Launchpad - Downloadable PDF

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“Free stuff is
always good.
In some
instances
the branded
premium
gets them
impressions
in places they
cannot get
into.”
Jason Ash,
PacificHealth
Laboratories
media watch
Health
Clubs
Pump
p
Up
p the
Promos
G
yms and health clubs, like many
other segments, need to muscle
up to keep cash-challenged consumers interested in signing up
or maintaining their memberships. This is why communicating a chain’s or location’s benefits either through mass media or some well-placed
promotional products is perhaps more important
than ever.
For the first eight months of 2009, the entire gym
and health-club category was much more frugal with
advertising spending. Overall, category spending was
down 30% to $81 million, per the Nielsen Company.
TV ads were the preferred medium, as chains spent
$62 million to blast their messages on the tube.
“Gym and health clubs that want to engage customers for 2010 will have to get their messages out
in the most effective way,” says Robert Passikoff,
president of the marketing consultancy Brand Keys.
“Widgets, tweets and text messages aside, mass media
is still an effective way to get the message out.”
In order to make these dollars count, health clubs
like Curves work to create a point of differentiation. In September, Curves began touting itself not
only as a fitness center, but also as a diet plan. The
10,000-plus location chain introduced its 30-day diet
plan in a new ad campaign that shows a Curves trainer
explaining how it works.
For Retro Fitness, the hook is the gym itself. The
growing chain is ’80s-themed and includes neon yellow décor with black-and-white tiled floors. Members
are invited to watch movies like Sixteen Candles while
they do their cardio. The chain has planned TV and
radio ads, and inked former MTV veejay Martha
12 SUCCESSFUL PROMOTIONS January/February 2010 •
Launchpad.indd 12
Quinn to appear in the ads. To
make sure its phone number
is easy to remember, it even
won the famous phone number 867-5309 at an auction.
Since gyms are social in
nature, they rely heavily on
person-to-person marketing
to spread the word. This is why
promotional products can be
very effective. “It allows them
to add value to their users,”
says Jason Ash, president of
PacificHealth Laboratories,
maker of the Accelerade
sports drink and Forze health
bars. “Free stuff is always
good. In some instances the
branded premium gets them
impressions in places they
cannot get into.”
Gyms, in addition to promoting themselves, receive an
extra source of revenue by letting companies like Ash’s offer
their branded items to its clientele. The Core Performance
Center in Santa Monica, CA,
for example, offers its members a branded adidas gym
bag, a Sheraton gift certifi-
cate, a GoFit stretch band,
an EAS shaker bottle and a
Gatorade water bottle. Core
Performance’s Katie Burke
says these items offer “value
to the customer and branding
outside of the gym. The clientele is usually an attractive
bunch, no pun intended, and
people will pay to get in front
of them.”
Still, health clubs need
to build their memberships
to get to that point, and
premiums can help do that.
Club H Fitness worked with
Bluetrack Inc., to come up
with a program for its customers. It regularly hands out
black dumbbell stress balls.
“These promotional items
are an effective and fun way
to increase brand awareness,”
says Michael Henderson,
operations manager for Club
H Fitness. “They’re fantastic
giveaways at events that help
us attract new members and
are a constant reminder of us
when they’re back home with
our giveaway on their desk.”
HEALTH CLUB MEDIA SPENDING
(FOR THE FIRST EIGHT MONTHS OF 2009)
TV: . . . . . . . . $62 million
Print:. . . . . . . $10 million
Out-of-home:. . $5 million
Radio: . . . . . . $4 million
Online: . . . . . . .N/A
Total:. . . . . . . $81 million
Source: The Nielsen Company
Contact your distributor (see address block on cover) to order your promotional products today!
12/10/09 1:23:44 PM
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hot promotional news & ideas
IZZE “Sparkles” on Facebook
Beverage brand makes the most of social networking.
uI
ZZE isn’t afraid to brag.
The maker of all-natural
sparkling juices is so proud
of its ingredients that it
began telling consumers,
“You’ll Love What’s Inside”
via a new ad campaign that
launched in October.
