Class:
Business to Business Promotion/Budget
Objective:
To broaden existing client base and
increase awareness among prospective clients about the advertiser's capabilities and services.
Strategy and Execution:
"Positively
Brilliant" was the theme and Albert Einstein the graphic subject for
a four-month promotion targeted to 500 ad agencies and photo labs.
The program inferred the advertiser - like Einstein - has several
distinct talents. Each prospective client was mailed a high-impact
black package with a graphic of Einstein on the outside lid. The
headline beneath the graphic stated "Brilliant..." Inside, against a
bright yellow background, a graphic image of Einstein wearing a pair
of sunglasses correlated to a mounted pair of imprinted sunglasses
for the recipient. Body copy, under the heading "Positively
Brilliant!" emphasized the company's services and encouraged the
prospect to meet with a sales rep. A clock, with the imprint of
Einstein wearing the glasses and the theme line, was offered as a
thank you gift for those making sales appointments. Boxes of samples
distributed at subsequent appointments bore theme copy and
graphics.Results:
The company
reported an 80 percent response as a result of the direct marketing
contact. | 
