Targeted Group Eats Up Restaurant Gift-Card Promo

Most people would associate Scotts Lawn Service with a thick, green lawn but probably not with a thick, juicy steak. However, last summer, selected Scotts customers got just that – or any other meal they wanted – when the company paired up with Restaurant.com for a gift-card promotion.

John Lewis, director of segment marketing for Scotts, says the company worked with Anthem Marketing Solutions to identify customers who were likely to cancel their lawn service during the summer. "Our attrition model takes into account historic cancel data to assign a likelihood of cancellation along with a predicted timing of cancel," he adds.

Customers in that segment received a direct mailer that offered them a $25 Restaurant.com reward if they registered with Scotts online or a $50 card if they registered and signed up for automatic payments. Those who did got a gift card in the mail or an e-mail with a code that could be redeemed at more than 12,000 restaurants nationwide.

"Most of our customers who took advantage of the opportunity simply redeemed the card and enjoyed dinner on us," Lewis says, "but the few who we did hear from told us that they were surprised to receive this type of offer from their lawn-service provider and were delighted to receive this extra benefit for no additional cost."

Scotts had hoped the promotion would increase retention 5% over their control group, but the program resulted in a whopping 26% increase versus the control. "This promotion far exceeded our expectations from a results standpoint," Lewis says. "We plan to initiate similar programs in the future."

Muscle Milk Flexes During Fashion Week

During Mercedes-Benz Fashion Week in early September, passersby in New York were asked to pose in front a circus mirror. (You know, the kind that makes you look skinny.) Two brand ambassadors for 100-calorie Muscle Milk beverages then challenged people to make the altered image a reality by trying their product.

At a nearby GNC location, by Bryant Park, live models posed as mannequins in the storefront window. As part of its "From Cute to Catwalk" live window takeover, Muscle Milk's seemingly plastic women posed while brand ambassadors handed out free samples to the public.

The brand then armed 20 key influencers with a Muscle Milk Fashion Week survival pack. It consisted of a Nike sports bag with Muscle Milk Light, Muscle Milk branded lip gloss, a $100 Nike gift card and a Muscle Milk shirt.

All of these efforts were aimed at keeping busy models, designers, celebrities and members of the media fueled during Fashion Week, via CytoSport Inc.'s ready-to-drink protein-enhanced beverage. Samples were handed out at five key locations, including salon venues, the IMG Fashion Lounge and the Lu Biscuit Cafe.

The campaign is part of the brand's commitment to the promotion of a healthy image and active lifestyle. "Promotional items allow us to relay our messages to targeted consumer groups. For example, at New York Fashion Week our shirts read, 'Ready to Wear, Ready to Drink,' speaking about our Muscle Milk Ready-to-Drink Nutritional Shake, which is perfect for on-the-go fashionistas," says Shane McCassy, lifestyle marketing manager for CytoSport.

Jones-ing for Promotional Products

This summer, Jones Soda proudly proclaimed that it was "the official soda of the road trip." To prove it, the premium soda brand teamed with Griffin Technology to reward people for sharing their most creative photos taken while traveling across North America.

Using Twitter, travelers were asked to make a post with the hashtag #roadtripjones and include their destination or itinerary. Photos and videos could then be uploaded at www.jonessoda.com/gallery and hashtagged through Twitter, Facebook, Flickr and YouTube.

Ten winners received one of 10 Griffin iTrip AutoPilots, and 10 photos from their journeys were selected to appear on Jones Soda bottles internationally. The grand prize winner also received a $500 shopping spree at www.griffintechnology.com. The promotion wrapped up on August 28.

During the summer, the Jones Soda RV hit various locations during a 10,000-mile journey throughout the country, tweeting all the way (@Jones_Soda_RV). Consumers who caught up with the RV or stopped by the soda company's national headquarters received bumper stickers and coupons.

Jones Soda has a long history of giving out branded items and will continue to do so, says Josh Groff, brand manager for Jones Soda. "It is a badge of identity for people who wear and use gear branded with the Jones Soda logo – it's how they distinguish themselves from the crowd," Groff says.

The brand, which has a partnership with the Seattle Seahawks, gave away T-shirts before the NFL team's home opener last year. This year it gave out schedule posters. "By making these personal connections with our fans, they each become brand ambassadors," says Groff. "It is an efficient way for Jones Soda to expand awareness, and it is extremely effective because it is done in a viral and genuine way."

Hanes Wants Us All to Be "Passionately Pink"

For anyone who has ever wanted to create their own beautiful T-shirt design, Hanes provided their big chance. Through October 26, the top-selling, Michael Jordan-fronted T-shirt brand invited consumers to become "passionately pink" in the fight against breast cancer.

