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Class:
Internal Promotion
Objective:
To increase sales production and sales support during an extended contest period.
Strategy and Execution:
The advertiser
was involved in name and management changes and lengthening of the
period between conventions and 18 months. A personalized ongoing
contact program that would involve home office staff and top
management was needed. The theme, "Top Banana," was created to
inspire salespeople to qualify for the Orlando convention and, with
additional sales, become "The Best of the Bunch" (All Stars) and
earn a cruise. Brochures and commission check stuffers supplemented
mailings of specialties to the agents' homes or offices, including a
slide viewer with scenes of Orlando as the initial mailing. During
the year, a theme-imprinted damp-wipe marker and calendar for
setting goals, a portfolio and a paper note cube were used.
Reinforcing the "Top Banana" theme were golf tees, neon sunglasses,
a banana shaped pencil and an apothecary jar filled with
banana-flavored jelly beans. Home office employees were given banana
pens, t-shirts and a Home Office Hanky and treated to a Banana Split
Building Contest. Qualifiers for the "Best of the Bunch" found more
gifts waiting on the ship - ball-point pens, beach towels, leather
briefcases and gold banana charms for the women.
Results:
The advertiser
wrote, "October was our biggest month ever, and we met our year-end
sales goal in October, two months early. The convention attendance
goal was exceeded by 11%, and cruise attendance goal by
30%."
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