Build awareness, generate leads and reach high-level promotion marketers searching for information and suppliers online. PROMO‘s targeted online opportunities connect you with key decision makers:

Enewsletters

• Xtra This must-read enewsletter from the editors of PROMO highlights breaking industry news, campaigns, launches, mergers and more. Put your message in PROMOXtra to get straight to the desktops of thousands of marketers every week. You’ll generate leads and drive your online ROI.
• PROMO P&I, a bi-weekly enewsletter covers news and trends in the premium and incentive business. It provides insights on the latest products, innovations, company news, launches, and more. Sponsorship opportunities are available to help you generate the leads you need to win new business.
• From the award-winning editors of Penton Media’s Marketing Media Group, Chief Marketer offers a full portfolio of editorial and marketing services in response to the changing, challenging marketing climate. This multi-media franchise is designed to help marketing executives learn new marketing strategies and news, stay up-to-date with the latest trends, consumer demographics, and more. Plus, it provides insights on specific marketing disciplines like CRM, direct marketing, and event promotion. Click here for more advertising information.

Promomagazine.com
The online resource for promotion marketers and offers news updates from PROMOXtra; easy-to-use supplier sourcing tools; access to industry research; a searchable archive of PROMO articles; and more. The site provides access to a targeted audience of marketers who search for information and suppliers online.

Promomagazine.com Website visitor info:
0.5% spend $500,000 or more on promotion products/services
40.7% visit the site at least once per week
21.15% are Presidents, CEOs, COOs, Owners
15.6% are Promotion directors/managers
15.4% are Marketing directors/managers
11.8% are EVPs, SVPs, VPs
(Source: 2004 PROMO Web site Pop-up Survey, Corporate Research, 5/04.)

• Career Marketplace is the classified ad source to help you reach qualified industry professionals to fill your job openings.
• PROMO’s subscriber lists – both direct mail and email – offer direct access to thousands of key customers and prospects.

PROMO offers a host of other online options that help you connect with customers and generate measurable ROI:

• Custom online special reports and microsites that offer exclusive design and content; generate traffic and interactivity with customers; and establish your brand or product within a high-impact, content-rich “mini Website.”
• Category sponsorships that provide clear ownership of your category via a targeted special report with exclusive content; and a major presence for your brand via high-visibility ad messages.
• Streaming video that allows you to reach an Internet-savvy audience with a powerful branding message and a compelling, interactive call-to-action.
• Webinars that feature reliable and efficient Webcast services for both live and video-on-demand events; and offer interactive reach beyond your current customer base.

Contact your PROMO sales representative for more details about these online opportunities.

Doing a deal abroad?

“I do a lot of work with a premium manufacturer in Hong Kong and visit once or twice a year. Each time I go there, my rep treats me to a very generous dinner in an exclusive restaurant. I’m just curious, why does he always order a bottle of Johnnie Walker Red for the table — never wine?”

According to Mike Da Silva, founder of Sydney, Australia-based MDSA, a promotion agency with several Asian clients, there are three reasons. The first has to do with the color red itself, which in China is considered very lucky because it symbolizes good luck and fortune. The second reason is that Chinese businessmen go out of their way to impress Westerners with their knowledge of Western culture. The third reason is that Johnnie Walker Red is extremely expensive, so to have it on the table is status symbol.

If you have a question for one of our PROMO Pro experts on international, coupons, interactive and legal issues — or would like to read what others are asking — join our online forum via the “Ask the PROMO Pro” link on PROMO’s home page.

INSIGHT FROM IMI

www.imi-research.com

Winning Odds

Attractive odds for winning an instant-win game can contribute to overall concept appeal. But high participation may come at too high a cost. A client recently designed an instant-win promotion featuring entertainment prizes, and wanted help weighing the effect of increasing the odds from 1:1 (“Every card is a winner!”) to 1:3.

Research showed that increasing the odds of winning to 1:1 did marginally improve appeal scores, positive image potential and plan to participate as compared to odds of 1:3. But gains in potential participation were not consistent throughout customer segments. In fact, increasing the odds to 1:1 drove participation only among the client’s current customers. At the end of the day, we recommended 1:3 odds given that:

• Intended participation rates reached IMI’s impact norm for success — driving incremental sales among competitors’ customers;

• The promotion drove a positive impact on the client’s image; and

• It cost the client one-third the price in prizing given the 1:1 vs. 1:3 prize pool.

Source: IMI International’s Gem Series #35

NEW THIS MONTH

MATT’S PREMIUM PICK Looking for the latest in premiums and incentives? PROMO’s Matt Kinsman cuts through the mounds of clutter, delivering the details on promising new products likely to motivate consumers to make a purchase or get a salesman to keep after that latest lead. Last month he highlighted custom board games crafted to fit any company’s look and feel. This month? Well, you’ll just have to log on to find out. Matt’s column appears bi-monthly — only online.

PROMOSCOPE Senior Writer Carrie MacMillan uncovers the unusual and innovative campaigns. In June, she spotted a multitude of Minis: A few years ago, before the relaunch of the small box-like cars in the States, my father bought a 1966 Mini. My entire family was on hand when the cream-colored, diminutive car arrived from England by way of Florida…. So I certainly owed my father a call a few weeks ago when I was driving through Ridgefield, CT, and passed a parking lot lined with 20 brightly colored new Minis, and saw several more rounding the corner. The drivers were on their way to an exclusive advance screening of The Italian Job remake from Paramount Pictures…. Carrie’s column appears bi-monthly online.