My Best Promotion
August's My Best Promotion comes from Maria Vick, national account executive, Post No Bills Inc., a franchisee of Adventures in Advertising, Columbia, S.C. Vick was hired by a company in the data communications industry who sought promotion during an upcoming national sales conference in Orlando, Fla. Vick put together a Florida-themed gift bundle to be given to the conference attendees at their hotel rooms. By carefully selecting interesting and thoughtful items, as well as taking a gamble on custom packaging, she was able to craft an extremely successful promotion.
Promo Marketing: What was the promotion's goal? What did you do to make the goal happen?
Maria Vick: The goal was to compile a unique "Orlando" themed gift basket/room drop for conference attendees that would be traveling to Orlando from all over the country for a sales conference. The items we chose all reflected the Sunshine State and were coupled with exciting offers and sales incentives from the client.
PM: What kinds of items did you use in the promotion, and why?
MV: Florida peppermints (essential for networking), alligator-shaped bottle opener, orange-shaped stress ball (for when meetings drag on!), Gatorade (a play on Florida and a little rejuvenation at the same time), trail mix with custom orange-shaped labels we printed in-house, Orlando city map (to familiarize attendees with the city), and a faux alligator money clip (to hold a Starbucks card that the client provided).
PM: What made this a profitable promotion for you? Why?
MV: Every item with the exception of the money clips and Gatorade bottles were branded with the company logo. We were also able to charge for fulfillment/assembly of close to 100 kits.
PM: What was the best decision you made with this program, and why? The worst?
MV: The best decision I made was to keep the promotion unique and unlike anything the conference attendees would expect to get. We kept our creativity shining throughout the entire process. The worst decision I made was to underestimate the amount of time it would take to assemble everything … especially since the packaging was so fragile!