Every marketing effort begins with an idea and a goal to solve a problem, to be memorable, to get results. These 12 projects started out that way—and then soared to unexpected greatness, winning a PPAI Pyramid Gold Award for Marketing at the PPAI Expo 2019 in January.
Supplier Global Promo created a video book marketing tool for distributors. It replaces random, imprinted samples with a highly effective marketing tool that shows the value and impact of the video card promotional product. Samples of this item have been shared at trade shows and through mailings to Global Promo’s partners along with target email campaigns.
This marketing aid features a high-definition seven-inch LCD screen, hardstock cover and a bi-fold window. When prospective clients open the cover, a sample video begins showing the distributor’s logo, then transitions into the sample videos. Bullet points illustrating why video works for marketing campaigns are printed on the left inside flap, while the sample videos show a range of video applications from hospitality to luxury transportation. On the right inside flap, a business card holder stores the distributor’s business card, reminding clients who provided the sample.
The video cards provide an exciting way to share important information by combining full-color graphics and video technology. This tool has been used to launch new products, take clients on virtual tours, make sales pitches, educate patients and providers, and for political campaigns and fundraisers. They have even been used as wedding invitations to share the love stories of brides and grooms.
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The Pitch-in-a-Box was first introduced to the supplier’s sales team as a sales and marketing tool. Over time, it was used as a sales and marketing tool by distributors as well. The original box was one-sided and contained a small sampling of products from just a few of the company’s SKUs. It is now a larger, double-sided kit containing products from every SKU including broad spectrum and all-natural lip balms, organic lip balm, all-natural lip shimmer, hand sanitizers, sunscreens, lotion, a plush hot and cold pack, a gift set and a retainer case. An insert outlines promotional uses and ideas for each product, giving the distributor a competitive marketing edge when using this tool in client meetings. The box can be easily mailed and handed to distributors during face-to-face sales meetings. All the products in the box are decorated with end-user-friendly labels and imprints, and are cushioned in a custom foam insert for a polished presentation. The box’s bright orange color is consistent with Raining Rose’s brand and highlights its products in a professional and easy-to-use manner.
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The objective was to provide distributor partners with a compact, easy-to-transport marketing aid to educate end users about the Ashbury bag collection. The unique branding options were showcased by decorating a best-selling Ashbury backpack with originally designed logos, within a common theme, and offering multiple branding options and numerous branding locations.
To support the promotion, a coordinated hang-tag detailed the locations and decorating methods on the sample bag. Tucked inside were an Ashbury catalog, a printed guide card and assembled swatch books loaded with step-by-step procedures on creating customized BrandShields and BrandPatches. Corresponding patch samples were sewn onto actual fabric samples from each of the Ashbury collections.
The format of the swatch books allowed distributors to customize their sales calls and provide instant samples to end users by either sending them a specific patch or presenting, in person, a swatch indicative of the exact bag material and stitching they were interested in purchasing. This saved time by not having to request an entire bag sample from the factory.
The Spector sales force hand-delivered 500 bags to distributors selected based on their potential for growth in this product category. The company tracked the sales of its BrandShield and BrandPatch decorating options, along with the growth of the targeted distributors in this bag category—both of which have reported a steady rise in sales.
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Gemline developed eight in-depth, cross-market, end-user case studies that address the common problems end users face within specific industries. They are designed to help distributors uncover more selling opportunities. One of the case studies focuses on nurse retention and career satisfaction while decreasing recruitment costs by reducing the need for new talent. In conjunction with other strategic initiatives, the case study shows how branded promotional products helped simplify daily tasks, reduce on-the-job stress and promote healthy living.
Another case study is targeted to customer satisfaction and employee retention programs in the hospitality industry. A third case study supports nonprofit organizations’ fundraising efforts by increasing awareness and engagement.
The full set of case studies is available on the supplier’s website and can be downloaded, customized and shared.
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Stormtech magazine’s objective is to tell the supplier’s brand story to end users in a creative and aesthetically pleasing way. It uses stunning outdoor photography showing Stormtech products in all climates along with editorial-focused articles that are relevant to the Stormtech brand but not necessarily intended to sell outdoor gear.
The product collection concept categories, such as Steady Transit for the travel collection and Let it Rain for rain gear, were introduced and then repurposed on the website landing page and in email marketing materials.
