Introduce New Products and Services

Class: Business-to-Business
Objective: To increase awareness of a bank's commercial loan program; to add five new commercial loans.
Strategy and Execution:
Decision-makers at 200 small- to medium-size businesses were targeted by mail to receive promotional products packaged with brochures. In each, the product and text were related, e.g., an etched money clip pointed out "...after 100 years, we've got things rolling at a pretty good clip." To shine the light on commercial loans, an imprinted flashlight was given.
Results:
By as early as one-third of the way into the six-month program, the bank's VP of Planning and Development reported that "we have achieved 40% of our goal of direct business inquiries."

Class: Dealer/Professional Promotion
Objective: To introduce a new synthetic wood to building material dealers, lumber yards, builders and architects.
Strategy and Execution:
Promotional advertising can often serve as a demonstrator, as in this instance. The client fashioned a block of its new synthetic wood into a desk pencil holder. The company name and 800 number were laser engraved on one side, while the text was laser engraved on the opposite side. The company logo was laser engraved on the other two panels. A set of imprinted pencils bearing the company name and 800 number was included as a companion to the pencil cup.
Results: The company president said, "We have had tremendous sales of this new product in the few short months since we introduced it, and I am certain it is due to the unique way we have promoted it."

(c) 2008 Franklin Awards
Every effort has been made to include correct information - in the event of an error, correct factory information prevails. Items may be subject to a 5% overrun or underrun, and charged accordingly. Setup and/or other fees may apply; shipping not included - please contact us for detailed information or a freight quote. Logos featured in sample photos do not imply endorsement. Research and industry information used with permission (c) PPAI.

^{Contemporary Sculpture for
Corporate, Public and Private Collections.}