|Challenge: To make newspaper resellers more visible to the public during the 1996 Olympics in Atlanta.
During the 1996 Olympics, Atlanta’s daily newspapers committed to publishing four editions each day throughout the 17 days of Olympic festivities. In order to sell these editions, the newspapers concentrated on finding a way to increase the visibility of 500 newspaper resellers, also known as “hawkers.” The newspapers also wanted to make life easier for the hawkers in whatever ways they could.
Solution: Provide sellers with an assortment of promotional products that would help the public easily identify them.
The daily newspapers ended up putting together a large promotional package to increase hawker visibility and make their jobs easier in the midst of huge crowds. The hawkers received promotional hats, imprinted sunglasses, and customized t-shirts featuring the logos of the newspapers. They also received promotional aprons to help them collect money, imprinted buttons to advertise prices, and branded fanny packs which held a variety of personal items such as sunscreen, ponchos, and water bottles.
Results: Newspaper sales outperformed projected figures by over 12%.
Thanks to the promotional gift packages, visitors found it very easy to locate newspaper resellers and purchase editions throughout the day. The high-visibility afforded by the promotional apparel meant sales moved much quicker and smoother, and people weren’t waiting on huge lines to get their papers. The personal items allowed hawkers to stay alert and motivated all day without the need for extended breaks. Overall, an affordable promotional package recouped investments many times over. Newspaper sales during this period outperformed expected figures by over 12%.
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