Sales Promotions: n. One of the four aspects of promotional mix, employing media and non-media marketing communication for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Whether you're fresh out of ideas or simply looking for something out-of-the-box, we stand ready to develop innovative and results-driven sales promotions that set your company apart. Our sales promotion services include developing incentive, community outreach, referral, and employee achievement programs as well as all kinds of contests. We invite you to take advantage of our extensive sales promotion experience to enhance your own efforts.
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			From PPAI: Sample Case History Case Study of a Hotel Trade Show Case Study Health Care Insurance Case Study Retail Case Study Product Packaging Case Study Education Case Study Holiday Gift with Purchase				Case Study Collectible Redemption Case Study POS End Aisle Display Case Study Brand Character Restaurant Case Study Tradeshow Recognition Case Study Merchandise Story Book Character Case Study Fire Department
			Sample Case History Call Me When Your Dog Gets Too Tall, And Other Ideas To Radically Rethink Your Sales Approach By: Michael Crooks   Issue: 2009aug Call Me When Your Dog Gets Too Tall To better illustrate these points, let me tell you about my friend, Ken, a toy poodle breeder. Ken called asking about imprinted pens to give away at dog shows to promote his kennel. “Why do you want to give pens away?” I asked. “Well, there’s this lady at the shows and she’s giving out pens, and I thought it’d be a good idea.” From previous conversations, I remembered something about height restrictions with toy poodles. “Ken,” I said, “let’s rethink this. Isn’t there some rule that when a toy poodle gets to a certain height, you can ’t show it any more?” “Sure,” he replied, “10 inches. Then they have to get another dog.” “So give poodle owners a ruler imprinted with your kennel name, position line Breeder of Champion Toy Poodles, contact info and a line that says, ‘Call Me When Your Dog Gets Too Tall.’” “Now that’s a great idea!” he exclaimed. In this example, a ruler is much more effective than a pen. The ruler promotes Ken’s kennel and positions him as the go-to person in a way that is relevant to the target and speaks to something those who show toy poodles need to be mindful of—the height of the dog. The line “Breeder of Champion Toy Poodles” is powerful because the whole reason people show dogs is in hopes of ending up with a champion. Assuming they use the ruler to measure their dog, the second that dog is too tall, they have Ken’s information right in their hands. That’s promotion! A pen in this case would be a giveaway—unless the pen happened to have a tape measure built in.
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