PPB February 2019

FEATURE | Top Promotions Of 2018 Distributor | Alwayz, Inc. Type Of Client Excavation and property development Target Audience 24 highly-targeted recipients in construction finance including local bankers, investors and real estate agents. Other Media Direct mail and print Primary Objective To generate new appointments and new billable construction projects, and to create general awareness and excitement about the project management and estimation services provided to local investors and developers. Total Cost $4,000 Strategy And Execution A direct mail piece was sent by USPS Priority to targeted prospects over a five-week period. A “gambling” theme was chosen to highlight the pain points of project delays and unforeseen expenses. The mailing was a self-contained display that featured messaging on the inside lid that read: “Property Development Projects are High Stakes Investments. Don’t Gamble Your Budget Away on Unforeseen Delays and Expenses. ACCUESTIMATION™ is a SURE BET.” The box contained a green felt “casino table” interior with three thematic, imprinted promotional products including two branded dice tins containing Red Hots candy, a stainless steel playing card bottle opener and a casino chip USB flash drive loaded with a short presentation. Results Seven recipients responded prior to the follow-up call (a 29 percent response rate) and 100 percent were receptive. The promotion resulted in four new clients and seven potential clients for a ROI of approximately $4.25 million in secured contracts. Distributor | 20/20 Brand Solutions Type Of Client Technology/Manufacturing/Engineering Target Audience Automobile industry businesses, engineers/ buyers in the continental U.S. Other Media Web, email, direct mail Primary Objective To stimulate awareness and generate interest in the company’s products, and to demonstrate its value to existing and prospective engineering businesses in the U.S. automobile industry. Total Cost $24,000 Strategy And Execution A custom erector set with branded decals and options to build five variations of toy cars was sent at strategic intervals to 2,500 pre-vetted automobile industry engineer clients and prospective clients. The set was packaged in a protective, corrugated brand mailer. A sentimental marketing teaser accompanied the toy, depicting children playing with the toy. The campaign was supplemented with a three-day email blast and an informational micro website to pique recipients’ interests. Invited site visitors also had access to an idea book, case studies and other related products and services to help stimulate a call-to-action. Results Open rates on the three-day email campaign exceeded 28 percent, and the inquiry website generated 2,716 unique clicks and inquiries. The sales pipeline grew into the multi- million-dollar range. Business-To-Business Programs Business-To-Business Programs SILVER WINNER SILVER WINNER 26 | FEBRUARY 2019 |