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Top Promotions
|
FEATURE
Distributor
|
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
|
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