Promotional Objective:

• Promoting Safety Program
• Educating Employees or Customers
• Encouraging Attendance/Involvement

Advertiser:

• Xerox

Objective:

To stimulate safety consciousness by facilitating employee accident-prevention training.

Strategy & Execution:

How to get employees to attend safety meetings and "listen up" while they're there? That problem was tackled by the Toner and Developer Division's safety department. Safety messages tailored to individual departments and meeting topics were imprinted on a series of promotional items that were distributed at the monthly safety meetings. The items included a 16-inch ruler depicting safe and unsafe work practices, playing cards and safety pursuit game cards. Some items, such as a note dispenser with graphics challenging employees to identify household hazards, were intended to draw employee participation. Another element of the program was the creation of a training manual to help supervisors make effective presentations with minimal preparation.

Results:

The plant's OSHA recordable incidence rate plummeted from 8.97 to 1.41. The senior safety engineer credited much of the improvement to the safety awareness program.

Contact one of our friendly Promotional Specialists to assist with a targeted program to meet your needs! Call toll free 1-877-669-4907

Promotional Objective:

• Promoting Safety Program
• Educating Employees or Customers
• Encouraging Attendance/Involvement
• Motivating Employees

Advertiser:

• Pep Boys Automotive

Objective:

To increase safety awareness and reduce accidents and associated costs.

Strategy & Execution:

The automobile service and parts company used incentives to encourage store and service manager accountability, as well as location safety. Each month at safety awareness training meetings, employees completed a Scratch and Win quiz card with questions from that month's topic. Individuals completing the quiz card correctly and who were accident free for the previous month, received various level awards such as pens, flash lights and windbreakers. In addition, employees had the opportunity to earn quarterly awards such as nylon briefcases and denim jackets.

Results:

Workers compensation costs were reduced 19 percent from the previous year and Pep Boys anticipated a return on investment of more than 200 percent from the program. More than 85 percent of the company's stores reported better safety records than the previous year.

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Promotional Objective:

• Opening New Accounts
• Encouraging Attendance/Involvement

Advertiser:

• Meeting Professionals International

Objective:

To solicit and enroll 4,000 new members.

Strategy & Execution:

Meeting Professionals International knows that their best new-member recruitment sales force is its existing member base. Adopting a "Go For The Gold" Olympic theme, MPI offered an exceptional five-tiered incentive program for recruiting new members. A bronze bowl, silver trophy, and dramatic crystal "Torchbearer" sculpture were the core of the program's premiums. Additionally, Gold Medal winners, recruiting 16 or more new members, chose from three different world-class vacation packages.

Results:

MPI not only achieved it's target of 4,000 new members in their fiscal year, but exceeded that goal by 538 new members.

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Promotional Objective:

• Developing Trade Show Traffic
• Introducing New Products/Services

Advertiser:

• Syva Company

Objective:

To generate booth traffic for the advertiser at the 1992 American Association of Clinical Chemistry convention.

Strategy & Execution:

Playing off Chicago's reputation as the "Windy City," the advertiser used kites to carry out the theme, "Make Your Lab's Productivity Soar." A self-mailer box with wraparound blue and white cloud design was mailed to 7,000 AACC members two weeks before the convention as an invitation to view new products and essays. Inside the box was polyfill material to resemble clouds, a blue kite string handle, a roll of kite string and a response card. This delayed fulfillment technique called for the recipient to take the completed card to the advertiser's booth at the convention to receive a blue plastic kite imprinted with the client logo and theme line. The cards with the prospect information were collected as leads.

Results:

The company reports 787 of the 2,000 convention registrants visited the booth for an 11 percent response rate.

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Promotional Objective:

• Developing Trade Show Traffic
• Activating Inactive Accounts

Advertiser:

• Plastics News

Objective:

To secure additional subscribers and advertisers for a trade magazine.

Strategy & Execution:

The publisher booked booth space at the National Plastics Exposition and during the show hosted a cocktail party at Chicago's Shedd Aquarium as part of its strategy to boost circulation and increase advertising. A fishing theme, "Reel in the Catch" tied in nicely with the events. Party invitations were mailed in a bottle accompanied by a fishing pole and sand. Subsequent mailings contained a personalized fishing license inside an imprinted, buoy-shaped key holder, a plastic tackle box housing promotional literature and a fish hook. At the trade show exhibit, resembling a bait and tack shop with a pond, attendees fished for a variety of prizes. Invitations to the aquarium party arrived in a treasure chest filled with coins, jelly beans and a treasure map. Three keys mailed with the invitation could be used at the aquarium to open treasure chests containing prize certificates.

