PPB March 2018

Top Promotions of 2017 | FEATURE Distributor | Axis Promotions Type Of Client Financial industry Target Audience The client’s national and international employees Primary Objective To educate and excite staff about the company rebrand, and to encourage staff to share the excitement and new knowledge with prospects, clients and partners. Total Cost (including promotional products, media, printing, packaging, etc.) $51,337 Strategy And Execution A “Rebrand Kit” was created in two tiers: one for employees in the U.S. and Canada, and the other for employees working in international offices. Both tiers included a retail apparel item to align the client with a luxury provider—jackets and vests from Patagonia—as well as key office essentials that could be displayed on employee desks. The essentials were a polar tumbler, business card holder, pen and journal-pen combo. Results All 250 kits arrived prior to the day of the relaunch and generated lots of excitement for the brand on the day of the unveiling. Axis also placed additional orders for items from the kit. Distributor | Geiger Type Of Client Aluminum can manufacturer Target Audience Plant managers and purchasing executives at the distributor’s largest client Primary Objective The manufacturer was being purchased and split into two separate companies. Prior to being sold, the primary point of contact was the company’s purchasing department, but after the sale of the company, the new points of contact would be within each of the two new plants. The self promotion was designed to introduce the distributor to the plant managers. Strategy And Execution The mailing included items that reflected the client’s business and that were co-branded with related messaging: a mini can cooler, can Koozies, a can-shaped tumbler, can-shaped note pads and a flyer and business card. Results The mailing generated revenues over seven months that totaled $72,570 with 27 orders. Internal Communication Programs Distributor Self-Promotion | MARCH 2018 | 47