GOLD WINNER
Class:
Business to Business
Type:
Under $10 Per Recipient
Objective:
To inform pharmacists about a certain
prescription drug newly available in a daily dosage and increase
sales rapport.
Strategy and Execution:
To assist
national sales personnel, a promotional product detail kit was
developed. The box lid read, "What's The Cotton Pickin' Deal?"
Inside was a custom designed Swiss Army Pharmacy Knife with a "Cut
and Picker" blade, a tool used by the pharmacist to cut the seal and
pull the cotton from large pill containers. Copy stated "We want to
say thank you - that's what." Detail personnel would point out
product information, new dosage requirements and other pertinent
data. After the presentation the knife was left with the pharmacist.
This promotion coincided with a national television campaign about
the product and the new dosage benefits.
Results:
The company's
product manager found this program to be "extremely well received
with nearly 40% of the 1,000 person sales force requesting
additional Pharmacy Knives."