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Promo Product Helps RiskMetrics Group Celebrate IPO in a Press-Worthy Way

Challenge: Find a promotional product that generates buzz and commemorates historic business event
RiskMetrics Group seeks to improve financial markets by bringing transparency, expertise and access to all market participants; it specializes in the risk management, corporate governance and research disciplines. RiskMetrics Group had, for years, operated as a private company. The announcement that the firm was going public stirred much excitement in the market and among the company’s employees, who knew the move promised to usher in a new era for RiskMetrics Group.
The RiskMetrics Group team, wanting to commemorate the event and create a media splash when its stock launched on the New York Stock Exchange on opening day, turned to ePromos account executive Stacey Lewis for help in selecting a promotion / commemoration item.
Solution: Imprinted promotional bells reflect symbolism of the Street’s opening bell and create plentiful photo ops
Stacey presented the team with several ideas; they ultimately selected a press-worthy and memorable promotional product: promotional bells imprinted with the RiskMetrics Group name, logo and stock symbol, as well as with the date of the event. Because the ringing of the bell on Wall Street is highly symbolic—an event rife with excitement and emotion—the team thought it appropriate to reinforce its brand presence and launch its initial public offering by ringing along with the official bell on opening day. We agreed!
Result: Pretty sounds, pictures rich in symbolism stir hearts—and make papers!
Over 200 RiskMetrics Group employees gathered in front of the New York Stock Exchange and rang their bells to open trading that day, as well as to signal their firm’s entry into the public market. It made for pretty sounds—and pretty pictures. The promotion not only helped firmly secure the event in employees’ memories; it also provided an excellent press and awareness opportunity, with images of the event appearing in numerous newspapers. The RiskMetrics Group team was (and still is!) very pleased with Stacey’s assistance and with the promotion; they report their intention to work with ePromos on future promotion initiatives.
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RiskMetrics Group Promotional Bells (PDF Version)

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