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SEPTEMBER 2015 •
PPB
• 51
Creative Packaging for
Unique Self-Promotion
T
HINKING OUTSIDE THE BOX comes naturally to Cliff Quicksell, MAS+, a
marketing consultant for distributor iPROMOTEu (UPIC: IPRO9320). “Most
people think about the product. I think about the results,” he says. He makes it his
mission to create synergy from all the marketing and sales tools in his repertoire to offer dis-
tributers unique marketing solutions that they will never find in a catalog. And he makes sure
the effectiveness of his ideas can be measured.
The Piece
To help iPROMOTEu’s affiliates make initial connections, Quicksell came up with
a dimensional marketing piece. Using pencils from Norwood (UPIC: NORWOOD), a sticky
note pad from 3M™ (UPIC: POST-IT) and packaging from Bentcil (UPIC: BENTCIL),
he created a pull-out tray with a die cut-out for a pencil, note pad and business card. The
message on the front of the packaging read: “Just a moment of your time will make a big dif-
ference.” On the back, a mock daily calendar included an appointment for the salesperson
already scheduled into a time slot, subliminally encouraging the recipient to agree to an initial
meeting. The pencil and notepad included the message: Thanks for penciling me in.
Quicksell suggested offering the marketing piece to affiliates at low cost, with a low
minimum purchase. With their order, affiliates also received a detailed protocol for how to
use the piece, the best days to send the piece, how to follow up with prospective customers,
a list of FAQs with answers, and suggestions for how to deal with any negative response to
the piece. For example, he told affiliates to send the pieces out five at a time and then fol-
low up a few days later to ask the recipients their thoughts about the piece and introduce
themselves. According to Quicksell, the piece is a natural ice breaker because it’s different.
Results
While affiliate interest was lukewarm at first, with only two to three affiliates plac-
ing orders, now the company has produced 7,500 pieces. Quicksell said that he got a call
from one affiliate who recently sent out 10 pieces, made 10 connections, got six face-to-
face appointments and landed a $6,000 order in one of those meetings. Quicksell calculates
an overall 60- to 100-percent success rate for meaningful connections. Plus, 10 to 15 affili-
ates have customers who loved the concept so much they asked if they could use it.
Packaging Makes
Perfect
SPECIAL ENVIRONMENTALLY
FRIENDLY PACKAGING with
more messaging opportunity
gives Lamone, Switzerland-based
Prodir SA (UPIC: PRODIR ) some-
thing extra to offer its customers
with the
DS8 Writer’s Box
. With
a focus on innovation, top-notch
quality and sustainability, the
minimalist shell case is made of
cellulose fibers and houses a
premium low-viscosity blue- or
black-ink writing system available
in either high-gloss Natural
Touch, made of 100-percent
biodegradable cellulose acetate,
or finger-friendly matte-black
Soft Touch.
CASE STUDY
MULTI-FUNCTION WRITING INSTRUMENTS