#1:
Employee Incentive. A long-term goal
such as achieving improved employee health lends itself well
to a continuity program. Samaritan Health System laid the foundation
for continuous employee involvement by choosing the acronym "ECHO"
(Employees Choosing Healthy Options) for its program. First,
embroidered T-shirts were used to encourage employees to fill
out a personal health profile.
Over the following months, a series of health
screenings and seminars were offered. Employees received a stamp
for each event attended. These stamps could then be exchanged
for logoed wellness-themed items, from sweatbands to safey gear
to fitness journals. A simple logo and the colors red and purple
carried through on all the products and materials. Thousands
of employees were motivated to stick with the program following
the promotion. |
#2:
Business-to-Business Direct Mail. Harland
Direct Marketing used a series of locomotive-themed mailings
to reach high-level executives at financial institutions. A sound
card launched the campaign, teasing recipients with the sound
of a train. Over a period of weeks, Harland sent out pieces of
an entire electric train set - tracks, train cars and the locomotive.
The campaign culminated in the personal delivery
of the electric transformer to run the train, along with an engineer's
hat, miniature village and - most important of all - a request
to submit a proposal. Harland's sales reps recorded a 100% success
rate. |
#3:
Product Launch. Over a two-and-a-half
year period, Mercedes-Benz of North America piqued the interest
of consumers by sending nearly three million direct-mail packages
in nine separate mailings to announce the M-Class, its sports
utility vehicle.
The initial mailing was a cardboard box in
a blue sleeve that carried the recipient's name and address and
the copy, "The story of the Mercedes-Benz M-Class has many
parts." When the box was opened, the copy on the inside
of the lid ws, "Here's part one." Inside was a metal
replica of the well-known Mercedes-Benz emblem.
Over the life of the campaign, the story of
the M-Class unfolded, arriving periodically in similarly-styled
mailings with brochures and questionnaires to measure interest
and gather feedback. Everything tied into creating a feeling
that the recipients were part of a select group being given a
behind-the-scenes preview of a product launch. |
