MARKETING STORE CONVERSATION STARTERS by The Marketing Store Worldwide for NONE

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MARKETING STORE CONVERSATION STARTERS

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Industry Business equipment & services, Corporate Image
Media Promo & PR
Market United States
Agency The Marketing Store Worldwide
Art Director Ryan Dempski, Kristie Reece
Copywriter T.j. Rapach
Released July 2009

Credits & Description

Category: Corporate Image & Information
Advertiser: NONE
Product/Service: BUSINESS CARDS
Agency: THE MARKETING STORE WORLDWIDE
Date of First Appearance: Jul 14 2009 12:00AM
Entrant Company: THE MARKETING STORE WORLDWIDE, Lombard, USA
Entry URL: http://www.themarketingstore.com/entercode
Art Director: Ryan Dempski (The Marketing Store)
Art Director: Kristie Reece (The Marketing Store)
Photography: Rob Tarpey (The Marketing Store)
Photography: Michael Durr (The Marketing Store)
Creative Direction: Geoff Miller (The Marketing Store)
Creative Direction: Diana Samper (The Marketing Store)
Managing Director: Mark Watson (The Marketing Store)
Production: Kim Haugh (The Marketing Store)
Production: Jim Gard (The Marketing Store)
Interactive: Jim Higgins (The Marketing Store)
Copywriter: T.J. Rapach (The Marketing Store)
Art Direction: Joe Kwon (The Marketing Store)
Media placement: Self Promotion Business Cards - N/a - 14 July 2009

Describe the objective of the promotion.
How do you transform a business card—from a piece of paper with a phone number into a tool that starts a dialogue about our agency? Beyond that, use it to empower all employees to drive new business.

Describe how the promotion developed from concept to implementation
We wanted our business card to work like a promotion so we activated the idea of conversation starters, gave our new contacts an incentive to participate and even motivated our agency employees to join in. The codes allowed us to not only track “conversations” with new contacts, but tag the specific people in the agency who handed out each card. Then we integrated technology with the 2D Datamatrix code, making it fun (and easy) to participate in an innovative way. Finally, we identified brand stories that would lend themselves to images with the most talk value.

Describe the success of the promotion with both client and consumer including some quantifiable results
Since the new card conversation starters were introduced, we’ve received over 150 requests in under 6 months, leading to key new business contacts and 2 new client wins. That’s an average of over one lead for every person working in our Chicago agency.

Explain why the method of promotion was most relevant to the product or service
Our business card starts conversations 4 ways: 1. “Hello” greeting boldly puts our intentions front-and-center. This card is about making a personal connection. 2. Each card has a unique code that can be activated by scanning the 2D Datamatrix barcode with any mobile phone or entering at themarketingstore.com. After becoming acquainted, the contact receives a unique keepsake. 3. Five versions of the card each tell a story we created for a brand (product design, packaging, promotions, retail and interactive). 4. The recycling logo shows the card is printed on recycled stock and talks about our commitment to environmental and social initiatives.