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Top Promotions

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FEATURE

Distributor

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Progressive

Promotions, Inc.

Type of client:

Beverage industry

Target audience:

The target audience was

comprised of 400 New York City supermarkets

trying to increase sales of a line of beverages

Program’s primary objective:

This was to

be a dealer loader program to help motivate

supermarkets to purchase more products

from this line of beverages and to choose

it over other brands. The timing coincided

with warmer weather and used a BBQ

theme, making a beach cooler a great fit.

Total cost (including promotional products,

media, printing, packaging, etc.):

$22,512

Strategy and execution:

When we were tasked

with creating an item for this brand, we first

wanted to learn more about it. We conducted

in-depth research using the web, visits to

supermarkets and consultations with our client.

It became clear that we should continue with a

beach theme to match their brand story as well

as other company display items that were already

being used in supermarkets. Since the program

launch was going to take place in the late spring,

we thought a beach-themed cooler would be

perfect for the season, the program and the

brand, and a great incentive for any supermarket.

Results:

The brand runs national

promotions and offers its distributors

and retailers a custom branded item as a

purchasing incentive for 75 or more case

orders. As a result of these incentives,

more than $375,000 was generated in

sales using our beach cooler alone.

Sales Incentive Programs

Distributor

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Axis Promotions

Type of client:

Global

digital media platform

Target audience:

300

employees who work in the

company’s New York City office

Other media used:

Custom insert card

provided by the client

Program’s primary objective:

This company’s employees

work extremely hard, so when

throwing a holiday party for 300

of their NYC employees, the

events department wanted to

distribute a gift that was trendy

and playful, with an objective

to increase corporate morale

Total cost

(including

promotional products,

media, printing, packaging,

etc.):

$7,394.53

Strategy and execution:

The inspiration

for this holiday party gift was a BizBash

article which pictured a generic logoed

kit with unbranded hangover essentials.

As a creative agency, we knew that we

could deliver a kit that was both branded

and completely unique. We began by

branding a custom retail-inspired laminated

canvas pouch with the company logo

instead of a plastic container or bag. The

pouch had a higher perceived value, and

the neutral canvas color was in line with

company brand guidelines. While there

was no specific theme to this hangover

kit, it was meant to engage employees,

and deliver some cheeky holiday cheer.

A card was inserted into each kit that

expressed the company’s desire for all

to have a great holiday season, while

reinforcing its collaborative company

culture. When filling each kit, we selected

equally fun items which complemented

the tone and message of the insert. The

final fillers included a custom Band-Aid

pack, branded wet wipes, packets of Aleve

and Tylenol, branded gum, sleeping mask,

hand warmer and a packet of Emergen-C

drink mix. The kits were drop-shipped

to the company’s New York offices.

Results:

Because this was a party

favor for employees, the results were

measured in employee satisfaction. The

hangover kit served as a great reminder

that they work for a fun company

that truly understands Millennials.

Internal Communication Programs

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MARCH 2017

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37