Using Promotional Products to Change Company Culture

Company Name:	Walter W. Cribbins Company, Inc.
Award Level:	Silver
Industry Category:	Self-Promotions
Industry Name:	Self-Promotions
Promotional Objective:	Motivating Salespeople/Sales Department Employees
Award Year:	1997
Promotion Amount:	Distributor Self-Promotion

Objective:	To change the 80-year old company’s business direction from product orientation to problem solving or program emphasis.
Strategy Execution:	After bringing key salespeople to the PPAI Winter Show in Dallas, where they realized that they were already creating many programs as exciting as some of the award-winning Golden Pyramid entries, account executives were challenged in a “Pyramid Power” program. The program, introduced in all nine offices of the company, was developed to maintain awareness of the need to be creative in formulating solutions for clients. The very best of the programs would be picked by the company to be submitted to PPAI’s Golden Pyramid competition. To launch the program, a folder stamped with the “Pyramid Power” theme was given to each salesperson. Inside was information on the Pyramid competition with a cover letter explaining the campaign. Entries were due at the end of each quarter, so reminders were sent in the form of an imprinted pyramid-shaped Tri-Liter. When an entry was selected, it was photographed and a miniature Lucite pyramid was given to the account executive to display. Imprinted mylar bags were given to the executive to collect the promotional products used in the campaigns to submission to PPAI. The executive also earned points toward attending the Dallas Show.
Results:	A third of the executives submitted entries. While the company had only one entry in the previous year’s Pyramid Competition, after this promotion, it had 13 entries

Posted on Saturday, February 21, 2009 by Kurt McDowell

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