Use It – Don’t Lose It
Don’t simply make them want your product, make them need it.
Challenge: A solar energy company looking to relocate their headquarters wanted to create a positive understanding of their business among local influencers.
Key Factor: The intended audience received many requests from companies and any custom product delivered needed to stand apart from the masses while creating a positive impression.
Solution: With Rocca’s help, the company’s product became a part of the target’s daily routine. Branded, solar power cell phone chargers were delivered to decision makers. This was an essential item, which could exist in daily routines or surroundings instead of a one-shot gimmick. Not only did they prove useful, but they also demonstrated the potential for a growing company, making a local relocation even more attractive.
A Better Choice
Inspiration and intentions have expiration dates. Great ideas get makeovers to stay relevant.
Challenge: A company hoped to improve employee moral and loyalty with a years-of- service gift, but choices of out-dated products that rarely carried relevancy to individual employees kept them from their goal.
Key Factor: The system could not be time-consuming to managers but needed to demonstrate more thought than simply leaving a catalog on an employee’s desk.
Solution: An intranet site was created, complete with unique log-ins for recognition levels that managers could pass along to a recognized employee. At that time, the employee could access a wider variety of rewards than previously offered – and more importantly – choices that reflected the demographics of each category. After all, the desires of a one-year employee are often quite different than those celebrating thirty-five years with the company. The tool also provided additional assistance for time-strapped managers with a one-month alert of an upcoming employee anniversary.
The Missing Pieces
If you want appeal, you have to create desire.
Challenge: An insurance brokerage struggled to initiate conversations with client CFOs who made the decisions critical to their industry.
Key Factor: Statistics show companies are 75 percent more likely to earn business if they simply obtain an appointment with the busy, sought-after CFOs.
Solution: Instead of an endless stream of calls, Rocca encouraged the company to get creative. After all, it’s hard to make a CFO want another meeting. Instead, the broker’s construction division delivered large boxes that contained a branded tool set with a note explaining their brokerage could help the company drill down to savings. A meeting would also produce the one item missing from the tool set – the drill. If the executives had to take a meeting, they might as well take one from someone clever that helped them complete a new set of tools. Other divisions followed with items such as remote-controlled cars missing remotes. Potential clients were guaranteed one successful result and possibly a new relationship.
Often, solutions don’t require you to rethink your products, but reorganize your distribution.
Challenge: A national employer struggled with their internal relations – specifically how to distribute branded products to their team. As a result, individual offices were often creating their own products, which led to repetitive spending and items that did not fall in-line with brand and logo guidelines.
Key Factor: Offices rarely needed the same items at the same times, requiring greater flexibility.
Solution: Rocca created an online company store allowing offices to order correctly branded products when they needed them – 24/7 – from partner suppliers prepared with all product specifications. The company was able to deliver goods with greater efficiency as the offices controlled their needed quantity, sizes and frequency of replacement. In addition, the central office no longer needed to maintain an inventory, which took up space but escaped the thoughts of employees throughout the country. The system also offered the ability to track the popularity and true usefulness of items, which led to smarter merchandise decisions.
A Welcome That Works
There’s nothing welcoming (or practical) about a stack of papers. Think like a host instead of a paper pusher.
Challenge: A university wanted to welcome their board members to a meeting in a way that would express gratitude but help their task at hand. The board members were a diverse crowd coming from different locations and levels of engagement.
Key Factor: Rocca knew this was a volunteer position that board members juggled along with their own careers and personal business.
Solution: Our goal was to not load the members down with unnecessary items but provide useful products that maximized efficiency and space. Welcome baskets were placed in board members rooms and not at the hotel’s reception where guests awkwardly shuffle luggage and room keys. The guiding principle for inclusion was how can we take care of your needs? Instead of providing large binders and space-hogging preparation materials, each member was provided with a custom USB port containing all the documents needed for the meeting, as well as a branded notebook and pen to jot down thoughts. Water bottles and snacks, which easily fit into a crowded briefcase, were also provided as a thoughtful courtesy with much more appeal than a simple welcome packet.
For Those Who Have Everything
Winning over a luxury-item crowd doesn’t require a fortune — simply a wealth of creativity.
Challenge: How do you create a lasting impression and promotional gift with display potential for high-income consumers used to luxury products?
Key Factor: Our solution couldn’t compete with champagne wishes and caviar dreams, so we needed to reach the target with a more basic desire than luxury.
Solution: At a Chicago event in Cub’s Stadium, we distributed custom Nokona baseball gloves, bearing a discretely placed sponsor logo and prominent embroidery of each recipients’ name. The gift combined both the power of nostalgia and the competitive, sporting nature of all the guests. Strategic logo placement increased the odds of display, while still prompting recipients of the glove’s origin. Instead of a one-time view with a large logo, the placement increased chances for multiple views and recognition.
How can you get noticed by busy people on a hectic day? Appeal to a basic need.
Challenge: A Fortune-500 client needed to get four key legislative points in front of lawmakers and their staffs during the busy days of legislative session. They also wanted to make sure any items carried a green-product philosophy, while strictly adhering to spending limits imposed by the state’s ethics body.
Key Factor: With late hours, busy schedules and a bevy of people clamoring for attention to their own messages, this project had to grab attention in a dignified yet creative way.
Solution: Knowing legislators and their staffs often had little time and were forced to take multiple meals inside the office, Rocca designed a package to assist regular office dining. Each message was carried through on a collection of recycled-material plates, napkins and a reusable deliver bag. As messages were carried on item quantities of 50, they entered consciousness for many boxes of late-night pizza and early-morning breakfast tacos.