Better Homes & Gardens Throws a House Party Better Homes & Gardens magazine wanted to spread the word about its “Pink Plaid Cookbook.” Not only did the consumers who purchased the book get some good recipes, they also got the chance to give to Susan G. Komen for the Cure. Proceeds from sales of the book are used to help fight breast cancer. To introduce women to the cookbook, the popular magazine threw 1,000 parties at consumers’ homes and more than 15,000 people came.
How did they pull it off? By hiring word-of-mouth marketing agency House Party, a firm that has modernized the Tupperware party model. House Party finds consumers to open up their homes to promote a product or service. They pick candidates, who sign up at www.houseparty.com, that best fit the profiles they are looking for. Before the event begins, the host or hostess receives a party pack full of branded merchandise, coupons and other giveaways.
“The Better Homes & Gardens party packs featured specially logoed merchandise, which always adds to the fun and exclusivity of a House Party event,” says Kitty Kolding, CEO of House Party. “Our partners at Better Homes & Gardens did a fantastic job using these special products to inspire and activate the more than 15,000 partygoers who attended the parties and to symbolize this fun but important national gathering.”
For the recent Better Homes & Gardens push, attendees received a “Word of Promise” card, pin and bracelet from Susan G. Komen for the Cure and custom designed party favors such as pink logoed napkins, invitations and thank-you notes.
After the event, nearly all of the attendees (90%) said they understood the cookbook’s breast cancer tie-in. Apparently a party that also serves a wide range of freebies is a recipe for success.
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Hot Green Promo
Eco Campaign is Natural Choice for Environmental Law Firm Porter Wright Morris & Arthur LLP’s practice in environmental law goes back to “the dawning of the Age of Aquarius” (the late 1960s, that is,). After decades of serving client needs that have evolved along with state and federal environmental regulations, it’s not surprising that they’ve reached a level of “harmony and understanding” when it comes to the planet.
“Over the past several years, we have increasingly assisted clients in projects defined by beneficial environmental characteristics,” says Marketing
Administrative Assistant Danielle Kirkpatrick. “Porter Wright has, therefore, committed itself to conducting business with a purposeful view toward reducing its environmental impact … As a firm, we have gone green.”
Early this year, they launched an in-house awareness-boosting program, complete with promo products that later also went into a press kit. “Packaged in a recyclable box, we sent a canvas totebag that held a green coffee mug and a tire gauge – all of which displayed the ‘Porter Wright Goes Green’ logo – along with a compact fluorescent lightbulb,” Kirkpatrick says. “The majority of the media kits were sent by bike messenger, stating, ‘This package was delivered by bike messenger and free of greenhouse gasses.’ ”
Tracy Treon, business development manager at the firm, worked with Jim Budden at Something Special Inc., (a promotional products distributor) to create most of the products. Kirkpatrick adds, “We also purchased recyclable lanyards that we used in our internal kickoff program.” The lanyards were imprinted with ‘Reduce Reuse Recycle’ and a green frog that was also used on other materials.
“The positive response has exceeded all expectations,” says John Rohyans, partner and real estate practice group leader. “Hardly a day goes by when I don’t receive a green tip from someone
within the firm to put in our monthly newsletter.”
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