PPB March 2018

FEATURE | Top Promotions of 2017 Distributor | HALO Branded Solutions Target Audience Thirteen decision makers at seven prospective client businesses Primary Objective To showcase the distributor’s creativity using promotional products and to set up a meeting with the target audience Distributor | Shumsky Target Audience New and existing customers Other Media Used Direct mailer, insert card, business cards Primary Objective To deliver good will and drive new business Strategy And Execution Recipients of the self-promotion campaign received a custom pair of themed socks promoting the distributor’s capabilities as well as a request to work together on upcoming marketing projects. The colorful and creative socks were selected to be part of the campaign due to the trending nature of socks in the retail market. In January, the distributor developed a winter theme for the socks, using blue with white snowflakes, and the company logo was positioned on the bottom of Distributor Self-Promotion Distributor Self-Promotion Total Cost (including promotional products, media, printing, packaging, etc.) $861 Strategy And Execution Building on the theme, “Don’t throw a monkey wrench into your plans,” the distributor combined a red cardboard toolbox with a metal crescent wrench, stuffed monkey and informational card. The toolboxes were hand delivered, and delivery was followed up with communications to the prospects. Results Three of the seven targeted businesses became new clients, which represented a 43 percent response rate. One new client became the distributor’s largest client to date. The distributor’s initial investment resulted in 188 orders and $90,458 in sales volume. the socks. An insert card reinforced that the distributor is more than a shirt and hat apparel company. February’s socks carried a Valentine’s Day theme, and the mailing in March featured a St. Patrick’s Day theme. Results New appointments and referrals continue to come in. The net result of the campaign was $28,000 in sock sales, and over $250,000 in new customer business was generated. The social media posts of people wearing their socks were beneficial to the overall success of the campaign as well. 48 | MARCH 2018 |