Dunkin' Donuts proved America really does run on Dunkin', as it served up coffee, comfort and cheer to runners and spectators at November's New York City Marathon. For the seventh year, Dunkin' served as an official, and highly visible, sponsor, setting up cheering hubs and "refuel" stations at Dunkin' Donut locations along the parade route.
Beginning at 1 a.m., Dunkin' started brewing 12,000 gallons of hot coffee in the Marathon's Start Village to energize the runners. In addition to the coffee, a key component of Dunkin's presence was the branded fleece beanies distributed to runners at the start of the race, a much prized and sought after souvenir of the Marathon. Some 17,000 runners received and wore the hats in the 26.2-mile race. The colors of the hat – pink and orange – left no doubt who the sponsoring brand was.
"This is the fifth year we've distributed our fleece hats at the ING New York City Marathon," says Cathy Chavenet, Dunkin' Brands senior field marketing manager, Metro New York. While the design has varied slightly over the years, the brand's signature colors never change.
Given November's chilly temperatures, the hats proved to be practical and stylish accessories. "It's a wonderful takeaway for those attending the event, and you see people during the winter months wearing the hats all throughout the New York tri-state area," she says.
Dunkin' Donuts considers the coffee and hats it distributes to be a significant part of the Marathon. "Our presence at the starting line with the complimentary coffee for runners and volunteers, as well as the fleece hats, drives brand awareness among a key audience," she says. The hats are exclusive to the New York City marathon and only available on race day.
Some race spectators were also able to receive free fleece caps to keep them warm on the sidelines at 14 Dunkin' "refuel" stations along the route, while supplies lasted. Team Dunkin, a running team consisting of several franchisees and employees, participated in the race for a seventh year. The team represented "everyday, hardworking people doing something extraordinary," Chavenet says.
Dunkin' also set up a station where tens of thousands of fans could create special signs to cheer on runners as they crossed into Manhattan. In addition, they partnered with the New York Mets to bring their brand mascots to this location to join in the festivities. A long line of fans waited to have pictures taken with the mascots. It was a fun way to engage with guests as they created signs for family and friends. "I can't think of a more appropriate slogan for the New York City Marathon than 'America Runs on Dunkin'," says Chavenet. "Dunkin' coffee and baked goods keep our guests running every day, and the Marathon is the premier running event in the United States."
Tell Us How Promo Products Worked For You
We want to hear your success stories on how promotional products played a pivotal role in your business strategy. Do you have a new employee welcome gift program? Have you used promo items in an awareness campaign, product launch or charity event? Let us know and we'll feature your case study in the Successful Promotions newsletter, and you'll also be eligible to win a $100 Visa gift card. Send an e-mail to email@example.com with a brief description of your case study, and we'll contact you for further details.
Desktop Item Promotes Company Store
Earthlink, an IT services, network and communications provider, wanted to promote a new service within the company. The provider has offices around the country as well as three subsidiaries with their own brand and management, and had launched an internal store offering branded merchandise at all three companies. A promotion was necessary to announce the store launch, encourage people to use the service and build a sense of family by incorporating all three logos.
Earthlink brainstormed with their promotional products partner to find a product that met several key criteria: It had to be a useful desk item, it had to be cost-effective and it had to have a large enough imprint area for all the logos and messaging.
The firm decided on 1,000 handy desktop books filled with sticky notes. The book cover was imprinted with the e-store's Web address and logo, as well as the logos of the three subsidiaries. A postcard tucked inside the book welcomed employees to the new store.
To drive sales immediately, a limited-time free shipping offer on all orders was offered. The sticky books were sent to users across all of Earthlink's brands and locations.
Make sure your company store is successful by using it to its fullest potential. Contact your distributor for ideas and the best promotional products to market your store, build awareness and goodwill, and get a better return on your store investment.
Spring is calling, and so are the greens – the golf greens. Check out what’s hot now on the links. Contact your distributor partner to learn more about the products below, and for all your promotional needs.
Par For The Course Hit the course equipped with the latest OGIO ArcLite Stand System, which deploys the legs in an arced motion for improved stability. Has Triple Triangle shoulder strap system and weatherproof fleece-lined pocket. asi/84863
Swing Away STRATA 11-pc. women’s set includes driver, fairway wood, hybrid, three irons and putter that helps women hit long, accurate shots. Promotes faster swing speeds and improved control for more consistency on the course. asi/79680
Fore! Tee off your next marketing campaign with Titleist ProV1 golf balls. Features long-distance ball flight and small feel. Customize with 7/8" imprints and hand out at your next convention or trade show. asi/47700
Tee It Up Bridgestone shoe bag kit includes PVC zippered shoe bag with two extra compartments, golf towel, 10 tees, 7-in-1 golf tool, foam can holder and golf balls. Have your logo printed on each product. Comes in a variety of colors. asi/57653
Double Eagle Men’s performance polo has moisture wicking and UV protection, contrast shoulder mesh venting panel, dyed-to-match buttons, stripe collar and welt cuff and double-needle hemmed bottom with side vents. asi/89380
Fairway Favorite Women’s polo is made of 100% micro poly textured knit with wicking finish. Has self-fabric collar, contrast outer collar detail and contrast V-notch side slits. Laser engraving not available on vintage navy and black. asi/66888
Entrepreneurs Do-It-Yourself Marketing Month
Smaller companies usually don't have a marketing department, and that's why your distributor partner is so important – especially in June. Use this month to take control of your marketing efforts and gain more business and exposure with local media and potential clients. Send press releases with company news along with a logoed item. The bulk in the envelope will ensure it's opened. Use your social media like Facebook, LinkedIn and Twitter to announce new hires. Hold rallies in local parks to publicize your firm's community outreach efforts. Your distributor can help you pick appropriate logoed products, craft press releases and organize rallies.
6 Anniversary of First Drive-In Movie Theater
At their peak, there were 6,000 drive-in movie theaters in the U.S. Today there are about 600. That shouldn't keep you from using tonight as a way to launch a community outreach program. Sponsor a local outdoor movie viewing party either on your company's property or co-sponsor with the local community government. Provide games and prizes before the movie begins and serve attendees popcorn and soft drinks in logoed containers. Your distributor partner can help you with the event including all the logoed giveaways you'll need.
13 Friday The 13th
Paraskavedekatriaphobia is the fear of Friday the 13th, but since this is the only one in 2014, don’t fear it – celebrate it! Throw a fun, mid-year, open house for your clients and potential customers. Decorate with black colors and “unlucky” themes like black cats, broken mirrors, etc. Don’t forget to include “Jason” and other memorabilia from the movie Friday the 13th. Give guests gift bags with logoed products and reasons why it’s unlucky to not do business with your firm.
19 Recess at Work Day
Nothing makes kids happier than when they hear that bell for recess. Have an employee-focused event today where having fun during "work recess" is the objective. Break out into departmental teams with logoed apparel and compete in classic schoolyard games like kick the can, tag, hopscotch, kickball and more. Offer prizes like trophies and other logoed goodies. Your distributor can help you arrange the whole day.
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Diamond Cosmetics offers fun, fashion-forward, and fully customized promotions. Great for give-aways and GWPs. Over 200 nail and 20 lip gloss shades to choose from. Sell these in advance because everything is made to order AND made in the USA. asi/49640
Fashion Biz Wholesale offers quality, fashion-forward garments made from the newest in apparel technology. asi/53731