Silver Winner Cap America Fredericktown, Missouri Objective: The branding campaign to introduce CA Premium Line, a new line of retail-inspired headwear with low minimums and quick turn times, targeted more than 30,000 distributors using the web, email, video, direct mail, social media, a catalog and flyers. Strategy And Execution: The new line was teased with email and social media ads featuring product photography and videos, and showcasing the new CA shield logo and tagline “Undisputed Performance.” A separate catalog, along with specially-designed hang tags and visor stickers, further distinguished the line from the supplier’s other products. Updated booth signage and display racks for distributor showrooms finished out the promotion. Results: Less than a year after the initial launch, over $1.6 million worth of CA premium line products had been sold and the styles continue to climb in popularity on industry platforms in searches as verified by ESP, SAGE and DistributorCentral. Branding Gold Winner HPG Braintree, Massachusetts Objective: The goal was to drive more business by adding a line of U.S.-made, small-batch snacks sourced from passionate makers and creatively packaged with existing HPG promotional products using the makers’ own stories in the marketing campaigns and sales pitches. A new name—Batch & Bodega—logo, brand, website and product packaging were developed. Strategy And Execution: The team visited food shows across the U.S. to find and taste the best small-batch, gourmet snacks, and the makers selected were invited to partner with HPG to supply food in bulk to the HPG/Beacon Promotions facility. The team developed a variety of kit themes by combining the snacks, existing HPG promotional products and premium packaging. For example, the “Cookies & Crumbs” kit contains three types of cookies and a customizable Origaudio “Crumbee” desktop vacuum cleaner packaged in a box decorated with cookie graphics. At the Beacon Promotions facility, new kitting processes were established and a new handwriting machine was added to create complimentary personalized cards for each kit. Supporting collateral included flyers, videos and high-res photography, all of which were available for download from the new website. In addition, email, direct mail, social media and show promotions were all used to introduce and promote this new line. Results: The initial inventory purchase had to be tripled to meet demand and within six months of operation the line was generating seven-figure revenues—more than 200% above the initial goal. PPAI Pyramid Awards: Marketing | FEATURE | APRIL 2022 | 25
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