Print ads discussing the
brand’s lack of refined sugar,
caffeine and preservatives
began popping up in major
lifestyle publications like People
and InStyle. Online, consumers
were invited to use the “IZZE
Sparkle Generator” at http://
connect.izze.com to send “sparkle” messages to their friends.
These messages are a fun way
for the user to let their friends
know exactly what it is that
makes them so special. Fans
can use Facebook Connect
to send their sparkles, and
people who have at least 20
sparkles accepted by friends
will receive a limited-edition
IZZE T-shirt.
“IZZE’s current ‘You’ll
Love What’s Inside’ campaign
highlights our all-natural sparkling juices and provides consumers with the opportunity
to interact with the brand in a
fun, creative way,” says IZZE
Vice President Kelly Carioti.
“Our consumers really connect
with the brand on an emotional
level, and IZZE plays a role in
helping them feel good about
their lives. This unique consumer connection inspired us
to create this new campaign:
the print ads are a reflection
of IZZE’s core brand equities,
70% fruit juice and nothing
artificial,
ifi i l and
d the
h online
li promotion is a way for consumers to share IZZE with their
friends and families.”
Consumers are also invited
to join the “Natural Rewards
Program” for the chance to win
an IZZE-branded iPod if they
have 100 sparkles accepted
b their
by
h i friends.
fi d C
Carioti
i i says,
“Items such as the limitededition IZZE Sparkling Lime
T-shirt and IZZE-branded
iPod Shuffle are not only a way
for us to thank our fans, but
also allows them to take their
passion for the brand wherever
they go.”
SOUNDS OF SUCCESS
Music-related products and unique T-shirts are a natural match.
IT’S ALL OVER
SOUNDS GOOD
RADIO
ADIO HEAD
Cap-sleeve woman’s
V-neck T-shirt is made
of moisture-wicking,
antimicrobial Techno
Dri Interlock fabric. The
style is first cut then
dye-sublimated and
finally sewn. Available
from asi/40586.
SurroundXi speaker system with custom photo
wrap connects to any
portable audio device.
Supports iPod/Nano,
MP3, MP4, CD/DVD
players, cell phones and
more. Available from
asi/61450.
Reverse sound earphones provide audio
listening without damaging the user’s hearing.
System allows ambient
external sounds. Available from asi/36730.
SATURDAY
SHIRT
FACE THE
MUSIC
Ground washing on
the neckband and
hems gives this 55%
cotton/45% polyester
T-shirt a worn, vintage
feel. Available from
asi/89380.
Compact speaker system with concealed signal cable features bi-fold
design that protects the
speakers when being
carried. Can be used as
an iPod stand. Available
from asi/73010.
“Launchpad” continued on page 14
January/February 2010 SUCCESSFUL PROMOTIONS 13
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12/10/09 1:24:01 PM
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hot promotional news & ideas
EA Sports FIFA Soccer 10 Shoots for U.S.
Victory
“Try it before you buy it” strategy promises to score big
fO
ctober was a good
month for video
game maker EA
Sports. In Europe,
it sold 1.7 million copies of
FIFA Soccer 10 in one week,
making it one of the fastestselling sports titles ever. To
rally U.S. fans, EA Sports hit
the road armed with gaming
kiosks and some cool prizes
for players who sampled the
soccer game.
Beginning on October 17
in Chicago, FIFA Soccer 10 was
brought to 15 cities during a
five-week tour. Two vehicles
hit hot spots on both coasts.
The custom-wrapped trucks
held 13 TVs and featured
the new, slimmer 120GB
PlayStation 3. A full-time crew
showed players how to use the
360-degree dribbling systems
and all-new Virtual Pro that
allows the player the chance
to live out the fantasy of being
a professional soccer player.
Major League soccer star
Cuauhtemoc Blanco of the
Chicago Fire, one of three
athletes featured on the cover
of the game, was on hand to
celebrate the game’s kickoff
at a launch party on October
19. He held an autograph session and participated in an instore tournament. The tournament winner received a 42”
Panasonic HDTV.
