Self Promo--Top 10 Ways To Get Noticed
"This was on purpose, to again draw attention to the piece, even before it was taken out of the box," notes Rachelle DeGraaf, marketing manager for Signature Graphics. "The FedEx box means there is something important inside. It should be opened up and not just discarded before taking a look at it."
The piece combines existing marketing materials, including a corporate video and interactive diskette, with a storybook. The book tells the tale of a business owner with a successful company that lacks a uniform corporate identity. Signature Graphics designs, manufactures and installs the new corporate identity. A personalized letter and shipping label are also included.
The Idea Book set Signature Graphics back approximately $90,000, but it has directly resulted in about $1 million in business for the company. The book is also used by Signature Graphics' sales representatives in their territories and by its marketing department at trade shows, indirectly resulting in additional business.
"In most cases, the Idea Book is the first impression a company is getting about Signature Graphics," DeGraaf notes. "Because of the quality and professionalism of the piece, recipients will come away believing that Signature Graphics is a first-class organization with which to work. We feel that the Idea Book presents us as more than just a graphic manufacturer."