My Best Promotion
Promo Marketing: Could you describe a promotion of yours that you consider one of your best?
Mike Beckman: A large I.T. company came to us to request a giveaway for a technology conference and asked for a "techie" item since this was the main group focus. We asked a few questions about the conference and thought a "techie" item would get lost in the crowd. The main focus was based on a new technology called "cloud computing," and [we] thought it would be great to work off this theme. When you think of clouds you think rain—bad clouds equal rain, good clouds are white. We thought it would be great to hand out white umbrellas with the company logo and to add a card that instills confidence in our client's cloud service. "We put the cloud on your side—no matter what the conditions." The card tied the umbrella to their motto, and of course people easily put an umbrellas with clouds.