Counselor Magazine May 2012 : Page 112Best Promos Best Holiday Promotion Robyn PRomotions For its holiday campaign last year, dis-tributor Robyn Promotions ( asi/309656 ) decided to eschew the staid chocolate and candy and capitalize on the biggest trend in incentive management these days: per-sonalization. “We decided to build our own company store to let our VIPs choose their own individual gifts,” says Brian Blake, director of marketing. Showing off both its online store and incentive marketing capabilities, Robyn sent an e-mail invitation, as well as a hand-delivered photo frame with pictures of the featured products, inviting recipients to log in and check out the dedicated holiday gift website. Wanting to thank its clients, but realizing that it couldn’t please every-one with a single item, Robyn went with a unique individual approach to corporate gifts last year. There were also three price levels of gifts, so Robyn could reward its best clients with the nicest items, and oth-ers down the customer food chain accord-ingly. “For instance, the guy who receives our product at the dock did not get the same level of access as the person who places the orders with us,” Blake says. “Of course, our visitors only saw the categories we gave them access to, so they weren’t view-ing anything that they couldn’t choose for themselves.” It was a concept that definitely sur-prised and motivated Robyn’s clients. A total of 85 people participated in the online holiday gift program, and the responses from customers have been very positive. “People loved the idea of being able to choose their own gift,” Blake says. “We had a couple of corporate clients who were concerned about how much the gifts cost (due to their company policies), so they opted for towers of food to share with their entire departments.” Ultimately, the holiday promotion was successful because it showed off Robyn’s capabilities and enticed clients to spend more with Robyn. As a result of the cam-paign, Blake says, “One of our six-figure clients signed a three-year contract with us, and an even larger client placed a six-figure order with us.” Best Client Promotion Axis PRomotions  & Univision To announce and engage Hispanic TV network Univision’s partners about the launch of the new novella network, TLNovela, Counselor Top 40 distributor Axis Promotions ( asi/128263 ) worked with Univision’s ad agency to come up with a promo that really took flight. Using a battery-operated butterfly pow-ered to flutter when touched, contained in a logo-etched mason jar, Axis touted the new novella network with a custom-size box and a printed information card. About 500 pieces were sent out to all clients who currently air Univision, as well as potential new clients, costing approximately $40 each. On the outside of the box was a glossy imprint of a diaphanous wing and the words “This one’s a keeper”; on the inside, an information card with the words “Love is on the air. Now you can set millions of Hispanic hearts aflutter,” tying back to the theme of the romance-based tele-novellas. Lisa Pine, Axis’ vice president of sales, oversaw the campaign and points out that it was a collaborative project with the distribution marketing team, the design company and Axis, and says the goal was to communicate “taking off” with the but-terfly. “We looked for something that had those qualities,” Pine notes. “We discov-ered the butterfly in the mason jar at Think Geek. The logo is pink, but to differenti-ate we shipped pink butterflies to female recipients and blue butterflies to male recipients.” The reaction? “Recipients were blown away by this mailing,” Pine says. “The response was fantastic. It’s completely engaging, captures the essence of the but-terfly element in the logo, is active and lives on.” Best New-Media Promotion  motivAtoRs inc. foR www.motivAtoRs.tv Many distributors take on efforts to edu-cate their clients about the importance and value of promotional products. Motivators Inc. embarked on an educational and mar-keting campaign last year to do just that – but this one was solely conducted through online means. Videos, blogs, Facebook pages and Twitter posts were strategi-cally weaved together throughout the past year to ensure that Motivators’ customers always knew about the utility of promo-tional items – and the marketing possibili-ties that ad specialties provide. Through humor and education, the campaign resulted in videos that enticed customers and prospects alike to ramp up their use of promotional products. The company’s Motivators.tv YouTube channel consists of new videos every week showing off the capabilities of new items – like the one it recently posted showing off the dura-bility of a cell phone case that it sells. With Pat Benatar playing in the background, viewers see a cell phone dropped into a MAY 2012 | COUNSELOR “ Recipients were blown away by this mailing. The response was fantastic. It’s completely engaging, captures the essence of the butterfly element in the logo, is active and lives on.” Lisa Pine, Axis Promotions ( asi/128263 ) 112 Publication List Using a screen reader? Click Here |
