My Best Promotion
Fashion publishing. One of the last few strongholds of the consumer print magazine world. (There's something about seeing pretty, must-have products in print form that everyone seems to love). Demi Giannini (pictured right) and Lisa Gruzas, account executives at CMC Promos, San Francisco, Calif., took the idea of joyful product browsing, matched it with the practical value of a notebook, and created an artistic, exciting and memorable campaign for a pair of clients, a fashion designer and a high-end magazine.
By paying careful attention to the intended user base (fashion enthusiasts and buyers in the San Francisco Bay area), as well as emphasizing graphic and printing quality, Giannini and Gruzas were able to impress not one, but two detail-focused design-obsessed clients. Below, the pair explains the details of their promotion.
Promo Marketing: Could you briefly describe a promotion of yours that you consider one of your best?
Demi Giannini and Lisa Gruzas: Recently we worked on a project with both a high-end magazine and a clothing designer who were partnering to promote the designer's new spring patterns. For this project we presented custom journals from Chameleon Like. After the project, we met Pierre Martichoux at the Las Vegas PPAI show and he told us that these journals were one of his favorite projects for 2011! That was pretty exciting for us to hear.
PM: What was the promotion's goal? What did you do to make the goal happen?
DG&LG: The goal of the promotion was to showcase the designers new spring patterns and to make a splash at their Macy's launch party.
PM: What kinds of items did you use in the promotion, and why?
DG&LG: We selected the 4x6" recycled notebooks from Chameleon Like. We went with this product because it was useful for the end-user at the event, and showcased the designers' patterns in full color graphics on the journal's entire cover, spine and back (the style of binding was book-bound). Also, the notebooks are an eco-friendly item, which was important to this group of recipients, who were from the Bay Area.