Self Promo--Top 10 Ways To Get Noticed
Here are the winners, in no particular order:
Parade of Promos Are Bit of a Stretch
Berman Printing, Cincinnati
Debbie Johnson is marketing manager for Berman Printing, and it is safe to say she's had her hands full this year with an exhausting array of promotions, designed to coincide with the company's $3 million acquisition of an Agfa Galileo platesetting system and a new press.
The parade of promos began in January, with a business letter detailing the equipment investments. In the spring, Berman followed with the distribution of—think back to your childhood—a Slinky, with the tagline, "We're stretching to meet your needs." Included with the toy was a fold-out pamphlet that announced the company's newest additions, along with some fun facts and history of the Slinky.
On April Fool's Day, Berman sponsored—and sold out—a "Creativity Seminar." The commercial printer produced a challenging invitation announcing its selection as Adobe's partner for the introduction of the new software product, InDesign. The promotions heated up in July with a series of four educational post cards, complete with eye-catching color and dazzling graphics. In October, Berman sponsored a seminar titled, "Digital Workflows: The Future of Design for Print."
Two other promotions detailed Berman's printing abilities. A wire-bound brochure, "Effects," demonstrates creative capabilities via intricate patterns, graphics, colors and non-traditional substrates. The piece won an "Award of Excellence" from Zanders. Berman also offered a fold-out brochure featuring standard diecuts, which provides clients with standard templates, saving them the cost of a new die and saving time in prepress.
Berman has focused on the offbeat with several other promotions. The company created a donut box for its sales staff to deliver on sales calls, allowing the worlds of pastries and print to collide. A small pamphlet called "Riddle Dogs" offers up canine conundrums and prizes to those who get the most correct.