For a Rainy Day
THE TEASER
Using an umbrella as a direct-mail promotion may seem a little far-fetched, but Edge described a promotion that did just that. The end-user company, a convention bureau based out of Phoenix, implemented a marketing plan emphasizing its state's sunny climate. Mailed to meeting planners around the country, the inside of the umbrella was printed with a bright, warm scene complete with palm trees and text reading: "If you were in Phoenix, you wouldn't need this umbrella." Caught in a rainstorm, the idea was the meeting planner would see the scene inside his or her umbrella and think that much more fondly about booking a convention in warm, dry Arizona. "I thought it was a fun way of using an umbrella for someone you wouldn't typically think would need one," said Edge.
- Companies:
- Peerless Umbrella
- Stromberg Brand
- People:
- Helen Stromberg