Objective: To increase sales of a book by 30% over a six-month period.
Strategy and Execution: Approximately 50 sales personnel were targeted with promotional products to
increase motivation during the sales period, including pens, pencils
and mugs imprinted with the book title, What is Scientology? A
t-shirt imprinted with the book cover graphics was a colorful
reminder, and black and gold pens, watches and clocks were given as
awards. The top award was a leather and fabric "letter jacket" with
the cover graphics embroidered on the back for $10,000 in sales.
Newsletters and fliers on the promotion were sent to all Scientology
churches in support of the book drive.
Results: It was reported that 3,000 books were sold - 60% over goal - and a publisher's
official said the items "were key in creating
excitement."
BRONZE WINNER