Move Products at the Dealer Level

Strategy and Execution:
At the beginning of this two-month campaign, a dinosaur-themed software program for schools was ranked among the 25 best-selling education software products. Building on the name of the popular software, a dinosaur-themed promotion was distributed to 1500 dealers. It gave details on how to get a dealer's kit. The dealer's kit included a product kiosk, banner, t-shirts for sales staff, promotional giveaway sunglasses, plastic ruler, contest coloring book for kids with computer related products or prizes. The best dealer's display was eligible for a $2,000 award. To attract even more distributors to the promotion, an ad also ran in an industry magazine.

Results:
After the promotion, the client announced that the product had been ranked the number-one selling education software product according to a national monthly schoolware list.

(c) 2008 Franklin Awards
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