The tour, which included
free handouts like posters and
T-shirts for game players, concluded November 22 in Las
Vegas. “The EA Sports FIFA
Soccer 10 tour is an integral
part of the overall marketing
campaign, as it provides consumers with the opportunity
to experience the game in a fun
and engaging environment,”
says Darren Lachtmen, director of business development
for rEvolution, the tour’s cre-
ator. “EA Sports FIFA Soccer
10 has the potential to be the
highest-rated sports game of all
time, and we are confident that
providing a unique and memorable opportunity to play the
game will drive consumers to
purchase.”
GET A MOVE ON
Athletic apparel is a perfect fit for players and fans alike.
GREEN TEE
Alo Recycled Tee has
an antimicrobial treatment and is made
from 42.5% recycled
polyester/15% organic
cotton jersey/42.5%
polyester. Available from
asi/89380.
A DIFFERENT
STRIPE
Velocity shorts in
2.4-oz. moisture-wicking
polyester feature
breathable mesh, a
built-in cotton liner,
adjustable tie-cord and
interior pocket. Available
from asi/41325.
14 SUCCESSFUL PROMOTIONS January/February 2010 •
Launchpad.indd 14
KEEP COOL
TOP IT OFF
WARM UP
Cool-N-Dry athletic
hooded fleece is 100%
polyester with a
smooth, durable exterior and a soft, brushed
inner layer. Available
from asi/40788.
Practice cami is constructed of 6.5-oz. 95%
cotton/5% spandex
and features and a builtin shelf bra. Available
from asi/41325.
All-season jacket
features bonded,
lightweight polyester
shell that sheds wind
and rain. Comes in
men’s and women’s
versions. Available from
asi/84863.
Contact your distributor (see address block on cover) to order your promotional products today!
12/10/09 1:24:46 PM
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hot promotional news & ideas
Heinz and Gorton’s “Go Dipping”
Perfect partnership helps consumers tackle mealtime.
ad
M
any people can’t
enjoy their fish
sticks without a
dab of ketchup.
That’s why H.J. Heinz Company and Gorton’s formed a
cross-promotional partnership last year. The two have
been working in tandem to
promote their products as
healthy food options.
In October, they borrowed
a little fishing lingo to further
drive home the point. The
“Gone Dipping with Gorton’s
and Heinz” sweepstakes
debuted in October. Playing
off the Heinz 57 heritage, consumers were invited to www.
gonedipping.com to win a prize
every single day for 57 days.
Winners who hooked
a prize received a “Gone
Dipping” tackle box containing a personalized bottle of
Heinz ketchup, a Gorton’s
Sudoku game and branded
stickers and magnets. They
also received a 57-day supply
of fish sticks and ketchup.
The grand prize winner, lucky
enough to reel in the big one,
also got $1,000.
“The goal of the ‘Gone
Dipping with Gorton’s and
Heinz’ sweepstakes is to
increase consumer engagement with the two brands
and drive consumption of
fish sticks and ketchup,” say
Kiernan Laughlin, senior marketing associate for Gorton’s
Seafood, and Sara Braca, associate brand manager for Heinz
Ketchup, in a joint statement. “A personalized bottle
of ketchup and otherr
giveaways, including
Heinz and Gorton’s
magnets and stickers, provide an added
value for prospective
winners and allow
w
us to reinforce brand
loyalty across both
brands.”
The contest, which
ended December
27, was promoted
on the packaging of
both products, along
with the various health
h
benefits of the products.
Gorton’s has been tou
uting
the natural omega-33 fatty
acids found in its prr oducts,
while Heinz is promo
oting its
tomatoes grown from
m Heinz
seeds.
NOTHING FISHY HERE
Fun, useful promo products will help you reel in new clients.
STEP ON IT
BENDY FUN
CUSTOM MADE
GONE FISHIN’
Custom decals can
be easily applied to
most wall surfaces and
floors. Available from
asi/94172.
Bendable magnetic wire
fisherman with fishing
rod sticks to anything
metal, including its own
fish-shape tin. Comes
in a variety of sports
figures. Available from
asi/61228.
