During the summer, “drought” is a term that can be equally applied to sales and meteorology. But through its “12 Weeks of Summer” campaign, Logomark (asi/67866) took that opportunity to expand its visibility and excite both its customers and employees.
Over the span of 12 weeks, Logomark launched a new product every week (such as a clip-on safety reflector light) while delivering collateral materials to distributors that called attention to the supplier’s internal digital printing and packaging capabilities.
The company also offered a pair of compelling online sweepstakes (a dream trip for two to Southern California and a chance to win one of three beach cruisers) and created custom microsites with personalized newsletters for each of its regional sales managers to demonstrate the company’s digital marketing tools. Instagram users who followed Logomark and used the hashtag #12weeksofsummer were automatically entered into the beach cruiser giveaway.
Prior to the launch of the campaign, the sales managers received care packages with samples, product flyers and branded “12 Weeks of Summer” garments. Meanwhile, distributors could sign up for a product preview that gave them the chance to be the first to bring the products to market.
To maintain the excitement throughout the summer, Logomark created and sent fun, entertaining videos to distributors highlighting the product as well as the promotion. Leon Lazarus, director of marketing for Logomark, says his marketing team “has been given the freedom to explore new mediums and take risks, which has given rise to the most engaging video series of the year.”
The results? A 5% increase in Web traffic and an 11% increase in the time users spend on the website. The company saw a twentyfold increase in post shares on Facebook and Twitter. And for the period starting April 1, booked sales grew 18% year-over-year.