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VPI PET INSURANCE WANTED
to share the benefits of providing VPI
materials in vet offices and pet hospitals with veterinary professionals
attending a conference in Kansas City. VPI also sought potential leads from
professionals who might want staff training on how to present and explain
VPI to clinic clients.
Since the conference was in Kansas City, a
Wizard of Oz
theme was
created for the campaign. Rubber ducks styled after six of the
movie’s main characters were distributed during the
conference, after attendees filled out an
information card setting up a training
session or requesting product
information. As a result, 250
ducks were given out,
resulting in 250
leads.
MARKET TO MARKET
40 •
PPB
• APRIL 2015
GROW
Pet Promotions In Action
A HORSE-SHOW
ORGANIZER wanted to
give to major contributors
a gift that was functional
and memorable. The
organizer chose a large
tote bag and tumbler, and
the gifts were so well
received that the organiz-
er expressed interest in
repeating the project the
following year.
Source: Hit Promotional
Products
PETSMART CHARITIES
SOUGHT
new items that would
pair well with its annual giving
campaign; proceeds benefit the
company’s charitable projects
such as providing emergency
relief and housing homeless pets
across the U.S. and Canada. Dog
and cat ornaments were created
that captured the sentiment of
the holiday season and the spirit
of the campaign.
The ornaments were distrib-
uted in limited quantities and
sold as collectibles, and their
appeal resulted in sold-out num-
bers the first day of the cam-
paign. The campaign exceeded
the previous year’s fundraising
total by 15 percent.
Source: PPAI IDEA Source
PHOTO BY ROB WILSON / SHUTTERSTOCK.COM