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Contact Us
By Phone
(516) 767-9280
M-F 8:00-6:00 EST
By Fax
(516) 767-9283
E-Mail Us
Joy Products, Inc.
14 Vanderventer Avenue
Suite L-5
Port Washington, NY 11050
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Back to Industry List
| Type of Promotion: |
Door Opener Making Contact |
| Product(s) Used: |
Pencils, Knives |
| Method(s) Applied: |
Direct Mail |
| The purpose was to promote seed sales to farmers.
Preparatory to a fall-winter promotion, each of 500 dealers in six
Midwestern states were asked to submit five names of prospects,
enabling the firm to produce a mailing list of 3,700 farmers. For this
audience, three mailings, using inexpensive but attention getting
specialties, were developed. They were packaged in small boxes to
arouse curiosity. The third mailer recapped the promotion objective,
copy explaining that the company had decided to forego much of the
print and radio advertising that it had done in the past and direct
those dollars into this dealer direct mail program, called STP or See
The People. Inside was a pencil sharpened down to four inches, copy:
"The short season people," alluded to the company servicing
the short midwest growing season. There was also companion literature
on Tracy's alfalfa and hybrid seeds, and a bounceback card that
promised farmers a free carving set simply by visiting with a Tracy
dealer. The first two mailings consisted of a small bag of seeds,
copy: "A few of the 80,000 reasons to plant Tracy Seeds"
since farmers generally purchased units in 80,000-seed quantity, and a
jingle bell to create a little noise and tie into the Christmas
season. Again, farmers were promised more, free gifts for talking
seeds with a dealer, a metal tool chest and a fire extinguisher. Tracy
was said to have acquired 600 new accounts and another 200 projected
as a result of the promotion. |
| Type of Promotion: |
Introduce New Service |
| The objective was to promote acceptance of a new
fertilizer and an existing companion product in the golf course turf
maintenance market. The horticultural distribution center targeted 160
grounds superintendents in the promotion of its new Ringer Turf
Restore fertilizer and Terra-Sorb, an absorbant used on golf course
areas troubled by lack of water retention. The first specialty used
was an imprinted rain cone that was distributed at trade shows and on
introductory calls when salespeople left a sample of the Terra-Sorb
for superintendents to apply to their greens. On sales calls in which
the fertilizer was demonstrated, superintendents received customized
clip boards imprinted with application instructions and notepads. The
notepads contained divisions of an 18-hole course, enabling recipients
to make notes for each hole. Imprinted coffee mug mats in the form of
a putting green were distributed on calls during which salespeople
asked for a report on how the samples had worked for the
superintendent's course. The final promotional item, a ballpoint pen
personalized with the recipient's name, was left with superintendents
who had ordered or expressed interest in the promoted products.
Shemin's sales manager reported "an unbelievable increase in
sales": 60 percent for Ringer, 51 percent for Terra-Sorb. |
| Type of Promotion: |
Promote Company Awareness |
| Product(s) Used: |
Trivets |
| Method(s) Applied: |
Welcome Gifts |
| The company used a spice chart imprinted on a tile
trivet, along with the company's name, number and promotional message,
for use as a Welcome Wagon gift.
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