Business-to-Business Programs Gold Winner Imagen Inc. Imagen Inc. demonstrated unparalleled success through their outstanding work creating sales funnel kits for its client, Jacuzzi Group. The strategy aimed to engage high-value targets – potential Jacuzzi Group brand dealers – effectively, move them through the sales funnel and grow the dealer network. The program, which remains in continued use, resulted in an impressive 80% engagement rate – a significant improvement of the previous success rate of 15% from cold calling and email marketing – and helped the client establish themselves as a leader in the industry. Imagen Inc. distinguished itself through a meticulous blend of brand-specific messaging and carefully selected promotional items, communicating the unique value proposition of each of Jacuzzi Group’s brands and creating a lasting impression. The promotional kits, unique for each brand, featured a range of items including wine glasses, French press coffee makers, popcorn poppers and hydration bottles. To simplify the process, it also created a custom ordering site with direct fulfillment services for the client. Must Read | Client Programs Silver Winner Brand Blvd. Brand Blvd.’s Avocado Summer campaign aimed to provide its clients with an unexpected experience, highlighting custom-made items and direct import services the distributor offers. The program, which the company spent just over $18,000 on, targeted approximately 1,000 clients across Canada who had spent more than $10,000 with it in the past, as well as certain prospective customers. Addressing challenges posed by the pandemic, the initiative featured unique avocado pool floaties symbolizing rejuvenation after two challenging years. Managing the process from design to delivery, Brand Blvd. emphasized personal touches and reported impressive results. The campaign generated $97,000 in opportunities for the company, of which it booked $61,000. 54 • MARCH 2024 • PPAI
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