A Thing of Beauty
"To the planner, we created the information and guide pages at the front, then created a calendar section that included 'Expression of the Month,' a space for the student to write the literal translation, and then finished each calendar page with an actual student testimonial.
"On the cover of the planner, we printed the corporate logo in silver, scaled back to 30 percent to create a sort of 'silver shading.' We then embossed and foil-sealed (in bright silver) the 30th anniversary seal. We added corporate contact information to the back, and another shaded corporate logo on the inside right pocket."
The Outcome: "In this modern age of graphic-intensive technology and color (over)saturation, the simplistic approach of the pocket folder/planner garnered enormous praise from the tech-savvy students. They were able to keep all their Language Company study materials and paperwork collected and easily accessible without having to buy additional folders or supplies. They really enjoyed the testimonials and began submitting more because they want us to incorporate them into future versions. This had the unintended benefit of direct feedback from the users without requiring The Language Company to solicit responses."
Submitted by Art Silverman, president, American Advertising Specialities NJ LLC, Tenafly, N.J.
The Client: An undisclosed company exhibiting at a recent Las Vegas trade show.
The Goal: American Advertising Specialties NJ LLC was asked to create a promotion that would generate exhibit traffic and new sales leads. "Given the enormous size of the trade show, with several thousand exhibitors, the challenge was to come up with a promotion that would catch the eye of the client's target market and be persuasive enough to drive high-value prospects to their exhibit," Silverman said.
The Solution: "Prospects were mailed a postcard in advance of the show providing information on the client's booth location along with an actual hand of blackjack shrink-wrapped on the card. Prospects were encouraged to bring their card to the client's exhibit and unwrap to see if they had blackjack. Prospects with blackjack received a $100 American Express gift card, and all those who presented their postcard were entered into a drawing for $500 in cash."