My Best Promotion
PM: What was the promotion's goal, and what did you do to make it happen?
MB: The goal for the client was to drive people to their booth and website to learn more about their cloud services. The attached card to the umbrella had an invitation to learn more and their website.
PM: What made this a good promotion for you?
MB: The client was ecstatic that they were the only company not handing out a USB drive and had a majority of the crowd at their booth. Web hits to their site more than tripled a day after the show, demonstrating the impact the cards and umbrella had in driving people to their site and services.
PM: What was the best decision you made with this program? What, if any, was the worst?
MB: The best decision was that we chose a product that was [off] the radar for most companies. People tend to be too narrow in their choices for giveaways and uncomfortable in stepping away from that approach. Our client was willing to take that leap and was rewarded for doing so. The worst decision was simply not having them order more umbrellas. The order was for 500 and there were 1,000 people registered—they ran out of umbrellas the beginning of the second day of the two-day conference.
PM: Did you run into any problems with the promotion, and if so, how did you overcome them?
MB: The main concern was how to add the cards to the umbrellas. We had to drop-ship the umbrellas to the show due to this being a last-minute decision to attend the conference. We simply sent them a hole punch and two bags of large colored rubber bands to loop through the handles. This worked out very nicely and was easy for their booth personnel to do on their own before the show.