AWARD WINNING PROGRAMShoteles en Dublin
alberghi a BenidormBy Cliff Quicksell, Jr., MAS

         When considering a program many questions need to be answered:

• Know your budget
• know exactly what your objective is specifically
• develop a theme
• create a strategic plan of execution and of tracking the results
• be creative and explore all opportunities
• always have a follow-up plan
• have fun

         Effective programs have seen over 50, 60 and 70% results and in some cases over 100%. Call for more information on how promotional products marketing can effectively enhance your next program. 

Cliff Quicksell, Jr., MAS @ cliffq@advinadv.com

• Objective: To generate a 15% appointment rate to show the client's portfolio.
• Execution & Strategy: As part of a direct mail campaign, a thought-provoking promotion piece was designed with a photograph on one side with a beautiful woman and the line "The next time you see this image..." and on the back of the card "...you'll want to give me a call."  Teaser copy promised "Expect a unique offer in the mail in the next few days." The mailers went out 25 at a time. A follow-up mailing tube was then sent to the same prospect list. The tube contained a light-sensitive sound chip of a ringing phone, along with a card inviting the potential client to call for an appointment. Also in the tube was a phone card and a message promising an exchange of ten minutes of activated phone card time for a ten minute appointment.
• Results: In some cases, each wave of mailings generated an 80% response. Overall, the projected goal of 45 new appointments was exceeded, with a total of 105 appointments and more than $100,000 in contract work. www.mattinglyphoto.com.

• Objective: To get potential and existing clients to call and make an appointment to show the photographer’s book of business.
• Execution & Strategy: A model was hired to appear as the Scarecrow from the Wizard of OZ. A photograph was taken and an ad was created for a media guide in the Washington DC area. The scarecrow holding a brain in his hands and an inquisitive look on his face with a tagline that read "Accept No Substitutes" brought the Ad to life. A custom coaster of the same image was created and packaged in a straw laden box with a cover letter and a copy of the ad. The package was sent out to 3oo prospects via express mail the day before Halloween.
• Results: An astounding response and appointment rate was realized. Over 210 appointments were secured and over $100,000.00 new business was booked.

          www.mattinglyphoto.com

• Objective: To promote acceptance of a new fertilizer and an existing companion product in the golf course maintenance market.
• Execution & Strategy: The horticultural distribution center targeted 160 grounds superintendents in the promotion of it's new Ringer Turf Restore fertilizer and Terra-Sorb, an absorbant used on golf course areas troubled by lack of water retention. The first specialty used was an imprinted rain cone that was distributed at trade shows and on introductory calls when salespeople left a sample of the Terra-Sorb for superintendents to apply to their greens. On sales calls in which the fertilizer was demonstrated, superintendents received customized clip boards imprinted with application instructions and notepads. The latter contained divisions of an 18-hole course, enabling recipients to make notes for each hole. Imprinted coffee mug mats in the form of a putting green were distributed on calls during which salespeople asked for a report on how the samples had worked. The final promotional item, a ballpoint pen personalized with the recipient's name, was left with superintendents who ordered or expressed interest in the promotional products.
• Results: Shemin's sales manager reported "an unbelievable increase in sales": 60% for Ringer, 51% for Terra-Sorb.

• Objective: To achieve a $20,000.00 goal in room reservations during the first month of the program.
• Execution & StrategyAarhus cheap hotels: A "club" was developed the Eagle Club whereby incoming freshman parents were targeted and mailed a custom imprinted/embossed membership card with a cover letter from the sales manager welcoming them as official members of the "Eagle Club". This club entitled the parents to discounted room rates, free tour information and a gift every time they arrived at the property.
• Results: In the first twenty-seven days of the program over $120,000.00 in room reservations were booked. Over 600% above the clients initial objective.

• Objective: To bring potential and existing clients to view a new web page and to comment on ways to improve his site and to view his online portfolio. Secondly, the desire was to develop an extensive web address book so clients could then review photographic book "on-line"
• Execution & Strategy: Clients were asked via a mailer invitation to go to the web site, review and comment on their findings. As a result each person that responded would get a special T-shirt, a mouse pad and /or an embroidered hat or leather bag, emblazoned with the photographer’s new logo.
• Results: Client received a 38% response rate / visitor ratio and numerous recommendations and accolades about the web site. Too the program generated $90,000.00 in new business. 

cheap hotels Sandnes          www.mattinglyphoto.com.

• Objective: To secure a 20% appointment rate with potential new clients, translating into $7000.00 in initial new revenue.
• Execution & Strategy: Showcasing Imprint’s creativity I chose a miniature Swiss Army knife with its numerous functions – as a symbol of the company’s multi talents and resources. The knife with supporting copy attached was sent to 100 potential clients. A magnet that detached from the mailer served as a constant reminder of Imprint’s unique creativity and service.
• Results: The self-promotion program generated a 35% appointment rate, six new clients and more than $125,000.00 in new business.

• Objective: To give twenty 6^th, 7^th & 8^th grade students at a math conference a real world project in order to raise funds for three charities.
• Execution & Strategy: Students were given an opportunity to learn and understand how to design, create, market and sell a marketable T-shirt. Students created the designs and had the teachers at the conference to vote on their favorite design. The design was then placed on t-shirts; orders were taken and delivered at the end of the conference.
• Results: In just one short week the students managed to raise over $1,500.00 that was donated to three local charities. A true win-win-win program.

• Objective: Primarily to upgrade restaurants declining image. Secondly, to increase sales through different revenue streams.
• Execution & Strategy: A new name was generated along with a new logo. Standards were implemented for staff dress as well as for patrons. A custom line of apparel and assorted promotional products were purchased for resale. In particular a "signature glass" was created embellished with the new six-color logo. Also to attract new patrons and to get the new logo and name out, a twenty foot airship was made with the company logo on two sides. This blimp was tethered 150 feet above the restaurant so patron that would travel over the bridge that came into town would know a new establishment had arrived.
• Results: Problems at the property decreased drastically in the first month. Sales increased and the company store reported record sales with the new product emblazoned with the new logo and company name.

Objective: To increase membership with a targeted mailing to 300 USTA members within a 15-mile radius of the club
Execution & Strategy: A custom box was created with teaser copy that included a custom printed tennis ball and a temporary plastic membership card. The offer "the ball is in your court" gave recipients an opportunity to view and use the club "free" for one week to get a flavor of what the club had to offer.
Results: As a result the club realized a 25% membership increase due to this creative marketing effort.