Design a full-color
custom magnet to
fit any promotional
campaign or message.
Magnets are available in
.020” and .030” thickness. Available from
asi/56950.
Tackle box kit includes
a rattling fishing lure,
plastic bobber, flash
spoon, fishing line
clipper and 1-oz. tube
of SPF 30 sunscreen. Available from
asi/38120.
KNEED TO
KNOW
Conversation-starting,
hand-exercising,
stress-relieving Thinking
Putty comes in 30
stock colors or can be
PMS-matched to your
company color. Available
from asi/47056.
“Launchpad” continued on page 16
January/February 2010 SUCCESSFUL PROMOTIONS 15
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hot promotional news & ideas
The Weather Channel Makes it Easier to Rise
and Shine
Multi-sponsor gift card program targets early birds.
FT
here are two things
most people do
when they get up in
the morning. One
is grab a hot cup of coffee.
The other is to turn on The
Weather Channel to see what
the weather has in store for
them. Playing off of these two
rituals, The Weather Channel,
Dunkin’ Donuts and Al Roker
all teamed up for the “Wake
Up With Al” promotion.
Consumers who visited
www.weather.com/wakeup
from October 7 to November
24 could enter to win a $100
Dunkin’ Donuts gift card. The
co-branded sweepstakes entry
page also reminded people to
tune in weekdays at 6 a.m. to
watch Al Roker and co-host
Stephanie Abrams tell them
“Waking up with Al Roker and Dunkin’
Donuts are both popular morning rituals.”
Cynthia Ashworth, Dunkin’ Donuts
whether it was going to be a
raincoat or sunglasses kind of
day.
“Waking up with Al Roker
and Dunkin Donuts are both
popular morning rituals. This
is a great way to reach consumers who need to be alert
and ready to go in the mornings and let them know about
‘Wake Up With Al,’” says
Cynthia Ashworth, vice president of consumer engagement
at Dunkin’ Donuts, in a statement. “It’s a natural fit – watch
America’s favorite weatherman while sipping America’s
favorite coffee, then visit
www.weather.com for a chance
to win.”
The six-week sweepstakes
was advertised via a 15-second
TV spot on The Weather
Channel. In-store displays
including a life-size stand-up
featuring Roker popped up
at many of the nearly 6,000
Dunkin’ Donuts locations.
Online, banner ads appeared
at www.weather.com. People
who opted in to Dunkin’ and
Weather Channel databases
received an e-mail blast trumpeting the limited-time gift
card offer.
EYE OPENERS
Coffee-related products appeal to a wide range of clients.
HOT STUFF
SUPER SLEEVE
GRAB A CUP
GREAT SAVINGS
AUTO-FRIENDLY
Terra 11-oz. cup
features a silicone lid
to prevent spills and
help keep beverages
the ideal temperature.
Double-wall porcelain
traps air for insulation. Available from
asi/51197.
Silicone coffee sleeve
can be reused to help
insulate hot beverages
while protecting fingers
from heat. Microwavable and dishwashersafe. Available from
asi/49135.
Ceramic mug features
a wraparound standard
imprint with base
and handle decorations. Available from
asi/40261.
Logoed discount card
gives clients instant savings with special online
coupons from popular
retail stores and affiliates. Available from
asi/47944.
Orion traveler mug has
stainless-steel outer
layer, stain-resistant
foam-insulated liner
and spill-resistant lid
with thumb-slide
closure. Available from
asi/32145.
“Launchpad” continued on page 18
16 SUCCESSFUL PROMOTIONS January/February 2010 •
Launchpad.indd 16
Contact your distributor (see address block on cover) to order your promotional products today!
12/10/09 1:26:11 PM
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hot promotional news & ideas
ABC Soap Stars Align for a Cause
Actors and fans work to bring beauty to schools.
HS
oap operas give
daytime TV viewers hours of guilty
pleasure. However,
in October, many of the top
soap actors and actresses got
together with their fans to
partake in a program that was
truly guiltless pleasure: volunteering to beautify schools.
