PostcardMania, a direct mail marketing firm, has always prided itself on innovative and wacky promotional campaigns. Last year, the company used the romantic spirit of Valentine's Day to generate revenue through a creative social media campaign.
In early February, the company mailed packages which included wax lips and a Valentine's Day-themed postcard to its top 500 customers. The postcard encouraged clients to put on the lips, take a photograph and post it to the PostcardMania Facebook page. Those who complied received a complimentary copy of PostcardMania CEO's informative book, The Ultimate Postcard Marketing Success Manual.
The brains behind the idea was Sarah Kicinski, PostcardMania's CMO. Kicinski's goal was to develop an inexpensive and simple way to target customers who may have been overlooking their direct mail marketing needs. The campaign was essentially a reminder for loyal clients to place their next postcard order.
It was not only a fun way to celebrate the holiday, but it also proved to be a huge success."Out of the 500 customers, 68 new orders were placed on or within the same week as Valentine's Day," says Amanda Rice, director of public relations at PostcardMania."Those 68 orders resulted in $102,637."
Along with the financial success of the promotion, the company also received a hearty amount of social media attention. Eighteen customers posted wax lips photos onto their Facebook page, and three of those customers sent e-mails thanking the staff for their free version of the educational book. Although the campaign targeted returning customers, it also seemed to catch the eye of new prospective clients. The company's Facebook page received 20 new"likes" within the week of the promotion.
Dream up ways to stand out and follow up with loyal clients. PostcardMania used the fervor of the romantic holiday along with the power of social media to generate revenue. Don't forget to have fun with it. Contact your ad specialty distributor for ideas and fun products to punch up sales.
Who knew blinky badges could light up a convention center? Symmetry Software brightened the American Payroll Association's annual trade show when it distributed"Payroll Goddess" light-up badges, as part of a campaign to recognize and thank the unheralded payroll manager. The blinky badges proved to be a runaway hit at the APA Congress convention and sparked an expanded and ongoing merchandising campaign to celebrate the unsung heroes, or more typically, heroines, of the payroll department.
“Payroll managers are the least appreciated employees with the most important position in the company," says Jon Bohnert, executive vice president of Symmetry, a specialized software company focusing on payroll applications, taxation and accounting applications targeted to the payroll industry. The typical payroll manager is female, and highly skilled. They're usually overlooked until something goes wrong with an employee's paycheck, he says.
Every May, Symmetry's flagship website, PaycheckCity, has a booth at the APA Congress."Everyone knows PaycheckCity and our booth, and payroll managers frequently stop by to say they love our products and how easy they are to use," he says. The Payroll Goddess promotions recognize their efforts and"elevate their payroll status," says Bohnert.
Prior to the Payroll Goddess campaign, the company distributed items that Bohnert refers to as"yawners." After the convention where they first gave out the badges, Symmetry started getting calls from newly minted Payroll Goddesses requesting badges for their entire payroll departments. The pins are a significant draw to PaycheckCity's booth. According to Bohnert,"It's all about name recognition and a whimsical approach to what is, frankly, a dull industry sector."
After numerous requests, the company created a Payroll Goddess website and store, and ultimately added"Payroll Titans" to also recognize male payroll managers. The branded merchandise selection has grown to include a wide variety of accessories, such as phone cases, T-shirts, jewelry and even doggie tees, to name a few. The site also features items with other payroll manager humor, including"Married with Dependents," "Show Me the Money" and"I Used to Be Exempt."
“Each year we get a huge spike in interest after our industry convention. We only give the light-up badges away at the APA Congress, and those are still the most popular pieces of swag," says Elizabeth Oviedo, Symmetry marketing manager. Sales of Goddess merchandise also spike at the holidays and during National Payroll Week, which occurs around Labor Day.
“We've found this creative marketing promotion to be so successful at drawing attention to our brand that we trademarked ‘Payroll Goddess' and its logo," says Oviedo. "We've seen increased brand recognition for PaycheckCity, positioning us as the leader in paycheck management tools."
PaycheckCity has an active social media presence, including Facebook, LinkedIn and Twitter, and its website gets nearly 5 million visitors per month.
In order for a brand to truly connect with its target audience, it must show its authenticity, value and dedication. Last year, Tequila el Jimador, wanted to increase brand awareness in the United States, so it launched a national marketing campaign to grab the attention of consumers. Since el Jimador is an official sponsor of the MLS, U.S. and Mexican National soccer teams, it decided to target consumers passionate about the sport and create a link to the authenticity between soccer and the tequila brand.
The Jimi Cup Facebook contest was so successful that it’s back for a second round in 2013. The contest encourages consumers to log onto the Facebook page and complete a form, describing what would be a “Game to Remember” in 500 characters or less. Ten contestants with the most passionate stories are picked for an all-inclusive trip to Mexico to play in a match alongside former soccer legends from the U.S. and Mexican National teams at Casa Herradura in Amatitan, Jalisco.
Upon arrival, contest winners receive a branded backpack that includes a personalized Jimi Cup soccer jersey and pants set for the match, el Jimador brand information, travel information about Guadalajara and a private tour of the Hacienda San Jose del Refugio.
Along with the Facebook element, el Jimador is promoting the contest through point-of-sale materials including English- and Spanish-language posters, case cards, shelf talkers and table-tents. Members of the media who are attending the match in Mexico also receive an all-inclusive trip plus a gift bag filled with keychains, USBs, hats and other branded items. “Our PR team distributed a press release to our key media from sports to lifestyle, and they’ll invite general market and Hispanic outlets to travel to Mexico to cover the event, interview players and winners and tour the Hacienda,” says Jesus Ostos, brand manager for Tequila el Jimador.
The contest has already received numerous entries and Ostos anticipates receiving many more prior to the May 5 deadline. He says the response from last year’s Jimi Cup was incredible. “Contest winners not only had the once-in-a-lifetime experience of playing a soccer match with their idols and socializing with them in various settings, but also had the chance to visit our distillery to see first-hand the passion that goes into tequila,” Ostos says. “We are committed to creating these special experiences for our consumers.”