My Best Promotion
THERE ARE NONPROFITS that provide critical services to veterans in need, but getting the word out about their services isn't always easy. Lisa Mummert, senior account executive for Image Source Inc., Santa Rosa, Calif., shared a promotion that was able to achieve such an objective, creating a promotional thank-you bundle for veterans that included information about Operation Homefront, an organization that provides financial and practical aid to veterans in need.
Promo Marketing: Could you briefly describe a promotion that you consider one of your best?
Lisa Mummert: My team and I partnered with Jackson Family Wines to create a custom wine box for the Murphy-Goode Operation Homefront project. The box included a custom molded challenge coin, preloaded dog tag USB and 5x7" printed card. The wine box itself was branded with a foil stamp and included a custom die-cut insert to hold the USB and two bottles of wine.
PM: Who or what kind of business was your client?
LM: A winery. Operation Homefront is a nonprofit group that Jackson Family Wines donates to help military veterans get back to work.
P What was the promotions goal, and what did you do to make that goal happen?
LM: Create a high-perceived value wine box to showcase the wine and thank the veterans for their service.
How did the winery use these items?
LM: The wines were drop-shipped to wine club members of Murphy-Goode that are veterans.
What was loaded on the USB drive?
LM: Information about the wine and the Operation Homefront Program.
What did you like about the promotion, and why?
LM: This promotion was the first with Jackson Family Wines and was a resounding success. We delivered product on budget and on time. The creative suggestions we made worked out very well.
What was the best decision you made with the promotion?
LM: We found off-the-shelf product that spoke directly to their brand.