How to Achieve a Long-Lasting Promotion
We always hear promotional products professionals talk about “staying power” and long-lasting promotions. There’s a good reason for that.
When end-users hold onto a product for a long time, that means extended brand visibility for clients. Isn’t that the goal of every promotional campaign? Ellen Allentoff, sales professional at Boundless, Gaithersburg, Md., remembers one promotion in particular where lasting brand awareness was the goal—and the result.
Promo Marketing: Could you tell us a bit about a promotion you see as one of your best?
Ellen Allentoff: My client was implementing a new wellness program and was looking for a way to remind employees to be active on a daily basis. They were looking for a desktop item that was unique, different and fun. Plus, it needed to have staying power. I presented numerous ideas, and, after many discussions, we landed on the Sandvertiser from Colorstrike. I picked up a sample of the Sandvertiser at a trade show about eight years ago—it has been sitting on my desk all this time. I’ve been holding onto this sample, waiting for the ideal opportunity to present and sell it. The client loved this piece because it is unique and fun. The “timer” element is also perfect. It reminds recipients to take welleness one minute at a time.
PM: What was your favorite part about this promotion, in particular?
EA: I loved this promotion because it allowed me to truly provide the client a solution to meet their goals. And, I got to provide them a product that I really think is cool.
PM: Did you run into any obstacles in the course of this promotion? If so, how did you overcome them?
EA: The Sandvertiser has a relatively long lead time. I was very open about this from day one, but the client took a very long time to make a decision. And, at the time they placed the order, they wanted the goods delivered more quickly, but they didn’t want to pay for the expedited shipping. I was able to brainstorm with them on how to overcome this issue and how to position the (late) timing of the delivery of the goods.
PM: Do you have any advice for distributors looking to do a similar promotion?
EA: Think outside of the box. Listen to your client and ask a lot of questions. Be open and honest about production times, set up charges, potential additional fees, etc.
PM: Is there anything you’d like to add that we haven’t asked about?
EA: Work with the supplier to get virtuals and samples to help the client make good buying decisions.