PPAI Magazine May 2023

Self-Promotion Campaign Gold Gold Bond Hixson, Tennessee Objective: Gold Bond’s Influencer Package program targets distributors and industry influencers by granting early access and the chance to try out new products in order to build interest and trust in Gold Bond as a supplier, as well as provide insights to help drive sales activity. Strategy & Execution: Gold Bond began releasing a new Influencer Package box every four to six weeks with “coming soon” items inside. The company partners with vendors to speed up small batches of preliminary inventory to offer distributors the ability to have the latest and greatest at their fingertips. The kits are assembled in house and sent to a curated list of roughly 3,000 recipients, and the Gold Bond team follows up after the kits are received. The program provides information distributors can use immediately to establish further trust with their clients by showing off not just what’s new but what’s to come. Results: Gold Bond reaped increased social media followers and engagements over the first 12 months of the Influencer Package program, and ROI was estimated at almost 350%. Customers have raved about the program because it gives them the ability to grab the attention of buyers by offering a sneak peek and first access to new products. Gold Thumbprint Apopka, Florida Objective: With its “Share the Love on Valentine’s Day” program, Thumbprint sought to wow 200 clients and prospects with a high-end appreciation gift, enhanced with digital media. By telling the story of the artisans who crafted the blankets, the company hoped to inspire customers to incorporate “promo with purpose” items into their own campaigns. Strategy & Execution: The Thumbprint team discovered Meraki Movement and its fair-trade alpaca wool products made by an artisan family in Ecuador and selected a uniquely patterned blanket, which was sent to clients the week before Valentine’s Day in a custom box with a QR code linking to a video with information about the family and their traditional weaving techniques. To help recipients create that same experience for their customers and employees, Thumbprint also shared a “Gifts that Give Back” digital idea book and launched a social media campaign highlighting products and makers featured therein. Results: Within the first year, clients purchased over $20,000 worth of goods attributable to the gift campaign and the “Gifts that Give Back” idea book. Clients loved the blanket and appreciated the cause and story, two clients immediately added a version of it to their employee recognition program, and the Thumbprint team is working to help Meraki Movement become a listed promotional products supplier. PPAI Pyramid Awards | Must Read PPAI • MAY 2023 • 45