of clients to the website for further product review. In addition, many clients appreciated the value of the promotion and purchased the “can” idea for their own programs.

ING Funds

Award Level: Silver

Industry Category: Financial Institutions

Promotion Amount: Less than $10

Distributor: Commotion Promotions, Ltd.

Industry Name: Finance Companies

Objective: Promoting Branch Openings

Strategy & Execution: Targeting 6,000 top-producing brokers and 5,000 potential broker agents, a series of three direct mail pieces were created and shipped during the final quarter of 2003. Combating the flood of flat mail pieces, these three items were of an irregular dimension and shrink-wrapped to an information card. Paper binoculars encouraged recipients to “take a closer look.” A paper watch reminded them it was “time to invest” and a personalized Post-It® note mailer suggested that potential brokers “take note” of this great new investment opportunity. The program was thrifty and uncomplicated, but the yield was incredible.

Results: Prior to the mail campaign, 81 brokers sold the featured Foreign Global Investment Fund. Immediately after the mailings, that number grew to 497. Today, 1,270 brokers are selling the fund, and that figure is still growing. During the period most directly affected by the campaign, the Fund had an astonishing 700 percent growth in assets under management, an increase that translates into more than $30 million.

CompUSA

Award Level: Silver

Industry Category: Retailers

Promotion Amount: $10 or More

Distributor: The Jolesch Group

Industry Name: Computer Software and Hardware Stores

Objective: Introducing New Products/Services

Strategy & Execution: Using a race theme to attract new sponsorship, CompUSA invited upper-level management and executives from targeted corporations to an all-day event beginning at the Texas Motor Speedway. At the track, potential sponsors enjoyed the exhilarating Richard Petty Driving Experience. The invitation also included two nights at the nearby Doral Tesoro Resorts and an awards dinner after a day at the track.  The event was unforgettable, but the promotional campaign that made it a success was even better. Invitations arrived in the form of a one-inch thick, hinged metal tin.  Inside the tin was a pair of racing gloves, miniature racing flags and a plastic ticket holder on a lanyard.  All the items were wrapped in black and white checkered tissue paper—a clever choice that further supported the theme. The outside of the tin featured the CompUSA racing logo, and the entire piece was tied with a checkered ribbon sporting a personalized hangtag.  Start your engines for a successful campaign!

Results: After the well-received, successful promotion, CompUSA saw one company elevate its sponsorship package to $500,000. Other new sponsorship packages worth an additional $1.5 million are currently being negotiated.

Courtyard by Marriott

Award Level: Silver

Industry Category: Retailers

Promotion Amount: $10 or More

Distributor: Summit Marketing

Industry Name: Hotels and Motels

Objective: Promoting New Facilities

Strategy & Execution: During a recent renovation, this Courtyard by Marriott hotel launched a tasty campaign to offset the expected drop in business. With exposed sheet rock, hanging plastic, construction crews and no restaurant, guest satisfaction was a struggle. When it was time to reopen, the hotel was anxious to lure decision makers to the property to show off the new renovations. The theme, “What’s Cooking With Courtyard?” lasted 12 weeks and was supported by the delivery of several food-related gifts. More than 200 decision makers received a series of items: spatula, pizza cutter, cake server, ice cream scoop, etc. Each item introduced a new service or feature and was accompanied by a card and the message, “Here’s what’s cooking at Courtyard now.” Certain client offices even received food with the gift (pizza with the pizza cutter and ice cream with the scoop). Ten separate mailings kept clients on their toes wondering what would come next. The campaign’s success showed in the overwhelming attendance at the grand re-opening.

Results: Hoping 150 clients would attend, the Courtyard by Marriott was thrilled to welcome nearly 250 decision makers to the event. Accounts are up, business is solid and better than ever.

Donor Network of Arizona

Award Level: Silver

Industry Category: Non-Profit & Related Businesses

Promotion Amount: $10 or More

Distributor: Commotion Promotions, Ltd.

Industry Name: Charities

Objective: none listed

Strategy & Execution: Coinciding with Donate Life Month, the Donor Network of Arizona launched a campaign targeting 250 media outlets across the state of Arizona. Media personnel received invitations to a kick-off breakfast as well as bright green Post-It® notes to remind them about the breakfast. The invitation also included a calendar of organ donation events scheduled for the remainder of the month. Every subsequent week of the month, these media representatives were sent promotional items to keep the donation drive events foremost in their minds. An imprinted hula-hoop accompanied a picture of a young donor recipient hula-hooping. A floating globe liquid note holder carried the globe-imprinted message, “To the world, you may be one person, but to one person, you may be the world.” Additional mailings and items rounded out the campaign and reminded the public that organ donations are only recognized if they are processed through the website. Checking a driver’s license box is not enough.

Results: The Donor Network tracked 72 news stories emphasizing the importance of organ and tissue donations. Viewers and readers were told how to go online to become donors. Nearly 2,700 people signed up in April—and 235 in one day! The total for the month was approximately 1,000 more new donors than during each of the previous months.

Weyforth-Haas Marketing, Inc.

Award Level: Bronze

Industry Category: Services

Promotion Amount: $10 or More

Distributor: Program Promotional Mktg., Inc.

Industry Name: Marketing and Advertising

Objective: Opening New Accounts

Strategy & Execution: In the commercial engine market, school bus fleets are a lucrative account but a difficult segment to infiltrate. With an attention-getting mailer that featured a shrink-wrapped compass, Caterpillar established its new engine as a means of “finding your way out of the forest of new emissions regulations.” The mailing was simple, clean and clever. The real clincher was the promise of a high-value, name brand Global Positioning Satellite (GPS) unit, hand-delivered to prospects who scheduled a personal sales presentation from Caterpillar. The GPS unit was imprinted with the familiar CAT logo and proved to be a highly sought-after item, especially by those in the industrial transportation industry.

Results: The mailing yielded a 48-percent response rate with a 16-percent conversion to sale. These numbers become even more impressive when we realize that a minimum sale to this audience is $1.3 million!