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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 of Advertising Space/Time |
| Product(s) Used: |
Puzzles |
| Method(s) Applied: |
Direct Mail |
| The publisher was concerned that not enough large
corporations were advertising in Inc., which was perceived as a
magazine focusing on small and growing businesses. An ad in Inc.'s
January edition promoted the March "100" issue which would
feature the fastest growing 100 publicly owned corporations. During a
two-week period, a custom die cut puzzle was mailed to approximately
10,000 current and potential advertisers. The 15-piece puzzle featured
six diverse covers from previous Inc. issues with copy reminding
recipients of the special issue and the March 15 deadline date. A can
mailer was used to package the puzzle and carried the slogan, "15
moves to greater profitability" the moves being the 15 pieces of
the puzzle. A "tremendous success" based on "massive
inquiries and compliments on the piece," according to the
Marketing Promotion Manager. |
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Type of Promotion:
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Promote Change in Service or Product
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Product(s) Used:
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Mugs
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Method(s) Applied:
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Salesperson Delivery
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The objective was to secure radio publicity
that would reinforce an advertising campaign introducing a
redesigned newspaper format. The campaign promoting a morning
newspaper featured six different print advertisements, each
emphasizing a different section or feature of the paper. To augment
the campaign, publicity from 15 Seattle radio stations was sought.
Each advertisement was reproduced on coffee mugs and for six
consecutive mornings Post-Intellingencer pesonnel would appear at
the stations with a mug of hot coffee, a roll and a copy of the
morning paper for each person at the studio. By the end of the week,
station personnel had accumulated a set of coffee mugs. In addition,
billboards, bus cards and newspaper advertising contributed to the
multi-media campaign. Publicity developed after each unit as
broadcasters mentioned the newspaper on the air. In the two month
period following the campaign, Post-Intelligencer circulation was
said to have increased by 15,000 readers.
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| Type of Promotion: |
Increase Subscriptions |
| Product(s) Used: |
Videotapes |
| Method(s) Applied: |
Television |
| Theme(s): |
"New York Rangers" |
| Sports Illustrated used the New York Rangers' Stanley
Cup victory, the team's first since 1940, to boost subscription
orders. Within an hour of the championship, the magazine aired a
60-second direct-response TV spot showing real-time footage of the
game and offering a Sports Illustrated commemorative issue, a
videotape of the event and a $45 merchandise upsell on order. To
execute the promotion, Sports Illustrated required the cooperation
of a number of players: the MSG network to reserve a spot in
post-game to air the commercial only if the Rangers won; Madison
Square Garden to provide editing facilities at the game; the NHL to
provide immediate footage and clearances; and the in-house marketing
team to coordinate the campaign. The commercial also ran during
early morning news and cable sports programs nationwide and in the
New York metro area to capitalize on the excitement generated by the
Ranger triumph. Within the first three hours of its airing, the ad
had drummed up more than 600 orders with a 75-percent upsell. Total
orders during the 26-day promotion exceeded 7,500. |
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