A semiconductor company wanted to let its vendors know how much it relied on them for success.
DISTRIBUTION:
As part of the gratitude program, the company invited one vendor associated with the parts being processed to tour its facility each week. Vendors then were invited to a luncheon following the tour and received ballpoint pens with the words “A Token of THANKS” engraved on them. They also received personal notes signed by the entire company.
OUTCOME:
The program improved relations between the company and its vendors. During the visits the vendors were able to implement simple changes that improved the company’s production by 15%.
PRODUCT:
Pens
CUSTOMER:
Resort
OBJECTIVE:
Promote activities
OVERVIEW:
An elegant resort offers extraordinary activities for its guests, including white water rafting, hot air ballooning, and an out-of-body relaxation spa. It used custom engraved pens to promote each of the world-class activities offered.
DISTRIBUTION:
The pens were distributed internally at guest relations and were also given out as mementoes to guests who participated in these activities.
OUTCOME:
The resort increased its guests’ participation rates in their “out of this world” adventures by 40%.
PRODUCT:
Pens
CUSTOMER:
Bank
OBJECTIVE:
Recruit New Customers
OVERVIEW:
A small local bank wanted to stop the trend of losing its customers to large national banks by promoting the message that its customers were real people.
DISTRIBUTION:
They ran an ad in the local newspaper and offered an executive pen as a gift to use to fill out their paperwork with each new CD deposit of at least $5000.
OUTCOME:
The bank reported a very high response rate to the advertisement offering the free pen and an increase in customer base.
PRODUCT:
Pens
CUSTOMER:
Collection Agency
OBJECTIVE:
Generate Goodwill
OVERVIEW:
With current economic difficulties, debts can be cumbersome. A collection agency understood this and sought a considerate way to encourage debtors to make their payments.
DISTRIBUTION:
They decided to include an engraved pen as a “free gift” along with the required notification-of-debt letter sent to each debtor. The pen, engraved with the word “Thanks” and the agency’s phone number, was a tactful way to remind debtors to write the payment check.
OUTCOME:
By using this less threatening approach, the collection agency received a 20% higher rate of payment from clients compared to competing collection agencies.
