PPB February 2019

Top Promotions Of 2018 | FEATURE Distributor | Pica Marketing Group, an iPROMOTEu affiliate Type Of Client Manufacturing Target Audience Distributors of a specific brand of products and OEM car dealers attending the National Automobile Dealers Association trade show. Other Media Web, email, direct mail Primary Objective To drive qualified attendees to the booth to learn about new programs and products, thereby increasing wallet share of current clients and creating a new relationship with targeted prospects. Total Cost $20,995 Strategy And Execution A hand-delivered invitation targeted 1,750 registered attendees through the network of distributors beginning six weeks out. The invited attendees were encouraged to bring the poker chip inside the invitation to the booth to learn more about the products and to redeem it for a gift. There was a two-part digital communication: 1. Instruct the distributors about the NADA initiative and 2. Remind them to invite the targets. To drive behavior, the distributor with the most attendees won a travel voucher for the annual company national sales meeting. Booth staff scanned the attendees who brought their chip, which allowed the company to track those attendees who came to the booth and which distributor had the most participants. Results Viable leads increased by 84 percent (150 percent over goal) and 15 percent of leads were converted to post- show meetings (15 percent over goal). Post-show sales increased by 10 percent. Distributor/Supplier | Competitive Edge and St Regis Group - R.S. Owens Type Of Client Franchise Food Service Target Audience Retiring CEO Primary Objective To recognize the outgoing CEO of the No. 1 pizza company in the world (a rank achieved under his leadership). Total Cost $16,000 Strategy And Execution A one-of-a-kind recognition piece was created and presented to the CEO at the company’s most high-profile event of the year. Results It was a show-stopping event. People stood in line after the awards ceremony to have their photo taken with the piece. Tradeshow/Exhibit Traffic Programs SILVER WINNER Distributor/Supplier Collaboration Programs GOLD WINNER | FEBRUARY 2019 | 27