Product Used: Write-On/Wipe-Off Boards
Method Applied: Incentive, Promotional Distribution

The University of Nebraska at Las Vegas (UNLV) Football Foundation, which raises money for the university's football program and athletic scholarships, wanted to build interest in the football program among women.

To do so, the Foundation offered an attendance incentive at a designated game. Upon their arrival, all women received a write- on/wipe-off board. The board was shaped like a football helmet and featured the UNLV Football Foundation logo. By offering a logoed item that would be used continually, the Foundation reported it increased women's interest in the Foundation's activities. The Foundation continued to offer the board as an attendance promotion on an annual basis.

Product(s) Used: Coasters, Pocket Planners, Glassware
Method(s) Applied: Direct Mail, Special Event Giveaways

A distributor wished to enhance its image as a leader in the industry to clients, prospects and peers; to provide a model to other small distributors of how to organize and execute a successful supplier/client show, and to increase its fourth quarter sales.

An invitation printed on a ceramic coaster and sporting the special Show 1 logo (copy on the gift box: "Have a cup on me") was mailed to 205 clients, prospects and a network of specialty advertising suppliers and distributors. A reminder mailing, sent a week before the exhibition and followed up by phone calls, included a personalized pocket planner and a second invitation. At the mini tradeshow held at a country club, wine was served in imprinted wine glasses, and tote bags, pens, calendars and caps, all bearing the Show 1 graphic, were distributed to those in attendance.

Thank-you letters and calls from clients and exhibiting suppliers poured in, complimenting the distributor on the quality function. Two new franchise lines were secured as a result of the trade publicity and six distributors requested information on how to plan their own shows. Fourth quarter sales directly attributable to the show totaled $436,640.

Product Used: Sunglasses
Method Applied: Recognition Gifts

A trucking company held a safety meeting with the goal of having its drivers become more safety and equipment conscious. The drivers were given eyeglass retainers, and as part of the meeting, took a driving and equipment safety quiz. Those who passed (which was everyone) were given a pair of Ray Ban sunglasses. As the company wanted the drivers to know it was serious, the combination was selected as expressing its commitment to the program and them. And, it gave drivers a gift that could be used/appreciated on and off the job.
The combination had a strong impact because of the brand recognition and high perceived value. Maintenance costs due to careless or negligent equipment use decreased by 22 percent and the company had no driver-negligent accidents during the following four months.