Promo Close-Up - Halloween Haunts
Supplier Treats Customers To A Holiday-Themed Promotion
For the past decade, the staff at Admore Inc. (asi/32050) has put together a unique Halloween promotion, mixing fun and imagery to win the attention of clients. It all started when the supplier had excess inventory of a black paper stock, giving employees a chance to think up some scary good ideas. "The Halloween promotion turned out to be very successful and has taken on a life of its own," says John Andersen, Admore Inc.'s sales manager.
Admore uses its Halloween promotions to show a specific process or graphic enhancement – it's a fun way to educate distributors on ways they can spice up their customers' presentation folders. The firm's internal marketing department is responsible for coming up with the theme before Halloween or whenever they're in the spirit – sometimes even a year in advance.
In its most recent Halloween-themed promo – "Death to Boring Folders" – Admore showcased multiple foil and embossment areas, special die-cut configurations, Soft Touch Coating and the new product introduction of its 4CP digital document folders. The document folders, which were sent to 11,000 distributors and prospects, contained "tombstone" coupon offers. Ardmore produced 200 T-shirts as well, which were sent to key accounts and staff to help promote the offerings to their internal audience. Finally, 300 mugs were also designed and sent to select customers to incentivize feedback. "If they called in after they received the folder and gave us a good comment on the promotional piece, we sent them the mug with monster candy inside of it," says Andersen.
Admore Inc. received a dozen orders two months after the mailer from companies that had used the coupon offer. If history is any indication, the orders might be coming in well into the future.
"There are no expiration dates," says Andersen. "We still get calls about a specific Halloween promo from years ago."
Shannon Etnyre, founder of True North Creative Business Planning, believes that Admore's Halloween promotions demonstrate resourcefulness and practicality. "Not only did they leverage excess inventory and turn it into a revenue building opportunity, they used their Halloween campaign to also give their distributors an example of how to use all of Admore's products," she says.
Admore's goal all along has been to keep its promotions fresh while convincing customers to add more processes to their presentation products. "It's gauged by how customers perceive our brand," says Andersen. "We can handle complicated pieces as well as everyday two-color jobs. To keep with the Halloween theme – custom orders don't scare us."
Etnyre notes that using promotional products has helped Admore recognize its important clients and create a favorable impression with distributors. "Word of mouth marketing is what separates the good from the best," she says. "Admore's innovation is a strategy that is easy to emulate in any company. They thought proactively and took an additional step by providing educational material to ensure their products were shown in their best light. The investment in folder distribution and mugs, T-shirts and candy is small compared to the brand ambassadors they are creating."