Case Histories

The American Drive-In Movie Theatre

Objective: To generate national media attention and create awareness of a new book.

Results: The book and its author received coverage in over 200 regional, national and international newspapers and magazines, interviews on 49 radio stations, and appearances on four national television networks.

Eight weeks prior to the release of his new book, author Don Sanders launched a postcard mailing to the media, announcing the publication and hoping to generate interviews and coverage. Two weeks later, a press release was sent out in an imprinted three-ring binder. Two weeks after that, a month before the book's release, a select group of major media outlets received a logo-embroidered cap announcing the book. If a particular media outlet expressed interest in doing a story, writing a review or offering prizes on the air, they would receive either a T-shirt, a silk-screened or embroidered cap, a series of commemorative postcards-or all of the items. Following publication of the book, participating media received a junior desk folder with a full-color picture of the book cover on the front and a wooden commemorative block featuring the book cover on one side and a brief summary on the other side.

Cemstone

Objective:To increase sales volume and profitability, and to raise awareness about a new form of cement tinting technology.

Results: The colorful program resulted in more than 200 in-person presentations, and in the first year, Cemstone saw a 59-percent increase in sales.

To announce the company’s ability to provide “liquid color” batching in the cement tinting market, Cemstone divided the target audience into two categories: an “A” and a “B” tier. The “A” tier¾350 key customers and influencers¾received three mailings. A liquid color-filled “ooze box,” a liquid color-filled mouse pad and a magnet postcard all underscored the idea of “liquid” and “color,” two themes that summed up the company’s new technology. Each mailing contained a cover letter and brochure. Another 1,500 “B” tier mailings were sent containing only the letter, brochure and magnet postcard. A Power Point presentation was also designed in tandem with the promotion for the sales force to use when calling on customers. The unique promotional items, carefully chosen “A” and “B” lists and a well-written cover letter cemented the campaign’s success!

Coors Brewing Company

Objective: To attract at least 50 percent of their independent sales agents to attend their training school and learn about the company's lighting products.

Results: It was reported that 275 of the targeted 350 sales agents (78 percent) participated in Illumination U. A number of the participants sent letters of thanks that were very complimentary about their training and how enjoyable it was.

The lighting company created a training school known as "Illumination University" at its facility in Vicksburg, MS. To create interest and spur enrollment, they developed a college-like logo for "Illumination U" and used it on a range of items. Stationery was printed to invite agents to their training session and during classes for daily agenda sheets and other handouts. A black imprinted backpack, notepad and pen greeted students as they arrived at their desks. College style pennants were used in competitive exercises and played off the idea of fraternities with such created Greek names as Lambda River Delta. Sweatshirts were given to each participant on the second day of the training session and caps were awarded to members of teams with the highest scores on daily tests. A granite-look plaque was given to each agent upon completion of the training.

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