Case Studies in Promotional Marketing

Case studies are taken from this website: http://www.aptcoweb.com/news/casestudies.htm


Museum gets huge membership boost

Since museums are centers of education, it can be said that memberships are mainly aimed to attract people who either want to or have to get educated, for example students and families with kids.
As a promotion they used scratch-off cards with possible prices and therefore to "play the game". This type of technique is called the Game Technique and it is effective because it, in a way, gets the target addicted to the possibility of winning.


AMC butters up sports fans with popcorn offer

In the hometown of AMC, Kansas City, this company decided to attract the home entertained couch potatoes. Because many of these people are enjoying the football season, AMC decided to give away 10,000 key chains that, if presented at the cinema, enables the owner one free popcorn. This raised AMC's customers by 40%. This type of promotion was targeted at sport fans and home-entertained people and was very successful because people love the sense of getting free stuff (in reality they had to pay for the ticket).


Nike Incentive Program Boosts Attendance

Nike employs its workers all around the world and loosing them would mean a huge loss to the company. To improve the attendance of the workers, Nike created a one year plan, giving out specialized mugs particular to each quarter of the year and given to the workers with perfect attendance. This created a competition between workers and the desire to get the different mugs and other accessories that Nike gave out. At the end of the campaign all the Nike facilities reported perfect and improved attendance by over 200%.


Unexpected product works for Fitness Center

Usually fitness centers give out sport related gifts such as water bottles, sporting bags or towels. However, APTCO worker realized that the people attending fitness centers already have their own items of this nature. Some of them carry/wear them but most of them don't. Therefore she decided to give out a practical gift, an umbrella with the company logo. This gift attracts people who go to or want to start going to a fitness center. It is effective because umbrellas are always needed, since they are easy to use and the company logo will be therefore seen by all the people passing by the umbrella owner.