Promotional Products Case Studies
American Marketing Association
Objective: To generate interest in the American Marketing Association and to increase membership by reflecting a high degree of industry expertise and credibility.
Strategy & Execution: Using a marketing program to connect with savvy, senior-level marketing professionals is a daunting task. This is an audience not easily won over by average campaigns or unoriginal ideas. Still, the AMA rose to the challenge, opting to keep it traditional by designing a pen, but adding a modern twist to this classic promotional item. Presented at the 2006 “M.planet” industry conference, the handsome, vivid orange pen doubled as a USB flash drive. The drive came pre-loaded with all conference materials: PowerPoint presentations, articles, speaker support, literature and seminar materials. The large capacity of the drives still allowed for plenty of personal storage space. One end of the pen could also be used as a stylus for PDAs, making this “old school” item a thoroughly modern device for the electronic age. Of course, presentation is everything, and the AMA made sure the pen was delivered in a dramatic, black and silver alloy case…totally cool and stylish.
Results: The pens were an immediate hit, but when conference attendees realized they’d be taking home all of the conference materials and presentations on the pen’s flash drive, the buzz surrounding the pens spread even more quickly. AMA continues to get calls from marketing professionals asking about the pen.
Objective: To boost and sustain owner excitement and commitment during the two-year construction phase of a beachfront resort condominium project.
Strategy & Execution: During the construction of the Aqua Condominium Resort, extreme hurricane activity in the area threatened to discourage owners who had signed pre-construction contracts. To keep enthusiasm high among potential owners, developers employed an ongoing promotional product campaign to build brand awareness and loyalty. A collection of premium gifts was selected and branded with the Aqua logo. Throughout the two years of construction, owners regularly received luxury beach towels, tote bags, cheese sets, chef’s aprons, bath robes and other items, all designed to paint a picture of what the relaxing, carefree lifestyle would be like, once the condominiums were complete. The campaign was supported by quarterly newsletters, personal letters from the developer and “road show” owner parties in various cities where pockets of owners lived…truly a multi-faceted, cohesive marketing campaign. The final touch was an acrylic Aqua logoed wine bucket and a bottle of wine welcoming owners to their new condominium.
Results: Upon completion of the property, every pre-construction contract converted to a closed unit. Furthermore, due to heightened brand awareness and buzz, the 212 units condominium tower can boast 100-percent closed status.