My Best Promotion
In a post-housing collapse, post-banking crisis, post-Occupy Wall Street world, financial planning for college students has become a popular cause. Adrienne Barker, corporate vice president for Barker Specialty Company, recently handled such a promotion for a University, a campaign designed to make students aware of the school's financial planning services.
Held across four different campuses, the financial planning program was meant to teach students a variety of skills, everything from how to avoid credit card debt to how to protect themselves from identity theft. Barker used a number of products to promote the program, including large razor flags, customized Plinko and Prize wheel games, decorated event coolers, instructional financial planning guides, USB drives loaded with education materials, and ATM debit card pocket registers that allow students to track their spending. She was also heavily involved in the art and slogan design, as well as the planning and use of the products. Below, she describes what made this one of her best promotions.
Promo Marketing: What made this promotion one of your best, and why?
Adrienne Barker: It was my favorite because we were doing something to actually really help students. It was fun sitting down, learning exactly what their needs were and then coming up with the items that would make a difference.
PM: What was the best decision you made with this program, and why?
AB: I think the artwork for the razor sail signs was really great. It's hard to put so much information into one banner, and they ordered four of them because they have four different campuses. So we actually had to make sure each of the campuses had something different because any day, they could pull out a banner and throw it out there.
PM: Did you run into any problems with the promotion, and if so, how did you overcome them?
AB: No, budget would be the most important thing. We had to stick to the budget and be very careful with everything.
PM: Any other insight or advice you'd like to give related to this promotion?
AB: I would say it's all about spending that quality time and getting to understand your clients' needs. Because [when] we sit down, we're just not selling promotional products, we are creating a whole marketing program for clients, even if it's just pens. I never sell just a pen without telling them the best ways to hand it out. We have to explain to our clients how to romance and use promotional products.
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.