Strategy Execution: Promoting a line of pre-cast concrete school buildings may seem like an non-glamorous assignment, but that only made this lively, creative campaign that much more of a surprise and a success. Since apples (for the teacher) are so closely associated with schools, and since the client’s message is “We’re different,” the concept of comparing “Apples to Oranges” was a masterstroke. A series of citrus-themed promotional items supported the message: orange-shaped stress balls, orange slice magnet pens, orange colored embroidered polo shirts and orange shaped mouse pads were only some of the brightly colored, smile-inducing items presented during sales calls, distributed at trade shows and shipped to prospective clients. The seemingly disconnected themes (“Why ‘oranges’ when you’re talking about school buildings?”) gave sales reps a perfect opening to talk about the product and its benefits. The orange-theme made for a most “a-peeling” campaign.
Results: During the campaign months, 352 buildings from the new product line were sold. This represented 20% of the company’s overall sales and exceeded the target objective by 10%.
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