Print and digital versions of the magazine are available. The oversized nine-by-11-inch print version was produced with high-quality finishing details such as a soft-touch aqueous-coated cover. A limited run of hardcover copies were also signed by Stormtech’s founder.
In addition to the publication, Stormtech undertook a new rebranding project. Working with an internationally recognized creative agency, Stormtech overhauled its brand architecture, logo and wordmark, photography standards and style, typography, iconography, color usage, material language and copy writing. All of these elements made their debut in the Spring 2018 magazine.
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Gemline’s integrated print and website strategy is built on the cohesiveness and functionality of two impactful sales tools: a printed catalog and a robust website. The basis of its integrated strategy is to provide customers with look-book type style guides three times a year featuring new products, lifestyle imagery, trend information, pricing and limited product descriptions and decoration.
The guides are intended to drive customers to the website to view the entire product collection that includes videos, sales flyers, collections and other sales tools. This shift in strategy has allowed Gemline to continuously launch new items throughout the year without the burden of an out-of-date catalog. With fewer products to feature, the style guides have become creative and exciting, with a retail look and feel, and product spreads filled with lifestyle and product images and ads.
In 2018, Gemline began providing curated collections of products based upon category, brand, feature and vertical market. Distributors can also create their own custom assortments using these online sales tools, which allow for quick and easy browsing, and sharing of content and ideas.
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In 2018, BAG MAKERS introduced a completely revamped product catalog that is strategically integrated with its online content.
Enhancements to the print catalog include a fold-out cover; a color-coded table of contents; products grouped by material and/or functionality with new products showcased up front; and simplified product information grids highlighting each product’s price by imprint process, along with key dimensions and material details, shipping information and imprint area sizes. Improvements also include fresh product descriptions featuring call-outs and suggested product uses; new lifestyle photography with an emphasis on how the bags can be used; comprehensive order information and art specs; and new sales tools including a spread showing how the perfect bag and imprint exists for every occasion and budget, plus a related case study. The print catalog is interconnected with many helpful online resources, including videos, customizable e-catalogs, flyers and more.
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Terry Town recognizes that industry catalogs need to include extensive information about decoration, set up, colors, etc. To determine the best way to present the information clearly, the company consulted its customers before starting work on its new catalog and the website that supplements it.
Among the enhancements were simplified product descriptions with bullet points that highlighted features and specs; color-coded pricing based on product categories and imprint methods and updated photography for all products, including lifestyle images instead of simple product shots. This allows distributors to get a better idea of how products can be used and what markets to approach.
The catalog is complemented with the company website that mirrors the flow of the catalog. In addition to more information, it provides a variety of tools for distributors to promote products such as downloadable images, templates, a catalog and sales flyer creator, a freight estimator and the ability to create virtual mock ups, request quotes and samples, and share information and photos on social media.
The site also features a dashboard where customers can save items, create projects, take notes and keep track of sample and quote requests.
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The catalog shows lifestyle images and large product photos featuring packaging, gift sets and practical applications for the products. The opening spreads are dedicated to branding options and collections. Colored bars on the tops of pages identify each product category section.
Recognizable icons on each page symbolize decorating, refill and production options, and each item includes a price grid, default branding set-up charge, standard packaging and product dimensions. A numerical index and a useful summary of conditions of sale are placed in the back of the catalog.
Each product catalog page references the website where full product and branding details are located, including images of each branding option and every decorating location. Distributors will also find case studies and product videos for a selection of products, and an interactive live chat with a customer service account manager is available along with a freight calculator tool, online sample order form and a request for proposal option.
The catalog is offered in a full-size and mini version.
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The Duke Custom Cresting catalog features the newest addition to the St Regis Group of Companies with a focus on imprinted drinkware and barware. As the first catalog for the brand, it was paramount that the overall design portray the elegance and contemporary style of the brand, and one that recipients would be proud to display in their own kitchen or wet bar.
Stunning product photography is the centerpiece of this catalog starting with its table of contents showcasing six categories: ceramic mugs, glass mugs, stemware, barware, pilsners and steins, and giftware. Inside, each page shows a single product, allowing the reader to focus on details without being bombarded with choices. The lifestyle images on every category introduction page focus on thirst and drink preparation such as coffee being brewed, wine splashing into stemware and sipping from a glass mug. Clear glass products were photographed using props to help the end user envision the product on their dining or coffee table.
