The results
When the trade show ended, use of these promotional items continued as the cam-
paign continued to gain new admirers. The six ad insertions resulted in forty-two
qualified leads. More than 400 leads were generated from the gas pump giveaway
registration. Qualified leads from booth attendance totaled 125. Moreover, seven new
client contacts established at the event lead to further client meetings and work cur-
rently in progress.
“We even had people who wanted to buy the gas pump and put their own logo on it,”
says West, citing the fact that they received similar requests from the aftermarket for
the toolbox. “In addition, we’ve been recognized nationally in graphic award publi-
cations, so from a designer’s point-of-view, that’s a measure of success. But from a
strictly a bottom line point of view, it has generated a lot of interest in the corrugat-
ed end of our business with Love Box Company. It has also increased the awareness
of what LPG Design and Love Box can do for a client in that particular market. So in
our view, that is a level of success and if you look at our outlay costs, it was worth
the investment”
What Worked
So why does this promotion work so well? “I think all the pieces have to integrate
well together and work well together in order to focus the theme throughout the
entire campaign. And, of course, a very important element to the success of the
campaign is follow-up. You can have a very successfully designed and implemented
campaign, but if follow-up doesn’t happen, the campaign won’t be as successful as
it could be,” says Berk.
“It has an element of fun,” cites West, as another reason for the promotion’s success.
What’s his secret to a successful campaign? Simple—a clever use of graphics, con-
cept, and design.
281
Text (DS)
Job:12-84823 Title:RP-Graphic Design That Works
(NEW)
175# Dtp:174 Page:281
NEW)
e:280
276-283_84823 12/10/05 1:40 PM Page 281
..................Content has been hidden....................
You can't read the all page of ebook, please click here login for view all page.