Channel partners and specifying stakeholders must understand the benefits of a product before recommending it to their clients. So, channel and specifier education is critical to success.
For this paper manufacturer, we created a series product quizzes to increase both awareness and understanding of the benefits of their recycled paper line, "Cross Pointe". The campaign began with a direct mail piece driving registration with a promotional offering of a trip to Germany. The quizzes offered awards for correct answers and sweepstakes entries for the Germany trip for completion.
Finally, the campaign included a "design contest" where graphic designers could earn travel awards for entering their projects using Cross Pointe papers.
The results: a 20% increase in sales during the promotion and a new targeted database of prospective specifiers to engage on an ongoing basis.