Each section features clever introductory descriptions to help users find products along with section tabs on the right edge of the pages to aid navigation. With a goal for consistency throughout the catalog, every product page includes all pertinent product details, specs, pricing and packaging images that have proven to be considerable sales aids for distributors.
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commonsku designed the gear for its inaugural business bootcamp, skucamp, which attracted about 100 promotional products entrepreneurs. The objective of this event self-promotion was to use products from the sponsors in a unique and creative way that would impress and inspire attendees and help ignite their imagination to think creatively about how promotional products can be used at their events.
Attendees were presented the gear when they arrived at skucamp and were greeted by a small pop-up shop featuring all the skucamp products creatively displayed to enhance the aesthetic of the event. Included were custom pennants featuring every supplier’s name in an old school font.
Since the event was hosted partly outdoors at the sunny and eclectic Ace Hotel in Palm Springs, a camp aesthetic was part of the theme. In addition to the products pictured, event gear included campfire mugs, sunglasses cases, sunscreen and lip balm and s’mores kits for use around the firepits.
The reward for conference organizers was the surprised and delighted looks on attendees’ faces and more than one compliment saying, “This is swag done right.”
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In a time when personalization is becoming more and more popular, Axis set out to do three things: demonstrate its ability to combine hyper-personalization with state-of-the-art technology and stellar promotional products, show clients appreciation and celebrate another successful year with customers.
Axis sent more than 1,700 of its best customers an email with a link to a special microsite where they were asked to complete a survey asking their birthday and apparel size, along with their favorite candies, color and charity, which Axis would donate to.
Next, customers received a box labeled “Just For You,” filled with their favorite candies in personalized pouches. As an extra special gift, 757 VIP clients also received a link to a gift store where they could choose a high-end item and customize it to fit their style. Products included bluetooth headphones, a bluetooth speaker, a powerbank, a smart button, a tumbler, three jackets in men’s and women’s styles, a pair of luggage tags, a blanket and a fitness tracker. Clients then chose their customization and every gift was packaged with custom labels and drop shipped to their chosen location for a truly personalized gifting experience.
Axis received an overwhelming 85 percent redemption rate and continues to leverage strong partnerships with clients in every niche and market.
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DistributorCentral redesigned its logo to replace outdated and confusing imagery and give customers and prospects a cleaner, clearer message. The original logo used a combination of a solar eclipse and an arrow but the meaning of the eclipse had lost its original meaning and the arrow was pointing downward—subliminally giving the wrong message. A team of five reviewed a range of options and ultimately made modest changes: removing the eclipse and flipping and inverting the arrow while leaving the fonts, spacing and original colors. The change retained the history of the brand while ensuring the appropriate message was being portrayed. It took DistributorCentral about two months to roll out the new logo across all locations and update the logo on business cards, flyers, external website, dashboard user interface, page loading spinner, trade show booth, social media channels, giveaways, internal artwork and the building sign.
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Since 2014, the company’s brand had evolved but didn’t represent its core belief in a clean, quiet and minimalistic approach to design, and didn’t differentiate it from the thousands of other distributors. The year-long rebrand was a cohesive collaboration between President and CEO Oliver Gagnon, who provided the vision, and two design agencies who executed it into tangible deliverables. Several clients were consulted during the process and their advice helped shape the strategy.
What resulted was a complete overhaul of the brand including messaging, unique selling proposition, brand identity and marketing collateral—no aspect was left untouched. The website was completely redesigned, all messaging was written to reflect the new brand culture and every element of our marketing collateral from stationary to merchandise was redesigned and introduced into the marketplace to reflect a new and improved brand persona.
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Since 1988 Terry Town has been known for holding high-quality standards and developing innovative products, its branding needed to communicate these same values.
The first step of the plan was to change the logo which had a nautical coloration theme and was a better reflection of when it was primarily a towel company. Now with a product line that included blankets and home accessories, the logo needed to be more retail and less seasonal, and showcase a strong commitment to social compliance and product safety with a fresh, modern look. The new logo, with its
