The Combo Sale
AN EXAMPLE:
Seth Weiner, MAS, president of Sonic Promos, Gaithersburg, Md., combined print, packaging and promotional products into a campaign intended to not only thank current clients, but also to create an "in" with prospects.
Along with a thank-you/personalized note, Weiner and his staff packed two tumblers into an oversized box filled with colorful paper. "Our self promotion goals are always the same," Weiner said. "Get in front of our clients or prospects, make a statement and generate a response." More than 60 percent of all recipients conducted some sort of business with Sonic within the first six months of receiving the item. One recipient even used essentially the same promotion for its business. "Their promotion earned them an award for best marketing within their own industry," Weiner commented. The award was the SIPA (Specialized Information Publishers Association) Award for "Best Print Effort." Weiner said the client's promotion had an ROI of $2,415 per package sent, for 75 mailed packages total. "Subsequently, our company earned a PPAI Pyramid Award for the promotion," he added.