Class:
Multiple Audience Promotion

Type:
More Than $10 Per Recipient

Objective:
To increase sales by 10% over previous year's sales for the same period.

Strategy and Execution:
"Take Me Out To The Ballgame" was the theme for this three month campaign targeted to 1,920 distributors and 58 managers of the Water Conditioning Salt Division. Persons visiting the exhibitor's booth received shelled peanuts or a box of Cracker Jacks. After the show, mailings included a musical card which played "Take Me Out To The Ballgame," Cracker Jacks nested in a bed of shelled peanuts, and third, a customized baseball game in a can. The contest enabled each dealer to earn a scratch off card each time they took delivery on a truckload of salt, e.g., instant singles won a lapel pin, a double, custom leather baseball, a triple an All-Stars jacket and a Grand Slam won a trip to the All-Star game. Territory managers were updated with a "sports page" monthly. The top five sales managers and the five top new account openers were eligible for a drawing for the trip to the All-Star game.

Results:
It was reported that sales were 40% over the previous year for the same period.