What it was purchased for: A bank in a community of about 25,000 people wanted to do a product that would give them good exposure, and have some good shelf-life and be distributed in a very efficient way throughout the community.
How it was distributed: The bank had bought things in the past and found that “over-the-counter” distribution was slow and not very efficient. Distributor rep went to the bank with a great idea. He showed them the Malibu sunglasses. He said that if the bank would put their name on one arm of the glasses and the school name and mascot on the other, he would meet with the high school’s booster club, and since the club has a merchandise table at all the high school football games, the club could give these glasses to every attendee at the game. Of course the glasses would be in the school color. Since this was a large class school, the attendance at games was 4,000 – 5,000 people, with the students comprising at least 1,000 of the attendees.
Result or ROI: Bank loved the idea of providing the high school’s fans with a product they could wear, and the idea that over 2,000 people would be wearing an item that had the bank’s name on it. Distribution could be handled at one game.
Result was that the bank purchased the glasses and the booster club was all for doing a give-away that would draw people to their merchandise table. Everybody involved won! Fans got a free product that they could wear.
Booster club got a product to give away that would draw clients to their merchandise table. Bank got their name and goodwill out into the community at a single game.