Original T-shirt designs that offered messages of hope, love and support were entered to win a weekly $100 Hanes gift card in mid-August. Twelve finalists' designs will be featured at www.hanespink.com between November 11 and November 25. The grand prize winner will be announced on December 7; the grand prize is a $250 gift card and a T-shirt with a screen print of the winning design.

Entrants were invited to use the Web site's graphics tools to create their own design. Each week the first 30 people who participated received a free shirt from actress Sarah Chalke, best known from the TV series Scrubs. (She got into the act by creating her own design, which was also for sale.)

The competition was created to launch Hanes' Pink Collection, as well as to raise awareness and support for Susan G. Komen for the Cure. The Pink Collection line of bras, panties, socks and shirts was available at select stores and at www.hanespink.com.

Hanes announced earlier this year that it had donated a quarter of a million dollars to Susan G. Komen for the Cure. It became the official apparel sponsor of Passionately Pink for the Cure. Hanes will make a $5,000 donation in the shirt design winner's name to a local affiliate or the Susan G. Komen global headquarters.

Chalke said in a statement that she was excited to be "a part of an amazingly dedicated network. Awareness is the best prevention, and this program encourages people across the country to join the fight against breast cancer in a truly meaningful way."

A Real "Cold Call"

In all of my years in sales and marketing I think there is one or maybe two people I have come across that truly like making cold calls. For most sales people it's the part of our job we dislike the most. Here's an idea to help you get a warmer reception on your next "cold call".

So you've got your list of prospects that you want to get in and see. You know if they would only spend 5 or 10 minutes with you, they would realize why they should be doing business with you and not your competition. But it's been impossible getting them on the phone. And they never return your emails. It's come down to...THE COLD CALL! Yikes!!!

No biggie. Try this next time. First call the front desk to make sure your contact is in the office. This wont work so well if they are not. Also, depending on the size of the company, find out how many people are in the office or their department. Send your prospect an email saying you hope to break the ice later that afternoon.

Show up about 3PM with a cool treat for your Cold Call. Your prospect will be delighted when they see you've brought an entire ice cream party for them. Serve and clean up from the party. But don't expect to talk business right then and there. However there is a really good chance you'll get an appointment.

List of Supplies for your Ice Cream Party

• Ice Cream
• Syrup
• Sprinkles & Nuts
• Whipped Cream
• Cherries
• Cups or bowls with your logo
• Spoons (in your corporate colors)
• Napkins printed with your logo
• A nice ice cream scoop that your contact can take home after the party

Things to consider

• This is a way to get in to your TOP prospects. Be sure to do your research ahead of time to make sure this is someone you want to do business with.
• You are giving your prospect a pleasant surprise in the middle of the day. Make sure this doesn't end up being work for them. Set-up, serve, and clean-up so no one has to take time out of their day to do that.
• Have your schedule with you so you can lock in a time to meet then and there.
• Make sure you have extra time in your schedule in the event that your prospect says that "Now is a good time".
• Make sure you are prepared to talk about your company/product/service if you do meet right then.

Planning & Preparation

• Creating an "ice cream party prospecting campaign" schedule is a good idea so you stay on track.
• Start with 100 or so suspects. (You think they are prospects, but not quite sure.)
• Do some research to confirm they are the person you want to do business with.
• Based on that research narrow down and categorize your list to A, B, and C groups.
• Plan a workable schedule over the next several weeks or months. You may be able to throw a party every afternoon, or your schedule may only allow you to get out once a week.
• Start your campaign with your top "B" prospects. You don't want to waste your time on lower level prospects, however you don't want to cut your teeth on the golden goose either.
• Make sure to have a follow-up plan in place as well. You've made this huge impact up front, you don't want it to sizzle out due to lack of contact on your part. Remember it takes an average of 7 touches before a prospect will buy.
• Speaking of huge impact, you have demonstrated to your prospect that you have a strong desire to do business with them. More so than sending a letter or placing a call. This will go a long way to help you land them as a client.
• Don't cheep out on the ice cream scoop. This is a way for your prospect to think about you even when they are not at the office. A nice stainless steel scoop will be used and appreciated much more than a cheep plastic one.
• Once you commit to the campaign, buy your non-perishable goods in bulk at a club store or a restaurant wholesaler. This will save you time and money. You'll still need to buy the ice cream and whipped cream right before the party.

