Dole Carrot Company Uses Internal Promotions to Prevent Injuries on the Job

Class: Internal Promotions

Type: More Than $10 Per Recipient

Objective: To prevent injuries on the job, achieve 30% reduction in claims and $300,000 in paid out losses

Strategy and Execution: The campaign used the acronym, S.E.E.D. for Safety Every Employee's Duty, which also tied to the agricultural nature of the advertiser. The kickoff event involved numbered buttons which - worn daily - entitled accident free employees to take part in prize drawings. More than 20 other products were utilized ranging from hard hat decals and key tags to quarterly safety recognition awards such as embroidered stadium blankets and radios. Copy carried out the main theme, "Planting the Seed of Safety and Harvesting the Rewards." Bi-lingual imprinting on products ensured that all employees knew all aspects of the campaign and the potential rewards.

Results: "One hundred percent of the 600-plus employees participated. At the end of the first four quarters, a 67% decrease in recordable claims was achieved," said an official, which was an all-time record.

Schmidt Lumber LTD. Uses Business-to-Business Promotions to Generate
Appointments with Potential Buyers

Class: Business-to-Business Promotions

Type: More Than $10 Per Recipient

Objective: To generate appointments with potential buyers in two new markets

Strategy and Execution: A delayed fulfillment program via direct mail was designed to create visibility in the offices of 100 top builders and cabinet shops. A custom desk organizer shaped like a train was created. Targeting two to three prospects per month, the advertiser first mailed the track-imprinted base, the wooden caboose and two imprinted pencils with a brochure headlined: "We put this in first because you always have the last word." The next day, a logging car (to hold business cards) and a second theme brochure were sent followed by the coal car with brass paper clips and a brochure that hinted, "All that remains is the part that makes the whole thing go. And he'll be calling you soon." The advertiser's salesperson delivered the engine in person. Each piece was an example of one of the advertiser's wood products.

Results: Of the prospects contacted to date, 75% have been quoted and 50% have made purchases.

LXE Inc. Uses Trade Show Promotions to Increase Traffic and Qualified Leads

Class: Trade Shows & Exhibitions

Type: Under $10 Per Recipient

Objective: To draw trade show traffic and qualified leads

Strategy and Execution: Adopting a futuristic theme for its booth at two trade shows, the company sought to demonstrate that its new communications systems would enable distribution centers to attain complete mobile and wireless operation.

Warehouse and distribution managers visiting the LXE booth were greeted by the company's "Wireless Warriors" who invited them to the "shooting gallery" kiosk, an arcade-style computer game. There they could take aim with LXE's promoted barcode scanner on the "Distribution Deadlies," cartoon characters representing warehouse problems. Silver-metallic hi-tech glasses, like those worn by the Wireless Warriors, were awarded to players achieving a certain score. The highest scorers of the day won cordless telephones that operated off the same frequency as the barcode scanner. All booth visitors were given silver-foil shopping bags and silver-holograph diffraction stickers (copy: "Join the Mobile Enterprise").

Results: The trade show manager reported a 98% increase in leads at one show where attendance outdrew "even the Dallas Cowboy Cheerleaders in the adjacent booth ...." Leads at the second show were up by 41%.

American General Life & Accident Insurance Co. Uses Sales Incentive
Programs to Motivate Their Sales Force

Class: Sales Incentive Programs

Type: More Than $10 Per Recipient

Objective: To motivate a sales force through a contest offering quick redemption of prizes

Strategy and Execution: Eager to achieve its 13th consecutive quarter of growth, the insurer needed to perk up summer sales, traditionally the slow period for the out-in-the-heat door-to-door agents. Hence, the "Summer Fireworks!" contest. Agents were told in the kick-off video, "The long hot days of summer are your window of opportunity to sell and reach new heights." The company's 5,000 agents were issued a scratch-off card for every application they wrote. At the weekly sales meetings, the agents ceremoniously scratched their cards one at a time to build excitement. Winners were verified and prizes such as auto dashboard note holders, six-pack coolers, caps, vinyl bags, watches and calculators were awarded at the next meeting. Each ticket was entered into a weekly sweepstakes that offered a Cancun vacation, a cruise and various merchandise prizes. At the end of the contest, there was a grand prize drawing for a $10,000 car voucher.

Results: With new applications averaging 500 a week, American General obtained $1.25 million in new premium income and attained its historic 13th quarter of growth.

Cellular One Uses Consumer Promotions to Increase Customer Awareness

Class: Consumer Promotions

Type: Under $10 Per Recipient

Objective: To increase customer awareness of a new service, and their new 800 customer service number

Strategy and Execution: Feeling that their newspaper ads had become "old hat," the advertiser wanted to add impact to their new series of ads. Using the local daily newspaper to gain important visibility, a "3x5" Post-it® note was placed on the front page with a two color imprint directing readers to the client's ad in the first section of the newspaper. Since this was the first time a company had done such a promotion, guidelines had to be negotiated with the paper and the involvement of the local carriers who applied the notes.

Results: Phone calls to the advertiser increased 300%, store volume increased 50%, and a follow-up survey showed that customers saved the notes for future reference.

American Mobile Satellite Corporation Uses Sales Incentive Programs to Sign on New Dealers

Class: Sales Incentive Programs

Type: More Than $10 Per Recipient

Objective: To create a goodwill package to welcome new and prospective dealers to sign on as representatives of a new wireless telecommunications service

Strategy and Execution: Approximately 250 potential dealers and resellers throughout the United States, Canada, and the Caribbean comprised the target audience. Each was sent four separate mailings in customized goodwill packages containing promotional products imprinted with the company's new division logo, Skycell. These "authorized dealer kits" included such items as baseball caps, window stickers, plaques, Lucite displays, key fobs and polo shirts, all designed to give the prospective dealers a sense of belonging to a team. Company information literature accompanied each kit.

Results: Of the original 250 potential solicited dealers, all were signed up. A second group of 250 dealers were also signed up.

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