During the week of October
19, the Entertainment Industry
Foundation debuted its “iParticipate” program. The multiyear initiative’s goal: to get the
entire entertainment community and millions of Americans
to volunteer regularly.
The highlight of this year’s
effort was ABC Daytime and
SOAPnet’s Soap Nation Tour
joining forces with City Year,
a national youth service orga-
nization. The stars of All My
Children, General Hospital and
One Life to Live banded together
with City Year members to
spruce up some schools in Los
Angeles and New York. The
event was held on October 24.
Clad in branded “Disney
VoluntEARS” T-shirts
(Disney owns ABC), Brandon
Barash, Jane Elliott, Kent
King, Lisa Lo Cicero and
others from General Hospital
were on hand at Ramona
Elementary school in L.A. In
New York, Chrishell Stause,
Melissa Claire Egan and Jori
Petersen from All My Children
and One Life to Live pitched in
at the John H. Finley Campus
School PS 129. Fans interested
in joining the stars were able
to sign up at www.soapnet.com
to reserve their spot.
Those who missed their
chance to join in shouldn’t be
too disappointed – iParticipate
is planning more events. Plus,
the Soap Nation Tour regularly
brings stars from ABC Daytime
and SOAPnet to cities across
the country to meet their fans.
KIDS ARE CLIENTS, TOO
Help your youngest customers (or their parents) remember your company fondly.
STAR
ATTRACTION
MESSAGE IN
MOTION
Five-color highlighter in
a fun, ergonomic shape
features nontoxic,
fluorescent, transparent inks. Available from
asi/67675.
Floating-logo pen will
keep kids entertained
and bring attention to
your message. Available
from asi/84357.
18 SUCCESSFUL PROMOTIONS January/February 2010 •
Launchpad.indd 18
PACK IT IN
WRITER’S
TER’S KIT
Economical backpack
features water-bottle
pocket, and MP3 and
phone holder with audio
port. Available from
asi/55549.
Eco-friendly recycled
paper tube includes
two pens and pencils
and a wooden sharpener. Available from
asi/67866.
ULTIMATE
COMFORT
Youth’s tagless
long-sleeve T-shirt is
preshrunk and made
of 100% ComfortSoft
cotton. Features ribknit cuffs and a lay-flat
collar. Available from
asi/59528.
Contact your distributor (see address block on cover) to order your promotional products today!
12/10/09 1:26:45 PM
(launchpad)
hot promotional news & ideas
Will Ferrell’s Sunscreen Is Nothing to Laugh At
Products raise education funds for cancer survivors.
BW
e know
him
as
George
W. Bush,
newscaster Ron Burgundy
and a deranged elf. Now, we
also know comedian Will
Ferrell as a swimsuit model.
The prolific Saturday Night
Live alumnus is featured on
bottles of Hot Sexy Tan, Sun
Stroke and Forbidden Fruit
SPF 30 sunscreens. The line
was created by the nonprofit
organization Cancer for
College.
Ferrell’s foray into branded
merchandise came about
because of his friendship with
Craig Pollard. Pollard, a fraternity brother of Ferrell’s at
the University of Southern
California, is a two-time can-
cer survivor. He is also a double amputee. Pollard started
Cancer for College in 1993 to
help cancer survivors pay for
their education. The charity
provides financial aid for scholarships as high as $16,000, as
well as textbooks.
Ferrell has been a supporter of Cancer for College
since it began, and has served
as the celebrity host of its
fundraising events since 2002.
However, this is the first time
he has appeared half-naked
on a bottle of sunscreen on
the organization’s behalf.
“Cancer for College is such
a pure strategy,” Ferrell said in
a statement. “The work that
Craig and Cancer for College
“I’m proud to help them any way I can, and
if that means adding my face to a line of
sunscreen products, I’m all for it.”
Will Ferrell
have done helping kids who
have had cancer go to college
is so noble. I’m proud to help
them any way I can, and if that
means adding my face to a line
of sunscreen products, I’m all
for it.”
Pollard said, “The feedback from everyone has been
so positive. Everyone gets the
humor behind it. None of this
would be possible without our
friend Will Ferrell and his generosity.”