Calculating your Return on Investment

• After you determine how many prospects you are going to include in your campaign you should do the following:
• Get pricing on all of your supplies.
• Calculate the average cost of each party. (Include your time in planning, executing, and following up)
• Calculate the estimated worth of each new client
• Estimate the ratio of turning the prospect into a client based on your history or your industry.
• Finally calculate your estimated ROI

Sample: I decide I'm going after my top 40 prospects. I figure each part will cost me $100 in time and money. My average client is worth $20,000 a year. I figure I'll land 20% of these prospects. The campaign will cost me $4,000. I estimate I will gain $160,000 in new sales. After I subtract my cost and take my profit margin into consideration, I come out with a profit of about $62,000 from this campaign. Of course next year I won't have the expense of the campaign and the referrals I get into other departments and other companies will make this even more profitable for me.

Hmmm, maybe a fun way to celebrate our anniversary of doing business would be to throw another Ice Cream Party? This time I wont have to worry about "breaking the ice".

Using Promotional Products Wisely and Creatively

Conventional and unconventional ideas that work

"Without promotion, something terrible happens ... Nothing!"
-- P.T. Barnum

Try to put yourself in the shoes of a customer or prospect walking the show floor at your next event. You're likely to be overwhelmed by an endless array of Frisbees, coffee mugs, paper weights and squeeze toys. What exactly does it take to catch your eye or to make an impression

Before opening a catalog or visiting a Web site and drooling over all the shiny items available to promote your organization, think about what you can do that will stick in someone's mind and remain cost-effective. Think about what you want the promotional products to do. What do you want to achieve at your next event? Do you want to generate "buzz" and attract attendees to your exhibit? Do you want to make sure every attendee goes home with something in his or her "goodie bag?" Or do you want to be more selective, rewarding actual prospects with something significant?

The best promotional strategies work toward one of two goals -- reinforcing your branding or emphasizing a call to action. Different products work better to help you achieve each of these goals. Let's start considering three types of promotional giveaways: practical, somewhat risky and green products.

Practical and "safe" options with staying power

When branding is your primary objective, give out high-quality, useful, practical items. Choose something that people will appreciate receiving, and will use often -- preferably several times a day. Some popular imprintable options:

• Tape measures.
• Mouse pads.
• Calculators.
• Hand sanitizers.
• Wine openers.
• Key chains.
• Magnets.
• Suntan lotion.
• Ice scrapers.
• Flash drives.
• Pens and highlighters.

Pens? Doesn't everyone give these out? Aren't they old hat? Well, pens remain popular for good reason. They are cost-effective, come in a wide array of colors, are easy to customize and offer a wide rage of prices. Every time your customers reach for a pen, they'll see your logo, your Web site or your phone number. Whenever customers use it, they'll connect with your company. However, don't be too cheap and buy pens that don't work. Request four to five samples in different price ranges and test them out.

Different than the rest but riskier, too

Creative, whimsical or different items will set you apart and are memorable. But they carry some risk unless you find a way to connect with booth visitors or appeal to sentiment. Otherwise, they may get tossed. If you go this route -- be creative and be prepared to spend a little more to make a statement. Some popular options on the show circuit:

• Removable tattoos.
• Earplugs in an imprinted carrying case (for the plane ride home).
• Business cards that turn into a sponge when wet.
• Stress relievers (squeeze toys, Weebles, yo-yos, Rubik's cubes).
• Piggy banks.
• Mint and gumball tins in the shape of a truck, computer, home, etc.
• Chocolate bars.
• Gift cards.

If you are a new company, attend many shows each year or have a new product release, take a chance on a different item and see what happens. Whimsical items are often a great idea for customization -- to really fit your target audience. Earplugs are perfect for road warriors while a Rubik's cube is excellent for engineers or others who solve puzzles for a living.

For instance, one successful promotion at a bank involved sending a letter marked "Gift Enclosed" to key clients. Inside was a single dollar bill. Try giving away a silver dollar and business card to a qualified prospect who takes the time to listen to a full presentation. What's the downside -- $100? It's original, and they'll remember you long afterward -- that silver "cartwheel" will go home with them for sure.

And who doesn't love receiving gift cards? You'll want to save these for those you consider "premiere" customers, but a $10 gift card for Starbucks, ITunes or Amazon will make them remember you.

Green -- Good word of mouth, growing list of options

Recycled, biodegradable, organic -- you name it, it's available. Choose a green promotional item, and you make a statement about your organization and your values. You'll enhance your reputation and foster goodwill. Remember those pens and mugs? Both are available in an eco-friendly form. Some other green ideas:

• Tote bags. Giving out an eco-friendly tradeshow bag provides attendees with something useful for the show and for years to come.
• USB flash drives. Consider offering an imprinted USB flash drive filled with electronic versions of your slide show, printed collateral and an order form. If your budget is tight, hold a drawing, perhaps once or twice a day, for anyone who gives you a business card.
• Water-powered calculators. Just fill the compartment with water as instructed -- and they work! Better still, they don't require batteries.
• Apparel. For those attending an event, eco-friendly t-shirts and polos made from recycled materials are also very popular and cost-effective.

