PPB May 2021

SILVER WINNER Spector & Co. Champlain, New York Entry Name: International Chocolate Day Primary Objective: To showcase how the creative application of branding solutions for promotional products can be leveraged to differentiate the media in crowded marketing places. Spector wanted its partners to follow suit and push their own creativity with next-level branding concepts. Strategy And Execution: September 13 is International Chocolate Day and the birth date of Milton S. Hershey, founder of The Hershey Company. Our strategy was to surprise followers with trendy, client-safe images of our creative samples posted on Facebook, LinkedIn and Instagram. By incorporating Chocolate Day hashtags, the supplier hoped it would increase visibility through its channels. Because the content was designed to be client-safe, Spector encouraged everyone to promote its content independently and in correlation with their own marketing efforts. Results: The posts generated more than 1.7 million impressions collectively across all three platforms, and represented a 30-percent increase over its initial goals and about 38 percent of its collective followers. Immediately after the release of these posts, Spector started receiving requests for quotes and virtuals of exact replications of its designs. Self-Promotion Campaigns GOLD WINNER CREATIVE Promo Marketing Agency Edmonton, Alberta Entry Name: Camp CREATIVE Open House Primary Objective: To increase revenue by attracting numerous new prospects as well as connecting with existing clients at its Camp CREATIVE Open House Event. The goal of this promotion was to increase not only prospect attendance from the distributor’s last open house but also increase revenue by a minimum of 20 percent from the same period in the previous year. And, specifically, CREATIVE Promo Marketing Agency’s ultimate goal was to initiate and strengthen new and existing relationships with purchasers and marketing personnel at small- to medium-sized companies. Strategy And Execution: The distributor created a summer- camp-themed event based on fun, childhood experiences and learning moments. To help create a camp atmosphere, the team rented a historic cabin—the perfect backdrop for Camp CREATIVE. They also designed event invitations printed on eco- friendly, seeded paper. When guests arrived at the event, they were given a bag that used Digiscan technology so they could use their smartphones to see the digital version of successful projects in the project pavilion. All guests also received a marketing survival kit of promotional products. Instead of using a typical lanyard, an old-school button was attached to each bag where guests could write their name. Prizes (donated by vendors) were given at a fishing game and the distributor created a sticker book area with free journals that guests could add their own stickers to. After guests visited all stations at the camp, they were given the marketing survival kit. Results: The distributor targeted 225 prospects and clients, but nearly 340 people attended the event. In addition to surpassing its attendance target, sales grew by 28 percent over the same period in the previous year. FEATURE | Pyramids In Marketing 18 | MAY 2021 |