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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: |
Improve Client/Customer Relations |
| Product(s) Used: |
Mugs, Glassware, Clocks |
| Method(s) Applied: |
Promotional Distribution, Holiday Gifts |
| The company developed a new logo, utilizing American
Indian art that represented a bear surrounded by four cubs. It was
featured on coffee mugs, letterhead, jewelry, glassware, clocks and
art-quality prints signed by the artist. The inexpensive pieces were
given to customers (usually retailers), while the more expensive
pieces were used as employee incentives or gifts to special clients.
For a holiday gift, clients were given an imprinted wooden truck
with the company logo on one side, a picture of a bear behind the
wheel on the front, and the words "Here comes the snack
man" on the back. The firm decided that all of its future
specialties would no longer carry its name, just the new logo. Due
to the positive reaction from recipients, the company spends most of
its advertising budget on specialties. |
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Type of Promotion:
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Build Awareness
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Product(s) Used:
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Parchment Scrolls, Chocolate
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Method(s) Applied:
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Direct Mail
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Theme(s):
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Russian/Romanoff, Russia
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Alexandra and Nicolay Mazhirov, two Russian
chocolate makers and proprietors of Alexandra & Nicolay, a
confectionery company, wanted to raise awareness of its brand among
various chocolate retailers and distributors. It developed a direct
mail campaign to target 1,000 prospective clients that had been
prequalified through their attendance at indust Alexandra &
Nicolay's direct mail promotion consisted of a Romanoff "old
world" theme. Targeted prospects received a mailing of a tin of
the company's chocolates wrapped in blue or gold ribbon. The
company's label was pasted over the ribbon and adorned with an
imprinted paper and wax seal. Accompanying the tin was a printed
parchment scroll printed The company name was printed in a typeface
that looked like handwriting at the top of the scroll and there was
also a drawing of the Mazhirov's in Czarist dress. They were
identified as "Former Chocolatiers to the Czar." The
scroll's remaining copy sympathized with the dreams of the
recipients, telling them the chocolate makers understood their
"yearnings." The company's campaign became an ongoing
effort and succeeded in achieving brand recognition. To echo the
promotion, the company's booth at industry tradeshows was designed
to resemble a Czar's travel tent and contained antique period
furniture. All of this attention to detail earned the company new
business, write-ups in various national trade publications.
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| Type of Promotion: |
Product Introduction |
| Product(s) Used: |
T-Shirts, Posters, Table Tents |
| Method(s) Applied: |
Personal Distribution, Point-Of-Sale Displays, Collateral |
| When Wisconsin-based Stevens Point Brewery wanted to
promote the arrival of its new Point Bock Beer, a limited, seasonal
brew, it launched a bock season promotion. The 'official' bock beer
season lasts from January to April due to an old tradition that can
reportedly be traced back to the Middle Ages in Einbock, Germany. Two
rival beer brewers had a competition to see who could create the best
beer for an annual town festival that was held early in the year. The
resulting brews were named bock (short for Einock). To promote Point
Bock to these older consumers, Stevens's parent company, Barton Beers
Ltd., had 400-600 T-shirts printed with the Point Bock logo, which
features the head of a goat ("bock" means "goat"
in German). The shirts were distributed through local taverns and beer
distributors, or at Point Bock festivals held early in the year to
create awareness. The Point Bock promotion lasted until the end of
March to keep up the interest in the beer before the season ended in
April. It resulted in Point Bock becoming the biggest seller for the
brewery, and the production quantity, which is based on demand, has
increased every year since the beer's introduction. |
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