Self-Promotion Campaigns Gold Winner Terry Town San Diego, California Objective: To be mindful of where people were spending most of their time in 2020, the company’s annual holiday client gift was a care package of home comfort items designed to show appreciation for their business. The gift was also designed to spotlight the company’s diverse line of products and how it caters to the new work-fromhome environment. Strategy & Execution: The strategy was to create an impactful collection of products that would be used and appreciated by recipients at home. Included were kitchen items (an oven mitt and kitchen apron) for the amateur chef, a luxury item (a cozy, warm Tahoe microfleece robe) and a reusable face mask. All of the items carried the recipients monogram and the same festive artwork: a knitted pattern that resembled a holiday sweater. The items were tucked into Terry Town’s logoed gift box along with a hand-written letter from a member of the sales team. Results: The Home For The Holidays campaign not only garnered lasting appreciation from clients but it grew sales too. The items that showed the largest gains in sales were, in order from lowest to highest, the gift box, oven mitt, robe and apron—with the apron increasing total revenue by 57% from Nov. 2020 to April 2021. Gold Winner PeerNet Group Mechanicsville, Virginia Objective: “Fresh Ideas 2021: Packed with Solutions for the Road Ahead” used custom mailers along with curated products to help distributors (PeerNet Group is an alliance of 17 top tier promotional product distributors) reconnect with clients, showcase a well-executed marketing campaign and kickstart new business in a creative way. Strategy And Execution: The campaign featured a vintage roadtrip theme delivered with four mailers and supported by email. The first mailer was a customized Brandelope containing a 2021 Fresh Ideas catalog along with a note pad. A series of three vintage suitcase-shaped mailers in graduated sizes followed, each branded with the participating distributor’s logo and containing products such as stickers, chocolate, webcam cover, drinkware, a pen, a beanie and more. The products chosen related to the road-trip theme and demonstrated the distributor’s decoration capabilities, depth of product selection and creative solutions. Results: Early results showed a very favorable response to receiving the mailers which opened conversations about new business for existing clients. The close rate for new prospects was 25% after the second mailer and that rate increased with the third and fourth mailers. PPAI Pyramid Awards: Marketing | FEATURE | APRIL 2022 | 31
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