PPB March 2018

FEATURE | Top Promotions of 2017 Distributor | Axis Promotions Target Audience 1,200 of the distributor’s top clients Other Media Used Custom tube mailer Primary Objective To mark the 25th anniversary and invite gift recipients to join the celebration; to reinforce the message that Axis is an industry powerhouse with unparalleled creative work; to increase sales and serve as a door opener for prospective clients; and to deepen client relations, and increase the company’s social media following and online engagement through a social media contest. Strategy And Execution Axis Promotions employed the theme “Shaking Things Up for 25 Years!” and reinforced it through the use of products that were celebratory in nature, and/or silver in color, to represent the distributor’s 25th anniversary. Encased in a custom packaged tube were a custom cocktail shaker complete with a stirrer, jigger, strainer and muddler; custom cocktail playing cards, with each card bearing a likeness of an Axis employee, an illustration of their favorite cocktail and instructions on how to make it at home; sour cherry candies; a custom coaster that doubled as messaging and an Instagram contest insert card. Results Client responses for Axis’s Silver Anniversary Mailer were overwhelming and came in the form of sales, thank-you notes and social media posts. The gift resulted in approximately $200,000 in sales from both new and existing clients, as well as invitations to two RFPs. On social media, the kit produced 18 user-generated posts, 10,006 impressions and 407 “likes.” Distributor | Axis Promotions Type Of Client Financial industry Target Audience 330 executive-level employees at top financial institutions Other Media Used Video, print Primary Objective The client took its new company positioning statement, “Connected Commerce,” to market in order to educate potential financial institutions on the ease of doing business with the client through its “Core Three Pillar” plan. Total Cost (including promotional products, media, printing, packaging, etc.) $100,000 Strategy And Execution Retained as a creative agency, Axis Promotions created the strategy, concept, design, content, video editing, graphics, promotional components, custom packaging and fulfillment to execute this high-profile global campaign. A custom wood crate served as the star product, fashioned with branded iron markings that promoted the client’s Connected Commerce and Pillar messaging. A branded crowbar was packaged with the crate, to be used to open it while also conveying strength, privacy, security and stability. Also included were a personalized note from the recipients’ individual sales reps and a light-sensored video book presentation that played upon opening and highlighted the client’s unique solutions offering. The last three components of the crate each represented a core pillar: an RFID blocker, a Tile and a universal travel adapter. Results The client was overwhelmed by the buzz and positive feedback received from the field, all of which have driven critical meetings and sales. Distributor Self-Promotion Business-To-Business 46 | MARCH 2018 |