Green items are typically pricier than standard giveaways -- but shop around, and you'll see a lot more eco-friendly items available from suppliers, which indicates an increased demand from consumers.

Consider your audience -- One size doesn't fit all

Do your booth visitors spend their workday in a cubicle, or are they out in the field? Do they work from home, or are they road warriors who live in hotels and airports? Consider these important questions when purchasing branded items.

Gifts -- like promotional products -- have to be appropriate for the recipient. So, choose them carefully. Tradeshow exhibitors have long known this secret to success, and as an event planner, you can learn a great deal from their experiences.

Here's a sampling of giveaways at a recent high-tech event:

• Digital cameras.
• Computer accessories.
• Ergonomic aids like grippers and "stress-relievers" (mouse pads and wrist rests are a little passé at this point).

Tip: You may also consider two sets of giveaways: 1) those specifically for "good" customers or potential leads, and 2) those for general attendees and other vendors walking the show floor, shoving anything they can get for free into their tote bags.

The Do's and Don'ts of Promo Items DO * Make sure attendees cannot remove your name and logo from giveaways. * Choose items that attendees will keep and use, not throw away or eat. * Find something relevant to the local market: windshield shades in the hot summer sun, ice scrapers in the winter (remember it snows in over 40 states). * Give out mugs and cups with your logo when you visit -- or mail them directly to your target group. * Match your items to your target group's interests (e.g., realtors appreciate a carpenter pencil, tape measure or mini-tool kits). * If possible, hand out your gifts personally: Shake hands, smile, get a card, give them their reward. DON'T * Bother giving anything away if you can't brand the product to your company. * Be a copycat: Envelope openers are useful; however, seven at one event is too much. * Give out junk. The little balsa airplane might work well for a company in aviation -- but if it doesn't fly well, it'll come off as junk. * Pass out items in the hope that prospects will give them to their kids. You want the prospects to remember you, not Junior. What's worse, it may feel manipulative to adult recipients.

Think strategically ...

Looking for products that will act as a call to action? These items should have less clutter for higher impact. They should also be highly visible and contain top-level information about your company. Your logo, a tagline and one or two forms of contact are usually the most information that will fit comfortably on this type of item. Keep it simple. Choose a product that will comfortably hold your message.

Looking to get your attendees really engaged with your promotion? A software company recently found a good way to launch a new product. To boost traffic in its tradeshow booth, staff sent a timed series of mailings to their top prospects. Each mailing contained a unique promotional item. In this case, the recipients really couldn't tell what the product was or how to use it. The only way to find the answer was to come to the booth.

This unique approach got people to the booth, and it gave the sales reps time to talk to the customers. As soon as they were done explaining the promotional product, they had a foot in the door to talk about their featured product. Even customers who took the promotional product and ran were exposed to the company's booth and basic message.

As an organizer, you now have a multitude of options that didn't exist even a few years ago. If price is not a major concern, you can really make your items stand out with your logo. Offering eco-friendly items is a great way to make a statement and set your organization apart -- especially since there's a growing demand for green giveaways. The list of eco-friendly options is long and getting longer. Most promotional-product companies offer some green choices, while other companies devote themselves to them entirely.

Even if you choose to play it safe, you have more resources at your disposal to shop for bargains or off-the-wall ideas until you find what suits your organization's goals. Best of luck!

What would you do?

In my reading and research on being a more responsible promotional marketing consultant, I came across this analogy. The writer was likening the way we buy promotional products to the morning ritual of getting our caffeine fix.

Each morning on your way to work you stop by the same quick-stop joint to get your cup of joe. It's something you've done for years. It's convenient, it's always just right, the way you like it. But what if you found out that somewhere between the fields of coffee beans and that first steaming sip that touches your lips in the morning, people were suffering and, even worse, dying - Would that be enough to make you switch coffee shops? Would you be willing to pay a bit more? Would it be enough for you to take a left at the corner instead of a right and change your ways?

As salespeople and business owners, there are bottom line choices that have to be made in order to keep the profit and loss in check. But in today's world, there are new options available. And today, that cup of coffee you were looking for doesn't have to hurt anyone in order to provide us all our creature comforts. Now, there is a shop just another mile down the road that offers Fair Trade coffee, which ensures fair wages and a safe work environment for all involved in the supply chain. As for that fashion-forward tee you are looking for, or the hard goods you need in a hurry, there are ethically conscious companies out there with great products - so no more excuses. Just let your promotional marketing consultant know that these things are important to you.