Challenge: To source a padfolio with high perceived value—and in an unusual color.
It’s one thing to know, intellectually, that your firm is merging; it’s another altogether when to feel at ease with the reborn company. Promotional products branded with the new company “face” may smooth the transition, helping employees old and new to feel connected to one another and to the new firm. The team at the new GFK Healthcare used promotional products as part of their consolidation / kickoff meeting strategy when three related entities—GfK Market Measures, GfK Strategic Marketing and GfK V2—recently merged. The new firm, GFK Healthcare, is the largest provider of fully integrated healthcare marketing research in the U.S.
Even before the consolidation, each of the GfK research operations held an annual, two-day kickoff meeting during which top-level departmental managers met with company executives to formulate goals and strategic plans for the upcoming year. This year’s kickoff, however, to be held at the Wyndham Princeton Forrestal, would be bigger and better; it would be a meeting of members of the newly melded firm during which new directions would be discussed, new slogans announced, new corporate materials presented.
The GfK team, wanting to thank staff for their energy and attendance, began researching promotional products they could use—not surprising since research is what they do. They asked sales representatives which product would best communicate their thanks with a “wow, this is useful!” appeal. Their reply? Zippered bags and padfolios. But not just any padfolios—padfolios resplendent with GfK’s corporate orange.
Solution: ePromos taps extensive network to source attractive, orange padfolios.
The GfK team went to work. Because they weren’t thrilled with their current promotional products vendor, they began their search for a new one—a firm known for delivering a high level of service, a firm that would ease the pain of finding the product they wanted. That firm was—you guessed it—ePromos. The GfK team connected with Account Manager Lonni Ornstein, telling her they were in a pinch and wanted an attractive padfolio, in GfK orange, with a high enough perceived value to gift even to top executives.
And Lonni delivered. She tapped ePromos’ extensive supplier network to source a padfolio not available through the ePromos website or competing providers: the ProTech Padfolio. This high-tech organization tool, crafted with UltraHide simulated leather, has the soft look and feel of rich Nappa leather without the rich Nappa price. The leather padfolio contains two interior pockets perfect for PDA, iPod or cell phone, as well as an interior gusseted file pocket, two CD pockets, a business card holder and a wide-body pen holder. It also comes with a built-in solar calculator, a writing pad and matching privacy cover, and a zippered closure and front pocket. Most important to the Gfk team, however, is that the padfolio is available in a range of colors—including GfK orange.
Result: Padfolios exceed expectations, impress GfK employees and clients.
The team reports padfolio success. Employees and sales teams were receptive and excited—and happy that the event team listened to and delivered exactly what they wanted. The team and recipients said the product turned out better than expected, with the look, smell and feel of leather and attractive imprinting—just what’s needed to impress managers, executives and clients at meetings.
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