PLAYING CUPID
Entry #1
This entry was submitted by Aubrey S. Adams, Sr, Owner of Profecto in Niles, OH.
With the cooperation of several other local businesses, Profecto Pizzeria has created a wonderful Valentine's promotion for them all. Their drawing was for a heart-shaped pizza, served in the winner's Sweetheart room provided by a local motel, with a table arrangement of flowers provided by a local florist, and with the winning entry announced on the local radio station. The winning couple was transported to their dinner in a limousine provide by a local lime service. Entry forms were available at any of the sponsors. Graphics were provided by a local service.
So, for the price of a little effort and dinner for two, Profecto's received free advertising from the local radio station, recognition and good will in the community and an extra bonus.
The unexpected bonus was provided indirectly by the winning couple, in their eighties and married for 59 years. The husband had been on kidney dialysis, and they had not been out together for several years. Their enjoyment of all the attention they were receiving was covered on the local TV station (after they were "tipped-off" by Profecto's), providing even more free advertising and recognition.
RACE CAR SPONSORSHIP
Entry #2
This entry was submitted by Vern Simrell of Papa John's in West Terre Haute, IN.
Mr. Simrell's race car, with Papa John's logo in the most prominent position, is also sponsored by the local radio station, a local TV station, and displays advertising for various nonprofit organizations that operate in his area.
Not only does he receive on-air mentions on the radio station, he also participates every week on a weekly race talk show. His segment, Papa John's Pizza Trivia Quiz, gives listeners a chance to turn their racing knowledge into a free pizza.
As part of his agreement with the TV station, they produced and aired a public service announcement on seat belt use featuring him and his race car. This PSA is aired at least 10 times every day.
In addition, his race car was featured on two live TV news broadcasts in one year, on yet another TV station.
In 1997, he competed at the Mopar Nationals in Indianapolis in the "Burn Out Contest", winning over 18 other contestants, one of whom was actor John Schneider (a.k.a. Bo Duke), driving one of the original "General Lees" from the TV show, Dukes of Hazzard. This event was watched by a crowd of over 10,000. As a result of this win, the race car was featured in two national magazines (High Performance Mopar and Chrysler Power).
Mr. Simrell doesn't stop there, however. In addition to all of the previously mentioned exposure, he donates free space for various nonprofit organizations and does displays with the car for their fund-raisers. He also visits local schools and gives talks on drug and alcohol abuse, drinking and driving hazards, and seat belt safety.
According to Mr. Simrell calculations, he receives in excess of $10,000 worth of on-air mentions on the radio, and $2,500 in trade-off air time for their share of sponsorship, $2,400 value from appearance on the two news broadcasts, $4,500 value of mentions in connection with the radio show and in excess of $25,000 in free advertising with the television PSA. The goodwill and exposure provided by his work with nonprofit organizations in incalculable. And what does Papa John's pay for all the exposure? $2,500.
GAME NIGHT PIZZA
Entry #3
This entry was submitted by Mark Lemon, owner of Lem's Pizza in Fredericksburg, OH.
Supplying whole pizzas for the athletic booster club of the local high school for them to sell by the slice at ball games is nothing new, but Lem's Pizza has thrown a twist or two into this concept.
Lem's supplies a banner which carries his logo and the booster club name, as well as an explanation of how this works: ORDER NOW, PICK UP AS YOU LEAVE!!
Things are kept simple for everyone and only three topping choices are offered in only one size – LARGE.
The booster club handles orders and collects money as people enter the game. Then, toward the end of half time, a member of the booster club calls in a large but simple order.
Although the games usually take place on busy weekend nights, the order is usually needed about 9:00, after the primary in-house rush. It's delivered just before the game ends and the booster club members handle the distribution of the individual orders. The booster club is actually buying the pizza directly from Lem's (at a significant discount), and getting their profit in the mark-up. Lem's just bills them on a weekly basis for the pizzas ordered.
To summarize this "win-win" situation.
- Little or no cost is involved (a few bucks in a nice reusable banner).
- You receive regular and high exposure of your name and product while developing great community relations.
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Large but simple orders are received on a regular basis.
