PRACTICAL PROMOTIONS
Practical Promotions is a small promotions company specialising in the Pocket Seat, an innovative concept for outdoor events and for any other time you need a portable seat. Originally designed for the “bleachers” at American baseball games, the Pocket Seat needed to be launched in the UK with a new brand and its own personality. new2marketing recommended a direct mail sample to a selection of brand and promotional managers, including Coca Cola, Nestle and BMW. Providing a sample meant that the product could be tested for comfort and considered as a multi-use item. A press release was also circulated to generate media interest.
The creative concept centred around the main functionality of the Pocket Seat, which obviously is, to sit on. The Pocket Seat also has opportunities for company branding with key messages, logos and even colour options. The marketing idea certainly took the direct approach, and has had a positive response from everyone who has seen it.
The campaign was not intended to generate sales immediately, but rather to make people aware of the brand and the product for future use. The response from the mail out was good, with most recipients requesting more information.