Promote Ad Sales with Promotional Products

Company Name:	Penton Publishing-Heating, Piping, Air Conditioning Magazine
Award Level:	Gold
Industry Category:	Retailers
Industry Name:	Publishing
Promotional Objective:	Opening New Accounts
Award Year:	1995
Promotion Amount:	$10 or More

Objective:	To prompt magazine advertisers to buy space in an issue of the magazine devoted to indoor air quality.
Strategy Execution:	A target audience of 230 advertisers was chosen by salespeople to receive a direct mail package. The package was a box with a decal on the outside that stated “shake three times, then open.” The promotional product inside was a clear plastic cube featuring an insert screened with the image of a person sitting in an office. Inside the cube was a special liquid with glitter and dust. Once shaken, the particles floated through the air of the office highlighting a very intangible topic-indoor air quality.
Results:	The magazine promotion manager reported an increase in advertising of more than six percent, generating sales of approximately $45,000.

Posted on Friday, March 6, 2009 by Kurt McDowell filed under

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