Sometimes a plan just comes together without any real problems. Do you know what we call that? A blessing. Sometimes the most memorable or successful promotions aren’t the ones that are flashy or crazy-original, but the ones that just work. They do what they need to do. We all want to be Michael Jordan, but sometimes it’s better to be John Stockton. (That’s basketball-speak for “consistency and reliability are good!”)
Bob Felice, president of Fresh Concepts, New Haven, Conn., remembers one promotion that went especially smoothly for him, and did some good for a local community, too.
Promo Marketing: What is a promotion that you think was one of your best?
Bob Felice: It was a diaper kit program at a N.Y. hospital.
PM: What was it about this promotion you liked, in particular?
BF: [I liked] how all aspects of the program came together—a grant for the hospital to establish the program, source custom product from one vendor for a direct import, and stock products from other vendors and having kitting done by supervised mentally challenged students at a local school.
PM: Did you run into any challenges with this promotion? If so, how did you over come them?
BF: Managing the inventory for the imports and managing the standing orders with the domestic product.
PM: Do you have any advice for distributors looking to do something similar?
BF: Use the resources that are available in order to create a win-win-win for the customer, vendors and your business. Finding ways to help others in the community is not only necessary for a business but also serves as a terrific selling tool and illustrates the type of company you are to your customer.
