Challenge: To quickly spread the word about a new business to as many people as possible.
As the new kid in town, a just-launched business or recently opened branch is always seeking effective ways to quickly get the word out and effectively promote the brand. And even though the New York-based roofing contractor WB Contracting Corporation had been in the industry for 40 years, it was still considered the new kid in town when the firm recently opened its new office in Houston.
WB Contracting, an industry leader in urban green roofing systems, is a certified masonry and sheet metal roofing contractor serving commercial, industrial and residential customers. But Houston locals wouldn’t know this—at least not until the WB team got the message out. They immediately set their sights on one key venue: the Houston Livestock Show and Rodeo. This decades-old annual event, drawing up to two million people, is the largest of its kind in the world.
And because Texas rodeos and livestock shows lean toward hot and dusty, show attendees lean toward thirsty. Thirsty people tend to buy drinks. And drinks, in the hot and dusty show environment, tend to get warm quickly; they also tend to condensate. Without another solution at hand, sweaty drinks tend to get wrapped in napkins, which quickly get wet and fall apart, leaving their holders with handfuls of soggy, shredded paper.
Solution: Distribute branded Koozie® can coolers and pens during highly attended local event
That’s why the WB Contracting team decided to give out can cooler sleeves, also known as “koozies” after the Koozie® brand. Because can coolers are lower in cost as compared to other popular promotional products, they enable maximum coverage for events with large numbers of attendees. And because can coolers provide a large surface area, they are ripe for imprinting lots of details customers need to know, such as a logo, message, phone number and web address. The team also decided to give away branded pens at the rodeo; “After all,” goes the thinking, “Everyone can use a pen.”
But which can cooler? Which pen? With these questions in mind, the WB team connected with ePromos’ Promotions Specialist Omer Cohen. Omer quickly led the team to their choices: the Original Can Cooler Sleeve by Koozie® and the attractive Tri-band Pen. The Koozie® promotional beverage insulator maintains a can temperature of 40-degrees or below for 35 minutes, plenty of time to finish a drink and three times longer than a can is able to hold its temperature without a Koozie. The Tri-band pen, with a curved plastic barrel and a striped writing grip, provides a level of writing comfort and control not found in lower priced pens. It is available in a variety of barrel colors and comes with medium-point black ink.
Result: Pens disappear like popcorn; Koozies bring in the purse.
The team’s choices proved to be money horses, bringing a purse in the form of needed brand awareness. They report that attendees picked up the pens “like popcorn,” and that many of the people asking for Koozies® had wet napkin-covered drinks in hand. The team feels their selected promotional combo was a solid investment from which they are already seeing returns.
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