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February 20, 2007

Shooting For The Stars: Phone Company Uses Promotional Items to Enhance Business Relationship

Challenge: Reinforce business relationship between phone company and leading hotels
A phone company was worried that their relationship with the Hawaii hotel industry was on thin ice. The company wanted to put these fears to rest and ensure that its position within the Hawaii hotel industry was secure by reinforcing their business relationships with leaders in the industry.

Solution: High-end promotional items enhance event and reach target audience in hotel rooms
The Hawaii Hotel Association had its quarterly meeting at a prominent hotel known for its beautiful, clear night skies. The phone company recognized that this was the perfect opportunity to reach their target audience and show their appreciation for the hotel industry. The phone company hosted an event called “Starry, Starry Nights,” and to promote this theme telescopes were placed outside banquet rooms so attendees could gaze at the stars. The company also hired local astronomers who were able to answer questions.

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The guests were very impressed by the event, but little did they know that the best was yet to come. The event didn't end when the guests went home because the phone company took that extra step that made all the difference to the hotel industry leaders. The company arranged for promotional products to be placed in all of the attendees' rooms. When the guests returned to their hotel rooms, they each found a custom embroidered blanket, a constellation chart, and a bottle of wine waiting for them. The company also included a handwritten note which thanked the guests and hoped that they would be able to use the promotional gifts to make future starry nights equally pleasant.

Result: The extra effort makes a big splash with attendees
More than fifty percent of the industry leaders at the conference wrote letters to the company expressing their thanks for the gifts, which they said would always remind them of the company. The phone company was extremely pleased with the results, and they plan to continue their use of corporate gifts.


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Posted by mark at February 20, 2007 11:57 AM

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