My Best Promotion

PK: The volume of the promotion and the excitement that it generated in the field and inside the client company was amazing. … Pressure [from] the sales force and the trade demanded that the client make this an annual promotion event, offering repeat sales for us.

PM: Did you run into any problems with the promotion, and if so, how did you overcome them?

PK: Before there was Zappo's, we provided return labels with every pair of footwear that was fulfilled and made it easy for people to exchange shoes if the fit or style wasn't what they wanted. Many people worried that dissatisfied recipients could have a negative impact on the program. By being proactive about this objection, it never became a factor. Fewer than 1 percent of the premiums needed to be exchanged.

PM: Any other advice or insight you'd like to give related to this promotion?

PK: This promotion highlights the importance of understanding the recipient and offering value that relates to their lifestyle and aspirations. The creativity was eight parts courage and two parts differentiation. Dare to be different. Always be relevant!

Want to be considered for a future edition of My Best Promotion? Contact Michael Cornnell at mcornnell@napco.com or (215) 238-5449 for a list of questions and other details.