Promotional Products - Advertising Ideas

Today's Idea for the Advertising/PR/Marketing Agencies Industry

Type of Promotion:	Promote Service Offered
Product(s) Used:	Calculators, Pens, Magnifying Glasses
Method(s) Applied:	Direct Mail
The objective was to increase awareness of a media buying firm's services, with emphasis on potential money saving capabilities and professionalism of personnel. An on-going series of mailings was directed monthly to 385 selected advertising agencies and advertisers. The first six specialties that accompanied the mailing were selected to relate to a specific point made in the senior vice president's letter to the target audience. A pocket solar calculator was used to stress the company's state-of-the-art technology. A "Lineliter" ruler, ideal for reading computer print outs, emphasized Vitt's use of research in decision making. A desktop ballpoint pen filled with shredded money suggested that the money advertisers waste unknowingly is as useless as the shredded currency in the pen. Other specialties distributed were a pocket magnifier (the firm had the capability of magnifying profits), a first aid kit (representing help for ailing advertisers), and a junior size desk folder, ideal for media planners. After six months, more than $3 million in new business was said to have been achieved and many complimentary letters were received.