My Best Promotion: Cindy Bruce
Event promotions can be big business. In this month's My Best Promotion, Cindy Bruce, owner of Proforma CSI in Sarasota, Fla., described one that resulted in a $39,000 sale and the chance to fulfill more of the promotional needs for Rosetta, a technology platform developer.
Bruce was tasked with showcasing the technology company's brand at an annual conference. She decided to play off the conference's warm location in Tampa, Florida, offering attendee's Tommy Bahama Shirts as well as a "survival" kit that included sunscreen, lip balm, mints, hand sanitizer, an energy drink and Advil. She also provided a high-quality Bluetooth speaker decorated with the Rosetta logo for the company to give away at a client dinner.
All 2,000 of Bruce's survival kits were given out in the first two days of the three-day convention. Rosetta also received twice the lead volume they were expecting, and consistently received compliments on all of the promotional products.
Promo Marketing: Why did you chose the items you did for the promotion, and why?
Cindy Bruce: The Annual IBM Smarter Commerce conference is held at a different location each year. This year, with Tampa, Florida chosen as the conference location, it provided a great opportunity to launch a tropical theme for the promotional items. The idea was to promote the Rosetta brand in a fun way that would be noticed by the attendees of this large conference.
PM: What was the promotion’s goal?
CB: Rosetta was preparing to attend their most strategic conference of the year, the Annual IBM Smarter Commerce conference. The goal was to promote the Rosetta brand through the use of promotional items and marketing materials. A secondary goal was to identify new leads for business opportunities. The target customers included some of the largest online companies in North America.