Class:
Dealer/Professional Promotion/Budget
Objective:
To introduce a new synthetic wood to
lumber yards, builders and architects.
Strategy and Execution:
Specialty
advertising can often serve as a demonstrator, as in this instance.
A block of the advertiser's new synthetic wood was fashioned into a
desk pencil holder. The company name and 800 number were laser
engraved on one side, while the copy "Engineered Wood Products" was
printed on the opposite side. The company logo was imprinted on the
other two panels. Building material dealers, builders and
architects, the target audience, also received a set of imprinted
pencils bearing the company name and 800 number.
Results:
The company
president said "We have had tremendous sales of this new product in
the few short months since we introduced it, and I am certain it is
due to the unique way we have promoted
it."
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