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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: |
Increase Sales |
| Product(s) Used: |
Brochures, Notepads, T-Shirts |
| Method(s) Applied: |
Direct Mail |
| Theme(s): |
"Go for the Gold" |
| When Nokia Mobile Phones introduced its Gold Series of
cellular phones, which were to be sold through an exclusive deal with
Bell South Cellular, the manufacturer needed a way to help sales reps
generate demand for a new phone. Because mobile phone sales had
finally caught up to the demand for them, Nokia wanted to create
excitement among Bell South's salesforce when they were introduced to
the product. To do so, Nokia initiated a three-month promotion
intended to build a closer relationship with the Bell South salesforce,
motivate the Bell South direct and indirect sales reps and build the
sales volume of the Gold Series. The company used the theme, "Go
for the Gold," to highlight the phones and to point out the
software and cosmetic differences. The promotion used several prizes
as incentives. The top two winners in each of Bell South's 15 regions
won a weeklong trip to either Las Vegas or Lake Tahoe. For the top two
winners overall, the prize was a weeklong trip to San Francisco or
Alaska. Each destination was chosen because of its historic or
modern-day association with gold. The top two overall winners could
also opt for $5,000 in American Express Gold Card credits. All reps
entering the promotion automatically earned credits that could be
redeemed for American Express Gift Cheques. To keep track of phone
sales, reps were given a phone number to call after each sale. When
they made the call, they had to enter an electronic serial number and
the model number of the phone they sold. Since all phones were shipped
to Bell South's offices, there was no other means of sales
confirmation. The system kept a running total of the figures, and the
reps could call to check on where they stood in the rankings. Each
time they called, they also heard a promotional message about the
contest. To introduce the promotion, Nokia sent the reps a
poster-sized brochure with a phone on the cover that appeared as if it
had been dipped in gold. Inside were the rules of the promotion, a
list of the prizes and the phone numbers to call to report sales. The
company also sent imprinted T-shirts and logoed gold-colored
self-adhesive notepads to all participating regions. To keep the sales
reps motivated and excited, the company generated weekly reports on
the sales and standings, which were sent to the sales managers to
share with the reps. Nokia was extremely satisfied with the promotion,
noting that sales far surpassed its expectations, and the campaign
reinforced its business relationship with Bell South. |
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Type of Promotion:
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Holiday Promotion
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Product(s) Used:
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Atlases
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Method(s) Applied:
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On-Pack, Premium
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Theme(s):
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"Adventure", "Cologne Gift
Set"
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To increase sales of its Adventurer Cologne for
Men in Eddie Bauer retail stores during the Christmas season, the
company used a seasonal promotion that offered the cologne packaged
with an Adventurer Pocket Road Atlas as a gift set for $25. Using
the Pocket Road Atlas by Rand McNally (asi 80640) as a base, an
eight-page outdoor adventure guide of the United States was
developed. Themes included whitewater trips, backroad biking,
wilderness adventures and great hiking. The cover was designed to be
consistent with the Eddie Bauer image and also featured the Rand
McNally logo. The promotion was very successful and produced 100
percent sell-through.
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| Type of Promotion: |
Self Promotion |
| The purpose was to draw booth traffic at a trade show.
The supplier, competing for distributor attention with 464 other
exhibitors at the Specialty Advertising Association International
Winter Showcase, sent a pre-show mailing to 1,516 selected
distributors. The mailing contained a deck of miniature playing
cards with a tent card proclaiming, "You hold the winning hand
with TDC." The cards, which were in the advertiser's product
line, had the supplier's logo imprinted on the backs. Missing from
the decks were the four aces and recipients were told they could
pick them up at the supplier's booth if they presented the enclosed
registration card. More than 30 percent of the targeted distributors
visited the booth to redeem their missing cards and be exposed to
the supplier's sales presentation. |
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