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Success Stories |
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| Brand Building Campaign To Teen Girls, Image Is Everything Goal: CosmoGIRL! magazine partnered with nationwide pharmacy chain RITE AID to generate sales of their branded makeup by targeting teenage girls over the age of 15.  Product used:
Funky hot pink and black zebra-striped PVC self-standing photo frame that also doubles as a mirror. Because the back is magnetic, it’s the perfect thing for the girls to use in their lockers. The CosmoGIRL! logo is prominent and immediately conveys the image of being très cool. Also, the manufacturer worked to make sure the mirror was constructed of plastic and therefore unbreakable and safe.Strategy: By working with their promotions consultant and the product manufacturer, asi/34256, the magazine and the pharmacy chain wanted to increase sales of its make-up and build the brand name, CosmoGIRL! Shoppers were offered the opportunity to receive the fun PVC photo frame/magnetic mirror when they redeemed a proof-of-purchase from RITE AID for the cosmetics. The name of the promo, “Makeover Mania” exemplifies the energy and effervesce of the typical “Cosmo girl” and young girls’ newfound love of make-up, hair and fashion. The tagline then asked the young women, “Do YOU have all your beauty essentials?” The corresponding signage within each RITE AID encouraged the girls to “check out CosmoGIRL!’s makeover tips and showed six “must have” branded beauty products. To get the free locker mirror, shoppers only had to purchase one of the products and send in the original RITE AID store receipt. Bob Stepanian, the promotional consultant who worked with CosmoGIRL! and RITE AID to conceive the campaign, believes that both the choice of product and the look and message of the campaign were a perfect combination to attract the target audience. Outcome: To date, over 5,000 frames have been redeemed, and both CosmoGIRL! and RITE AID feel as though the program achieved its goals. “Both companies experienced a surge in sales due to this promotion that included the frame,” says Greg Favish, national sales manger for the manufacturer who made the frame and the point person for this promotion. “They were pleased with the results they saw because they used the frame as an extra incentive to leverage the brand names that RITE AID was selling.” 
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| Client Appreciation Campaign Elegant Candles Help Casino Shine Goal: As a business that often uses products to thank its customers throughout the year, this casino wanted to find something that would stand out and impress its very best clients.  Product used:
A crystal candle filled with liquid paraffin wax and etched with the casino’s logo.Strategy: Using the Fourth of July as a starting point, the casino’s marketing point person worked with her promotions consultant and decided upon elegant crystal candles filled with liquid paraffin wax from asi/57370. The candles were designed with the patriotic theme in mind, and had the casino’s name and “VIP” etched above a holiday-inspired design. Each candle was then packaged with a bottle of liquid paraffin wax and a card noting the company’s appreciation, and shipped directly to the 500 recipients in time for the holiday. Outcome: The promotion definitely grabbed recipients’ attention, inspiring a strong response. “It was a huge success,” says promotional consultant Scott Winbolt. “Everybody raved about them. People sent thank-you notes so the casino was very impressed with the results.” Another option: Or, if you’re looking for a more down-to-earth way to show your gratitude, consider packets of seeds, live tree seedlings or even fully grown tropical plants for an unusual mailing. Try “Thanks For Growing With Us” or other fun tag lines.
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| Sales Incentive Campaign Powerful Promotion Drives Sales Goal: To generate interest and excitement among Waste Management (WM) Inc.’s 1,650 salespeople and 100 managers, several mailings were sent out to announce and support the company’s new “Power of Performance” program created by Sharon Biernat, its promotions consultant.  Products used: Four successive promotional mailers featured a logoed Power Bar; a stainless steel mug; a light-up keytag; and a money pad and shredded-money pen. Prizes such as Cross pen and pencil sets and designer watches were also awarded. The grand prize was a 2003 Mustang GT Convertible.Strategy: First, a “WM Power Bar” was sent to introduce the program and establish the “power” theme. People who signed up on the program’s Web site within the first 30 days then received a logoed stainless steel mug, which would serve as a daily reminder of the contest. A second reminder, an imprinted light-up keytag was sent soon afterwards. It was another daily-use item that also tied in closely to the sales contest’s grand prize: a 2003 Mustang GT Convertible. A last mailer was sent – a $25,000 money pad and a shredded-money pen – to announce the second phase of the contest, a $25,000 cash prize. Other prizes awarded included “WM Power” Cross pen and pencil sets emblazoned with the program logo for any managers and reps who achieved 110% of their sales goals for three months; TAG Heuer watches featuring the WM logo on the clasps for 10 managers who achieved all six established goals; and one $500 and five $150 merchandise gifs certificates in a random sweepstakes. “Creatively, the theme ‘Power of Performance’ boldly stated what the program was all about – the power and control that each person has individually to maximize their own performance and the collective power of the group to improve the entire company’s performance,” explains Biernat. “The variety of incentives, the fun motivational communication pieces combined with a quantity of top level awards made the program meaningful to a broad sales force.” Outcome: Over 47% of the sales force achieved at least 110% of their sales goals each month from January through June 2003. In addition, more than 17% of the sales force achieved beyond 150% of their sales goals during this time. The response was so positive that WM Inc. has chosen to extend the program indefinitely beyond the original ending date.
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