PLAY IT SAFE
Since the sun shines all year long, sunscreen promos will always be appreciated.
ROLL-ON
PROTECTION
This roll-on sunblock
fits perfectly in a purse
or travel bag, so you’re
always ready for safe
fun in the sun. Available
from asi/66715.
READY TO GO
AFTER THE FACT
CARRY ON
ECO-FRIENDLY
This sun care kit contains sunscreen, lip ice
and an exercise towel
– great for beating the
heat during outdoor activities or sports. Available from asi/34362.
If you overdid it in the
sun, this fiber basket
is filled with everything
you need: aloe lotion
and gel, cooling eye
gel pads, a mini sports
towel, sunscreen
(for next time!) and
more. Available from
asi/84495.
This airport-securityapproved skin care
kit includes SPF 30
sunscreen, SPF 15 lip
balm and hand sanitizer,
making it prefect for
frequent travelers. Available from asi/66715.
This unique corrugated tray holds
non-greasy, hypoallergenic sunscreen, lip
balm and soothing body
lotion. Available from
asi/34362.
“Launchpad” continued on page 20
January/February 2010 SUCCESSFUL PROMOTIONS 19
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12/10/09 1:30:05 PM
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hot promotional news & ideas
Hotel Indigo’s Branding Is Pure Poetry
Chain makes an impression with distinctive everyday items.
M
any travelers
feel that all
hotels begin
to look exactly
the same after a while. This
isn’t the case at the chain of
boutique Hotel Indigo properties. The hotel design uses
the Fibonacci Sequence and
the Golden Mean. These
are mathematical principles
found throughout nature in
the growth spiral of sunflowers, pine cones and the nautilus shell (which happens to be
the chain’s logo).
Such attention to detail is
applied to nearly every aspect
of the chain, which encourages
its guests to “Relax. Recharge.
Be Inspired.” To help with the
inspiration, the chain offers haikus written on its menus, room
advertisements, key cards, donot-disturb door hangers, bar
coasters and napkins.
These fun little messages,
written in three lines that usually consist of five, seven and
then five syllables, are impossible to miss. They also appear
on the in-room hotel directory
and tabletop tent cards in the
Phi Bar and Bistro/Phi Café
area. With the exceptions of
the last two items, guests are
invited to take home the items
as souvenirs, according to a
company rep.
One of the “Haiku for
You” poems reads, “Elegant
Delight. Distinctive Flavors
Linger. Rejoice in a Glass.”
This is a description of Clos
Du Bois wine, which the hotel
offers.
Another reads, “Warm
and Inviting. Soulful Melodies
Delight. Download and
Unwind.” This haiku invites
patrons to download Hotel
Indigo’s complimentary “Music
for You” fall podcast featuring
Holly Williams at www.hotel
indigo.com/podcast.
There are 29 Hotel Indigo
properties; 60 more are under
development. The chain is
owned by the InterContinental
Hotels Group.
PILLOW GIFT POSSIBILITIES
Small, thoughtful items can make any hotel stay more pleasant.
JUST COASTING
This solid limestone
coaster will protect
a tabletop in style.
Customize a set with
your four-color logo or
message. Available from
asi/70580.
PRIVACY
PLEASE
Give your employees a
subtle way to request
some idea-generating
quiet time at the office, on the road or at
home. Available from
asi/78100.
20 SUCCESSFUL PROMOTIONS January/February 2010 •
Launchpad.indd 20
NICE NECESSITY
BRIGHT IDEAS
CAR COASTER
These two-ply beverage
napkins are made of
facial-grade paper and
offer plenty of space
for your three-color
imprint. Available from
asi/83748.
This inexpensive neon
memo book is available
in five high-gloss colors.
Perfect for capturing
poems, inspiration and
ideas on the go. Available from asi/50873.
A car’s cup holder will
stay clean and dry with
this perfectly sized
coaster that actually
absorbs moisture. The
finger slot makes it easy
to remove the coaster
for cleaning.
Available from
asi/72795.
Contact your distributor (see address block on cover) to order your promotional products today!
12/10/09 1:30:39 PM