Class:
Multiple Audience Promotion
Objective:
To thank major advertisers and
employees for support during the baseball team's National League Championchip and quest
for the World Series.
Strategy and Execution:
Since advertisers increased their space purchases during the Atlanta
Braves' winning season and employees had to work harder with the
expanded editions of the paper, the publishers used specialty
advertising to sasy thank you. As a commemorative gift, a lucite
embedment paperweight featuring the front page of the newspaper
printed the day the team won the National League Championchip was
presented to major advertisers by the salesperson handling each
account. Employees were given by their immediate supervisor a coffee
cup showing headlines from the series with "Our Team's a Winner
Too." Inside the mug was a personal message from the publisher
thanking each employee for their team effort (copy: "So lift this
cup in a toast to the Braves. But lift it, too, in a toast to
yourself. You earned it.")
Results:
The advertiser
described the paperweight as the "best marketing tool we have used
in nine years with the Atlanta Newspapers," and reported a "large
number of thank you replies."
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