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Joy Products, Inc.
14 Vanderventer Avenue
Suite L-5
Port Washington, NY 11050
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| Type of Promotion: |
Increase Sales |
| Product(s) Used: |
Mugs |
| Method(s) Applied: |
Sales Leave-Behinds |
| Glaxowellcome, a pharmaceutical company, wanted to
promote the sales of Zantac, a drug to treat ulcers and combat acid
reflux. Since the drug's unique feature was its ability to "break
the circle of acid reflux," the company highlighted this benefit
by graphically illustrating the point. With thermochromatic mugs, Glaxowellcome demonstrated how the drug
worked by using the addition of a hot beverage into the mug to
represent the introduction of Zantac into a patient's system. The
heat-sensitive portion of the mugs showed a circle of acid reflux,
which was broken when the "medication" (hot beverage) was
added. Copy on the mug read, "Break The Circle." While
graphically illustrating the impact of the medication, the mug created
product association and left a lasting impression which was repeated
with every use. The mugs were distributed by the company's salesforce
at office visits and at a medical congress. The company received
numerous calls from gastroenterologists requesting more mugs. Many
physicians who did not receive a mug called to complain, and
subsequently received a sample. The company continued the use of the
mugs indefinitely. |
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Type of Promotion:
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Special Event
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Product(s) Used:
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Invitations, Phonecards
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Method(s) Applied:
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Special Event Giveaways, Hand Delivery
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Following the merger between pharmaceutical
manufacturers Pharmacia & Upjohn, the new management wanted to
boost morale and also present its vision of the company's future. To
do this a two-day festival was held that was part company picnic and
part pep rally. To motivate employees to attend the event, the
company sent engraved invitations to the festival via intra-office
mail to each department manager. The managers than hand-delivered
the invitations to the people in their departments. Each invitation
contained a free 30-minute prepaid phonecard imprinted with the
company's new name and logo. When the employees used the card they
were asked to answer a short survey. The anonymous survey focused on
employees' perceptions of the new company, and their role in it.
They were asked to agree, disagree or pass on the following
statements: (1) I believe the merger will lead to a more successful
future for the company; (2) I believe that the merger will benefit
me in some way; (3) I feel well-informed about the structure of the
company Pharmacia & Upjohn's phonecard promotion had a
65-percent response rate. The vast majority of employees who
responded to the survey were positive about the merger, and 90
percent of them said they liked being surveyed by the phonecard.
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| Type of Promotion: |
Promote Change in Service or Product |
| Product(s) Used: |
Hats, Scarves |
| Method(s) Applied: |
Salesperson Delivery |
| The purpose was to introduce a new formulation of an
existing cough syrup. Knit ski hats imprinted with "Phenergan
Syrups" were mailed to 19,000 general and family physicians
across the United States. Accompanying the hats were a brochure
("Hats off to new Phenergan Syrups") explaining product
features and a reply card designed to measure recipient response to
the message. Doctors were promised a muffler to match the ski hat if
they returned the card, and the scarves were delivered in person by
Wyeth salespeople. A company spokesperson reported 8,250, or 43.5
percent of the doctors responded. A normal response for this product
group is 15 percent. |
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