My Best Promotion
More than 60 percent of all recipients conducted some sort of business with Sonic within the first six months of receiving the item. One recipient even used essentially the same promotion for their business. "Their promotion earned them an award for best marketing within their own industry," said Weiner. The award was the SIPA (Specialized Information Publishers Association) Award for "Best Print Effort." Weiner said the client's promotion had an ROI of $2,415 per package sent, for 75 mailed packages total. "Subsequently, our company earned a PPAI Pyramid Award for the promotion," he said.
Weiner stated that the promotion's success reinforced to him the value of maximizing the company's exposure through use of self-promotions. "It is imperative to any business to consistently share its message to stay top of mind," he said.
Though the promotion ran near-flawlessly, Weiner did share one small regret. "We probably could have done a better job of following up directly after sending the pieces," he said. "The responses came quickly, which put our team into action but also may have led to us missing an opportunity or two," he explained.
Some Final Advice
"As with many successful promotions, the item is secondary," Weiner said. "Understand your audience and how you are going to best reach them. From there, the creativity will flow and all of the pieces will fall into place."
Want to be considered for a future edition of My Best Promotion? Contact Michael Cornnell at email@example.com or (215) 238-5449 for a list of questions and other details.