GOLD Thumbprint Noblesville, Indiana A “Shark Tank” Buying Experience Objective: Thumbprint wanted to engage and educate its top customers and thank select suppliers by bringing the two groups together for an exclusive and unique buying experience modeled around the TV show Shark Tank. Strategy & Execution: During the three-day event, suppliers pitched their companies and products or services to the “sharks,” the distributor’s top customers. On the last day, the event opened as a product expo, drawing crowds of local customers. Results: Distributors wrote checks for more than $1.5 million to suppliers, and deals were done on the spot, including a $45,000 power bank order that wouldn’t have happened without the event. SILVER Andrews Quality Creative Merchandise Auburn, Washington Flipping The Script On Andrews Objective: The distributor wanted to elevate its image from a product seller to a creative, consultative partner and build a boutique brand aimed at internal and external audiences. Strategy & Execution: From interviews with key clients and its own team members, the company identified and added several needed services and introduced a full rebrand, along with new internal training and processes and a more comprehensive website. Its quaint brand character, “Andy,” was also replaced with an image of an origami bird and the tagline “Creating the unexpected out of the ordinary.” Results: Website traffic increased 40% year over year and delivered a 30% increase in website conversions. Social campaigns drove 43% more traffic in the same period, resulting in a 24% year-over-year sales increase. PPAI • OCTOBER 2025 • 67 Pyramid Awards In Marketing | Must Read
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