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FEATURE
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Top Promotions
Distributor
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Adwerx Communications,
an iPROMOTEu Affiliate
Supplier
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Visions/Awardcraft
Type of client:
Healthcare
Target audience:
Approximately 50
department managers within the
hospital and medical facilities in the
Harbor City, California, facility
Program’s primary objective:
To
create a sought-after reward for
exceptional performance achievement
by managers and their departments.
The focus and measurement for earning
the “Wave of Excellence” award is
aligned with achievement of the goals
embodied in the facility’s strategic
plan initiatives and objectives.
Total cost (including promotional
products, media, printing, packaging,
etc.):
Approximately $32,000
Distributor/Supplier Collaboration
Distributor
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Chilli Promotions
Type of client:
Automotive
Target audience:
Motorsport enthusiasts and followers of the 86 Racing Series
Timing:
The program took place at a media launch and race day at Sydney
Motorsport Park in May 2016, in Sydney, NSW, Australia
Program’s primary objective:
To create and produce a new range of
merchandise for the 86 Racing Vehicle that would support and raise
awareness of the new vehicle and the series. Merchandise was sold at the
events and through the client’s web store.
Total cost (including promotional products, media, printing, packaging,
etc.):
$180,000 was spent on the range of custom items and the packaging
Strategy and execution:
The range of 86 Racing Series items included a
drink bottle, boxed key ring, race jacket, race shirts, hoodie jacket and polo,
t-shirt, socks and caps. These were selected with careful consideration for
the demographic and the objective of raising awareness of the new vehicle
and series. The colors were consistent with the client’s general brand
guidelines, but the logos and graphics were custom and unique to this
range with a signature grid plate added to some of the items. The result
was the most unique range of products introduced to the client’s portfolio
in a couple of years. Each piece was custom made or branded to engage
with enthusiasts and continue to drive traffic to the series for the next three
years. Quality and price were important influences in the products’ success,
and in the number of replenishment orders coming through. From concept
and pre-production sampling through to distribution we had only four to six
weeks to air freight into Australia many of the items to meet the media and
launch day in May.
Results:
The program will be measured over a three-year period, but
initial results were outstanding, having sold out of the items and with
replenishment orders under way again.
Consumer Programs
34
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MARCH 2017
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