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Designed to spark your creativity by offering ideas for objectives, strategies, themes and products. This month the feature is an internal program with a budget of more than $15.00 per recipient.

Polished Look of a Professional

Advertisers: AAL Capital Management Corporation

Objective: To motivate and educate the sales force on the importance of maintaining a professional and polished appearance.

Strategy and Execution: Using an oversized replica of a Kiwi Shoe Polish tin, AAL Capital Management reminded its 1,700 salespeople that a “polished” appearance was the beginning of a successful business relationship. Inside the 10-inch-diamater tin, recipients found laser-engraved wood shoe brushes, Kiwi Shoe Polish, applicators and a shine cloth. The tin was packed in a custom-corrugated box with theme graphics and the question, “Professionalism: How do you measure up?”

The kits, along with a cover letter introducing the objectives of an upcoming seminar plus two training cassettes, were went to the entire sales force. To help shape and improve seminars, the cover letter solicited feedback from the recipients.

Results: The kits effectively conveyed the importance of a professional appearance while making the formalities of sales training fun and entertaining. The response from the sales force was unprecedented enthusiasm and delight in the creative promotional tool. The colourful and unique tins can now be found displayed in many of the salespeople’s offices.

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