Results:

The magazine's promotion manager reported advertising in show-related issues doubled over the previous year. Plastics News acquired 5,000 new subscribers.

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Promotional Objective:

• Encouraging Attendance/Involvement
• Motivating Consumers Through Premiums

Advertiser:

• C.E. Weldon Public Library

Objective:

To raise funds for the library.

Strategy & Execution:

Already on a tight budget, C.E. Weldon Public Library needed to spend as little as possible on a four-month fund raising campaign. Housed in a registered historic building, the library sold ceramic, lighted replicas of the building. The sale was announced with 3,000 postcards that were distributed for free, courtesy of a local bank that agreed to include the postcards with customer bank statements. Enormous response required a second production order of the ceramic replicas.

Results:

The library exceeded its fund raising expectations by 350 percent.

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Promotional Objective:

• Motivating Employees
• Encouraging Attendance/Involvement
• Commemorating or Recognizing
• Motivating Salespeople/Sales Department Employees
• Improving Client or Customer Relations

Advertiser:

• Bank South-South Region

Objective:

To raise customer service satisfaction scores and, as a result, improve customer service

Strategy & Execution:

The theme, "Brightest Stars," was created for this campaign to provide visual and lasting recognition to those employees who achieved scores of 90 to 100 percent on their customer service ratings. Each month a recognition ceremony was held where products were distributed to the "Brightest Stars." To launch the program, helium balloons were placed in unmarked boxes filled with Milky Way candy bars. Attached to the balloon was a poster explaining the details of the new program. At subsequent ceremonies, branch managers recognized individuals receiving high satisfaction scores with imprinted gifts such as blue star shaped foam key fobs, imprinted coffee mugs, acrylic paper weights, T-shirts and silver star shaped balloons. "Galaxy" desk kaleidoscopes were presented to top award winners.

Results:

When the program began, the customer satisfaction score was 82.5 percent; by year's end the score had risen to 93.88 percent. A total of 75 top awards were presented, which was a significant increase above the original prediction of 10 winners.

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Promotional Objective:

• Educating Employees or Customers
• Stimulating Sales Meetings

Advertiser:

• Glaxo Pharmaceuticals, Inc.

Objective:

To educate salespersons about a new medication being introduced.

Strategy & Execution:

To prepare their 2,200 member sales force for the launch of Zantac Geldose and Efferdose, Glaxo Pharmaceuticals wanted a creative and exciting way to test the drug reps knowledge of the new products while stressing teamwork. The kick-off promotional meeting, titled "The Zantac Family Feud," was designed to be instructional, challenging and fun. The promotion was initialed with a ringing card mailed to the reps announcing the time, place and event. When they arrived for the event, teams were chosen and The Zantac Family Feud began. When a question was asked, the person who pushed the buzzer box first set off a trail of lights that traveled up the stomach on the font of the box illustrating reflux, the disease this drug fights. A custom game board, featuring product information, provided answers to the questions. Many rounds of the game were played and winners received picture frames as prizes.

Results:

Feedback from Glaxo's participants was very positive; and they indicated that the game helped the representatives review the new product information in a unique and effective way.

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Promotional Objective:

• Using Sales Aids for Door Openers
• Building an Image
• Introducing New Products/Services

Advertiser:

• WFAA-TV Channel 8

Objective:

To create awareness of a new live television show, "Good Morning Texas," among both viewers and prospective buyers of advertising time.

Strategy & Execution:

Initially 5,000 Texas-shaped key rings and magnets imprinted with the show's logo were given away by Channel 8 at a two-day women's expo. To create excitement among media buyers, station account executives delivered items carrying a tag reinforcing the benefits of advertising. A Band-Aid dispenser asking "What's Up Doc?" suggested sponsoring a health segment. A seed packet with a shovel was tagged "Uncover Hometown Secrets," and a scoop tag suggested sponsors could "Scoop Up the Ratings," and "Good Morning Texas" mugs were given to the show's host and guests.

Results:

An increase of 40 percent in advertising sales was generated in the 9 to 10 a.m. time period despite the lack of ratings history.

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