Sum Of The Parts

A distributor pieces its 12 core characteristics
into a self-promotion campaign.
By Audrey Sellers

Every company has its own unique equation of people and services that makes it unlike any other organization. For Burnsville, Minnesota-based distributor One 2 One Marketing, Inc. (UPIC: ONE20001), this equation consists of 12 core characteristics: creativity, a proactive approach, an ability to help companies reach their growth potential, responsiveness, a skill at targeting appropriate audiences, flexibility, service, ideas, dependability, diversity and client appreciation.

When rolled together, these characteristics created one super-catchy self-promotion campaign dubbed “It’s The Little Things That Count.” President Elaine Grundhauser, MAS, says that because many businesses slashed their marketing budgets last year, One 2 One Marketing, Inc. had to find a creative way to inch back into clients’ and prospects’ minds.

“We wanted to gain the attention of at least 20 percent of our target audience in order to be top of mind when monies become available,” says Grundhauser. “To achieve this, we developed a monthly direct-mail campaign promoting the characteristics that make up One 2 One Marketing’s foundation.”

Targeting approximately 220 clients and prospects throughout the Midwest, Grundhauser and her team selected 12 products to demonstrate their 12 biggest strengths: a USB drive, peg puzzle, grow cup, egg timer, tangle hub, Slinky, stress reliever, yo-yo, monkey, cup with soup and nuts, cookie cutter and magic ring puzzle.

Each product was paired with a customized lenticular card detailing one of the distributor’s core characteristics. Sales reps played a part in determining how often to send the mailing—some went out monthly while others were sent bi-monthly or quarterly.
“The two-sided, full-color lenticular card illustrated the characteristic and how that word connected to the enclosed promotional product,” Grundhauser says. “To increase recognition among recipients, we used the same custom box design each month.”
As hoped for, the 12-month mailing created a buzz around One 2 One Marketing and grabbed the attention of clients and prospects. Although sales weren’t the main goal, the distributor reeled in more than $50,000 in sales, including two once-dormant accounts. PC

Audrey Sellers is an associate editor for "PPB" magazine.