Customization is a fundamental part of the promotional industry, but Kevin Peska, senior sales manager, western region for Newton Manufacturing Company, Newton, Iowa, shared a story about a promotion where a job’s customization requirements were taken past the point of what’s normally expected. Hired by an electrical cooperative, Peska was tasked with creating a highly uncommon product-outlet and switch-plate insulators to help users control their electric bills at home.
Promo Marketing: Could you briefly describe a promotion that you consider one of your best?
Kevin Peska: An electrical cooperative wanted a handout for their annual meeting. They wanted a retail-type package containing outlet and switch-plate insulators that members could take home and put to good use to help control their electric bills.
PM: What items did you use for the promotion, and why?
KP: We had to source and purchase the bulk outlet and switch-plate insulators. In addition, we printed card stock with the customer’s logo and instructions on how to use the insulators. We placed two of each style insulator in a clear plastic bag, stapled folded card to the top to close it and created a retail-type package the customer was looking for.
PM: What was the promotion’s goal, and what did you do to make that goal happen?
KP: The goal was to provide an item that was educational, yet useful. We were able to purchase the necessary components, bring them in-house and package them in a way that the customer could hand them to members complete with instructions on how to use the items to save money on their utility costs.
PM: What did you like about the promotion, and why?
KP: It required us to think outside the box and go beyond the typical promotional item. In the end, we created our own “custom” promotional item that could not be “put out to bid” as it was not available in the marketplace.
PM: What was the best decision you made with the promotion?
KP: The best decision was not saying “no” when first asked if we could source the product, which would have been the easy decision since the item was not available. Being able to meet the customer’s needs and expectations helped to solidify our relationship, and at the same time kept competition at bay.
Want to be considered for a future edition of My Best Promotion? Contact Senior Editor Michael Cornnell at (215) 238-5449 or [email protected] for a list of questions and other details.
